Director of Paid Digital Growth

CreditAssociates•Plano, TX

6d•Onsite

About The Position

The Director of Paid Digital Growth owns paid-media strategy and performance across paid search, paid social, programmatic, video, and retargeting. The role directs and challenges agency execution while remaining able to operate advertising platforms as needed, and manages a multi-million-dollar annual media investment. Optimization focuses on lead quality, enrolled debt, and downstream revenue rather than front-end cost per lead alone. The position leads structured experimentation across campaign architecture, bidding, targeting, audiences, placements, creative, landing pages, and incrementality. It translates consumer insight and performance data into creative hypotheses, briefs, messaging, offers, hooks, and channel-native formats, and treats storytelling and creative performance as core growth levers. The Director owns landing-page strategy and conversion-rate optimization, using audience, creative, lead-quality, and sales-funnel insights to improve the digital response experience from ad impression through enrollment. The role connects platform, web, CRM, and sales data to measure performance through contact, qualification, transfer, enrollment, enrolled debt, revenue, and cancellation; establishes closed-loop advertising signals; and partners with Analytics, Technology, and CRM owners on tracking, conversion APIs, offline conversion imports, attribution, reporting, and forecasting. The Director leads paid-media agencies and strategic partners, aligns lead volume and quality with Sales and call-center capacity, and collaborates with Analytics, Technology, Creative, CRM, Legal, and Compliance under established approval processes. Success is measured by growth in new enrolled debt at a sustainable 6+ MER, improved lead-to-enrollment conversion and lead quality, lower cost per enrolled debt dollar, and measurable gains from creative and landing-page testing. This is a full-time, in-office position based in Plano, Texas. Travel is not required; occasional attendance at relevant digital-marketing conferences may be supported for professional growth.

Requirements

10+ years of paid digital performance-marketing experience, including 5+ years leading teams, agencies, and multi-million-dollar media investments.
Proven success scaling paid acquisition while maintaining or improving MER, CAC, ROAS, conversion, and revenue performance.
Deep, current fluency across Google Ads, Microsoft Advertising, Meta, and emerging acquisition platforms; ability to independently audit campaign architecture, bidding, targeting, tracking, and agency recommendations.
Experience in a lead-generation business where prospects convert through a sales organization.
Strong technical and analytical fluency across platform, CRM, and web data, with working knowledge of GA4, Google Tag Manager, Salesforce, attribution platforms, and BI tools.
Proven ability to translate consumer insight and performance data into creative strategies, messages, offers, briefs, and testing roadmaps.
Demonstrated use of AI to accelerate analysis, experimentation, creative development, or campaign optimization, with clear examples of measurable results.
Ability to move between detailed performance investigation and strategic roadmapping and communicate clearly across Marketing, Sales, Analytics, Technology, Creative, Legal, and Compliance.

Nice To Haves

Experience in financial services or another regulated category is preferred.
SQL or BigQuery experience is a plus.
Bachelor’s degree preferred; equivalent relevant experience accepted.

Responsibilities

Own paid-media strategy and performance across Google and Microsoft paid search; Meta, TikTok, and emerging paid-social platforms; programmatic, video, and retargeting.
Direct and challenge agency execution while retaining the ability to operate advertising platforms when needed.
Manage a multi-million-dollar annual media investment and optimize pacing and allocation using lead quality, enrolled debt, and downstream revenue.
Develop and execute a structured testing roadmap covering campaign architecture, bidding, targeting, audiences, placements, creative, landing pages, and incrementality.
Translate consumer insight and performance data into creative hypotheses, briefs, messaging, offers, hooks, and channel-native formats with agency and internal Creative partners.
Measure creative win rates, fatigue, iteration velocity, and downstream conversion.
Own landing-page strategy and conversion-rate optimization, testing user experience, messaging, offers, forms, tracking, and conversion flows.
Use audience, creative, lead-quality, and sales-funnel insights to improve the digital response experience from ad impression through enrollment.
Connect platform, web, CRM, and sales data to evaluate performance through contact, qualification, transfer, enrollment, enrolled debt, revenue, and cancellation.
Establish closed-loop strategies that return qualified-lead, enrollment, enrolled-debt, and revenue outcomes to advertising platforms.
Partner with Analytics, Technology, and CRM owners to maintain tracking, conversion APIs, offline conversion imports, attribution, reporting, and forecasting.
Analyze performance by platform, source, campaign, audience, creative, landing page, segment, and sales outcome; listen to calls when needed to investigate lead quality and sales conversion.
Lead the paid-media agency and strategic partners, setting priorities, testing velocity, performance expectations, and accountability.
Partner with Sales leadership to align lead volume and quality with call-center capacity and conversion performance.
Collaborate with Analytics, Technology, Creative, CRM, Legal, and Compliance while following established approval processes.