Director Performance Marketing

This is a director of performance marketing for an Asset Management company that invests in multiple law firms. They are open to remote candidates but their ideal candidate would be in Miami, Fl and complete a hybrid schedule at their office in Miami Beach.Preferred background: Experience at Meta, Google, TikTok or another major digital advertising company. Also open to candidates who have managed significant digital advertising budgets at a strong company or agency. Hands-on experience running and improving paid campaigns across Meta and Google is strongly preferred. Experience with data visualization, marketing analytics and dashboard/reporting tools (such as Domo) is also strongly preferred.Develop and execute a multi-market performance marketing strategy across paid search, paid social, display, video, programmatic, retargeting, affiliates, and emerging acquisition channels.Develop market-specific acquisition strategies based on case type, geography, competition, economics, and available legal capacity.Establish channel and market-level targets for leads, qualified leads, signed cases, acquisition costs, and revenue.Build a scalable framework for launching and evaluating new markets and practice areas.Continuously identify opportunities to increase market share and efficiently acquire higher-value cases.Role SpecificLead Generation & Case AcquisitionDevelop strategies to improve lead quality and conversion at every stage of the funnel.Partner with intake leadership to identify opportunities to improve contact rates, qualification rates, appointment rates, and signed-case conversion.Analyze performance by campaign, keyword, creative, market, device, lead source, case type, and other relevant dimensions.Establish clear definitions and reporting for marketing-qualified and case-qualified leads.Paid Media & Channel ManagementPlan optimization across platforms incl Google Ads, Microsoft Ads, Meta, YouTube, CTV, programmatic advertising.Oversee campaign structure, bidding, budgets, audiences, keywords, creative, landing pages, and geographic targeting.Develop sophisticated testing strategies for messaging, creative, offers, landing pages, and conversion experiences.Negotiate and manage relationships with agencies, media partners, technology vendors, and lead-generation partners.Ensure marketing spend is continuously shifted toward the highest-performing opportunities.Analytics, Attribution & EconomicsBuild a robust performance measurement framework connecting advertising spend to qualified leads, signed cases, case values, and marketing ROI.Develop reporting that provides the team with clear visibility into performance by market, channel, campaign, and case type.Establish and monitor KPIs including:Cost per leadCost per qualified leadCost per retained/signed caseLead-to-qualified conversionQualified-to-signed conversionMarketing-generated case volumeRevenue and projected case valueReturn on advertising spendMarketing payback and profitabilityIdentify attribution gapsIntake & Conversion OptimizationImprove the conversion of marketing-generated opportunities into signed cases.IncludingAnalyze call and intake performance by marketing source.Identify friction / leakage hroughout the intake funnel.Partner on landing-page, form, call, and follow-up optimization.Develop feedback loops between marketing and intake teams.Create reporting that connects individual marketing campaigns to case outcomes.Geographic & Practice-Area ExpansionDevelop acquisition strategies for new states, cities, and metropolitan markets as the firm numbers develop.Evaluate competitive advertising environments and market opportunities for firms.Determine appropriate acquisition budgets based on expected case economics and capacity.Develop campaigns around relevant personal injury practice areas, including automobile accidents, truck accidents, motorcycle accidents, premises liability, wrongful death, catastrophic injury, and other applicable matters.Partner with firm leaders to prioritize markets based on opportunity, attorney capacity, and expected return.Creative & Brand PerformanceDevelop and test messagingEstablish a disciplined creative testing process.Use performance data to determine which messages and creative concepts drive qualified cases.Work closely with brand and creative teams to balance direct-response performance with long-term brand equity.ComplianceEnsure performance marketing activities comply with applicable legal advertising rules,Work closely with the GFO team, attorneys and compliance stakeholders when developing advertising claims, creative, landing pages, testimonials, disclaimers, and other consumer-facing materials.Maintain high standards for accuracy, transparency, and consumer trust.Monitor changes in legal advertising regulations and digital advertising policies that may affect acquisition strategy.Leadership ResponsibilitiesFor each firm, establish clear goals, KPIs, accountability systems within a dashboard which can be presented to GFO, firm leadership, to be referenced by the internal marketing team