Head of Marketing

About the Role

The Head of Marketing will own media strategy, investment allocation, acquisition economics, and performance across online and offline channels for Tijerina Legal Group PC, a high‑growth personal injury law firm. Reporting to the Chief Marketing Officer, you will translate the Founder/CMO’s brand vision into an annual plan, lead media planning and allocation within approved guardrails, diagnose performance declines, and drive daily marketing operations. The position is on‑site in McAllen, TX and is a senior leadership, full‑time role.

Responsibilities

• Paid‑Media Strategy and Investment: Own strategy, allocation, and results for a seven‑figure consumer paid‑media budget; optimize spend based on marginal return, capacity, market conditions, case quality, and growth goals; defend scaling, reduction, or reallocation decisions with evidence; account for channel incrementality and attribution limitations.
• Channel Performance and Media Effectiveness: Oversee Google Local Services Ads, Google Ads, TV/streaming, and out‑of‑home media; evaluate rates, reach, dayparts, audience response, and signed‑case impact; hold agencies and vendors accountable; diagnose declines and lead corrective actions across targeting, bidding, creative, landing experience, intake response, and budget allocation.
• Acquisition Economics, Attribution, and Intake Alignment: Own channel‑level and blended CPA; partner with intake leadership to improve speed to answer, contact rate, qualification, conversion, and feedback loops; reconcile platform, call‑tracking, CRM, intake, and finance data to identify leakage and provide executive recommendations.
• Marketing Operations and Execution Discipline: Translate firm strategy into a 12‑month plan with quarterly, monthly, and weekly priorities; run weekly marketing meetings, KPI scorecards, campaign calendars, and accountability cadences; define KPIs across performance, traditional, social, content, creative, and operations; document scalable processes and achieve a 95%+ on‑time campaign‑launch rate.
• Team, Vendor, and Performance Leadership: Lead channel owners and cross‑functional contributors; recruit, develop, and upgrade talent, including selecting a future Marketing Operations Manager; set expectations, inspect results, address underperformance, and build a culture of evidence‑based commercial accountability.

Success Indicators (First 9 Months)

• Defensible media‑allocation strategy and reliable channel‑level and blended CPA reporting tied to signed cases.
• Identification and correction or reallocation of underperforming spend across Google LSA, Google Ads, TV/streaming, and OOH.
• Closed‑loop reporting across Marketing, Intake, CRM/call tracking, and Finance, supported by scorecards and documented workflows.
• 95%+ on‑time campaign‑launch rate and at least 50% reduction in Founder/CMO involvement in daily media monitoring and execution.
• Measurable gains in qualified calls, signed‑case efficiency, and overall marketing throughput.

Requirements

• 8+ years of progressive B2C marketing leadership in a performance‑driven environment.
• Direct decision‑making and results accountability for $1M+ in annual consumer paid media.
• Ownership of media strategy, allocation, optimization, and acquisition outcomes with the ability to defend a real CPA, its calculation, sources, attribution approach, and resulting actions.
• Integrated online/offline campaign experience, including paid search plus at least two of: Google LSA, TV, streaming, radio, billboards, or other OOH.
• Experience working with intake, a call/contact center, or another high‑velocity lead‑conversion operation.
• Strong financial and analytical fluency across spend, CPC, CPL, qualified‑lead rate, conversion rate, CAC/CPA, signed cases, and revenue.
• Experience leading multi‑channel teams and holding agencies, vendors, and specialists accountable while building scalable dashboards and operating rhythms.
• Willingness and ability to work on‑site in McAllen, Texas (relocation support available).

Preferred Qualifications

• Direct strategy and results accountability for $2M+ in annual consumer paid media.
• Background 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 to calls and signed customers.
• Experience in a $50M+ high‑growth organization and leading teams of 8+ contributors.

Compensation

Base salary: $210,000 – $240,000 per year

Performance bonus: 20% – 30% of base, tied to media efficiency, acquisition outcomes, operating performance, and growth metrics

Relocation support: Available

Benefits

• Relocation assistance
• Direct executive influence and path to expanded leadership as the firm scales

Schedule

Full‑time, senior leadership role; on‑site in McAllen, TX, USA.