Digital Media Manager

About the role

You will own Meta and Tik Tok end to end - strategy, budget, and day-to-day execution - for a portfolio of legal lead generation brands serving English- and Spanish-speaking consumers across the United States.

This is a hands-on-keys role. You will be in Ads Manager and Tik Tok Ads Manager yourself, building campaigns, writing and briefing creative, reading results, and making the call on where the next dollar goes. There is no media buyer underneath you executing your plan.

A note on measurement. Our leads are not purchases — a form fill starts a process that either ends in a represented case or does not. You will work with offline conversion imports, the Conversions API, and in-platform data, and you will be measured on lead quality as much as on lead cost.

This is a regulated category. Attorney advertising is governed by state bar rules, and platform policy limits what ad copy may imply about the person seeing it. You will work closely with our legal team to keep campaigns compliant.

How this role actually runs - nobody is going to hand you a playbook for these channels and ask you to execute it. Priorities move, and you will regularly be the person who has to decide what happens next and then defend the call. We want someone who treats the budget like their own money, who would rather get a test live than wait for a perfect brief, and who comes back with an answer rather than a blocker.

You will have real latitude here. The trade is that you have to use it.

• Channel strategy and budget. Set the plan for Meta and Tik Tok across our brands — which audiences, which practice areas, which markets, which languages. Own the budget: allocate it, pace it, defend the allocation with numbers, and move it when the numbers say to. Budget is determined by performance which is function of geo and the dynamics of that market, not just at the account level.
• Execution. Build and manage campaigns yourself. Account structure, audience strategy, bidding, placements, exclusions, budget pacing, and daily optimization. You are the person in the account.
• Creative direction and testing. A combination of in-house teams and outsources creative partners write and produce the creative, and they bring their own concepts to the table. You are not project managing that pipeline or generating every idea in it. What you own is the platform side of the conversation: briefing what you need, telling the team what the data says is working or fatiguing, and shaping the test plan with them.
• Landing page and conversion optimization. Work with our CRO team the same way you work with creative. Bring what the traffic data tells you, help prioritize what gets tested on the pages your campaigns point to, and coordinate the calendar so page tests and creative tests are not confounding each other on the same campaign at the same time.
• Measurement and signal quality. Work with our analytics and development partners to make sure the platforms are receiving clean downstream signal — Conversions API, offline conversion imports, value-based signals where they apply. Build reporting that ties spend to retained cases, not to form fills.
• QA and reporting. Run routine QA across everything your campaigns touch — in-platform setup, tracking, and the landing pages your traffic lands on — and drive the issues you find to resolution rather than logging them. Deliver regular performance reporting that says plainly what worked, what did not, and what you are changing next. Keep tabs on what competitors are running in the channels you own.
• Testing and new channels. Bring a point of view on what we should be testing that we are not:
  Reddit, Snapchat, Pinterest, connected TV, creator and affiliate partnerships, new ad products…