Head of Marketing

Are you a performance-driven marketing leader who has personally managed seven-figure consumer paid-media budgets and can defend the acquisition economics behind your decisions—from media spend and cost per lead through qualified calls, signed cases, and revenue impact?

Can you diagnose and correct performance declines across Google Local Services Ads, high-cost paid search, TV/streaming, and out-of-home media while leading the operating discipline of a growing marketing department?

Final question: When faced with a challenge, do you get excited or run away?

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Head of Marketing

Location: McAllen, TX, USA (On-Site Leadership Role)

Reports To: Chief Marketing Officer

Compensation: $210K–$240K base + 20–30% performance bonus

Relocation Support: Available

Role Type: Full-Time | Senior Leadership

The Role

Tijerina Legal Group PC is a high-growth personal injury law firm competing in a demanding consumer legal market. Its marketing engine spans Google Local Services Ads, Google Ads and other performance media, TV/streaming, billboards and other out-of-home media, social/content, brand development, and intake/call-center alignment.

The Head of Marketing will own media strategy, investment allocation, acquisition economics, and performance across online and offline channels while building the planning, reporting, workflows, accountability, and team standards needed for sustained growth toward nine-figure revenue.

Agencies and channel specialists may support execution, but you remain accountable for decisions and results. You must be able to challenge teams and partners, identify weak assumptions or inaccurate reporting, and act when performance declines.

The Founder/CMO retains brand vision, creative direction, major strategic decisions, and approval of material budget shifts. You will translate that vision into the annual plan and lead media planning, allocation within approved guardrails, performance diagnosis, vendor accountability, and daily marketing operations.

Scope of Ownership

Paid-Media Strategy and Investment

Own strategy, allocation, and results for a seven-figure consumer paid-media budget.

Optimize online and offline investment based on marginal return, capacity, market conditions, case quality, and growth goals.

Defend decisions to scale, reduce, pause, or reallocate spend and recommend material budget shifts using evidence.

Account for channel incrementality and attribution limitations when making investment decisions.

Channel Performance and Media Effectiveness

Oversee Google LSA and Google Ads in a PI market where clicks may cost $150–$1,000+.

Evaluate TV/streaming through rates, reach/frequency, dayparts, market mix, air-log validation, and call impact; evaluate OOH through location, audience, response, intake, and signed-case evidence.

Hold agencies, vendors, and internal specialists accountable for strategy, execution, reporting, and results.

Diagnose declines and lead corrective action across targeting, placement, bidding, creative, landing experience, intake response, and budget allocation.

Acquisition Economics, Attribution, and Intake Alignment

Own channel-level and blended CPA, with transparent assumptions connecting spend and activity to calls, leads, consultations, signed cases, and revenue.

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 turn performance data into executive recommendations.

Marketing Operations and Execution Discipline

Turn firm strategy into a 12-month plan with quarterly, monthly, and weekly priorities.

Run the weekly marketing meeting, KPI scorecard, campaign calendar, and accountability cadence; establish workflows, decision rights, service levels, and escalation paths.

Define KPIs across Performance, Traditional, Social, Content, Creative, and Operations, tied to spend, acquisition, signed cases, and revenue.

Document scalable processes, achieve a 95%+ on-time campaign-launch rate, and reduce executive tactical involvement through clear ownership.

Team, Vendor, and Performance Leadership

Lead channel owners and cross-functional contributors, identifying whether performance gaps stem from strategy, execution, measurement, talent, vendors, or intake.

Recruit, develop, and upgrade talent as needed, including helping select a future Marketing Operations Manager.

Set expectations, inspect results, address underperformance, and build a culture of evidence-based commercial accountability.

What Success Looks Like (First 9 Months)

A defensible media-allocation strategy and reliable channel-level and blended CPA reporting tied to signed cases.

Underperforming spend identified, corrected, or reallocated 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.

A 95%+ on-time campaign-launch rate and at least 50% less Founder/CMO involvement in daily media monitoring and execution.

Measurable gains in qualified calls, signed-case efficiency, and marketing throughput.

Required Background

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—not simply reviewing agency reports.

Demonstrated ownership of media strategy, allocation, optimization, and acquisition outcomes, including the ability to defend a real CPA previously owned, its calculation, sources, attribution approach, and resulting actions.

Integrated online/offline campaign experience, including paid search plus at least two of the following: 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 is available.

Preferred Background

Direct strategy and results accountability for $2M+ in annual consumer paid media.

Experience 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.

Who Thrives Here

An owner-minded leader who accepts accountability for acquisition outcomes and is equally comfortable interrogating a media plan and leading a department. You identify weak analysis, vendor spin, and incomplete attribution; make disciplined decisions under uncertainty; understand the acquisition funnel and the systems behind it; communicate clearly with executives; and want to work on-site with full ownership of the mandate.

Compensation & Growth

Base: $210,000–$240,000

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

Additional: Relocation support, direct executive influence, and a path to expande