ABOUT THE ROLE
As Director of Digital Marketing at 321, you will lead the agency's paid media and CRM/MarTech practices as a unified digital performance department. This is a senior leadership role with real strategic authority - you'll own the department's operating model, develop the team's capabilities across both disciplines, and serve as the senior digital voice in client strategy, new business, and agency planning conversations.
The right person for this role thinks in funnels, not channels. You understand that a paid search click is only as valuable as the automation sequence that follows it, that CRM segmentation should inform audience targeting, and that attribution only makes sense when you can see the full journey from impression to closed deal. You're as comfortable reviewing a High Level workflow build as you are auditing a Google Ads account structure - and you lead a team that covers both.
You'll also work in close coordination with 321 AIM, the agency's proprietary performance marketing platform, on overlapping clients, ensuring paid media strategy and lead generation infrastructure are tightly aligned rather than operating in silos.
WHAT YOU'LL DO
Department Leadership & Team Development
- Lead, manage, and grow the Digital Marketing department, which spans paid media specialists and CRM/MarTech strategists as a unified practice
- Set the department's operating model: campaign workflows, QA standards, platform governance, reporting cadences, and cross-discipline collaboration frameworks between paid and CRM functions
- Conduct regular 1:1s and performance reviews; provide strategic coaching and actively develop team capabilities across both paid media and marketing automation disciplines
- Define role scopes, skill development paths, and staffing recommendations as the department grows to warrant additional headcount
- Partner with the Director of Client Strategy to align digital performance plans with overall client strategy and business objectives
- Serve as the escalation point for media performance issues, CRM technical challenges, and cross-channel strategy questions across the client portfolio
Paid Media Strategy & Execution
- Own the agency's paid media strategy framework across all digital channels: Google Ads (Search, Display, YouTube, Performance Max, Demand Gen), Meta Ads, LinkedIn, TikTok, and programmatic platforms
- Lead media planning, budget allocation, audience strategy, and campaign architecture for new and existing client accounts across 321's primary verticals - healthcare, insurance, legal services, home services, and entertainment
- Oversee campaign setup, launch, and optimization standards - including bidding strategies, audience segmentation, creative testing frameworks, and attribution modeling
- Develop and enforce first-party data strategies, including CRM-to-platform audience integration, customer match lists, and retargeting architecture
- Apply working knowledge of regulated industry advertising requirements - including healthcare, insurance, and legal - to ensure campaigns meet compliance standards while still performing
- Stay current on platform updates, privacy regulation impacts (iOS, cookie deprecation, consent mode), and measurement alternatives - and translate those into updated agency practices
CRM, Funnel & Marketing Automation
- Lead the agency's CRM and marketing automation practice, overseeing strategy and execution for client programs built primarily on High Level, with additional experience in HubSpot and Salesforce Marketing Cloud
- Develop full-funnel automation strategies including lead capture and qualification workflows, nurture sequences, re-engagement programs, pipeline stage triggers, and retention campaigns
- Ensure CRM architecture decisions support paid media goals - including lead source tracking, cost-per-lead reporting by channel, and audience syndication back to ad platforms
- Oversee funnel builds from intake form through appointment booking, sales handoff, and post-conversion retention - with particular depth in home services, legal, and healthcare client programs
- Set quality standards for CRM deliverables: segmentation logic, workflow documentation, tagging conventions, and data hygiene practices
- Stay current on evolving MarTech capabilities - including AI-powered personalization, conversational marketing, and automation enhancements - and proactively introduce relevant innovations to client programs
Integrated Performance & Full-Funnel Thinking
- Champion the integration of paid media and CRM as a unified performance engine - ensuring that audience data, lead behavior, and conversion signals flow between platforms to continuously improve campaign efficiency
- Develop cross-channel attribution frameworks that give clients a clear, accurate picture of marketing ROI from first touch through closed revenue
