Digital Media Manager

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.

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.

• 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.

• 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.

• 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.