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 should understand metrics such as CTR, CPC, CPL, CPA, conversion rate, ROAS, lead-to-consultation rate, and cost per signed case and know how those metrics influence one another.

More importantly, you should be able to turn data into decisions.

Strong Communication
You will occasionally need to explain performance and strategy to internal stakeholders and law firm clients.

You should be able to clearly explain: What happened → Why it happened → What we're doing about it → What we're testing next.

Strong written and spoken English is required.

AI, Claude & Technology

My Legal Academy is an AI-forward company. AI is deeply integrated into how we operate, build systems, solve problems, and serve our clients, and we expect every team member to continue developing their AI capabilities.

You do not need to be a Claude or AI expert on day one to be successful in this role. Your paid advertising expertise, strategic thinking, ownership, and ability to drive results are the primary requirements when joining.

However, you will be expected to actively learn Claude and other relevant AI tools, stay current with
developments in AI, and increasingly incorporate them into your work where they can improve
performance, efficiency, analysis, research, creative development, reporting, automation, or
decision-making.

We strongly encourage the use of Claude and other AI tools when they make the work better or faster. At the same time, we do not believe strong marketing judgment should be replaced by blindly following AI-generated recommendations or forcing every campaign through a single AI workflow.

The expectation is that you bring strong performance-marketing expertise and continuously expand it with AI. Over time, you should be comfortable experimenting with new AI capabilities, identifying useful applications for the ads function, and helping the company adopt better AI-enabled ways of working.

AI competency can be learned. Curiosity, adaptability, ownership, and the willingness to keep learning are required.

Strong Advantages
• US legal marketing or law firm lead generation
• Personal injury lead generation
• Existing experience with Claude, ChatGPT, Gemini, or other AI tools
• Experience using AI for marketing research, analysis, creative development, or workflow automation
• GoHighLevel
• Landing page and funnel building
• Conversion rate optimization
• Direct-response marketing
• Copywriting
• Video advertising
• Retargeting strategy
• CRM and marketing automation
• Call tracking and attribution
• Working directly with clients
• Managing multiple advertising accounts simultaneously