Director, Targeted Acquisition

Role Overview

• Own the end-to-end Pinpoint program: strategy, operating model, campaign architecture, testing agenda, and performance optimization.
• Partner deeply with vendors and internal technology teams to shape the product roadmap and unlock new capabilities.
• Lead flagship launches, pilots, and high-visibility campaigns that set the quality bar.
• Scale Pinpoint from pilot to a repeatable program across markets and specialties, including a self-serve model for field teams alongside national campaigns.
• Drive adoption of AI-powered capabilities (automation, agents, assisted workflows) to scale 1:1 outreach while maintaining human judgment where it matters.
• Own identification and prioritization of high-value target audiences using data, market insights, sales input, and AI-assisted signals.
• Translate growth priorities into audience segments (profession, life stage, geography, intent signals, affinity) and architect testable campaigns with clear objectives and success metrics.
• Make segmentation decisions with imperfect data, balancing rigor, speed, and test-and-learn principles. Refine continuously based on performance and field feedback.
• Partner with Specialty Marketing on campaign concepts and positioning.
• Personally draft and version 1:1 outreach messaging for flagship campaigns.
• Leverage AI to accelerate personalization and testing while maintaining brand, quality, and compliance standards.
• Create templates, examples, and best practices that scale across markets and specialties.
• Own the marketing-to-sales handoff experience for targeted acquisition programs, ensuring that engagement converts into confident, timely client development action.
• Partner with Client Development, RevOps, and Operations to define and document post-engagement playbooks, including ownership, follow-up expectations, conversion standards.
• Ensure sales teams receive clear context on campaign intent, audience rationale, messaging themes, and recommended next actions.
• Identify conversion breakdowns and partner with Client Development to proactively evolve the operating model to improve consistency and outcomes.
• Act as hands-on coach to local market teams and sales leaders on targeted acquisition and AI-enabled marketing.
• Lead working sessions and live enablement (not just training decks) to raise execution quality across the org.
• Manage contractors responsible for campaign builds and execution. Define workflows incorporating AI-assisted execution with clear accountability and quality control.
• Review and QA output for accuracy, consistency, and adherence to standards. Balance hands-on work with delegation as the program scales.
• Define and track metrics from outreach through meeting conversion and downstream client impact.
• Synthesize results into actionable insights for leadership and field teams, and use performance data to inform audience strategy, messaging evolution, and program investment.

Requirements

• 8-12+ years in growth marketing, digital acquisition, consulting, or program/product leadership. Background as someone who has personally built and shipped programs, not just advised on them.
• Deep experience with 1:1 or account-based digital marketing; outbound or sales-adjacent marketing strongly preferred.
• Demonstrated comfort experimenting with and adopting AI-powered marketing tools, automation, or agent-based workflows, with strong judgment on where AI adds value vs. where human oversight is required.
• Excellent communicator: Comfortable drafting messaging, shaping narratives, and giving direct, constructive feedback.
• Highly organized, proactive, and able to own complex, ambiguous initiatives. A trusted partner to senior leaders and field teams alike.

Benefits

• Company Paid Basic Life & AD&D Insurance
• Company Paid Short-Term and Long-Term Disability Insurance
• Supplemental Life & AD&D; Short-Term Disability; Accident; Critical Illness; and Hospital Indemnity Insurance
• Three Cigna medical plans offerings including two High Deductible Health Plans and a Traditional Co-Pay medical plan.
• Kaiser Medical plans available in California
• Health Savings Account (HSA) with company contributions if enrolled in either HDHP medical plan.
• Two comprehensive Dental Plans
• Vision Insurance Plan
• Dependent Care Savings Account for child and dependent care.
• 14 Company Paid Holidays including a full week off at Thanksgiving.
• Generous paid time off program for vacation and sick days
• Employee Assistance Plan
• Family Medical Leave
• Paid Parental Leave (8 weeks)
• Maternity benefits utilizing company paid STD, any supplemental STD, plus Parental Leave (8 weeks) to provide time for recovery, baby bonding, and enjoying your family time.
• Adoption Assistance Reimbursement Program
• Company Paid Concierge Services for you and your loved ones for the spectrum of caring needs for your aging parents, young children, life’s challenges and more.
• 401(k) Retirement Plan with both Traditional and Roth plans with per pay period match as well as an after-tax option
• Pet Insurance