Job Description
Firm Mission Statement
Our mission is to change as many lives as possible by offering immigration solutions even in the most difficult cases. We look at all possible options to keep our clients in the United States with their families where they belong. We stand ready to fight even when success seems unsure because we understand how much better life can be with the dignity and peace of mind that comes with having documents.
Position Overview
The Associate Media Director oversees the in-house Paid Media & Insights team; responsible for providing measurable and innovative ways to promote our immigration law services, enhance brand visibility and attract new clients. This role leads the media planning and buying strategies for customer acquisition, retention and brand awareness. This role requires a leadership mentality, stewarding the media team to apply insights and analytics to provide actionable insights and recommendations that achieve the Firm’s growth goals. The position also involves managing marketing measurement technology, budgets, and a high-performing team while ensuring alignment with business goals.
Essential Job Functions & Responsibilities:
Leadership & Development:
- Lead Media practice by example; showcasing the importance of ‘application beyond the acquisition’ of data analysis.
- Lead, inspire, and mentor a team of media professionals across paid media; SEO, content marketing, email & SMS marketing, paid social media.
- Foster a culture of innovation, collaboration, and accountability, ensuring continuous professional development for team members.
- Oversee team delivery and performance, ensuring high-quality execution of marketing strategies and campaigns.
Media Strategy Ownership:
- Oversee and define digital marketing strategies to drive customer acquisition, retention, and brand awareness.
- Provide team with strategic direction, ensuring alignment of digital marketing efforts with overall business objectives.
- Collaborate with revenue and marketing leadership team to prioritize high-impact initiatives that support business goals.
- Manage relationships with external agencies, vendors, and partners to enhance digital marketing efforts.
- Lead paid social media campaigns across platforms, aligning them with the overall marketing strategy.
- Conduct audience research, optimize ad targeting, and oversee ad creative to drive engagement, acquisition, and conversion.
Analytics & Data-Driven Decision Making:
- Oversee paid advertising analytics and measurement, while providing actionable insights and optimization efforts to improve conversion rates, enhance user experience, and drive increased sales.
- Utilize A/B testing to test and learn various marketing tactics across markets.
- Partner with product and technical teams to implement website improvements and digital marketing integration.
- Develop dashboards and performance reports that track ROI, conversion rates, customer acquisition costs (CAC), and other key metrics.
- Make data-driven decisions to refine campaigns and improve marketing effectiveness, leveraging tools like Google Analytics, internal CRM systems, PowerBI, and social media platforms.
Budget Management & Resource Allocation:
- Manage and allocate marketing budgets effectively to maximize ROI across all channels.
- Report budget utilization and campaign effectiveness to executive leadership.
- Demand Generation & Lead Nurturing:
- Develop and implement demand generation strategies to increase inbound leads and sales conversion, utilizing tools like HubSpot and internal CRM tools
- Design lead nurturing strategies that guide prospects through the full marketing funnel and improve customer retention and engagement.
- Build custom segmentations, personalization, and automation programs to drive engagement at various stages of the customer journey.
Marketing Technology & Automation:
- Utilize analytics tools (e.g., Facebook Ads Manager, Google Analytics) to track performance, optimize campaigns, and provide reports.
- Oversee and optimize the digital marketing tech stack, including tools for CRM, marketing automation, content management, and analytics (e.g., Salesforce, Google Ads, etc.).
- Integrate marketing technology solutions to streamline operations, improve customer segmentation, and automate marketing efforts.
- Leverage AI for content personalization, predictive analytics, customer journey automation, and campaign scaling.
- Stay current with emerging trends, technologies, and best practices in digital marketing, including AI, to maintain a competitive edge.
Qualifications:
- 10+ years of experience in full-funnel marketing with a focus on digital marketing, SEO/SEM, inbound marketing, and demand generation.
- Proven track record of leading successful marketing initiatives and driving growth for consumer-facing brands.
- Experience creating and implementing customer segmentations in media planning and buying.
- Experience utilizing Brand Awareness research to help inform media plans.
- Strong analytical skills and experience using data to inform marketing strategies.
- Advanced knowledge of digital marketing & CRM tools (e.g., Google Analytics, Salesforce), and marketing automation software (e.g. Hubspot)
- At least 5 years of people management experience.
- Extensive understanding of advertising attribution and brand building.
- Excellent communication, leadership, and interpersonal skills.
- Bachelor’s degree in Marketing, Business, or related field; relevant certifications a plus.
- Fully bilingual in Spanish and English, with excellent communication skills in both languages preferred.
- Experience working with Multicultural marketing.
Job Tags