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.

Strong Paid Advertising Experience

At least 2+ years of hands-on experience managing meaningful advertising budgets across Meta Ads and Google Ads.

Strategic Marketing Ability

You should understand audiences, offers, positioning, messaging, funnels, conversion, and customer acquisition economics.

Ownership

Takes responsibility for outcomes

Comes to meetings with recommendations, not just numbers

Analytical Ability

You should be highly comfortable working with advertising and conversion data. You should understand metrics such as CTR, CPC, CPL, CPA, conversion rate, ROAS, lead-to-consultation rate, and cost per signed case and know how those metrics influence one another.

Strong Communication

Strong written and spoken English is required.

AI, Claude & Technology

My Legal Academy is an AI-forward company. AI is deeply integrated into how we operate, build systems, solve problems, and serve our clients, and we expect every team member to continue developing their AI capabilities.

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