Sr. Performance Marketing Manager

THE ROLE

We run live financial education events across the U.S. Paid media fills the room. This role owns the entire acquisition system — Meta, Google Search, Display, YouTube, LinkedIn, and other paid social where it makes sense. You are measured on buyers and cash return, not CPL.

WHAT YOU'LL OWN

Channel management and budget

• Run campaigns across Meta, Google Search, Display, YouTube, and LinkedIn.
• Allocate ~ $500K+/month across channels based on lead quality and revenue — not lowest CPL.
• Own campaign structure within each platform: architecture, pacing, and bid strategy.

Conversion APIs and server-side tracking

• Implement and maintain Meta CAPI (GTM and direct API) and Google Enhanced Conversions (GA4 server-side).
• Set conversion event priority within each platform so bidding algorithms optimize toward real outcomes, not proxy metrics.

Signal quality and deduplication

• Keep Pixel/CAPI and tag deduplication clean across all platforms.
• Monitor event match quality scores. Fix degradation before it skews optimization.
• Reconcile platform-reported conversions against CRM data. Know which number to trust.

CRM integration and offline conversions

• Push qualified-lead, show-up, and buyer events from Salesforce back into Meta, Google, and LinkedIn as offline conversions.
• Use close rate and revenue data to change bidding and channel strategy — not just to report on it.

Attribution and incrementality

• Own an attribution model that reflects actual downstream revenue, not just platform-reported conversions.
• Run incrementality tests — geo holdouts, matched markets, platform lift studies — to validate what is working.
• Reconcile data across Meta, Google, Salesforce, GA4, and attribution tools. Know when each is the source of truth.

Full-funnel optimization from first touch to enrollment

• Improve funnels across all channels: lead gen, book-a-call, VSL, webinar, challenge, application, and live-event registration.
• Use value-based bidding, cost caps, bid caps, target ROAS, and buyer events to optimize past the top of funnel.
• Build creative testing frameworks. Turn results into specific briefs for the creative team.
• Diagnose the full chain when performance shifts: creative, auction, audience, landing page, signal quality, lead quality, show-up rate, close rate.
• Report on CPM, CTR, CPC, CPL, qualified lead rate, show-up rate, cost per opportunity, CAC, ROAS, and cash return — by channel and in aggregate.

WHAT WE NEED

• 5+ years managing paid media hands-on. Meta required; Google Search and YouTube strongly preferred. Personal ownership of $500K+/month or equivalent.
• Real CAPI experience — Meta (GTM and direct API) and Google Enhanced Conversions — not just familiarity.
• Multi-step funnel experience: lead gen, VSL, webinar, book-a-call, challenge, or live events with multi-step attribution.
• Can design and read incrementality tests. Understands the gap between platform-reported ROAS and true lift.
• Has used offline sales data (revenue, show-up rate, close rate) to restructure bidding and channel strategy.
• Comfortable in Salesforce and GTM. Can work directly with engineering and analytics.
• Can identify what caused a performance shift — signal issues, audience exhaustion, creative fatigue, funnel structure — and fix it.

THE RIGHT PERSON

You think in systems, not platforms. You know that optimizing one channel in isolation misses the bigger picture. You are hands-on in the data, test your hypotheses, and investigate before you conclude. You share what you find without ego and stay focused on profitable acquisition — not a clean-looking dashboard.

ABOUT TRADING ACADEMY

We are a national financial education company based in Irvine, CA. For 25+ years we have run hands-on, instructor-led programs for individual investors. Paid media starts the journey — from a free local event to enrollment.

WHAT WE OFFER

• Competitive base salary, potential for performance bonus, and full comprehensive benefits.
• Remote working environment, candidate must be based in United States.
• Large spend, complex conversion data, and real ownership.
• Direct partnership with executive leadership, analytics, technology, sales, and operations.