DescriptionKey ResponsibilitiesPaid Media- Own paid-media strategy and performance across search, social, video, retargeting, and emerging platforms, directing agency execution and a multi-million-dollar and growing annual investment.
- Optimize budget allocation, audiences, messaging, and creative based on lead quality, enrolled debt, and profitability, not front-end CPL alone.
- Fine tune signals back to advertising platforms so platform optimization reflects real business value.
Conversion, Multi-Touch Optimization and Lead Quality- Own websites, landing pages, and CRO through the Manager of CRO, driving structured testing across user experience, offers, forms, and conversion flows.
- Partner with the direct mail and CRM teams on multi-touch optimization across mail, paid, organic, and web, owning the digital response experience and shaping how channels work together to maximize enrolled debt and revenue.
- Improve lead qualification and offer design so more prospects are matched to a program that fits their debt profile, including those who do not qualify for settlement today.
- Identify if there are roles for our Debt Health and Credit Answers products, supported an with optimization and expansion roadmap.
Organic and AI Search- Own outcomes and performance for SEO and AI search across brand websites so CreditAssociates is the brand AI answers recommend for debt relief questions, working with internal teams and partners on execution.
- Oversee organic social and reputation/review presence in partnership with brand and content stakeholders.
- Oversee all other brands and web properties, including American Debt Relief, Credit Answers and Debt Health.
AI and Growth Systems- Scale content, creative, reporting, and testing through AI-driven capabilities, delivered with internal teams and strategic partners, to grow output without adding headcount.
- Bring AI-assisted ways of working into paid media, conversion, and reporting, with measurable gains in speed and cost.
Measurement and Full-Funnel Performance- Partner with Analytics to maintain one warehouse-based view of performance from media spend through enrollment, enrolled debt, revenue, and cancellation.
- Advance lead scoring, attribution, testing, and forecasting, with clear weekly and monthly reporting to senior leadership.
- Follow leads through the complete sales funnel, partnering with Sales and listening to calls when needed to distinguish lead-quality issues from conversion opportunities.
Leadership and Partnerships- Lead internal digital-growth resources and agency and strategic partners, establishing clear priorities, performance expectations, and accountability.
- Continually evaluate agencies and vendors for performance, cost efficiency, and consolidation opportunities.
- Work closely with Sales leadership to align lead volume and quality with call center capacity and conversion.
- Partner across Analytics, Technology, Creative, and Digital Experience to improve tracking, nurture, reengagement, and campaign execution.
Compliance- Ensure acquisition activity meets FCC, TCPA, FTC, and state-level requirements, including consent capture and lead-source documentation, in partnership with Legal and Compliance.
- Follow established Legal and Compliance review processes and obtain required approvals before campaigns and digital experiences launch.
First 90 Days- Diagnose where qualified paid leads are lost between form submission and enrollment, and present a prioritized plan to close the gap.
- Establish a single performance view that ties digital spend to enrolled debt.
- Launch a structured testing roadmap across paid media, multi-touch mail and digital journeys, and website conversion.
- Assess agency performance and recommend budget and scope changes.
Measures of Success- Growth in new enrolled debt at a sustainable 6+ MER (our ROAS measurement)
- Improved lead-to-enrollment conversion and digital lead quality
- Lower blended cost per enrolled debt dollar across all acquisition channels, including direct mail
- Increased organic and AI-search share of qualified leads
Qualifications- 12+ years of digital growth or performance-marketing experience, including 8+ 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.
- Strong working knowledge of Google Ads, Microsoft Advertising, Meta, and emerging acquisition platforms, with the judgment to direct and challenge agency execution.
- Experience across SEO and AI search, CRO, attribution, lead scoring, and full-funnel optimization.
- Experience in a lead-generation business where prospects convert through a sales organization; financial services or another regulated category is preferred.
- Strong data fluency across platform, CRM, and web data, with working knowledge of GA4, Google Tag Manager, Salesforce, attribution platforms, and BI tools; comfort working directly in SQL or BigQuery is a plus.
- Demonstrated, hands-on use of AI tools to automate or scale marketing work, with clear examples of results.
- A curious, resourceful builder-operator with strong creative judgment and the ability to communicate business impact and collaborate across Marketing, Sales, Analytics, Technology, Creative, Legal, and Compliance.
Bachelor's degree preferred; equivalent relevant experience accepted.
Work EnvironmentThis is a full-time, in-office position based in Plano, Texas. Travel is not required, although occasional attendance at relevant digital-marketing conferences may be supported for continued professional growth.
