Head of Marketing

Job description

*Are you a performance-driven marketing leader who has personally managed seven-figure consumer paid-media budgets and can defend the acquisition economics behind your decisions—from media spend and cost per lead through qualified calls, signed cases, and revenue impact?* *Can you diagnose and correct performance declines across Google Local Services Ads, high-cost paid search, TV/streaming, and out-of-home media while leading the operating discipline of a growing marketing department?* **Final question:** When faced with a challenge, do you get excited or run away? **\*\* IMPORTANT: TO APPLY \*\*** **If you have any questions, please email only.** - Please do not reach out through our website's contact information (telephone, email, or web chat) or via direct messaging on any social media platform. **To Apply: Submit your application by clicking the "Apply" button and applying on the Crisp Recruit page that opens.** **\*\*RECRUITERS DO NOT CONTACT\*\*** # **Head of Marketing** - Location: McAllen, TX, USA (On-Site Leadership Role) - Reports To: Chief Marketing Officer - Compensation: $210K–$240K base + 20–30% performance bonus - Relocation Support: Available - Role Type: Full-Time | Senior Leadership # **The Role** Tijerina Legal Group PC is a high-growth personal injury law firm competing in a highly competitive consumer legal market, with more than $3 million in annual marketing investment, primarily paid media. Our marketing engine spans Google Local Services Ads, Google Ads and other digital performance media, TV/streaming, billboards and other out-of-home media, social/content, brand development, and intake/call-center alignment. The Head of Marketing will own the performance of this engine and build the operating discipline required for sustained growth toward nine-figure revenue. The primary mandate is direct ownership of media strategy, investment allocation, acquisition economics, and performance improvement across online and offline channels. The secondary mandate is leading planning, workflows, reporting, accountability, team standards, and execution. Agencies and channel specialists may support hands-on execution, but you remain accountable for decisions and results. You must understand the work deeply enough to challenge internal teams and external partners, identify weak assumptions or inaccurate reporting, and act decisively when performance declines. The Founder / CMO retains brand vision, creative direction, major strategic decisions, and approval of material budget shifts. You will translate that vision into the annual marketing plan and own media planning, allocation within approved guardrails, performance diagnosis, vendor/channel accountability, and day-to-day marketing leadership. # **Scope of Ownership** 1. Paid-Media Strategy and Investment - Own strategy, allocation, and performance for a seven-figure consumer paid-media budget within a total annual marketing investment exceeding $3 million. - Set and optimize online/offline investment based on marginal return, capacity, market conditions, case quality, and growth goals. - Make and defend decisions to scale, reduce, pause, or reallocate spend within approved guardrails and provide evidence-based recommendations for material budget shifts. - Maintain a clear perspective on channel incrementality, attribution limitations, and the evidence required to support investment decisions. 1. Channel Performance and Media Effectiveness - Oversee Google Local Services Ads, including lead quality, disputes, responsiveness, Google Screened ranking factors, and market coverage, and Google Ads in a PI environment where clicks may cost $150–$1,000+. - Evaluate TV/streaming using rates, reach/frequency, dayparts, market mix, air-log validation, and call-volume impact; evaluate billboards/OOH using location, audience, response, intake, and signed-case evidence. - Hold agencies, vendors, and internal specialists accountable for strategy, execution quality, reporting accuracy, and business results. - Diagnose declines and lead corrective action across targeting, placement, bidding, creative, landing experience, intake response, and budget allocation. 1. Acquisition Economics, Attribution, and Intake Alignment - Own and defend channel-level and blended CPA, with transparent calculations and documented assumptions connecting impressions, clicks, calls, leads, consultations, retained/signed cases, and revenue. - Partner with intake/call-center leadership to improve speed to answer, contact rate, qualification, conversion, and feedback loops. - Reconcile marketing-platform, call-tracking, CRM, intake, and finance data to identify leakage, improve decision quality, and translate complex performance data into clear executive recommendations and timely investment decisions. 