Performance Marketing Manager

Paid Acquisition Strategy & Execution

• Own paid advertising across Meta and Google, including campaign strategy, account structure, targeting, budget allocation, creative testing, optimization, and scaling.
• You should be comfortable taking a campaign from initial strategy through execution and ongoing optimization without needing a detailed step-by-step brief.

My Legal Academy Campaigns
Own and improve paid acquisition for My Legal Academy's own growth initiatives, including:
• Lead generation campaigns
• Webinar and workshop campaigns
• Program and service launches
• Retargeting campaigns
• New offer testing
• Lead-generation funnels
• Other growth initiatives as they are developed
You will work with the broader team to understand our offers and audiences, but you will be expected to bring your
own marketing expertise and recommendations to the table.

Law Firm Client Campaigns
Manage paid acquisition for multiple US law firms across different practice areas and geographic markets. (Signed MLA clients). Every client is different. What works for a personal injury firm in one market may not work for an estate planning or immigration firm in another.

You will be expected to understand each client's:
• Practice area
• Target client
• Geography
• Competitive environment
• Budget
• Case value
• Lead qualification criteria
• Intake and conversion performance
From there, you will develop and continuously improve the acquisition strategy.

Performance Ownership
Launching campaigns is only the beginning. You will actively monitor performance, identify underperforming campaigns, diagnose why they are struggling, and determine what needs to change.
• Budget reallocation
• Audience and targeting changes
• Creative fatigue
• New creative angles
• Offers
• Landing pages
• Campaign structure
• Search terms and keywords
• Retargeting
• Conversion rates
• Lead quality
• Cost per lead
• Cost per qualified lead
• Cost per consultation
• Cost per signed case
• ROAS and overall acquisition economics
We expect problems to be surfaced early, not after weeks of wasted spend.

Creative Strategy & Testing
You do not need to be a full-time graphic designer, but you need to understand what makes advertising creative perform.
• Campaign concepts
• Hooks and angles
• Ad copy
• Offers
• Static creative concepts
• Video concepts and scripts
• Creative testing plans
You will collaborate with other team members where appropriate, but creative strategy and performance are part of your ownership of the campaign.

Funnels & Conversion
Your responsibility does not stop when someone clicks an ad.
You should be able to evaluate the full journey from: Ad → Landing Page → Form/Call → CRM → Intake → Consultation → Signed Client.
You will work with our technology and client success teams to identify where leads are being lost and recommend improvements. If the ads are producing leads but those leads are not converting, we want you asking why.

We are looking for an experienced Performance Marketing Manager who can take full ownership of paid acquisition across both My Legal Academy and our signed law firm clients.

This is not a role where you simply receive instructions, launch ads, and report the numbers.

We want someone who can look at a business, market, offer, audience, budget, and existing performance and determine: What should we do next to get better results?

You will be expected to develop strategies, launch campaigns, analyze performance, identify problems, test new approaches, and continuously improve results.

You will have the autonomy to use the platforms, processes, tools, and workflows that help you perform at your best. We care far more about what you achieve and why you made your decisions than about requiring every campaign to be executed through one specific tool or methodology.

• US legal marketing or law firm lead generation
• Personal injury lead generation
• Existing experience with Claude, ChatGPT, Gemini, or other AI tools
• Experience using AI for marketing research, analysis, creative development, or workflow automation
• GoHighLevel
• Landing page and funnel building
• Conversion rate optimization
• Direct-response marketing
• Copywriting
• Video advertising
• Retargeting strategy
• CRM and marketing automation
• Call tracking and attribution
• Working directly with clients
• Managing multiple advertising accounts simultaneously