Director of Paid Digital Growth

Key Responsibilities Paid Media Strategy and Performance Own paid-media strategy and performance across Google and Microsoft paid search; Meta, TikTok, and emerging paid-social platforms; programmatic, video, and retargeting-directing and challenging agency execution while remaining capable of operating in the platforms when needed. Manage a multi-million-dollar annual media investment, optimizing pacing and allocation across platforms, campaigns, audiences, and creative based on lead quality, enrolled debt, and downstream revenue—not front-end CPL alone. Develop and execute a structured testing roadmap across campaign architecture, bidding, targeting, audiences, placements, creative, landing pages, and incrementality. Performance Creative and Storytelling Translate consumer insight and performance data into clear creative hypotheses, briefs, messages, offers, hooks, and channel-native formats in partnership with the paid-media agency and internal Creative team. Treat storytelling and creative performance as core growth levers, measuring creative win rates, fatigue, iteration velocity, and downstream conversion—not simply click-through rate. Landing Pages and Conversion Own landing-page strategy and CRO, driving structured testing across user experience, messaging, offers, forms, tracking, and conversion flows. Use audience, creative, lead-quality, and sales-funnel insights to improve the complete digital response experience from ad impression through enrollment. Measurement and Full-Funnel Optimization Connect platform, web, CRM, and sales data to evaluate performance through contact, qualification, transfer, enrollment, enrolled debt, revenue, and cancellation. Establish closed-loop signal strategies that return qualified-lead, enrollment, enrolled-debt, and revenue outcomes to advertising platforms for improved optimization. Partner with Analytics, Technology, and CRM owners to maintain accurate tracking, conversion APIs, offline conversion imports, attribution, reporting, and forecasting. Analyze performance by platform, source, campaign, audience, creative, landing page, segment, and sales outcome; listen to calls when needed to distinguish lead-quality issues from sales-conversion opportunities. Leadership and Partnerships Lead the paid-media agency and strategic partners, establishing clear priorities, testing velocity, performance expectations, and accountability. Partner with Sales leadership to align lead volume and quality with call-center capacity and conversion performance. Collaborate across Analytics, Technology, Creative, CRM, Legal, and Compliance to improve campaign execution and business outcomes while following established approval processes. Measures of Success Growth in new enrolled debt at a sustainable 6+ MER (our ROAS measurement). Improved lead-to-enrollment conversion and paid-digital lead quality. Lower paid-media cost per enrolled debt dollar through stronger allocation, targeting, bidding, and closed-loop optimization. Measurable conversion lift from creative and landing-page experimentation. Qualifications 10+ years of paid digital performance-marketing experience, including 5+ 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. Deep, current fluency across Google Ads, Microsoft Advertising, Meta, and emerging acquisition platforms, with the ability to independently audit campaign architecture, bidding, targeting, tracking, and agency recommendations. Experience in a lead-generation business where prospects convert through a sales organization; financial services or another regulated category is preferred. Strong technical and analytical fluency across platform, CRM, and web data, with working knowledge of GA4, Google Tag Manager, Salesforce, attribution platforms, and BI tools; SQL or BigQuery experience is a plus. Proven ability to translate consumer insight and performance data into compelling creative strategies, messages, offers, briefs, and testing roadmaps. Demonstrated use of AI to accelerate analysis, experimentation, creative development, or campaign optimization, with clear examples of measurable results. A curious, resourceful builder-operator who can move between detailed performance investigation and strategic roadmapping while communicating clearly 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. #J-18808-Ljbffr CreditAssociates