1. Marketing Operations and Execution Discipline - Translate firm strategy into a 12-month marketing plan with quarterly, monthly, and weekly priorities, campaigns, and deliverables. - Run the weekly marketing meeting, KPI scorecard, campaign calendar, and accountability cadence while establishing workflows, decision rights, service levels, and escalation paths. - Define KPIs across Performance, Traditional, Social, Content, Creative, and Operations, with executive reporting tied to spend, acquisition, signed cases, and revenue impact. - Document scalable processes, drive a 95%+ on-time campaign-launch rate without sacrificing quality or compliance, and reduce executive tactical involvement through clear ownership and reliable operating rhythms. 1. Team, Vendor, and Performance Leadership - Lead channel owners and cross-functional contributors while coordinating with creative leadership and identifying whether performance gaps stem from strategy, execution, measurement, talent, vendors, or intake. - Recruit, develop, and upgrade talent as needed, including helping select a future Marketing Operations Manager who may report to this role. - Set clear expectations, inspect results, address underperformance promptly, and build a culture of commercial accountability supported by evidence and outcomes. # **What Success Looks Like (First 9 Months)** - A defensible media-allocation strategy for the firm's $3M+ annual investment, with reliable channel-level and blended CPA reporting tied to retained/signed cases. - Documented identification, correction, or reallocation of underperforming spend and stronger performance/accountability across Google LSA, Google Ads, TV/streaming, and OOH. - Closed-loop reporting across Marketing, Intake, CRM/call tracking, and Finance, with clear scorecards, performance standards, and documented workflows. - A 95%+ on-time campaign-launch rate and at least a 50% reduction in Founder / CMO involvement in day-to-day media monitoring and tactical execution. - Measurable improvement in qualified call volume, signed-case efficiency, and marketing throughput. # **Required Background** - 8+ years of progressive B2C marketing leadership in a performance-driven environment. - Direct decision-making and performance accountability for $1M+ annually in consumer paid media, including allocation, targets, intervention, and results—not simply receiving agency reports. - Demonstrated ownership of media strategy, resource allocation, optimization, and acquisition outcomes, including the ability to state and defend a real CPA previously owned, its calculation, data sources, attribution approach, and actions taken. - Integrated online/offline campaign experience with hands-on fluency in paid search plus at least two of: Google Local Services Ads, TV, streaming, radio, billboards, or other OOH media. - Experience working alongside an intake department, call center, contact center, or other high-velocity lead-conversion operation. - Strong financial/analytical fluency across media spend, CPC, CPL, qualified-lead rate, conversion rate, CAC/CPA, retained/signed cases, and revenue impact. - Experience leading multi-channel teams, holding agencies, vendors, and internal specialists accountable, and building the systems, dashboards, and operating rhythms required to execute at scale. - Willingness and ability to work on-site in McAllen, Texas. Relocation support is available. # **Preferred Background** - Direct strategy, allocation, and performance accountability for $2M+ annually in consumer paid media. - Experience in personal injury, legal services, healthcare, home services, insurance, or another competitive high-value B2C acquisition environment. - Experience managing paid search with $150–$1,000+ CPCs and connecting offline media exposure/air logs to call volume and retained/signed customers. - Experience in a $50M+ high-growth organization and leading teams of 8+ contributors. # **Who Thrives Here** Someone who thinks like an owner, accepts accountability for acquisition outcomes, and is as comfortable interrogating a media plan as leading a department. You quickly identify weak analysis, vendor spin, or incomplete attribution; make disciplined decisions under uncertainty; understand both the acquisition funnel and the operational systems behind it; remain structured, decisive, and calm under pressure; challenge assumptions respectfully; communicate clearly with executives; and want to work on-site and take full ownership of the mandate. # **Compensation & Growth** - Base: $210,000–$240,000 - Performance Bonus: 20%–30%, tied to media efficiency, acquisition outcomes, operating performance, and growth metrics - Additional: Relocation support, direct executive exposure and influence, and a clear path to expanded leadership as the organization scales. - You will directly influence a $3M+ annual marketing investment, the firm's acquisition engine, and the systems and talent supporting future growth, with the opportunity to improve media performance, create operating discipline, and build a durable foundation for market leadership. Only apply if you have held direct decision-making and performance accountability for meaningful consumer paid-media investment and can defend the acquisition outcomes produced by your decisions. You do not need to have executed every campaign personally, but you must have owned the standards, interventions, and results.