Fractional Head of Marketing

About Us At Disability Law Marketing (DL Marketing), we help Social Security Disability law firms achieve sustainable growth through high-performing digital, TV, and lead-generation campaigns. We are expanding our internal production capabilities and are looking for a highly experienced performance marketing leader who can build and launch campaigns, develop our internal team, transfer practical knowledge and processes, and provide senior-level strategic supervision as the team becomes increasingly self-sufficient. Overview We are seeking a seasoned Fractional Head of Marketing to lead the build-out, launch, and development of our internal performance marketing and lead-generation function under a Build, Transfer, Handover & Supervise (BTHS) model. This is not a strategy-only fractional CMO or consulting role. During the initial Build phase, the role will be approximately 70% hands-on execution and 30% strategy and supervision. The Fractional Head will directly help launch and manage priority campaigns, establish the systems and standards needed for success, and work closely with our India-based production team and channel specialists. As the team develops, the role will intentionally shift from execution to coaching, handover, and ultimately senior-level strategic supervision. The initial engagement is expected to be approximately 10 hours per week for 90 days, with the opportunity to transition to reduced, as-needed strategic support after successful handover. Scope may grow based on performance and business needs. Key Responsibilities • Lead U.S. focused performance marketing and lead-generation initiatives across CTV/OTT, affiliate, Google/Bing, Meta/TikTok, programmatic, paid social, and search. • Take a hands-on role in launching, managing, and optimizing priority campaigns during the initial Build phase. • Develop campaign strategy, KPIs, budgets, attribution, reporting standards, SOPs, and repeatable processes. • Build and grow CTV/OTT and affiliate programs, including direct outreach to niche affiliate partners. • Assess team capabilities, help hire specialized talent, and coach the India-based production team. • Train and cross-train internal team members using an execute, teach, document, and repeat approach, with at least two employees trained per critical function. • Monitor CPL, CPA, ROAS, lead quality, conversion, pacing, and budgets; quickly address underperforming campaigns. • Provide concise weekly updates and monthly performance analyses to leadership. • Incorporate AI tools and emerging technologies into marketing workflows and team development. • Transition day-to-day campaign ownership to the internal team as capability milestones are achieved. Required Qualifications • Extensive hands-on DTC performance marketing and lead-generation experience, with the majority of relevant experience in the U.S. market. • Proven experience marketing to U.S. consumers approximately ages 50-62; Medicare, healthcare, insurance, medical device, SSD/legal, or similar experience strongly preferred. • Strong working knowledge of CTV/OTT, affiliate marketing, Google/Bing, Meta/TikTok, programmatic, paid social, and search. • Experience managing large performance budgets and optimizing CPL, CPA, ROAS, conversion, lead quality, pacing, and attribution. • Experience building affiliate programs through direct partner outreach and relationship development. • Proven ability to build, lead, train, cross-train, and transfer knowledge to internal teams. • Experience creating SOPs, campaign processes, KPI frameworks, and reporting standards. • Practical experience using AI tools within modern marketing workflows. • Strong executive communication skills and the ability to provide clear performance recommendations. • Must be a hands-on builder as well as a strategic leader; this is not a strategy-only consulting role. Candidate Proof of Experience Candidates should be prepared to provide 2-3 specific examples of U.S.-based DTC campaigns they personally executed or directly led. Examples should clearly identify: • The product, service, or offer being marketed. • The target audience and demographic. • The channels used and the candidate's personal role in execution versus supervision. • Approximate campaign budget or scale. • Key performance metrics such as CPL, CPA, ROAS, conversion, lead quality, or other relevant KPIs. • The optimization decisions made and measurable results achieved. BTHS Engagement Model BUILD - Approximately 70% execution / 30% strategy and supervision: Assess capabilities, establish strategy and KPIs, build processes and SOPs, help shape the team, and take a hands-on role in launching and managing campaigns. TRANSFER - Increasing coaching and team execution: Work side-by-side with the internal team to transfer practical knowledge across campaign launch, targeting, optimization, budget management, testing, attribution, reporting, and troubleshooting. HANDOVER - Internal team assumes day-to-day ownership: Validate that the team can independently plan, launch, manage, optimize, analyze, report on, and troubleshoot campaigns with documented processes and appropriate cross-training. SUPERVISE - Strategic oversight: Transition to campaign reviews, strategic direction, performance and budget reviews, vendor/platform evaluation, coaching, and senior-level guidance as needed. What Success Looks Like The engagement will be considered successful when DL Marketing has a scalable internal performance marketing operation and the internal team can independently execute core campaign functions with the Fractional Head primarily providing oversight and strategic guidance. • The internal team can independently plan and launch campaigns. • The team can create and manage audiences, budgets, media platforms, and campaign workflows. • The team can monitor and optimize performance and identify underperforming campaigns. • The team can analyze CPL, CPA, ROAS, conversion, lead quality, and other relevant KPIs. • The team can prepare clear weekly and monthly performance reporting. • The team can troubleshoot routine campaign issues and communicate effectively with media vendors and platforms. • SOPs and critical processes are fully documented. • At least two trained employees can perform each critical marketing function. • Day-to-day campaign execution no longer depends on the Fractional Head. Originally posted on Himalayas