Digital Media Manager
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Job Description
Digital Media Manager owning Meta and TikTok campaigns for Walker Advertising’s legal lead-generation brands. Optimizing bilingual consumer acquisition, budgets, creative, and downstream case quality.
Responsibilities:
- Own end-to-end Meta and TikTok strategy, budget, and day-to-day execution for legal lead-generation brands
- Set audience, practice-area, market, and language strategies across brands
- Allocate, pace, defend, and reallocate budgets based on performance by geography and market dynamics
- Build and manage campaigns directly, including account structure, audience strategy, bidding, placements, exclusions, budget pacing, and daily optimization
- Brief creative teams, interpret performance data, identify creative fatigue, and shape testing plans
- Partner with the CRO team on landing-page and conversion optimization
- Coordinate page and creative testing calendars to avoid confounding results
- Ensure clean downstream measurement using Conversions API, offline conversion imports, and value-based signals where applicable
- Build reporting that connects spend to retained cases rather than form fills
- Perform QA across campaign setup, tracking, and landing pages, and drive issues to resolution
- Deliver regular performance reporting covering results and next actions
- Monitor competitor activity in owned channels
- Evaluate and test additional channels including Reddit, Snapchat, Pinterest, connected TV, creator, and affiliate partnerships
- Collaborate daily with creative, analytics, and paid search teams
- Maintain campaign compliance with attorney advertising rules and platform policies
Requirements:
- 4+ years running paid social as the hands-on buyer
- Meaningful experience in both Meta Ads Manager and TikTok Ads Manager
- Experience acquiring consumer leads that a sales or intake team then works; lead generation rather than ecommerce
- Experience optimizing to downstream outcomes such as cost per qualified lead, cost per sale, or cost per retained case
- Direct ownership of a meaningful budget, with authority to reallocate it
- Ability to work with creative and CRO teams
- Ability to write usable concept briefs and provide actionable designer/editor feedback
- Ability to contribute to testing plans that produce conclusions
- Proficiency with DOMO, Tableau, Power BI, or advanced Excel
- Bachelor's degree in marketing, advertising, business, or a related field
- Professional fluency in Spanish and English (moves candidates to the top of the list)
- Experience with multicultural direct response and Hispanic audiences (moves candidates to the top of the list)
- Legal lead generation or adjacent high-intent regulated-vertical experience (moves candidates to the top of the list)
- Experience with offline conversion pipelines, Conversions API implementations, or tracking infrastructure (moves candidates to the top of the list)
- Experience across additional channels such as Reddit, Snapchat, Pinterest, connected TV, YouTube, or creator partnerships (moves candidates to the top of the list)
Benefits:
- 3 Weeks Paid Time Off
- 12 Weeks of Paid Parental Leave
- Comprehensive Insurance Coverage (Medical, Dental, Vision, etc.)
- 401(k) Retirement Savings Plan
- Wellness Initiatives/Employee Assistance Program
- Rewards and Recognition Programs
- Career Development Opportunities
- 10% annual bonus
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