Sr. Performance Marketing Manager

Trading Academy is a national financial education company based in Irvine, CA, that has been running hands-on, instructor-led programs for individual investors for over 25 years. They are seeking a Sr. Performance Marketing Manager to own the entire acquisition system across various paid media channels, focusing on optimizing campaigns for lead quality and revenue.

Responsibilities:

• 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
• 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
• 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
• 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
• 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
• 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

Requirements:

• 5+ years managing paid media hands-on
• Meta required
• 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
• Has used offline sales data (revenue, show-up rate, close rate) to restructure bidding and channel strategy
• Can identify what caused a performance shift — signal issues, audience exhaustion, creative fatigue, funnel structure — and fix it
• Google Search and YouTube strongly preferred
• Can design and read incrementality tests
• Comfortable in Salesforce and GTM