Director of Digital Marketing

Role Overview

• Own and manage relationships with our digital marketing and media agencies, serving as the primary point of accountability for deliverables, timelines, and performance
• Manage large media budgets with a sharp focus on efficiency, ROI, and continuous optimization
• Proactively identify performance gaps and make strategic recommendations to improve results across all paid channels
• Serve as the internal business owner for a large-scale website rebuild, managing both an external agency partner and an internal IT development team — overseeing the project from strategy through launch and ultimately transitioning ongoing site management from the agency to the internal IT team
• Ensure the site is built for performance, user experience, and discoverability — with a strong foundation in modern SEO, AEO, and GEO best practices
• Lead paid media strategy across channels, translating business objectives into smart, data-informed media plans
• Partner with analytics team members to measure performance and optimize campaigns in real time
• Lead CRO strategy and a structured testing and experimentation program — identifying hypotheses, prioritizing tests, and applying learnings to continuously improve conversion rates and down-funnel lead performance
• Bring hands-on expertise in Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) to ensure Longbridge is positioned for visibility in AI-driven search environments
• Actively leverage AI tools to improve marketing efficiency, content performance, and audience targeting across digital channels
• Own the strategy and execution of Longbridge’s lead purchase program, managing relationships with third-party lead aggregators and direct lead vendors to ensure a consistent, cost-efficient supply of qualified senior borrower leads
• Develop and maintain a lead delivery and experience framework spanning both internally generated (paid media) and purchased lead sources — ensuring seamless handoffs, consistent lead quality standards, and full-funnel tracking from initial contact through conversion
• Evaluate, negotiate, and optimize contracts with lead aggregators and HECM/reverse mortgage-specific lead suppliers; continuously assess vendor performance against cost-per-funded-loan and other downstream quality metrics
• In partnership with marketing analytics build and maintain a lead scoring and quality model that integrates data across first-party, purchased, and aggregated lead sources — enabling smarter budget allocation across channels and vendors
• Partner with the sales channel and retention marketing teams to close the feedback loop between lead quality and downstream performance — using funded loan data, contact rates, and pipeline conversion to continuously inform and refine lead purchasing strategy
• Identify and test emerging lead acquisition channels — including AI-driven audience targeting, programmatic direct mail integration, and senior-specific digital networks — to diversify and grow Longbridge’s lead supply beyond existing aggregator relationships
• Act as a player-coach to junior team members, providing guidance on digital execution, campaign management, and analytics
• Collaborate cross-functionally with content, creative, sales channel, and retention marketing teams
• Directly manage and develop the Marketing Campaign Manager, with a particular focus on direct mail strategy and performance — providing oversight on campaign planning, audience targeting, vendor coordination, and measurement against cost-per-lead and downstream conversion goals; serve as a senior resource and thought partner for elevating the direct mail program as a core growth channel

Requirements

• 8–10+ years of progressive digital marketing experience, with a track record of owning strategy and execution at a senior level
• Proven experience managing agency relationships and large paid media budgets, with demonstrated ability to drive performance improvements
• Hands-on experience with AEO and GEO strategies and a deep understanding of how AI is reshaping search and content discoverability
• Proficiency with AI marketing tools and a genuine enthusiasm for applying emerging technology to marketing challenges
• Experience serving as an internal business owner on large-scale digital projects, including website rebuilds or platform migrations, with demonstrated ability to manage both external agency partners and internal technical teams
• Proven experience leading CRO programs and structured experimentation frameworks, with a track record of improving conversion rates and optimizing down-funnel lead performance
• Strong analytical mindset with the ability to translate data into actionable strategy
• Excellent communication and stakeholder management skills
• Experience in regulated financial services industries preferred; reverse mortgage or senior-focused marketing a plus
• Demonstrated experience managing third-party lead purchase programs, including vendor evaluation, contract negotiation, and ongoing performance optimization against cost-per-acquisition and downstream conversion metrics
• Familiarity with lead aggregator ecosystems in financial services or senior-focused consumer markets; experience with HECM, reverse mortgage, or home equity lead sources strongly preferred
• Partner with marketing analytics to develop lead quality models that synthesize first-party data, purchased leads, and aggregator sources into actionable scoring and budget allocation frameworks

Benefits

• Medical, Dental, Vision, FSA/HSA, and wide array of voluntary products and discounts
• 401(k) with company match
• Paid time off