Director of Digital Marketing
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Job Description
Director of Digital Marketing at 321 leading integration of paid media and CRM strategies. Overseeing a unified digital performance department for healthcare, insurance, and legal services sectors.
Responsibilities:
- Lead, manage, and grow the Digital Marketing department, which spans paid media specialists and CRM/MarTech strategists as a unified practice
- Set the department's operating model: campaign workflows, QA standards, platform governance, reporting cadences, and cross-discipline collaboration frameworks between paid and CRM functions
- Conduct regular 1:1s and performance reviews; provide strategic coaching and actively develop team capabilities across both paid media and marketing automation disciplines
- Define role scopes, skill development paths, and staffing recommendations as the department grows to warrant additional headcount
- Partner with the Director of Client Strategy to align digital performance plans with overall client strategy and business objectives
- Own the agency's paid media strategy framework across all digital channels: Google Ads (Search, Display, YouTube, Performance Max, Demand Gen), Meta Ads, LinkedIn, TikTok, and programmatic platforms
- Lead media planning, budget allocation, audience strategy, and campaign architecture for new and existing client accounts across 321's primary verticals — healthcare, insurance, legal services, home services, and entertainment
- Oversee campaign setup, launch, and optimization standards — including bidding strategies, audience segmentation, creative testing frameworks, and attribution modeling
- Develop and enforce first-party data strategies, including CRM-to-platform audience integration, customer match lists, and retargeting architecture
- Apply working knowledge of regulated industry advertising requirements — including healthcare, insurance, and legal — to ensure campaigns meet compliance standards while still performing
- Stay current on platform updates, privacy regulation impacts (iOS, cookie deprecation, consent mode), and measurement alternatives — and translate those into updated agency practices
- Lead the agency's CRM and marketing automation practice, overseeing strategy and execution for client programs built primarily on High Level, with additional experience in HubSpot and Salesforce Marketing Cloud
- Develop full-funnel automation strategies including lead capture and qualification workflows, nurture sequences, re-engagement programs, pipeline stage triggers, and retention campaigns
- Ensure CRM architecture decisions support paid media goals — including lead source tracking, cost-per-lead reporting by channel, and audience syndication back to ad platforms
- Oversee funnel builds from intake form through appointment booking, sales handoff, and post-conversion retention — with particular depth in home services, legal, and healthcare client programs
- Set quality standards for CRM deliverables: segmentation logic, workflow documentation, tagging conventions, and data hygiene practices
- Stay current on evolving MarTech capabilities — including AI-powered personalization, conversational marketing, and automation enhancements — and proactively introduce relevant innovations to client programs
- Champion the integration of paid media and CRM as a unified performance engine — ensuring that audience data, lead behavior, and conversion signals flow between platforms to continuously improve campaign efficiency
- Develop cross-channel attribution frameworks that give clients a clear, accurate picture of marketing ROI from first touch through closed revenue
- Lead the agency's performance reporting approach for digital: establishing dashboards, KPI frameworks, and narrative reporting standards that connect channel performance to business outcomes
- Partner with 321 AIM on shared clients to ensure paid media strategy, lead qualification criteria, and CRM nurture sequences are coordinated and mutually reinforcing
- Identify opportunities to introduce performance-based pricing models (price-per-qualified-lead) to applicable client accounts, and develop the supporting measurement infrastructure
- Serve as the senior digital authority in client-facing strategy sessions, QBRs, and new business pitches — communicating complex paid and CRM strategies in clear, business-outcome terms
- Collaborate with Client Strategy on account planning, identifying opportunities to expand digital scope, introduce new channels, or deepen automation investments
- Contribute paid media and CRM strategy, projection modeling, and recommended tech stack recommendations to agency proposals and RFP responses
- Champion the integration of AI tools across the digital practice — from bid management and creative performance analysis to CRM personalization and workflow automation.
Requirements:
- 8+ years of experience in digital marketing with demonstrated depth in both paid media and CRM/marketing automation — agency experience strongly preferred
- At least 2–3 years in a department leadership, team lead, or senior manager role with direct reports across digital disciplines
- Expert-level command of 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)
- Hands-on experience building and managing CRM programs in High Level is strongly preferred; HubSpot and/or Salesforce Marketing Cloud experience also valued
- Proven ability to architect full-funnel automation: lead capture, qualification workflows, multi-step nurture sequences, pipeline triggers, and retention programs
- Deep understanding of audience strategy, 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 programs in regulated industries — healthcare, insurance, legal services, or home services — including working knowledge of applicable advertising compliance requirements
- Strong command 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 build client-facing dashboards that tell a clear performance story
- Excellent communication skills — able to translate complex digital strategy into clear recommendations for clients at the CMO or ownership level
- Comfort with AI-powered optimization tools across both paid media and CRM, and a proactive mindset toward identifying new applications
- Strong organizational and prioritization skills with the ability to manage department operations across a remote, multi-client environment
- Platform certifications (Google Ads, Meta Blueprint, High Level, HubSpot) are a plus
- Bachelor's degree in Marketing, Advertising, Business, or a related field — or equivalent demonstrated experience.
Benefits:
- 100% remote work environment
- Flexible scheduling with core collaboration hours
- Paid time off + agency-observed holidays
- Professional development and platform/tool access budget
- Collaborative, AI-forward team culture that values innovation and continuous learning
- Opportunity to build and lead a unified digital practice at a high-growth agency operating at the intersection of performance marketing and marketing technology
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