Director of Paid Digital Growth

Description

Key Responsibilities 

Paid Media Strategy and Performance 

• Own paid-media strategy and performance across Google and Microsoft paid search; Meta, TikTok, and emerging paid-social platforms; programmatic, video, and retargeting—directing and challenging agency execution while remaining capable of operating in the platforms when needed.
• Manage a multi-million-dollar annual media investment, optimizing pacing and allocation across platforms, campaigns, audiences, and creative based on lead quality, enrolled debt, and downstream revenue—not front-end CPL alone.
• Develop and execute a structured testing roadmap across campaign architecture, bidding, targeting, audiences, placements, creative, landing pages, and incrementality.

Performance Creative and Storytelling 

• Translate consumer insight and performance data into clear creative hypotheses, briefs, messages, offers, hooks, and channel-native formats in partnership with the paid-media agency and internal Creative team.
• Treat storytelling and creative performance as core growth levers, measuring creative win rates, fatigue, iteration velocity, and downstream conversion—not simply click-through rate.

Landing Pages and Conversion 

• Own landing-page strategy and CRO, driving structured testing across user experience, messaging, offers, forms, tracking, and conversion flows.
• Use audience, creative, lead-quality, and sales-funnel insights to improve the complete digital response experience from ad impression through enrollment.

Measurement and Full-Funnel Optimization 

• Connect platform, web, CRM, and sales data to evaluate performance through contact, qualification, transfer, enrollment, enrolled debt, revenue, and cancellation.
• Establish closed-loop signal strategies that return qualified-lead, enrollment, enrolled-debt, and revenue outcomes to advertising platforms for improved optimization.
• Partner with Analytics, Technology, and CRM owners to maintain accurate tracking, conversion APIs, offline conversion imports, attribution, reporting, and forecasting.
• Analyze performance by platform, source, campaign, audience, creative, landing page, segment, and sales outcome; listen to calls when needed to distinguish lead-quality issues from sales-conversion opportunities.

Leadership and Partnerships 

• Lead the paid-media agency and strategic partners, establishing clear priorities, testing velocity, performance expectations, and accountability.
• Partner with Sales leadership to align lead volume and quality with call-center capacity and conversion performance.
• Collaborate across Analytics, Technology, Creative, CRM, Legal, and Compliance to improve campaign execution and business outcomes while following established approval processes.

Measures of Success 

• Growth in new enrolled debt at a sustainable 6+ MER (our ROAS measurement).
• Improved lead-to-enrollment conversion and paid-digital lead quality.
• Lower paid-media cost per enrolled debt dollar through stronger allocation, targeting, bidding, and closed-loop optimization.
• Measurable conversion lift from creative and landing-page experimentation.

Qualifications 

• 10+ years of paid digital performance-marketing experience, including 5+ years leading teams, agencies, and multi-million-dollar media investments.
• Proven success scaling paid acquisition while maintaining or improving MER, CAC, ROAS, conversion, and revenue performance.
• Deep, current fluency across Google Ads, Microsoft Advertising, Meta, and emerging acquisition platforms, with the ability to independently audit campaign architecture, bidding, targeting, tracking, and agency recommendations.
• Experience in a lead-generation business where prospects convert through a sales organization; financial services or another regulated category is preferred.
• Strong technical and analytical fluency across platform, CRM, and web data, with working knowledge of GA4, Google Tag Manager, Salesforce, attribution platforms, and BI tools; SQL or BigQuery experience is a plus.
• Proven ability to translate consumer insight and performance data into compelling creative strategies, messages, offers, briefs, and testing roadmaps.
• Demonstrated use of AI to accelerate analysis, experimentation, creative development, or campaign optimization, with clear examples of measurable results.
• A curious, resourceful builder-operator who can move between detailed performance investigation and strategic roadmapping while communicating clearly across Marketing, Sales, Analytics, Technology, Creative, Legal, and Compliance.

Bachelor’s degree preferred; equivalent relevant experience accepted.

Work Environment 

This is a full-time, in-office position based in Plano, Texas. Travel is not required, although occasional attendance at relevant digital-marketing conferences may be supported for continued professional growth.