Digital Media Manager

Walker Advertising · United States · $95k – $125k · posted today ago

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About this role

Since 1984, Walker Advertising has bridged the gap between a law firm's need to grow and an underserved community's need for trustworthy legal services. Our teams lead with empathy and without ego to serve others through integrity and trust. We dare to think differently and work to consistently raise the bar, creating a workplace environment based on respect.

We believe that our employees are not just numbers; they are people. People with families and lives outside of work. We understand that a career is just one piece of the puzzle that makes people successful, happy individuals. That's why as we grow our teams, we focus on the whole person.

About the role

You will own Meta and TikTok end to end - strategy, budget, and day-to-day execution - for a portfolio of legal lead generation brands serving English- and Spanish-speaking consumers across the United States.

This is a hands-on-keys role. You will be in Ads Manager and TikTok Ads Manager yourself, building campaigns, writing and briefing creative, reading results, and making the call on where the next dollar goes. There is no media buyer underneath you executing your plan.

A note on measurement. Our leads are not purchases — a form fill starts a process that either ends in a represented case or does not. You will work with offline conversion imports, the Conversions API, and in-platform data, and you will be measured on lead quality as much as on lead cost.

This is a regulated category. Attorney advertising is governed by state bar rules, and platform policy limits what ad copy may imply about the person seeing it. You will work closely with our legal team to keep campaigns compliant.

How this role actually runs - nobody is going to hand you a playbook for these channels and ask you to execute it. Priorities move, and you will regularly be the person who has to decide what happens next and then defend the call. We want someone who treats the budget like their own money, who would rather get a test live than wait for a perfect brief, and who comes back with an answer rather than a blocker. You will have real latitude here. The trade is that you have to use it.

What you'll own

Channel strategy and budget. Set the plan for Meta and TikTok across our brands — which audiences, which practice areas, which markets, which languages. Own the budget: allocate it, pace it, defend the allocation with numbers, and move it when the numbers say to. Budget is determined by performance which is function of geo and the dynamics of that market, not just at the account level.
Execution. Build and manage campaigns yourself. Account structure, audience strategy, bidding, placements, exclusions, budget pacing, and daily optimization. You are the person in the account.
Creative direction and testing. A combination of in-house teams and outsources creative partners write and produce the creative, and they bring their own concepts to the table. You are not project managing that pipeline or generating every idea in it. What you own is the platform side of the conversation: briefing what you need, telling the team what the data says is working or fatiguing, and shaping the test plan with them.
Landing page and conversion optimization. Work with our CRO team the same way you work with creative. Bring what the traffic data tells you, help prioritize what gets tested on the pages your campaigns point to, and coordinate the calendar so page tests and creative tests are not confounding each other on the same campaign at the same time.
Measurement and signal quality. Work with our analytics and development partners to make sure the platforms are receiving clean downstream signal — Conversions API, offline conversion imports, value-based signals where they apply. Build reporting that ties spend to retained cases, not to form fills.
QA and reporting. Run routine QA across everything your campaigns touch — in-platform setup, tracking, and the landing pages your traffic lands on — and drive the issues you find to resolution rather than logging them. Deliver regular performance reporting that says plainly what worked, what did not, and what you are changing next. Keep tabs on what competitors are running in the channels you own.
Testing and new channels. Bring a point of view on what we should be testing that we are not: Reddit, Snapchat, Pinterest, connected TV, creator and affiliate partnerships, new ad products on the channels you already own. Size the opportunity, run a disciplined test, and tell us honestly when it did not work.
Collaboration. Work daily with creative, analytics, and the paid search team.

What you need to have

4+ years running paid social as the hands-on buyer, with meaningful time in both Meta Ads Manager and TikTok Ads Manager. Not oversight of an agency that did the building.
Lead generation, not ecommerce. Your primary experience must be in acquiring consumer leads that a sales or intake team then works — legal, insurance, home services, education, financial services, healthcare, home improvement. Candidates whose experience is exclusively ROAS-driven ecommerce or app installs are not a fit for this role, regardless of budget size.
You have optimized to something downstream of the lead. Cost per qualified lead, cost per sale, cost per retained case — some number that required getting data back from a CRM, intake team, or call center and into the ad platform. Be ready to describe that setup in detail.
Direct ownership of a meaningful budget, with the authority to reallocate it. Tell us the monthly number and what you did with it.
You work well with creative and CRO teams. You can write a usable concept brief, give a designer or editor feedback they can act on, and contribute to a testing plan that produces conclusions rather than a pile of ended tests.
You can build your own view of the data. DOMO, Tableau, Power BI, or advanced Excel — enough to combine platform data with offline outcomes yourself rather than waiting on someone else to assemble it.
Bachelor's degree in marketing, advertising, business, or a related field.

What will move you to the top of the list

Professional fluency in Spanish and English. Part of our volume is Spanish-language, and a bilingual buyer can tell whether a script reads like a person or like a translation without routing it through a review cycle.
Multicultural direct response experience. You have built campaigns for Hispanic audiences as a primary market rather than as a translated afterthought, and you understand how much difference that makes to creative, offer, and channel mix.
Legal lead generation background, or adjacent high-intent regulated verticals. You already know what a good intake process looks like and why lead quality varies so much within a single campaign. Any regulated category counts here — legal, financial services, healthcare, insurance — particularly if you have written direct response inside limits on what the copy may say or imply.
Experience across more than the two named channels — Reddit, Snapchat, Pinterest, connected TV, YouTube, creator partnerships.
You have built the measurement, not just used it. Comfort with offline conversion pipelines, CAPI implementations, or working alongside developers on tracking infrastructure.