Performance Marketing Manager

Performance Marketing Manager

Founded in 2017, Trust & Will is the leading digital estate planning platform, trusted by over one million users. We provide modern, accessible solutions to help families protect their legacies with attorney-approved, legally valid documents tailored to individual state requirements. Our seamless online platform simplifies the estate planning and settlement process, empowering individuals to create wills and trusts while also partnering with financial advisors, attorneys, and institutions to make legacy planning more inclusive and affordable.

If you would like to join us, we're looking for a data-driven Performance Marketing Manager to lead acquisition across our highest-impact paid channels including paid search, affiliate, paid social, influencer, and app marketing. This role sits on the DTC marketing team and partners with creative, lifecycle, data, product, and legal to launch, measure, and scale campaigns that turn prospects into customers and drive efficient, measurable growth across the funnel.

About You:

You'll be responsible for planning, launching, and optimizing paid acquisition campaigns across a broad performance portfolio that includes paid search, affiliate, paid social, influencer, and app marketing. You'll work across the full Google Ads ecosystem and Microsoft Ads, run our in-house affiliate program in Impact, drive paid social on Meta, TikTok, Reddit, and other major platforms, and help us scale influencer through structured testing. You'll identify acquisition barriers, set a structured testing roadmap for audiences, offers, creative, and landing pages, keep pixels and UTMs clean, and bring clear, defensible readouts back to the team.

You'll also be expected to bring AI fluency to the work. We're a lean team, and the marketers who succeed here will use AI tools to move faster, analyze deeper, and get more leverage out of every hour. This isn't a bonus, it's how we operate.

Your work will directly move business-critical metrics like CAC, ROAS, LTV, and CVR by improving how we target, message, and convert across every paid channel you own. You'll help shape experimentation across adjacent channels by sharing insights, hypotheses, and user behavior data, and you'll keep the loop tight between performance, creative, and lifecycle so we learn faster and scale what works.

You are part performance marketer, part systems thinker, part AI-native operator. You're comfortable inside ad platforms, spreadsheets, GA4, BI tools, and messy datasets, and you're equally comfortable opening AI tools, testing a prompt chain, building a lightweight workflow, or wiring together tools to eliminate repetitive work. You prototype, test, document, and improve. You should be able to walk us through not only campaigns you've scaled, but workflows, automations, dashboards, or systems you've built that made a marketing team meaningfully more effective.

About the Role:

• 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 AI tools, 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.

In your first 6–12 months, success looks like:

• Paid search, paid social, affiliate, influencer, and app acquisition are running with clear playbooks, healthy hygiene, and consistent performance against CAC, ROAS, CVR, and LTV goals.
• Recurring reporting and analysis time has dropped meaningfully because dashboards, workflows, and AI-assisted processes are handling work that used to be manual.
• We have a documented view of which hooks, audiences, objections, and creative angles perform by channel, and we're using it to brief better ads and test smarter.
• Experiment velocity is up without sacrificing rigor, because hypotheses are sharper, launches are faster, and readouts are cleaner.
• We're making better, more confident decisions on what to scale, what to cut, and what to test next.

Qualifications:

• The ideal candidate is T-shaped: deep enough in at least one major paid channel to manage real budget confidently, broad enough to understand the full acquisition system, and technical and curious enough to build AI-powered workflows that make every channel smarter.
• 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 AI 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