Lead the development and execution of comprehensive paid digital media strategies for insurance and business services clients across Google Ads, Meta, LinkedIn, YouTube, programmatic display, and emerging platforms
Design full-funnel media strategies that align with insurance customer journeys—from initial awareness and consideration through quote comparison, application, binding, retention, and cross-sell opportunities
Top-of-funnel brand awareness and consideration building
Mid-funnel quote generation and comparison shopping
Bottom-funnel application completion and policy conversion
Retention and renewal campaigns
Cross-sell and upsell strategies (home + auto bundling, umbrella policies)
Create media strategies for business services clients (roofing, legal, real estate, healthcare, home services) that drive lead generation, customer acquisition, and business growth
Establish performance benchmarks, KPIs, and success metrics tailored to insurance products (CPQ - Cost Per Quote, quote-to-bind rate, cost per policy, customer lifetime value, retention rate) and business services objectives
Assume responsibility for the paid digital philosophy and standard of campaign execution across the agency
Stay current on platform updates, algorithm changes, privacy regulations (iOS updates, cookie deprecation), and advertising best practices in insurance and regulated industries
Develop thought leadership around omni-channel, consumer-centric performance marketing for insurance and professional services
Insurance & Regulated Industry Expertise
Maintain deep understanding of home and auto insurance products, coverage types, pricing strategies, and competitive landscape
Navigate insurance advertising compliance requirements including state-specific regulations, disclosure requirements, and industry guidelines
Annual enrollment periods and open enrollment windows
Back-to-school safe driving campaigns
Year-end bundling and savings promotions
Optimize campaigns for insurance consumer behavior including extended research cycles, multi-carrier comparison shopping, quote aggregator interactions, and agent-assisted conversions
Apply compliance expertise to business services verticals including healthcare (HIPAA), legal services (attorney advertising rules), and other regulated industries
Monitor insurance industry trends, InsurTech innovations, competitive activity, and regulatory changes that impact media strategy
Campaign Execution & Platform Management
Execute hands-on campaign setup, optimization, and management across all major paid digital platforms:
Google Ads: Search, Display, Performance Max, YouTube, Local Services Ads
Create A/B testing frameworks for ad creative, audience segments, bidding strategies, and landing page elements
Manage campaign budgets, pacing, and bid strategies to achieve target KPIs while maximizing efficiency
Collaborate with Creative team on ad creative development, providing strategic direction on messaging, formats, and platform specifications
Lead Generation & Performance Marketing Ownership
Oversee the full lead generation ecosystem for 321's owned or partner performance marketing platforms (321 AIM) — from acquisition to conversion
Develop and execute high-volume lead-generation strategies focused on CPL (Cost Per Lead), CPQ (Cost Per Quote), CPA (Cost Per Acquisition), and ROAS targets
Manage traffic sources across paid search, paid social, programmatic display, CTV, SEO, and affiliate channels to drive measurable inbound leads for insurance and business services clients
Optimize landing pages, quote forms, lead forms, and CRM integrations to maximize conversion rates and lead quality
Build lead scoring models and qualification criteria to ensure lead quality meets client standards
Implement lead distribution systems and integrate with client CRM platforms or sales teams
Monitor lead-to-customer conversion rates and provide recommendations for funnel optimization
Develop strategies for lead nurturing, follow-up optimization, and improving quote-to-policy conversion
Full-Funnel Integration & CRM Strategy
Design integrated marketing strategies that connect paid media with CRM automation, email marketing, and customer lifecycle programs
Develop audience segmentation strategies that align paid media targeting with CRM workflows:
Quote abandonment retargeting and email nurture sequences
Policy renewal reminder campaigns
Cross-sell and upsell audience targeting
Win-back campaigns for lapsed policyholders
Referral program amplification
Create remarketing strategies across paid channels based on CRM data and customer lifecycle stages
Build custom audiences from CRM data for improved targeting and suppression strategies
Collaborate with CRM specialists to ensure seamless data flow between platforms and optimize customer journeys
Develop attribution models that account for multi-touch interactions across paid media and CRM touchpoints
Understand marketing automation platforms (HubSpot, High Level, Salesforce Marketing Cloud) and user journey mapping to create cohesive omni-channel experiences
Data Analysis, Reporting & Optimization
Oversee the development of robust, dynamic, and highly visual reports and dashboards to answer key business and media questions
Generate comprehensive performance reports with insurance-specific metrics:
Campaign performance by product line (home, auto, bundled)
Cost per quote, quote-to-bind rate, cost per policy
Customer acquisition cost (CAC) and customer lifetime value (LTV)
ROAS by channel, campaign, and audience segment
Funnel conversion rates from impression to quote to policy
Geographic performance and market-level insights
Leverage data visualization tools to assist with data storytelling and optimization efforts (Looker Studio, Power BI, Tableau, or similar)
Continually test and optimize campaigns, platforms, channels, audiences, and creative in pursuit of delivering exceptional client results
Turn trends and data into compelling insights, strategies, and plans that drive meaningful and measured results
Conduct deep-dive analyses to understand campaign performance drivers and identify optimization opportunities
Present performance insights and strategic recommendations to clients and internal teams through clear, compelling narratives
Monitor competitive activity, industry benchmarks, and category best practices to maintain competitive positioning
Client & Project Management
Research, author, and/or assist in the production of paid digital proposals, pitches, RFPs, and media plans
Ensure client marketing objectives and initiatives are supported with data-driven paid digital strategies aligned to business goals
Interface with Client Success teams, project leads, and leadership to ensure media plans are executed per approved strategies
Ensure the development, execution, tracking, and reporting of media campaigns is on-time, on-budget, and on-goal
Liaise with clients on paid digital matters, serving as the subject matter expert for media strategy and performance optimization
Lead client presentations on media strategy, campaign performance, and optimization recommendations
