Note: The job is a remote job and is open to candidates in USA. Walker Advertising has been connecting law firms with underserved communities since 1984, emphasizing empathy and integrity in their services. The Director of Direct Response Media will be responsible for strategizing, buying, and optimizing direct-response media across various channels to drive qualified in-bound calls and enhance brand consideration within Latino audiences.
Responsibilities
- Full DR media P&L across linear TV, CTV/OTT, streaming, audio/podcast, addressable, and OOH/experiential — with in-bound calls + form fills as the North Star KPI and CPL/CPA held to plan
- A media mix that intentionally balances lower-funnel response with upper-funnel reach, and the measurement framework that proves the brand layer is a multiplier rather than a cost
- Vendor and partner negotiation and stewardship — networks, streaming platforms, reps, and outside buying partners — including actively managing concentration risk across the Hispanic broadcast landscape so no single network family becomes a single point of leverage or failure
- Dayparting, sponsorship-vs-spot allocation, and channel testing roadmaps with disciplined test-and-scale rigor on new inventory
- Spanish/English performance visibility at every metric layer, and audience strategy that deepens loyalty with Spanish-dominant viewers while expanding into bilingual and English-dominant Latino segments
- Tight partnership with the Performance (paid digital) team so DR media and paid digital are read as one funnel, not two scorecards — and with Content Studio so creative is built for the channel and the audience
- Reporting: media audit baselines, investment-vs-actuals, and a clear narrative connecting media spend to lead volume, quality, and brand health
Skills
- 8+ years in direct-response media buying/planning with a documented record of hitting volume and efficiency targets at scale (multi-million-dollar budgets)
- Genuine fluency in today's DR toolkit — programmatic/addressable TV, CTV/OTT, attribution and incrementality methods, MMM, first-party-data-informed targeting — not just legacy linear spot buying
- Proof you've integrated brand and performance: a case where you defended or expanded upper-funnel investment using measurement, and it paid off downstream
- Strong negotiation and partner-management track record
- Analytical command — comfortable owning the numbers, building the model, and presenting it to C-suite
- Lead-gen or regulated-vertical experience (legal, insurance, financial, healthcare) where compliance and lead quality both matter
- Experience standing up or maturing a measurement/attribution practice rather than inheriting one
- Hispanic / Spanish-language media experience and bicultural fluency (Spanish proficiency strongly preferred given the audience and partner landscape)
Benefits
- 3 Weeks Paid Time Off
- 12 Weeks of Guaranteed Paid Parental Leave
- Comprehensive Insurance Coverage (Medical, Dental, Vision, etc.)
- 401(k) Retirement Savings Plan
- Wellness Initiatives/Employee Assistance Program
- Rewards and Recognition Programs
- Career Development Opportunities
Company Overview