Director of Performance Marketing

Own and scale paid digital lead generation for a plaintiff-side personal injury and mass tort firm in Century City.

Responsibilities

• Drive day-to-day performance for Google Ads, Meta, and Google Local Services Ads (LSA), including building, launching, and optimizing campaigns
• Manage budget pacing and bid strategy across channels to meet cost-per-lead and cost-per-case targets
• Execute core campaign tactics: keyword research, ad copywriting, campaign/ad group structuring, and ongoing A/B testing
• Run and iterate experiments across ad copy, landing pages, bidding strategies, and negative keywords
• Assess and expand into additional paid channels over time (for example Display and other emerging lead sources) as budget and results justify
• Build scalable campaign infrastructure to support mass tort and wildfire litigation surges, including standing up new campaigns quickly during filing windows
• Collaborate with the CRM Director and Data Analyst to ensure clean lead tracking, attribution, and reporting back to spend
• Continuously test new creative, audiences, and bidding approaches; pause or kill underperforming spend and reallocate to what is working
• Support affiliate and lead-source partnerships with performance data to determine which sources merit scaling
• Provide weekly performance reporting and recommendations to the VP of Marketing, fluent in KPIs including CPL, CPA, CTR, CPC, and ROAS and how they map to firm-level OKRs
• Stay current on platform and policy changes (Google, Meta, and LSA policy/algorithm updates) and adjust strategy proactively

Requirements

• 10+ years of hands-on performance marketing experience with deep direct campaign management (not just oversight) in Google Ads and Meta Ads Manager
• Legal marketing experience strongly preferred; personal injury or mass tort lead generation experience is a plus
• Demonstrated ownership of large paid media budgets with a consistent track record of driving results independently and with minimal hand-holding
• Proven ability to scale paid lead generation spend while maintaining or improving cost-per-lead and lead quality
• Comfort operating in a high-volume, fast-moving environment where campaigns may need rapid scaling around litigation filing deadlines
• Highly data-driven: able to interpret performance data and translate it into next actions beyond reporting metrics
• Experience working with or reporting into CRM (Salesforce) and call-tracking (CallRail) for attribution
• Self-starter with high ownership and ambition for a hands-on role built to run the program
• Bilingual English/Spanish is a strong plus

Technologies

• Google Ads
• Meta Ads Manager
• Google Local Services Ads (LSA)
• Google Business Profile (GMB)
• Google Analytics
• Salesforce
• CallRail
• Zapier
• Tableau
• SEO / website performance tools

Reporting Structure

• Reports directly to the VP of Marketing
• Partners closely with the Creative Director, Social Media Director, CRM Director, and Data Analyst
• No direct reports initially; may build out a small paid media team as the function scales

Benefits

• 401(k)
• Dental insurance
• Flexible spending account
• Health insurance
• Health savings account
• Paid time off
• Referral program
• Vision insurance

What Success Looks Like

• Paid lead volume increases quarter over quarter while cost-per-lead and cost-per-case stay flat or improve
• Campaigns can be stood up or scaled within days when a mass tort or wildfire filing window opens
• Clean attribution connects ad spend to signed cases across every active channel
• VP of Marketing receives a fully trusted, hands-on performance partner requiring minimal oversight

Location: Century City, CA (onsite)

Salary: USD 200,000 - 250,000 per year

Experience: 10+ years