Director of Performance Marketing

About the Firm

One of Southern California's largest and fastest-growing plaintiff-side personal injury and mass tort firms, based in Century City with 150+ staff firmwide. The 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 lead generation, and this role is central to continued growth.

The Opportunity

We are hiring a Director of Performance Marketing to own and scale our paid digital lead generation. This role reports directly to the Vice President of Marketing and is one of our most important hires, owning the strategy, the budget, and the team behind our lead volume and lead quality growth.

This is a leadership role for someone who has already run a paid acquisition program at scale and is ready to own one outright. You will own paid search, paid social, and Local Services Ads, control the budget, build the campaign infrastructure to scale case volume across both personal injury and mass tort, and build a small paid media team beneath you. You will also need to move fast 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 are looking for someone who has already done this at scale, more than once.

The ideal candidate is aggressive about growth, obsessive about the numbers, comfortable being judged on cost-per-lead and cost-per-case, and equally comfortable being hands on in the platforms when the moment calls for it.

Reporting Structure

• Reports directly to the Vice President of Marketing
• Partners closely with the Creative Director, Social Media Director, CRM Director, and Data Analyst
• Builds and leads a small paid media team as the function scales

Key Responsibilities

• Channel ownership. Google Ads, Meta, and Google Local Services Ads. Set direction and stay close enough to the platforms to know what is working.
• Budget and bidding. Manage pacing and bid strategy across channels to hit cost-per-lead and cost-per-case targets.
• Campaign execution. Keyword research, ad copywriting, campaign and ad group structure, and A/B testing across copy, landing pages, bidding, and negative keywords.
• Channel expansion. Evaluate and move into Display and other emerging lead sources as budget and results justify.
• Surge readiness. Build infrastructure that stands up new campaigns within days when a mass tort or wildfire filing window opens.
• Attribution. Partner with the CRM Director and Data Analyst on clean lead tracking and reporting back to spend.
• Testing discipline. Kill underperforming spend quickly and reallocate to what is working.
• Partnerships. Support affiliate and lead-source partnerships with performance data.
• Reporting. Weekly metrics and recommendations to the VP of Marketing, fluent in CPL, CPA, CTR, CPC, and ROAS and how they roll up to firm OKRs.
• Platform awareness. Stay ahead of Google, Meta, and LSA policy and algorithm shifts.

Qualifications

• 10+ years in performance marketing, including hands-on campaign management in Google Ads and Meta Ads Manager, and time leading the function rather than only executing in it
• Legal marketing strongly preferred. Personal injury or mass tort lead generation is a significant plus
• Demonstrated ownership of large paid media budgets and a track record of driving results independently
• Proven track record of scaling paid lead gen spend while holding or improving cost-per-lead and lead quality
• Comfortable in a high-volume, fast-moving environment where campaigns scale around litigation deadlines
• Highly data-driven, fluent in reading performance data and turning it into next actions
• Experience with Salesforce and CallRail for attribution
• Bilingual English and Spanish is a strong plus

Technical Proficiency

Google Ads, Meta Ads Manager, Google Local Services Ads, Google Business Profile, Google Analytics, Salesforce, CallRail, Zapier, Tableau, plus SEO and site 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 stand up or scale within days of a filing window opening
• Clean attribution connects ad spend to signed cases across every active channel

Compensation and Benefits

• $200,000 to $250,000+ base, plus performance bonus and incentives, based on experience
• Full medical, dental, and vision
• PTO
• On-site in Century City, Los Angeles