Head of Marketing

Responsibilities

• Own media strategy, allocation, and results for a seven-figure consumer paid-media budget.
• Optimize online and offline investment based on marginal return, capacity, market conditions, case quality, and growth goals.
• Defend decisions to scale, reduce, pause, or reallocate spend and recommend material budget shifts using evidence.
• Account for channel incrementality and attribution limitations when making investment decisions.
• Oversee Google LSA and Google Ads in a PI market where clicks may cost $150–$1,000+.
• Evaluate TV/streaming through rates, reach/frequency, dayparts, market mix, air-log validation, and call impact; evaluate OOH through location, audience, response, intake, and signed-case evidence.
• Hold agencies, vendors, and internal specialists accountable for strategy, execution, reporting, and results.
• Diagnose declines and lead corrective action across targeting, placement, bidding, creative, landing experience, intake response, and budget allocation.
• Own channel-level and blended CPA, with transparent assumptions connecting spend and activity to calls, leads, consultations, signed cases, and revenue.
• Partner with intake leadership to improve speed to answer, contact rate, qualification, conversion, and feedback loops.

Requirements

• 8+ years of progressive B2C marketing leadership in a performance-driven environment.
• Direct decision-making and results accountability for $1M+ in annual consumer paid media—not simply reviewing agency reports.
• Demonstrated ownership of media strategy, allocation, optimization, and acquisition outcomes, including the ability to defend a real CPA previously owned, its calculation, sources, attribution approach, and resulting actions.
• Integrated online/offline campaign experience, including paid search plus at least two of the following: Google LSA, TV, streaming, radio, billboards, or other OOH.
• Experience working with intake, a call/contact center, or another high-velocity lead-conversion operation.
• Strong financial and analytical fluency across spend, CPC, CPL, qualified-lead rate, conversion rate, CAC/CPA, signed cases, and revenue.
• Experience leading multi-channel teams and holding agencies, vendors, and specialists accountable while building scalable dashboards and operating rhythms.
• Willingness and ability to work on-site in McAllen, Texas; relocation support is available.

Preferred

• Direct strategy and results accountability for $2M+ in annual consumer paid media.
• Experience in personal injury, legal services, healthcare, home services, insurance, or another competitive, high-value B2C acquisition environment.
• Experience managing paid search with $150–$1,000+ CPCs and connecting offline media exposure to calls and signed customers.
• Experience in a $50M+ high-growth organization and leading teams of 8+ contributors.

Benefits

• Relocation Support: Available
• Relocation assistance