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 Claude, agentic workflows, automations, and prompt-based tooling 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 Claude, 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 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. 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 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. This position is available to candidates residing in the following states only: California (CA), Colorado (CO), Florida (FL), Georgia (GA), Idaho (ID), Illinois (IL), Maryland (MD), New Jersey (NJ), New York (NY), North Carolina (NC), Pennsylvania (PA), Texas (TX), Vermont (VT), Nevada (NV), Utah (UT) Bonus Points for: 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. Employee Benefits & Perks: Compensation: Salary + Equity Our salary range for this position is $145,000 - $175,000, in addition to compensation we also include an employee equity package as a component of our offer along with other benefits and perks outlined below. PTO 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 Health and Wellness Benefits 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) Extra 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 About Trust & Will: We are a remote-first company, giving our employees the flexibility they need to work in an environment that best suits their needs. Our hiring process is also conducted virtually unless otherwise noted. We are a company that was founded in San Diego, CA, and offer a collaborative co-working space that is available for you to use if you'd like but not required. #LI-Remote We are proud to be a certified B Corporation, using business as a force for good. We are committed to building a healthy, sustainable, and engaging working environment for all employees, their families, and communities. We publish an annual impact report to outline our positive contributions to our world and set an example for all employers. Trust & Will's mission is to help every family leave their legacy through affordable, accessible estate planning. That starts with the people we hire and the ways in which we support the development of their unique talents and capabilities. We are committed to prioritizing ways to make our company and industry more inclusive. This means we must be revolutionary in the way we value diversity to revolutionize our business sector. At Trust & Will, everyone has a seat at the table and space to be their authentic selves because only in a company that is inclusive and diverse can we truly stand in our members' shoes. California Privacy Notice: Trust & Will collects personal information from applicants including identifiers, professional/employment history, and education information to evaluate qualifications and communicate about your application. California residents have the right to know what information we collect, request a copy, correct inaccuracies, or request deletion (subject to exceptions). To exercise these rights, contact View email address on click.appcast.io. For more information, visit our privacy policy. Trust & Will may use AI tools to assist with administrative recruiting tasks. All final hiring decisions are made by people. For accommodations, contact View email address on click.appcast.io. This position will remain open until filled, but applications received by June 2, 2026 will receive priority consideration.