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