Note: The job is a remote job and is open to candidates in USA. Trust & Will is the leading digital estate planning platform, trusted by over one million users. They are seeking a data-driven Performance Marketing Manager to lead acquisition across paid channels, optimizing campaigns to drive growth and improve business-critical metrics.
Responsibilities
- Own paid strategy and day-to-day operations across paid search (Google and Bing), affiliate, paid social, influencer, and app marketing
- Plan, launch, and optimize paid search campaigns across Google's full suite (Search, PMax, Demand Gen, YouTube, Display) and Microsoft Ads. Manage budgets and pacing daily, run structured tests on keywords, bidding, audiences, and landing pages, and make confident, evidence-based decisions on what to scale and what to cut
- Own our in-house affiliate program in Impact end-to-end: activate and grow our existing partner base, recruit and onboard new affiliates across content, loyalty, coupon, review, and creator partners, negotiate commission structures, and run the operational backbone including budget tracking, reporting, and end-of-month reconciliation to ensure accurate payouts
- Run and optimize paid social across all major platforms including Meta, TikTok, Reddit, and others where we see traction. Partner with our internal creative team on ad concepts, write your own ad copy where needed, and bring a clear point of view on what's working and what to test next
- Build out our influencer program as a scalable acquisition channel. Source, vet, and contract creators, manage briefs and approvals, ensure FTC disclosure and platform policy compliance, and where it makes sense, turn strong creator content into paid amplification through whitelisting and licensing
- Drive app acquisition across Apple Search Ads, Google App campaigns, and other relevant platforms, supported by the right measurement stack (AppsFlyer or equivalent)
- Build and leverage AI-powered workflows using Claude, automation tools, or other agentic systems to accelerate campaign research, analysis, reporting, and optimization. The goal is more rigorous decisions and higher experiment velocity, not more noise
- Develop repeatable, partially-automated workflows for the work that shouldn't be manual anymore: keyword expansion, search query mining, competitor research, creative analysis, affiliate prospecting, influencer discovery, campaign QA, and recurring reporting
- Set a structured testing roadmap for audiences, offers, creative, placements, and landing pages. Maintain pixels, UTMs, naming, and account hygiene. Launch and optimize campaigns, manage budgets and pacing, run A/B and incrementality tests, scale winners, and cut what is not working
- Turn performance insights into clear creative briefs. Partner with internal creative team and creators to refresh ad assets, build a rights-cleared content library, and enable whitelisting and licensing where relevant
- Build pragmatic reporting in GA4 and other BI tools. Partner with our data team on attribution, incrementality testing, and leveraging MTA platforms and MMM concepts to sharpen channel mix decisions
- Work with Lifecycle and CRM on retargeting and promo alignment
- Partner cross-functionally with Legal, Product, and other teams as needed
- Document plans, results, and learnings. Maintain a living playbook of audiences, messages, channels, and creative angles that improves month over month
Skills
- 5+ years (7+ ideal) of hands-on performance marketing experience with a track record of efficiently managing significant paid media budgets across multiple channels at scale. You should be able to walk through specific campaigns, decisions, and outcomes in detail
- Deep, hands-on ownership of paid search across the full Google Ads ecosystem (Search, PMax, Demand Gen, YouTube, Display) and Microsoft Ads, with a track record of scaling efficiently. Additional depth in affiliate, paid social, or both
- Affiliate program management experience, ideally in Impact, including partner recruitment, activation, commission structuring, reconciliation, and reporting
- Paid social fluency across all major platforms including Meta, TikTok, Reddit, and others, with a strong eye for creative and the ability to write your own ad copy and brief creative teams effectively
- Proficient using and building AI-powered workflows to accelerate analysis, reporting, creative work, and campaign operations. You've used Claude, ChatGPT, or similar tools to do real work, not just experiment, and you can walk us through specific workflows you've built and the impact they had
- Exceptional data and analytics skills. Fluent in GA4, comfortable in BI tools (Looker, Tableau, ThoughtSpot, or similar), advanced in Sheets/Excel, and able to independently turn messy data into clear, defensible decisions
- Proven record improving CAC, ROAS, LTV, and CVR through structured testing, clear hypotheses, and confident, evidence-based decisions on what to scale and what to cut
- Strong testing rigor and scientific mindset. You structure hypotheses, design clean tests, and partner with leadership and CRO-focused teammates to shape the right experiments
- Practical understanding of attribution (last-click, MTA, incrementality, basic MMM concepts) and how to navigate its trade-offs
- Ensure pixels and UTMs are implemented correctly, accounts named and well-organized, budgets and pacing managed daily
- Working knowledge of FTC disclosure rules, platform ad policies, and brand safety
- Clear communicator who thrives autonomously, partners well across functions, and operates with a builder's mindset. Action-oriented, scrappy, and hungry to build, with a bias toward action and an obsession with efficiency, performance, and scale
- Experience marketing considered-purchase or trust-sensitive categories (legal-tech, fintech, insurance, healthtech), or comfort adapting from DTC e-commerce to longer consideration cycles
- App marketing experience: Apple Search Ads, Google App campaigns, AppsFlyer or similar MMPs
- Working with MTA and measurement: Rockerbox, Northbeam, Triple Whale, and basic MMM concepts
- Experience building lightweight AI agents, prompt chains, or automations that connect tools (Zapier, Make, n8n, APIs, or similar)
- Building a repeatable UGC pipeline, including whitelisting, licensing, and rights tracking
- Landing page and post-click testing for paid traffic; partnering with CRO to improve conversion paths
- GA4 exploration, Looker Studio dashboards, or basic SQL for deeper analysis
- Standing up ambassador or referral programs
Benefits
- Employee equity package as a component of our offer
- Flexible time off that you are encouraged to use
- Generous paid company holidays and breaks throughout the year
- Monthly friends & family day
- Paid time off to volunteer in your community
- Exceptional health benefits including medical, dental, vision, life, and disability insurance - we cover 100% of premiums for employees and dependents on medical coverage
- Mental health support through Spring Health, plus access to One Medical for primary care and Cleo for family planning and caregiving
- Financial wellness benefits (unlimited 1:1 sessions with a UBS financial coach and employer-sponsored 401k with up to 4% company match)
- Flexible work schedule + hours
- Family-friendly work environment. We support the complexity of a remote world with the needs of families
- Up to $1,000 annually in learning & development reimbursement
- Optional company-sponsored events and travel throughout the year
- $500 Work from home stipend + Apple accessories
Company Overview