Director of Performance Marketing

Director of Performance Marketing

Century City, Los Angeles - On-Site

We are a fast-growing, plaintiff-side personal injury and mass tort firm based in Century City, with 150+ staff firmwide. Our practice spans traditional personal injury as well as a significant and growing mass tort docket, including a large-scale wildfire litigation presence. Performance marketing is the core engine of our lead generation, and this role is central to the firm's continued growth.

Position Summary

We are seeking a Director of Performance Marketing to own and scale our paid digital lead generation programs. This role reports directly to the Senior Director of Marketing and is one of their most important hires - the hands-on engine behind the firm's lead volume and lead quality growth.

This is an execution-heavy, individually accountable role for a seasoned performance marketer who wants to run the program hands-on rather than manage from a distance. You will own paid search, paid social, and Local Services Ads performance directly, build out the campaign infrastructure needed to scale case volume across both personal injury and mass tort verticals, and be ready to move quickly when mass tort filing windows (including wildfire litigation) create sudden surges in lead demand. This is not an entry point into performance marketing leadership - we're looking for someone who has already done this at scale, more than once.

The ideal candidate is aggressive about growth, obsessive about the numbers, and comfortable being judged on cost-per-lead and cost-per-case results rather than activity or output alone.

Reporting Structure

• Reports directly to the Vice President of Marketing
• Partners closely with the Creative Director, Social Media Director, CRM Director, and Data Analyst on cross-functional campaign execution
• No direct reports initially; may build out a small paid media team as the function scales

Key Responsibilities

• Own day-to-day performance across Google Ads, Meta, and Google Local Services Ads - building, launching, and optimizing campaigns directly
• Manage budget pacing and bid strategy across channels to hit cost-per-lead and cost-per-case targets
• Own tactical campaign execution: keyword research and ad copywriting, campaign/ad group structuring, and A/B testing across ad copy, landing pages, bidding strategies, and negative keywords
• Evaluate and expand into additional paid channels over time, including Display and other emerging lead sources, as budget and results justify
• Build campaign infrastructure that can scale quickly for mass tort and wildfire litigation surges, standing up new campaigns fast when filing windows demand it
• Partner with the CRM Director and Data Analyst to ensure clean lead tracking, attribution, and reporting back to spend
• Continuously test new creative, audiences, and bidding strategies; kill underperforming spend quickly and reallocate to what's working
• Support affiliate and lead-source partnerships with performance data, helping evaluate which sources are worth scaling
• Report weekly performance metrics and recommendations to the Senior Director of Marketing, fluent in core KPIs (CPL, CPA, CTR, CPC, ROAS) and how they roll up to firm-level OKRs
• Stay current on platform changes (Google, Meta, LSA policy and algorithm shifts) and adjust strategy proactively

Qualifications

• 10+ years of hands-on performance marketing experience, with deep, direct campaign management (not just oversight) in Google Ads and Meta Ads Manager
• Prior experience in legal marketing strongly preferred; personal injury or mass tort lead generation experience is a significant plus
• A proven, mature operator - demonstrated ownership of large paid media budgets and a consistent track record of driving results independently, with minimal hand-holding
• Proven track record of scaling paid lead generation spend while improving or maintaining cost-per-lead and lead quality
• Comfortable operating in a high-volume, fast-moving environment where campaigns may need to scale quickly around litigation filing deadlines
• Highly data-driven - fluent in reading performance data and translating it into next actions, not just reporting metrics
• Experience working with or reporting into a CRM (Salesforce) and call-tracking (CallRail) for attribution
• Self-starter who can operate with a high degree of ownership and ambition in a role built for someone who wants to run the program hands-on
• Bilingual English/Spanish is a strong plus

Technical Proficiency

Candidates should have hands-on, working proficiency with:

• Google Ads
• Meta Ads Manager
• Google Local Services Ads (LSA)
• Google Business Profile (GMB)
• Google Analytics
• Salesforce
• CallRail
• Zapier
• Tableau
• SEO / website performance tools

What Success Looks Like

• Paid lead volume grows quarter over quarter while cost-per-lead and cost-per-case stay flat or improve
• Campaigns can be stood up or scaled within days when a mass tort or wildfire filing window opens
• Clean, reliable attribution connects ad spend to signed cases across every active channel
• The Senior Director of Marketing has a fully trusted, hands-on performance partner who needs minimal oversight to execute

Compensation & Benefits

$200,000-$250,000+ base, plus performance bonus/incentives, based on experience (BOE) - positioned above market to attract a proven, senior-caliber operator.

• Full Medical, Dental, and Vision
• PTO
• Performance-based incentives and bonuses