Responsibilities

• Own end-to-end paid media strategy across all digital channels for the P&C insurance vertical
• Develop scalable acquisition strategies to grow high-intent P&C insurance leads profitably
• Set performance targets aligned with revenue, margin, and growth goals in partnership with the GM
• Partner with executive leadership on annual and quarterly forecasting and media budget planning
• Leverage data-driven insights and customer research to continuously refine messaging and measure business impact
• Serve as the internal authority on paid media for P&C — educating stakeholders, advocating for investment, and connecting media strategy to business outcomes
• Own and optimize performance across all paid channels, including:
• Paid Search — Google Ads, Microsoft/Bing Ads
• Paid Social — Meta, TikTok, LinkedIn, Pinterest
• Programmatic & Display — DSPs, RTB, audience targeting at scale

Requirements

• 7+ years in performance marketing, paid media, or digital acquisition roles
• 3+ years in a media leadership position managing teams and $5M+ annual budgets
• Proven track record scaling customer acquisition in regulated industries (insurance/fintech/healthcare strongly preferred)
• Deep hands-on experience across paid search and at least two additional paid channels (social, programmatic, native, or affiliate)
• Direct experience with P&C insurance lead generation or insurance aggregator ecosystems preferred
• Experience managing full-funnel optimization from CPL through bind rate or equivalent downstream revenue metric
• Paid Search: Google Ads, Microsoft Advertising — campaign architecture, bidding strategy, Quality Score optimization
• Paid Social: Meta Ads Manager, TikTok Ads, LinkedIn Campaign Manager
• Programmatic: DSP experience (DV360, The Trade Desk, or equivalent)
• Attribution & Measurement: Northbeam, Google Analytics, or equivalent multi-touch attribution tools

Preferred

• Direct P&C insurance experience - auto, home, renters, or commercial lines lead generation
• Familiarity with carrier partner economics, underwriting standards, and insurance distribution models
• Experience with insurance aggregator platforms (EverQuote, MediaAlpha, GoHealth, or similar)
• Working knowledge of TCPA compliance and state-level advertising regulations