• Own end-to-end paid media strategy across all digital channels for the P&C insurance vertical • Develop scalable acquisition strategies to grow high-intent P&C insurance leads profitably • Set performance targets aligned with revenue, margin, and growth goals in partnership with the GM • Partner with executive leadership on annual and quarterly forecasting and media budget planning • Leverage data-driven insights and customer research to continuously refine messaging and measure business impact • Serve as the internal authority on paid media for P&C — educating stakeholders, advocating for investment, and connecting media strategy to business outcomes • Own and optimize performance across all paid channels, including: Paid Search — Google Ads, Microsoft/Bing Ads, Paid Social — Meta, TikTok, LinkedIn, Pinterest, Programmatic & Display — DSPs, RTB, audience targeting at scale, Native Advertising — Taboola, Outbrain, and similar platforms, Affiliate & Lead Aggregator Partnerships — including insurance marketplaces (e.g., EverQuote, MediaAlpha, Assurance IQ ecosystem), Email & CRM-driven acquisition programs • Drive continuous improvement of CPL, CPA, ROAS, quote rate, bind rate, and lead quality metrics • Implement rigorous A/B testing frameworks across creative, landing pages, audience targeting, and offer structures • Optimize toward qualified, bindable leads — not just volume • Partner with analytics and BI teams on attribution modeling, incrementality testing, and media mix modeling • Build and maintain dashboards and reporting cadences that connect media activity to downstream revenue outcomes • Ensure all media buying practices adhere to TCPA, CAN-SPAM, and state-by-state P&C insurance advertising regulations • Implement consent capture and data handling workflows compliant with CCPA and applicable privacy laws • Partner with Legal and Compliance to vet new channels, creative, and targeting approaches before launch • Maintain platform account health standards across all ad networks to protect business continuity • Stay current on regulatory changes affecting insurance lead generation and performance marketing • Collaborate with Sales, Carrier Partnerships, and Operations to ensure leads meet underwriting and conversion standards • Own the feedback loop between media buying and downstream performance — quote rate, bind rate, policy revenue, and LTV • Optimize campaigns based on close rate and long-term customer value, not just top-funnel cost metrics • Partner with carriers and distribution partners on lead quality standards and volume commitments • Build reporting that connects media investment to policy bind economics and margin contribution • Champion AI tool adoption for accelerated campaign optimization, creative testing, and audience modeling • Leverage AI-powered bidding and automation tools to improve efficiency across paid channels • Use predictive analytics and machine learning tools for lead quality scoring and media mix optimization • Explore AI applications for creative generation, landing page personalization, and incrementality measurement • Enable the broader marketing team to adopt AI tools effectively through best practices and knowledge sharing • Stay current on emerging AI/ML capabilities relevant to performance marketing and insurance vertical dynamics • Manage relationships with media platforms, agencies, DSPs, data providers, and affiliate partners • Evaluate and maintain the MarTech stack — attribution platforms, CRM integrations, ad tech, and analytics tools • Optimize vendor spend and ensure all partners are held to clear performance SLAs • Lead, mentor, and grow a team of performance marketing individual contributors and team leads • Foster a culture of analytical rigor, accountability, and continuous optimization • Establish clear KPIs, OKRs, and performance expectations for the media team • Collaborate cross-functionally with Product, Sales, Analytics, and Customer Success to deliver cohesive end-to-end performance • Build team capabilities in emerging areas including programmatic, AI-assisted optimization, and compliance-aware buying