Ernest Gilmore — MWA Director of Marketing

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Director of Marketing Candidate

Ernest
Gilmore

Demand Generation · Attribution · Multi-Channel

Nine years tying every marketing dollar back to a signed case — and fixing the systems that don’t.

Years Demand Gen

$1M+

Budget Managed

$2M+

MWA Budget Ready

Prepared for Marc Whitehead & Associates · 2026

Three urgent problems.
Specific plans.
Starting day one.

This isn’t a generic pitch. I’ve read the 2026 brief in full. I know where the 33% organic decline is coming from, why PPC is failing across all three practice areas, and which fix generates the fastest ROI at zero additional cost.

Below is the diagnosis and the plan. The Scorecard shows exactly how I’d report on it every Tuesday at 9 AM.

See the Work ↓ View Level 10 Scorecard →

The Diagnosis

Three problems.
Root causes identified.

Each one has a specific fix, a timeline, and a decision framework — not a recommendation to “explore options.”

• Critical

The 33% Organic
Lead Decline

Rankings are intact. This isn’t an SEO failure — it’s AI interception upstream. Google SGE, ChatGPT, and Perplexity are answering disability queries without click-throughs. The traditional SEO playbook doesn’t fix this.

Fix → Restructure content for AI citation, build brand mention velocity through PR, deploy Schema markup. Coordinated with Hennessy and Bucaram from day one.

• Immediate Action

PPC Failing Across
All Three Practice Areas

When costs exceed targets in LTD, SSD, and VA simultaneously, the problem is structural — not campaign-level. Bid strategy drift, match type erosion, Quality Score degradation. The $454K Hennessy contract is on a 60-day gate.

Fix → Full account audit Days 1–7. Written 60-day performance gate with specific CPL benchmarks. Collaborate first, replace on data.

◦ Hidden Opportunity

The VA Conversion Gap
Nobody Is Talking About

VA converts at 6% against a target of 8–10%. That gap is 18 additional cases per month from existing lead volume — no new budget required. The fix is a HubSpot pre-filing drip rebuild. This is Day 10 work.

Fix → 4-email drip becomes a 9-touch pre-filing journey. Fastest ROI in the portfolio at zero additional cost.

The Plan

First 90 days.
Sequenced correctly.

Fix what’s bleeding before launching what’s new — but never let urgency block quick wins that don’t require fixing broken systems first.

Days 1–14

Stabilize

Zero gaps

Full Hennessy PPC account audit
All four vendors warm by Day 5
Q2 master marketing calendar built
HubSpot access & full drip audit
No newsletter missed, no gift late

Days 15–60

Fix & Launch

Ship quick wins

Hennessy 60-day gate in writing
VA 9-touch drip sequence live
Hispanic market — Week 6
AIEO restructuring — top 20 pages
PR brand-mention velocity starts

Days 61–90

Accelerate

Scale what works

Hennessy gate — stay or replace
Hispanic CPL baseline analyzed
VA conversion tracking toward 8%
Medical network: first 25 contacts
TV halo attribution model built

Days 90–120

Compound

Own the number

Q2 growth vs. 20% target confirmed
Hispanic market scale decision
Full attribution dashboard live
Top Tier attorney Mastermind
H2 plan delivered to Marc + Robert

One Filter. Every Decision.

Does this move us to
180–288 cases per month?

That number lives on my dashboard, my scorecard, and every vendor conversation I have. Houston Heights, in-office, available immediately.

Get In Touch → View the Scorecard → Download the Brief ↓ Download Resume ↓

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Ernest Gilmore — Director of Marketing

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