- Lead the agency's performance reporting approach for digital: establishing dashboards, KPI frameworks, and narrative reporting standards that connect channel performance to business outcomes
- Partner with 321 AIM on shared clients to ensure paid media strategy, lead qualification criteria, and CRM nurture sequences are coordinated and mutually reinforcing
- Identify opportunities to introduce performance-based pricing models (price-per-qualified-lead) to applicable client accounts, and develop the supporting measurement infrastructure
Client Engagement & Agency Growth
- Serve as the senior digital authority in client-facing strategy sessions, QBRs, and new business pitches - communicating complex paid and CRM strategies in clear, business-outcome terms
- Collaborate with Client Strategy on account planning, identifying opportunities to expand digital scope, introduce new channels, or deepen automation investments
- Contribute paid media and CRM strategy, projection modeling, and recommended tech stack recommendations to agency proposals and RFP responses
- Champion the integration of AI tools across the digital practice - from bid management and creative performance analysis to CRM personalization and workflow automation
WHAT YOU HAVE
- 8+ years of experience in digital marketing with demonstrated depth in both paid media and CRM/marketing automation - agency experience strongly preferred
- At least 2-3 years in a department leadership, team lead, or senior manager role with direct reports across digital disciplines
- Expert-level command of paid search and paid social platforms: Google Ads (Search, Display, YouTube, PMax), Meta Ads Manager, and at least one additional platform (LinkedIn, TikTok, or programmatic DSP)
- Hands-on experience building and managing CRM programs in High Level is strongly preferred; HubSpot and/or Salesforce Marketing Cloud experience also valued
- Proven ability to architect full-funnel automation: lead capture, qualification workflows, multi-step nurture sequences, pipeline triggers, and retention programs
- Deep understanding of audience strategy, first-party data integration, and the mechanics of syncing CRM data with ad platforms for targeting, suppression, and lookalike modeling
- Experience managing paid media and CRM programs in regulated industries - healthcare, insurance, legal services, or home services - including working knowledge of applicable advertising compliance requirements
- Strong command of attribution modeling, conversion tracking implementation (Google Tag Manager, GA4), and cross-channel reporting
- Proficiency with reporting and data visualization tools (Looker Studio, Power BI, or similar) and the ability to build client-facing dashboards that tell a clear performance story
- Excellent communication skills - able to translate complex digital strategy into clear recommendations for clients at the CMO or ownership level
- Comfort with AI-powered optimization tools across both paid media and CRM, and a proactive mindset toward identifying new applications
- Strong organizational and prioritization skills with the ability to manage department operations across a remote, multi-client environment
- Platform certifications (Google Ads, Meta Blueprint, High Level, HubSpot) are a plus
- Bachelor's degree in Marketing, Advertising, Business, or a related field - or equivalent demonstrated experience
REPORTING STRUCTURE
The Director of Digital Marketing reports directly to the SVP of Strategy and is a member of the agency's leadership team. This role directly manages the Digital Marketing department, encompassing paid media specialists and CRM/MarTech strategists. The Director of Digital Marketing maintains a working relationship with 321 AIM leadership to align strategy and performance outcomes for shared clients, and collaborates closely with the Director of Client Strategy and Creative Director on integrated account delivery.
COMPENSATION
Salary Range: $100,000 - $115,000 annually, based on experience
321 uses a structured compensation framework aligned to role scope, department impact, and agency revenue contribution. Salary placement within range is based on demonstrated experience, leadership depth, and dual-discipline expertise across paid media and CRM. Performance bonus eligibility applies at the director level.
321 BENEFITS
- 100% remote work environment
- Flexible scheduling with core collaboration hours
- Paid time off + agency-observed holidays
- Professional development and platform/tool access budget
- Collaborative, AI-forward team culture that values innovation and continuous learning
- Opportunity to build and lead a unified digital practice at a high-growth agency operating at the intersection of performance marketing and marketing technology
