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Director of media

digitalmediasolutions.com Logo

Digital Media Solutions

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Location:
United States

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Category:
Marketing, Digital Marketing, SEO, SEM

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Contract Type:
Not provided

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Salary:

185000.00 - 195000.00 USD / Year
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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

Additional Information:

Job Posted:
March 21, 2026

Employment Type:
Fulltime
Work Type:
Remote work
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