Trust & Will

Trust & Will

Performance Marketing Manager

United States

Sponsorship not specified$145k-$175kDetected 20 days ago
SpringSQLData VisualizationAgentic AIA/B TestingSEMGoogle AdsGoogle AnalyticsCRMPerformance MarketingExcelResearchLeadership

About the role

  • The goal is more rigorous decisions and higher experiment velocity, not more noise.
  • Set a structured testing roadmap for audiences, offers, creative, placements, and landing pages.
  • Turn performance insights into clear creative briefs.

Responsibilities

  • We provide modern, accessible solutions to help families protect their legacies with attorney-approved, legally valid documents tailored to individual state requirements.
  • Own paid strategy and day-to-day operations across paid search (Google and Bing), affiliate, paid social, influencer, and app marketing.
  • 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.
  • 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).
  • 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.

Requirements

  • Working knowledge of FTC disclosure rules, platform ad policies, and brand safety.
  • 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.
  • 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.

Nice to have

  • Experience marketing considered-purchase or trust-sensitive categories (legal-tech, fintech, insurance, healthtech), or comfort adapting from DTC e-commerce to longer consideration cycles.
  • 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.
  • 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.

Skills

  • Work with Lifecycle and CRM on retargeting and promo alignment.

Compensation

  • 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.
  • Salary + Equity

Benefits

  • This isn't a bonus, it's how we operate.

Company info

  • Founded in 2017, Trust & Will is the leading digital estate planning platform, trusted by over one million users.
  • 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.
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