Director of media Job at Digital Media Solutions

Job Description

DMS is seeking a strategic, data-driven Director of Media to own paid media strategy and execution for our insurance lead generation business. This leader will drive full-funnel media strategy, performance optimization, media buying, partner management and budget allocation to deliver scalable, compliant and profitable lead acquisition at scale.

Job Responsibility

Own end-to-end paid media strategy across all digital channels for the P&C insurance vertical
Develop scalable acquisition strategies to grow high-intent P&C insurance leads profitably
Set performance targets aligned with revenue, margin and growth goals in partnership with the GM
Partner with executive leadership on annual and quarterly forecasting and media budget planning
Leverage data-driven insights and customer research to continuously refine messaging and measure business impact
Serve as the internal authority on paid media for P&C — educating stakeholders, advocating for investment and connecting media strategy to business outcomes
Own and optimize performance across all paid channels, including: Paid Search, Paid Social, Programmatic & Display, Native Advertising, Affiliate & Lead Aggregator Partnerships, Email & CRM-driven acquisition programs
Evaluate and test emerging channels to diversify acquisition and reduce platform concentration risk
Manage channel mix strategy with a clear view of diminishing returns and incremental opportunity
Drive continuous improvement of CPL, CPA, ROAS, quote rate, bind rate and lead quality metrics
Implement rigorous A/B testing frameworks across creative, landing pages, audience targeting and offer structures
Optimize toward qualified, bindable leads — not just volume
Partner with analytics and BI teams on attribution modeling, incrementality testing and media mix modeling
Build and maintain dashboards and reporting cadences that connect media activity to downstream revenue outcomes
Ensure all media buying practices adhere to TCPA, CAN-SPAM and state-by-state P&C insurance advertising regulations
Implement consent capture and data handling workflows compliant with CCPA and applicable privacy laws
Partner with Legal and Compliance to vet new channels, creative and targeting approaches before launch
Maintain platform account health standards across all ad networks to protect business continuity
Stay current on regulatory changes affecting insurance lead generation and performance marketing
Collaborate with Sales, Carrier Partnerships and Operations to ensure leads meet underwriting and conversion standards
Own the feedback loop between media buying and downstream performance — quote rate, bind rate, policy revenue and LTV
Optimize campaigns based on close rate and long-term customer value, not just top-funnel cost metrics
Partner with carriers and distribution partners on lead quality standards and volume commitments
Build reporting that connects media investment to policy bind economics and margin contribution
Champion AI tool adoption for accelerated campaign optimization, creative testing, and audience modeling
Leverage AI-powered bidding and automation tools to improve efficiency across paid channels
Use predictive analytics and machine learning tools for lead quality scoring and media mix optimization
Explore AI applications for creative generation, landing page personalization and incrementality measurement
Enable the broader marketing team to adopt AI tools effectively through best practices and knowledge sharing
Stay current on emerging AI/ML capabilities relevant to performance marketing and insurance vertical dynamics
Manage relationships with media platforms, agencies, DSPs, data providers and affiliate partners
Evaluate and maintain the MarTech stack — attribution platforms, CRM integrations, ad tech and analytics tools
Optimize vendor spend and ensure all partners are held to clear performance SLAs
Lead, mentor, and grow a team of performance marketing individual contributors and team leads
Foster a culture of analytical rigor, accountability and continuous optimization
Establish clear KPIs, OKRs and performance expectations for the media team
Collaborate cross-functionally with Product, Sales, Analytics and Customer Success to deliver cohesive end-to-end performance
Build team capabilities in emerging areas including programmatic, AI-assisted optimization and compliance-aware buying

Requirements

7+ years in performance marketing, paid media or digital acquisition roles
3+ years in a media leadership position managing teams and significant media budgets ($5M+ annually)
Proven track record scaling customer acquisition in regulated or compliance-sensitive industries (insurance, fintech or healthcare strongly preferred)
Deep hands-on experience across paid search and at least two additional paid channels (social, programmatic, native or affiliate)
Direct experience with P&C insurance lead generation, insurance aggregator ecosystems or similar performance lead gen businesses preferred
Experience managing full-funnel optimization from CPL through bind rate or equivalent downstream revenue metric
Paid Search: Google Ads, Microsoft Advertising — campaign architecture, bidding strategy, Quality Score optimization
Paid Social: Meta Ads Manager, TikTok Ads, LinkedIn Campaign Manager
Programmatic: DSP experience (DV360, The Trade Desk, or equivalent)
Attribution & Measurement: Northbeam, Rockerbox, Triple Whale, Google Analytics or equivalent multi-touch attribution tools
Analytics & BI: Strong SQL fluency or comfort working with analysts
Tableau, Looker or similar BI tools
CRM & Marketing Automation: Salesforce, HubSpot or equivalent
Lead Management: Experience with lead distribution platforms, ping-post systems or lead marketplace operations
Strong communication skills with the ability to translate media performance into business and financial language for executive audiences
Proven ability to influence cross-functional stakeholders and drive alignment across sales, ops, product and analytics
Analytical mindset with a bias toward data-driven decision-making and structured experimentation
Comfort operating in a PE-backed, metrics-driven environment with high accountability to business outcomes
Experience managing and developing high-performance marketing teams

Nice to have

Direct P&C insurance experience - auto, home, renters or commercial lines lead generation
Familiarity with carrier partner economics, underwriting standards and insurance distribution models
Experience working within or alongside insurance aggregator platforms (EverQuote, MediaAlpha, GoHealth or similar)
Working knowledge of TCPA compliance, insurance advertising regulations, and state-level compliance requirements
Experience with FinOps or media budget optimization practices in high-spend environments
Active user of AI-assisted marketing tools for bidding automation, creative testing or predictive analytics
Background in CRO, landing page optimization and funnel experimentation
Experience building or scaling a media function from early-stage through significant growth

What we offer

Medical, dental, vision insurance
Wellness and mental health benefits
Tax-Advantaged healthcare accounts
Financial and income protection benefits (life insurance, short-term disability, 401(k)
Paid time off (PTO), holidays and sick time off
Remote worker assistance for wellness and home office

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