Director of Digital Marketing

ABOUT 321 THE AGENCY

321 is a full-funnel creative agency built for brands that operate in complex regulated industries healthcare insurance legal services home services entertainment and travel and tourism. Were a remote AI-first team that combines strategic creative with CRM infrastructure performance marketing and paid media to drive real measurable business outcomes for our clients.

We dont separate strategy from execution. Our digital marketing practice is built on the belief that paid media and CRM arent parallel tracks theyre two sides of the same funnel. The Director of Digital Marketing is the leader who makes that integration happen across every client we serve.

ABOUT THE ROLE

As Director of Digital Marketing at 321 you will lead the agencys paid media and CRM/MarTech practices as a unified digital performance department. This is a senior leadership role with real strategic authority youll own the departments operating model develop the teams 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. Youre 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.

Youll also work in close coordination with 321 AIM the agencys proprietary performance marketing platform on overlapping clients ensuring paid media strategy and lead generation infrastructure are tightly aligned rather than operating in silos.

WHAT YOULL 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 departments 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 agencys 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 321s 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 agencys 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 agencys 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 23 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
• Bachelors 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 agencys 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: $100000 $115000 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

321 the Agency is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all team members.

Required Experience:

Director