Participate in strategic planning sessions and quarterly business reviews
Identify growth opportunities within existing accounts through expanded channel mix, increased investment, or new campaign initiatives
Provide weekly updates to leadership and monthly/quarterly reviews with executive team
Collaborate with Business Development to support new business pitches with paid media expertise
Team Leadership & Development
Manage and mentor digital media specialists, providing strategic guidance, technical training, and performance feedback
Handle recruitment, hiring, and onboarding of digital team staff as the agency scales
Develop team workflows, processes, and standard operating procedures for campaign management excellence
Review work, troubleshoot platform issues, and provide constructive feedback to digital team members
Cultivate career development of team members including evaluation mechanisms, growth plans, and skill-building opportunities
Foster a culture of testing, learning, and continuous improvement within the digital team
Ensure all digital team members properly manage and support client initiatives with high quality and accountability
Act with a high degree of independence and hold responsibility for overall team success
Secure, qualify, and manage external digital resources (contractors, vendors, platform partners) where necessary
Innovation & Continuous Learning
Be a self-starter and quick learner with a passion for delivering exceptional work on time and within scope
Discover and test new platforms, channels, tools, and emerging technologies to provide innovation to the agency and clients
Explore AI-powered media optimization tools, automation platforms, and bidding algorithms to improve campaign performance and efficiency
Stay current on privacy changes, platform updates, and digital advertising trends
Pioneer innovative approaches to insurance marketing and performance advertising in regulated industries
Assist in developing the agency's unique strategic partnership offerings that leverage data and advertising technology
Share knowledge and best practices across the agency to elevate overall digital marketing capabilities
WHAT YOU HAVE
Required Experience & Qualifications
7+ years of experience in strategic digital media planning and hands-on paid advertising execution, preferably in an agency environment
3+ years of direct experience managing paid media campaigns for insurance products (home insurance, auto insurance, personal lines) or financial services required
Proven track record of successful lead generation and customer acquisition campaigns for insurance brands
Deep understanding of insurance sales funnels, quote generation optimization, and policy conversion strategies
Experience managing paid media for business services industries including roofing, legal services, real estate, healthcare, or home services highly valued
Demonstrated success managing substantial monthly media budgets ($50K+ per month across multiple clients)
Expert-level proficiency in Google Ads with proven success across Search, Display, Performance Max, and YouTube campaigns
Advanced Meta advertising expertise with demonstrated results across Facebook and Instagram
Strong experience with LinkedIn Campaign Manager, programmatic display, and emerging paid channels
Hands-on experience with landing page optimization, conversion rate optimization (CRO), and funnel testing
Working knowledge of CRM platforms (HubSpot, High Level, Salesforce Marketing Cloud) and marketing automation
Deep understanding of customer lifecycle marketing and full-funnel integration strategies
Proficiency with Google Analytics 4, Google Tag Manager, and conversion tracking implementation
Experience with data visualization and reporting tools (Looker Studio, Power BI, Tableau, or similar)
Strong analytical skills with ability to interpret complex data sets and translate insights into actionable strategies
Understanding of multi-touch attribution modeling and customer journey analysis
Knowledge of insurance industry metrics, benchmarks, and performance standards
Familiarity with insurance advertising compliance requirements and regulated industry marketing
Experience managing and developing team members in a fast-paced environment
Ability to prioritize, multi-task, solve problems effectively, and remain professional and constructive in all situations
Strong organizational and communication skills with ability to present complex information clearly to clients and stakeholders
Track record of project and client success with measurable business impact
Nice to Haves
Platform certifications (Google Ads, Meta Blueprint, LinkedIn Marketing Labs)
Experience with programmatic advertising platforms and DSPs
Knowledge of CTV/OTT advertising strategies and platforms
Familiarity with affiliate marketing, publisher networks, and performance partnerships
Experience with call tracking platforms and offline conversion measurement
Understanding of SEO and how it integrates with paid search strategies
Background in marketing data science, statistical analysis, or predictive modeling
Property & Casualty (P&C) insurance knowledge or insurance industry certifications
Experience managing campaigns during major insurance enrollment periods or crisis events
Familiarity with insurance technology platforms, quoting systems, or agency management systems
Experience with other insurance product lines (life, health, commercial)
Knowledge of telematics, usage-based insurance (UBI), and InsurTech innovations
Understanding of HIPAA compliance and healthcare marketing regulations
Experience leading digital transformation initiatives for traditional insurance agencies or business services companies
Advanced Excel/Google Sheets skills for data analysis and modeling
SQL knowledge or experience with marketing databases
Proficiency with AI-powered marketing tools and automation platforms
Essential Skills & Attributes
Strategic thinker with strong business acumen and ability to connect media performance to client revenue goals
Data-driven decision maker who balances analytical rigor with creative problem-solving
Excellent communicator who can translate technical concepts for non-technical audiences
Detail-oriented with exceptional organizational skills and ability to manage multiple complex campaigns simultaneously
Proactive self-starter who takes ownership and drives results without constant oversight
Collaborative team player who works effectively across disciplines and builds strong relationships
Continuous learner committed to staying current on industry trends, platform changes, and emerging technologies
Adaptable and comfortable with ambiguity in a fast-paced, evolving environment
Client-focused with commitment to delivering measurable business value and exceptional service
Ethical and compliant in all advertising practices, especially in regulated industries
REPORTING STRUCTURE
This position reports to the SVP of Strategy. This position mentors Digital Media Specialists and collaborates closely with Client Success, Creative, and CRM/MarTech teams.
