Fractional Head of Marketing

About Us

At Disability Law Marketing (DL Marketing), we help Social Security Disability law firms achieve sustainable growth through high-performing digital, TV, and lead-generation campaigns. We are expanding our internal production capabilities and are looking for a highly experienced performance marketing leader who can build and launch campaigns, develop our internal team, transfer practical knowledge and processes, and provide senior-level strategic supervision as the team becomes increasingly self-sufficient.
Overview

We are seeking a seasoned Fractional Head of Marketing to lead the build-out, launch, and development of our internal performance marketing and lead-generation function under a Build, Transfer, Handover & Supervise (BTHS) model. This is not a strategy-only fractional CMO or consulting role. During the initial Build phase, the role will be approximately 70% hands-on execution and 30% strategy and supervision. The Fractional Head will directly help launch and manage priority campaigns, establish the systems and standards needed for success, and work closely with our India-based production team and channel specialists. As the team develops, the role will intentionally shift from execution to coaching, handover, and ultimately senior-level strategic supervision. The initial engagement is expected to be approximately 10 hours per week for 90 days, with the opportunity to transition to reduced, as-needed strategic support after successful handover. Scope may grow based on performance and business needs.
Key Responsibilities

Lead U.S. focused performance marketing and lead-generation initiatives across CTV/OTT, affiliate, Google/Bing, Meta/TikTok, programmatic, paid social, and search.
Take a hands-on role in launching, managing, and optimizing priority campaigns during the initial Build phase.
Develop campaign strategy, KPIs, budgets, attribution, reporting standards, SOPs, and repeatable processes.
Build and grow CTV/OTT and affiliate programs, including direct outreach to niche affiliate partners.
Assess team capabilities, help hire specialized talent, and coach the India-based production team.
Train and cross-train internal team members using an execute, teach, document, and repeat approach, with at least two employees trained per critical function.
Monitor CPL, CPA, ROAS, lead quality, conversion, pacing, and budgets; quickly address underperforming campaigns.
Provide concise weekly updates and monthly performance analyses to leadership.
Incorporate AI tools and emerging technologies into marketing workflows and team development.
Transition day-to-day campaign ownership to the internal team as capability milestones are achieved.
Required Qualifications

Extensive hands-on DTC performance marketing and lead-generation experience, with the majority of relevant experience in the U.S. market.
Proven experience marketing to U.S. consumers approximately ages 50-62; Medicare, healthcare, insurance, medical device, SSD/legal, or similar experience strongly preferred.
Strong working knowledge of CTV/OTT, affiliate marketing, Google/Bing, Meta/TikTok, programmatic, paid social, and search.
Experience managing large performance budgets and optimizing CPL, CPA, ROAS, conversion, lead quality, pacing, and attribution.
Experience building affiliate programs through direct partner outreach and relationship development.
Proven ability to build, lead, train, cross-train, and transfer knowledge to internal teams.
Experience creating SOPs, campaign processes, KPI frameworks, and reporting standards.
Practical experience using AI tools within modern marketing workflows.
Strong executive communication skills and the ability to provide clear performance recommendations.
Must be a hands-on builder as well as a strategic leader; this is not a strategy-only consulting role.
Candidate Proof of Experience

Candidates should be prepared to provide 2-3 specific examples of U.S.-based DTC campaigns they personally executed or directly led. Examples should clearly identify:
The product, service, or offer being marketed.
The target audience and demographic.
The channels used and the candidate's personal role in execution versus supervision.
Approximate campaign budget or scale.
Key performance metrics such as CPL, CPA, ROAS, conversion, lead quality, or other relevant KPIs.
The optimization decisions made and measurable results achieved.
BTHS Engagement Model

BUILD - Approximately 70% execution / 30% strategy and supervision: Assess capabilities, establish strategy and KPIs, build processes and SOPs, help shape the team, and take a hands-on role in launching and managing campaigns.
TRANSFER - Increasing coaching and team execution: Work side-by-side with the internal team to transfer practical knowledge across campaign launch, targeting, optimization, budget management, testing, attribution, reporting, and troubleshooting.
HANDOVER - Internal team assumes day-to-day ownership: Validate that the team can independently plan, launch, manage, optimize, analyze, report on, and troubleshoot campaigns with documented processes and appropriate cross-training.
SUPERVISE - Strategic oversight: Transition to campaign reviews, strategic direction, performance and budget reviews, vendor/platform evaluation, coaching, and senior-level guidance as needed.
What Success Looks Like

The engagement will be considered successful when DL Marketing has a scalable internal performance marketing operation and the internal team can independently execute core campaign functions with the Fractional Head primarily providing oversight and strategic guidance. The internal team can independently plan and launch campaigns. The team can create and manage audiences, budgets, media platforms, and campaign workflows. The team can monitor and optimize performance and identify underperforming campaigns. The team can analyze CPL, CPA, ROAS, conversion, lead quality, and other relevant KPIs. The team can prepare clear weekly and monthly performance reporting. The team can troubleshoot routine campaign issues and communicate effectively with media vendors and platforms. SOPs and critical processes are fully documented. At least two trained employees can perform each critical marketing function. Day-to-day campaign execution no longer depends on the Fractional Head.

J-18808-Ljbffr