Senior Paid Digital Media Manager

Senior Paid Digital Media Manager 321 is a creative marketing agency using strategic data to create the kinds of meaningful moments that connect, inspire, and engage. We thrive on collaboration, agility, and heart — and we're powered by teammates who focus on what matters, bring proactive solutions to the table, and take full ownership of their work. We believe great work starts with great people, and we're looking for one more to join the team.
As a Senior Paid Digital Media Manager at 321, you will lead the strategic development and hands-on execution of paid digital media campaigns across a diverse portfolio of clients, with specialized focus on insurance (home, auto, and related product lines) and business services industries including roofing, legal services, real estate, healthcare, and home services.
This role requires deep expertise in insurance marketing dynamics including lead generation optimization, quote funnel conversion, seasonal campaign management (Annual Enrollment Periods, weather-related awareness campaigns), life event targeting, and navigating the extended consideration cycles typical of insurance purchase decisions. You understand how to drive cost-effective policy acquisition while managing complex attribution models across multi-touch customer journeys.
You will own the full-funnel media strategy and execution—from awareness and consideration through quote generation, application completion, policy binding, and retention—while integrating paid media with CRM automation, email marketing, and customer lifecycle programs. This role combines strategic leadership with technical execution expertise, requiring proficiency across paid search, paid social, programmatic display, CTV, and deep understanding of how paid media fuels and integrates with marketing automation platforms.
As a senior leader on the Digital team, you will manage and mentor digital specialists, drive the paid media philosophy across the agency, pioneer innovative approaches to performance marketing in regulated industries, and serve as a strategic partner to clients seeking measurable business growth through data-driven digital advertising.
Paid Digital Strategy & Leadership
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
Develop insurance-specific campaign architectures optimized for: 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
Develop targeting strategies leveraging insurance-specific audiences: life event triggers (home purchase, vehicle purchase, marriage, relocation, new driver in household), policy lifecycle stages (quote shoppers, new policyholders, renewal windows, lapsed customers), demographic and behavioral segments (homeowners, renters, multi-vehicle households, bundle seekers), geo-targeting based on weather patterns, natural disaster zones, and market-specific opportunities
Design seasonal campaign strategies aligned with insurance marketing calendars: weather-related awareness (hurricane season, winter storm preparation, wildfire risk), moving season and life event marketing, 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, Meta: Facebook, Instagram (feed, stories, reels), Messenger, LinkedIn: Sponsored Content, Message Ads, Lead Gen Forms, Programmatic Display: Audience targeting, retargeting, contextual advertising, CTV/OTT: Connected TV advertising for brand awareness and consideration, Emerging platforms: TikTok, Pinterest, Reddit as appropriate for client objectives
Build sophisticated audience targeting strategies using: 1st party data from CRM systems and customer databases, 3rd party data sources and intent signals, lookalike audiences and predictive modeling, custom audience segmentation based on insurance shopping behaviors and life events, geo-targeting, demographic targeting, and behavioral targeting
Develop and manage landing page strategies, conversion funnels, and quote form optimization to maximize conversion rates and lead quality
Implement comprehensive tracking architecture including: conversion tracking and event configuration, Google Analytics 4 and Google Tag Manager setup, UTM parameter strategies and campaign tagging, multi-touch attribution modeling, CRM integration and lead tracking, call tracking and offline conversion measurement
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