Senior Paid Digital Media Manager

Senior Paid Digital Media Manager

ABOUT US

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.

ABOUT THE ROLE

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.

WHAT YOU'LL DO

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 and market-level insights
• Leverage data visualization tools to assist with data storytelling and optimization efforts (Looker Studio, Power BI, Tableau, or similar)
• Continually test and optimize campaigns, platforms, channels, audiences, and creative in pursuit of delivering exceptional client results
• Turn trends and data into compelling insights, strategies, and plans that drive meaningful and measured results
• Conduct deep-dive analyses to understand campaign performance drivers and identify optimization opportunities
• Present performance insights and strategic recommendations to clients and internal teams through clear, compelling narratives
• Monitor competitive activity, industry benchmarks, and category best practices to maintain competitive positioning

Client & Project Management

• Research, author, and/or assist in the production of paid digital proposals, pitches, RFPs, and media plans
• Ensure client marketing objectives and initiatives are supported with data-driven paid digital strategies aligned to business goals
• Interface with Client Success teams, project leads, and leadership to ensure media plans are executed per approved strategies
• Ensure the development, execution, tracking, and reporting of media campaigns is on-time, on-budget, and on-goal
• Liaise with clients on paid digital matters, serving as the subject matter expert for media strategy and performance optimization
• Lead client presentations on media strategy, campaign performance, and optimization recommendations
• Participate in strategic planning sessions and quarterly business reviews
• Identify growth opportunities within existing accounts through expanded channel mix, increased investment, or new campaign initiatives
• Provide weekly updates to leadership and monthly/quarterly reviews with executive team
• Collaborate with Business Development to support new business pitches with paid media expertise

Team Leadership & Development

• Manage and mentor digital media specialists, providing strategic guidance, technical training, and performance feedback
• Handle recruitment, hiring, and onboarding of digital team staff as the agency scales
• Develop team workflows, processes, and standard operating procedures for campaign management excellence
• Review work, troubleshoot platform issues, and provide constructive feedback to digital team members
• Cultivate career development of team members including evaluation mechanisms, growth plans, and skill-building opportunities
• Foster a culture of testing, learning, and continuous improvement within the digital team
• Ensure all digital team members properly manage and support client initiatives with high quality and accountability
• Act with a high degree of independence and hold responsibility for overall team success
• Secure, qualify, and manage external digital resources (contractors, vendors, platform partners) where necessary

Innovation & Continuous Learning

• Be a self-starter and quick learner with a passion for delivering exceptional work on time and within scope
• Discover and test new platforms, channels, tools, and emerging technologies to provide innovation to the agency and clients
• Explore AI-powered media optimization tools, automation platforms, and bidding algorithms to improve campaign performance and efficiency
• Stay current on privacy changes, platform updates, and digital advertising trends
• Pioneer innovative approaches to insurance marketing and performance advertising in regulated industries
• Assist in developing the agency's unique strategic partnership offerings that leverage data and advertising technology
• Share knowledge and best practices across the agency to elevate overall digital marketing capabilities

WHAT YOU HAVE

Required Experience & Qualifications

• 7+ years of experience in strategic digital media planning and hands-on paid advertising execution, preferably in an agency environment
• 3+ years of direct experience managing paid media campaigns for insurance products (home insurance, auto insurance, personal lines) or financial services required
• Proven track record of successful lead generation and customer acquisition campaigns for insurance brands
• Deep understanding of insurance sales funnels, quote generation optimization, and policy conversion strategies
• Experience managing paid media for business services industries including roofing, legal services, real estate, healthcare, or home services highly valued
• Demonstrated success managing substantial monthly media budgets ($50K+ per month across multiple clients)
• Expert-level proficiency in Google Ads with proven success across Search, Display, Performance Max, and YouTube campaigns
• Advanced Meta advertising expertise with demonstrated results across Facebook and Instagram
• Strong experience with LinkedIn Campaign Manager, programmatic display, and emerging paid channels
• Hands-on experience with landing page optimization, conversion rate optimization (CRO), and funnel testing
• Working knowledge of CRM platforms (HubSpot, High Level, Salesforce Marketing Cloud) and marketing automation
• Deep understanding of customer lifecycle marketing and full-funnel integration strategies
• Proficiency with Google Analytics 4, Google Tag Manager, and conversion tracking implementation
• Experience with data visualization and reporting tools (Looker Studio, Power BI, Tableau, or similar)
• Strong analytical skills with ability to interpret complex data sets and translate insights into actionable strategies
• Understanding of multi-touch attribution modeling and customer journey analysis
• Knowledge of insurance industry metrics, benchmarks, and performance standards
• Familiarity with insurance advertising compliance requirements and regulated industry marketing
• Experience managing and developing team members in a fast-paced environment
• Ability to prioritize, multi-task, solve problems effectively, and remain professional and constructive in all situations
• Strong organizational and communication skills with ability to present complex information clearly to clients and stakeholders
• Track record of project and client success with measurable business impact

Nice to Haves

• Platform certifications (Google Ads, Meta Blueprint, LinkedIn Marketing Labs)
• Experience with programmatic advertising platforms and DSPs
• Knowledge of CTV/OTT advertising strategies and platforms
• Familiarity with affiliate marketing, publisher networks, and performance partnerships
• Experience with call tracking platforms and offline conversion measurement
• Understanding of SEO and how it integrates with paid search strategies
• Background in marketing data science, statistical analysis, or predictive modeling
• Property & Casualty (P&C) insurance knowledge or insurance industry certifications
• Experience managing campaigns during major insurance enrollment periods or crisis events
• Familiarity with insurance technology platforms, quoting systems, or agency management systems
• Experience with other insurance product lines (life, health, commercial)
• Knowledge of telematics, usage-based insurance (UBI), and InsurTech innovations
• Understanding of HIPAA compliance and healthcare marketing regulations
• Experience leading digital transformation initiatives for traditional insurance agencies or business services companies
• Advanced Excel/Google Sheets skills for data analysis and modeling
• SQL knowledge or experience with marketing databases
• Proficiency with AI-powered marketing tools and automation platforms

Essential Skills & Attributes

• Strategic thinker with strong business acumen and ability to connect media performance to client revenue goals
• Data-driven decision maker who balances analytical rigor with creative problem-solving
• Excellent communicator who can translate technical concepts for non-technical audiences
• Detail-oriented with exceptional organizational skills and ability to manage multiple complex campaigns simultaneously
• Proactive self-starter who takes ownership and drives results without constant oversight
• Collaborative team player who works effectively across disciplines and builds strong relationships
• Continuous learner committed to staying current on industry trends, platform changes, and emerging technologies
• Adaptable and comfortable with ambiguity in a fast-paced, evolving environment
• Client-focused with commitment to delivering measurable business value and exceptional service
• Ethical and compliant in all advertising practices, especially in regulated industries

REPORTING STRUCTURE

This position reports to the SVP of Strategy.

This position mentors Digital Media Specialists and collaborates closely with Client Success, Creative, and CRM/MarTech teams.

COMPENSATION

$80,000 - $90,000 per year (dependent on experience and insurance industry expertise)

321 BENEFITS

• Health, dental, and vision insurance
• 401K after one year of employment
• 2 Weeks (80 Hrs) Paid Time Off [Additional 40Hrs at 3 Years]
• 3 Sick/Mental Health Days
• 8 Hours Volunteer Time
• Additional PTO at holiday and management discretion
• Paid parental leave
• Professional development opportunities
• Leadership training opportunities and career advancement pathways
• A collaborative, creative, and ambitious team environment

321 is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all team members.