Senior Director of Digital Marketing

Description

Key Responsibilities: 

• Own digital acquisition and conversion performance, increasing new enrolled debt 
  while maintaining a target MER of 6+ (our version of ROAS).
• Lead paid-media strategy across search, social, display, video, retargeting, and 
  emerging platforms; direct agency execution and recommend investment 
  reallocations based on performance.
• Build organic growth across traditional SEO and AI search, developing scalable 
  content and authority-building strategies that increase qualified demand.
• Own websites, landing pages, and CRO through the Manager of CRO, driving 
  structured testing across user experience, creative, messaging, offers, audiences, 
  and conversion flows.
• Follow leads through contact, qualification, transfer, and enrollment, partnering 
  with Sales and listening to calls when necessary to distinguish lead-quality issues 
  from conversion opportunities.
• Advance digital lead scoring, closed-loop platform signals, performance reporting, 
  and multi-touch attribution using qualified-lead, enrollment, enrolled-debt, and 
  revenue outcomes.
• Lead internal digital-growth resources and paid media and SEO agencies while 
  partnering across Marketing, Sales, Analytics, Technology, Creative, and Digital 
  Experience to improve nurture and cross-channel reengagement.
• Follow established Legal and Compliance review processes and obtain required 
  approvals before launching campaigns and digital experiences.

Qualifications 

• 8+ years of digital growth or performance-marketing experience, including 3+ 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.
• Current, hands-on expertise across Google Ads, Microsoft Advertising, Meta, and 
  other major or emerging acquisition platforms.
• Experience in a lead-generation business where prospects convert through a sales 
  organization; financial services or another regulated category is preferred.
• Experience across SEO and AI search, CRO, retargeting, segmentation, attribution, 
  lead scoring, and full-funnel optimization.
• Strong analytical capabilities across platform, CRM, and web data, with working 
  knowledge of tools such as GA4, Google Tag Manager, Salesforce, attribution 
  platforms, and BI tools.
• A curious, resourceful builder-operator with strong creative judgment and the ability 
  to challenge agencies, communicate business impact, and collaborate 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.