Director of Digital Marketing

This is a fully remote position, open to applicants in Florida.

📋 Description

• Oversee, manage, and expand the Digital Marketing division, which includes paid media experts and CRM/MarTech strategists as an integrated unit.

• Establish the department's operational framework: campaign workflows, quality assurance standards, platform governance, reporting schedules, and collaborative structures across paid and CRM functions.

• Conduct regular one-on-one meetings and performance evaluations; provide strategic guidance and actively enhance team skills within both paid media and marketing automation areas.

• Define role responsibilities, skill development pathways, and staffing suggestions as the department expands to justify additional hires.

• Collaborate with the Director of Client Strategy to ensure digital performance initiatives align with overall client strategies and business goals.

• Own the agency's paid media strategy across all digital platforms: Google Ads (Search, Display, YouTube, Performance Max, Demand Gen), Meta Ads, LinkedIn, TikTok, and programmatic networks.

• Lead media planning, budget distribution, audience strategies, and campaign architecture for both new and existing client accounts across 321's primary sectors — healthcare, insurance, legal services, home services, and entertainment.

• Supervise campaign setup, launch, and optimization standards — including bidding techniques, audience segmentation, creative testing frameworks, and attribution modeling.

• Create and implement first-party data strategies, encompassing CRM-to-platform audience integration, customer match lists, and retargeting frameworks.

• Utilize knowledge of advertising regulations in regulated industries — including healthcare, insurance, and legal — to ensure campaigns comply with standards while achieving results.

• Keep abreast of platform updates, the impact of privacy regulations (iOS, cookie deprecation, consent mode), and alternative measurement approaches — and translate these into updated agency practices.

• Lead the agency's CRM and marketing automation initiatives, managing strategy and execution for client programs primarily on High Level, with additional experience in HubSpot and Salesforce Marketing Cloud.

• Develop comprehensive automation strategies including lead capture and qualification workflows, nurture sequences, re-engagement initiatives, pipeline stage triggers, and retention campaigns.

• Ensure CRM architecture supports paid media objectives — including lead source tracking, cost-per-lead reporting by channel, and audience syndication back to advertising platforms.

• Oversee the funnel construction from intake forms through appointment scheduling, sales transitions, and post-conversion retention — with specific expertise in home services, legal, and healthcare programs.

• Establish quality benchmarks for CRM outputs: segmentation logic, workflow documentation, tagging standards, and data hygiene practices.

• Stay updated on emerging MarTech capabilities — including AI-driven personalization, conversational marketing, and automation improvements — and proactively integrate relevant innovations into client programs.

• Advocate for the integration of paid media and CRM as a cohesive performance engine — ensuring that audience data, lead behaviors, and conversion signals flow between platforms for continual campaign optimization.

• Develop cross-channel attribution frameworks that provide clients with a clear and precise understanding of marketing ROI from initial engagement to closed revenue.

• Direct the agency's performance reporting strategy for digital: establishing dashboards, KPI frameworks, and narrative reporting standards that link channel performance to business outcomes.

• Collaborate with 321 AIM on shared clients to ensure alignment of paid media strategies, lead qualification criteria, and CRM nurture sequences.

• Identify opportunities to implement performance-based pricing models (price-per-qualified-lead) for applicable client accounts, and create the necessary measurement framework.

• Act as the senior digital authority in client-facing strategy discussions, quarterly business reviews, and new business pitches — articulating complex paid and CRM strategies in clear, business-focused terms.

• Work alongside Client Strategy on account planning, uncovering opportunities to broaden digital scope, introduce new channels, or enhance automation investments.

• Contribute to paid media and CRM strategies, projection modeling, and recommended technology stack suggestions for agency proposals and RFP responses.

• Promote the integration of AI tools throughout the digital practice — from bid management and creative performance analysis to CRM personalization and workflow automation.

⛳️ Requirements

• 8+ years of experience in digital marketing, demonstrating expertise in both paid media and CRM/marketing automation — agency experience is highly preferred.

• A minimum of 2–3 years in a leadership position, team lead, or senior manager role with direct reports across digital disciplines.

• Expert-level proficiency in paid search and paid social platforms: Google Ads (Search, Display, YouTube, PMax), Meta Ads Manager, and at least one additional platform (LinkedIn, TikTok, or programmatic DSP).

• Strong hands-on experience in building and managing CRM programs in High Level is preferred; experience with HubSpot and/or Salesforce Marketing Cloud is also valued.

• Proven capability to design full-funnel automation: lead capture, qualification workflows, multi-step nurture sequences, pipeline triggers, and retention programs.

• In-depth understanding of audience strategies, first-party data integration, and the mechanics of syncing CRM data with ad platforms for targeting, suppression, and lookalike modeling.

• Experience managing paid media and CRM initiatives in regulated industries — healthcare, insurance, legal services, or home services — including familiarity with relevant advertising compliance requirements.

• Strong grasp of attribution modeling, conversion tracking implementation (Google Tag Manager, GA4), and cross-channel reporting.

• Proficiency with reporting and data visualization tools (Looker Studio, Power BI, or similar) and the ability to create client-facing dashboards that convey a clear performance narrative.

• Excellent communication abilities — capable of translating complex digital strategies into straightforward recommendations for clients at the CMO or ownership level.

• Comfort with AI-driven optimization tools across both paid media and CRM, with a proactive approach to discovering new applications.

• Strong organizational and prioritization skills, enabling effective management of departmental operations in a remote, multi-client environment.

• Platform certifications (Google Ads, Meta Blueprint, High Level, HubSpot) are advantageous.

• Bachelor’s degree in Marketing, Advertising, Business, or a related field — or equivalent demonstrated experience.

🏝️ Benefits

• 100% remote work environment.

• Flexible scheduling with defined core collaboration hours.

• Paid time off plus agency-observed holidays.

• Professional development and budget for access to platforms/tools.

• Collaborative, AI-focused team culture that prioritizes innovation and continuous learning.

• Opportunity to establish and lead a unified digital practice at a rapidly growing agency operating at the intersection of performance marketing and marketing technology.