Performance Marketing Manager

About My Legal Academy My Legal Academy is a growth, technology, and AI-focused company serving law firms across the United States. We help attorneys build stronger, more predictable growth systems by combining paid acquisition, intake, CRM, follow-up automation, AI, technology, and conversion strategy. We work with law firms across multiple practice areas, including personal injury, estate planning, immigration, family law, business law, and others. We also run paid acquisition for My Legal Academy itself, generating demand for our programs, services, webinars, workshops, and other offers. We care about one thing above everything else: results. For our law firm clients, that means going beyond clicks and leads and understanding whether campaigns are generating qualified opportunities, consultations, and ultimately signed cases. For My Legal Academy, it means generating qualified attorneys and creating campaigns that contribute directly to revenue and growth.

The Role

We are looking for an experienced Performance Marketing Manager who can take full ownership of paid acquisition across both My Legal Academy and our 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. What You Will Own 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. 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. What We're Looking For Strong Paid Advertising Experience At least 2+ years of hands-on experience managing meaningful advertising budgets across Meta Ads and Google Ads. You should have personally managed campaigns, made optimization decisions, controlled budgets, and been accountable for performance. Strategic Marketing Ability We are looking for someone who thinks beyond campaign settings. You should understand audiences, offers, positioning, messaging, funnels, conversion, and customer acquisition economics. When something stops working, your response should be to investigate, develop hypotheses, test alternatives, and find the next opportunity. Ownership This is one of the most important qualities for this position. • Takes responsibility for outcomes • Proactively identifies opportunities and problems • Does not wait to be told what to optimize • Comes to meetings with recommendations, not just numbers • Tests new strategies and ideas • Communicates quickly when something is underperforming • Treats client advertising budgets responsibly • Continuously looks for ways to improve results Analytical Ability You should be highly comfortable working with advertising and conversion data. You