Job Description:The Growth and Performance Marketing Manager leads hands-on paid media and growth efforts for C.R. Wannamaker Immigration Law, Carmona Defense Group, and Wannamaker Crimmigration. This role develops brand-specific strategies and directly executes campaigns across Meta, Google Search, Google Local Services Ads, TikTok, and relevant traditional media. The central goal is to generate qualified leads that convert to consultations and signed clients, using reliable attribution, testing, and rapid optimization. The role may build and lead a Growth team over time but must personally manage campaigns from day one.
Paid Media Strategy and Execution
- Develop paid media and growth plans for each brand, allocating investments across channels, markets, languages, and offices.
- Build and optimize Meta Ads campaigns, including setup, budgets, creative tests, reporting, and ongoing improvements.
- Manage Google Search and eligible Google Local Services Ads campaigns; test TikTok and other paid social channels when appropriate.
- Work directly with radio and TV partners to assess markets, negotiate media buys, coordinate schedules and creative, and measure results.
Creative, Tracking, and Conversion
- Partner with Creative to write briefs, test messages and formats, and improve paid advertising based on results.
- Verify landing pages, lead forms, call tracking, campaign measurement, and HubSpot attribution with internal and external partners.
- Coordinate with sales counterparts to understand lead quality, response, appointment attendance, and conversion barriers.
- Report spending, qualified leads, consultations, signed contracts, and acquisition costs by brand and channel; adjust campaigns accordingly.
Cross-Functional Coordination and Growth Leadership
- Coordinate with the Marketing Director, attorneys, and office leaders to ensure campaigns accurately represent available legal services.
- Manage agencies or freelancers as needed while retaining direct accountability for campaign execution and results.
- Help plan and develop a future Growth team as hiring is justified by needs and performance.
- Within the first 90 days, audit campaigns and tracking, establish brand baselines, improve priority campaigns, evaluate LSA and broadcast opportunities, and create a creative-testing and future hiring plan.
Required Qualifications and Skills:
- Professional fluency in English and Spanish, including evaluating campaign messages in both languages.
- Prior marketing or growth experience at a law firm and experience marketing to U.S. Hispanic consumers.
- Proven hands-on experience building and optimizing Meta and Google Search campaigns, not solely supervising agencies.
- Experience managing significant paid media budgets and making decisions using lead and conversion performance data.
- Familiarity with Google Local Services Ads requirements, or demonstrated ability to learn them quickly.
- Working knowledge of HubSpot or comparable CRM, conversion and call tracking, and landing-page performance.
- Strong analytical, communication, creative-feedback, and problem-solving skills, with sound judgment around legal marketing and sensitive prospective-client data.
Preferred Qualifications:
- Experience negotiating and measuring local radio and television advertising.
- Experience leading agencies, freelancers, or emerging marketing teams.
