[Remote] Performance Marketing Manager

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 high-impact paid channels, optimizing campaigns and driving measurable growth. This role involves planning, launching, and optimizing paid acquisition campaigns while leveraging AI-powered workflows for enhanced efficiency.ResponsibilitiesOwn paid strategy and day-to-day operations across paid search (Google and Bing), affiliate, paid social, influencer, and app marketingPlan, 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 cutOwn 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 payoutsRun 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 nextBuild 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 licensingDrive 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 noiseDevelop 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 reportingSet 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 workingTurn 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 relevantBuild 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 decisionsWork with Lifecycle and CRM on retargeting and promo alignmentPartner cross-functionally with Legal, Product, and other teams as neededDocument plans, results, and learnings. Maintain a living playbook of audiences, messages, channels, and creative angles that improves month over monthSkills5+ years (7+ ideal) of hands-on performance marketing experience with a track record of efficiently managing significant paid media budgets across multiple channels at scaleDeep, 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 efficientlyAffiliate program management experience, ideally in Impact, including partner recruitment, activation, commission structuring, reconciliation, and reportingPaid 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 effectivelyProficient using and building AI-powered workflows to accelerate analysis, reporting, creative work, and campaign operationsExceptional data and analytics skills. Fluent in GA4, comfortable in BI tools (Looker, Tableau, ThoughtSpot, or similar), advanced in Sheets/ExcelProven record improving CAC, ROAS, LTV, and CVR through structured testing, clear hypotheses, and confident, evidence-based decisions on what to scale and what to cutStrong testing rigor and scientific mindset. You structure hypotheses, design clean tests, and partner with leadership and CRO-focused teammates to shape the right experimentsPractical understanding of attribution (last-click, MTA, incrementality, basic MMM concepts) and how to navigate its trade-offsEnsure pixels and UTMs are implemented correctly, accounts named and well-organized, budgets and pacing managed dailyWorking knowledge of FTC disclosure rules, platform ad policies, and brand safetyClear communicator who thrives autonomously, partners well across functions, and operates with a builder's mindsetExperience marketing considered-purchase or trust-sensitive categories (legal-tech, fintech, insurance, healthtech), or comfort adapting from DTC e-commerce to longer consideration cyclesApp marketing experience: Apple Search Ads, Google App campaigns, AppsFlyer or similar MMPsWorking with MTA and measurement: Rockerbox, Northbeam, Triple Whale, and basic MMM conceptsExperience 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 trackingLanding page and post-click testing for paid traffic; partnering with CRO to improve conversion pathsGA4 exploration, Looker Studio dashboards, or basic SQL for deeper analysisStanding up ambassador or referral programsBenefitsEmployee equity packageFlexible time off that you are encouraged to useGenerous paid company holidays and breaks throughout the yearMonthly friends & family dayPaid time off to volunteer in your communityExceptional health benefits including medical, dental, vision, life, and disability insurance - we cover 100% of premiums for employees and dependents on medical coverageMental health support through Spring Health, plus access to One Medical for primary care and Cleo for family planning and caregivingFinancial wellness benefits (unlimited 1:1 sessions with a UBS financial coach and employer-sponsored 401k with up to 4% company match)Flexible work schedule + hoursFamily-friendly work environment. We support the complexity of a remote world with the needs of familiesUp to $1,000 annually in learning & development reimbursementOptional company-sponsored events and travel throughout the year$500 Work from home stipend + Apple accessoriesCompany OverviewTrust & Will is a digital estate planning platform that offers legally valid estate planning documents that comply with state guidelines. It was founded in 2017, and is headquartered in San Diego, California, USA, with a workforce of 51-200 employees. Its website is https://www.trustandwill.com.