Sr. Performance Marketing Manager

Trading Academy•Irvine, CA

1d•Remote

About The Position

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.

Requirements

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.

Nice To Haves

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.

Responsibilities

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.