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Performance Marketing Manager

Alonso & Alonso Attorneys at Law, PLLC

Position Title: Performance Marketing Manager
Reports To: Director of Marketing
Employment Type: Full-Time
Location: Remote

At Alonso & Alonso Attorneys at Law, we provide personalized attention and legal services tailored to each client's specific needs. We accomplish this through client education, consistent communication, thorough case assessments, and customized legal strategies based on each client's circumstances.

The Performance Marketing Manager is a strategic leadership position responsible for the performance, return on investment, and scalability of the firm's paid media and client-acquisition initiatives.

This position oversees the paid media budget, establishes high-level acquisition strategies, manages the internal Paid Media Supervisor, and oversees the performance of external digital marketing agencies, including OSL. The Performance Marketing Manager is accountable for connecting marketing investments to qualified leads, retained cases, and measurable firm revenue.

The Performance Marketing Manager will also partner closely with the Marketing Technologist on the implementation and continued optimization of HubSpot as the firm's marketing automation platform. This partnership will include aligning HubSpot with Salesforce, strengthening attribution and reporting, maintaining reliable data integrity, and improving lead-to-case conversion throughout the marketing and sales funnel.

1. Strategic Leadership and Agency Oversight

• Serve as the primary strategic leader for paid media and performance marketing initiatives within the Growth Department.

• Manage and develop the internal Paid Media Supervisor by establishing clear priorities, performance expectations, and accountability measures.

• Oversee external vendors and digital marketing agencies, including OSL, and evaluate their performance against established contractual requirements and performance benchmarks.

• Audit agency account structures, campaigns, audience strategies, creative deployment, reporting practices, and spending efficiency.

• Identify underperforming campaigns, unnecessary spending, attribution gaps, and opportunities to improve lead quality and conversion.

• Align acquisition strategies across Google, Facebook, Instagram, TikTok, YouTube, and other relevant advertising platforms.

• Ensure paid media strategies remain aligned with the firm's revenue goals, sales capacity, client-acquisition priorities, and ethical advertising requirements.

2. Advanced Budget and ROI Management

• Manage paid media budget allocation, campaign pacing, spend approvals, and scaling recommendations within established authority levels.

• Monitor daily, weekly, and monthly spending across internal and externally managed advertising accounts.

• Evaluate Cost per Lead (CPL), Cost per Acquisition (CPA), Return on Ad Spend (ROAS), lead quality, conversion rates, and marketing-generated revenue.

• Adjust budget allocations based on campaign performance, sales capacity, seasonality, market conditions, and firm priorities.

• Identify and address overspending, underutilized budgets, diminishing returns, and inefficient campaign investments.

• Develop and present budget optimization and scaling recommendations to the Director of Marketing and senior leadership.

3. CRM, Automation, and Data Infrastructure

• Partner with the Marketing Technologist to support the implementation, configuration, and optimization of HubSpot as the firm's primary marketing automation platform.

• Help define HubSpot requirements related to lead capture, campaign tracking, segmentation, workflows, lifecycle stages, reporting, and marketing attribution.

• Understand and monitor the flow of marketing and sales data between HubSpot and Salesforce.

• Partner with the appropriate technical and operational teams to establish consistent data definitions, campaign naming conventions, tracking standards, and lead-source requirements.

• Identify and resolve attribution gaps, duplicate records, incomplete campaign data, tracking inconsistencies, and other data-quality concerns.

• Support closed-loop reporting from initial advertising interaction through consultation, contract, payment, and retained case.

• Ensure marketing technology and automation processes support reliable performance measurement and scalable growth.

4. Cross-Departmental Alignment and KPI Ownership

• Establish and maintain performance marketing KPIs, including CPL, CPA, ROAS, qualified lead volume, lead-to-consultation conversion, lead-to-case conversion, and marketing-generated revenue.

• Partner with Sales, Legal, Finance, Operations, and Business Intelligence teams to ensure marketing strategies reflect sales capacity, service availability, and firm priorities.

• Reconcile marketing performance with actual pipeline activity, retained cases, payments, and realized revenue.

• Collaborate with Sales leadership to identify lead-quality concerns and determine whether performance gaps originate from targeting, lead handling, follow-up, capacity, or conversion processes.

• Establish shared definitions and reporting standards for leads, qualified leads, consultations, contracts, retained cases, and other critical funnel stages.

• Use cross-departmental insights to improve campaign targeting, budget allocation, lead quality, and overall conversion performance.

5. Executive Reporting and Advising

• Lead the development and presentation of the weekly Growth Department performance deck.

• Deliver timely daily reporting on digital media spending, lead generation, campaign performance, and material risks or opportunities.

• Translate complex campaign, attribution, and CRM data into clear, decision-ready recommendations.

• Present performance findings, budget recommendations, forecasted outcomes, risks, and scaling opportunities to the Director of Marketing, CEO, and other senior leaders.

• Clearly distinguish verified results from projections, assumptions, and developing trends.

• Escalate material data discrepancies, budget variances, tracking failures, or performance concerns promptly.

6. Process Innovation and Infrastructure

• Develop scalable processes for campaign governance, budget management, agency oversight, reporting, attribution, and performance optimization.

• Implement automation, tracking models, dashboards, and analytics tools to reduce manual work and improve reporting reliability.

• Partner with Business Intelligence and technology stakeholders to develop reporting through Power BI or comparable analytics platforms.

• Maintain documentation for campaign structures, attribution rules, reporting methodologies, approval processes, and performance standards.

• Evaluate emerging platforms, technologies, and acquisition strategies based on business need, measurable value, scalability, and risk.

• Promote a culture of experimentation, accountability, data integrity, and continuous improvement.

• Direct decision-making authority over paid media campaign strategy and day-to-day budget allocation within approved budgets and delegated authority.

• Authority to recommend campaign scaling, pausing, restructuring, or reallocation based on documented performance.

• Responsibility for reviewing and recommending external agency relationships, scopes of work, and performance requirements.

• Authority to approve designated marketing expenditures within established approval limits.

• Accountability for paid media performance, budget pacing, reporting accuracy, agency oversight, and growth outcomes.

• Responsibility for escalating expenditures, contracts, or strategic decisions requiring additional leadership approval.

The Performance Marketing Manager's performance will be evaluated using Specific, Measurable, Achievable, Relevant, and Time-bound metrics. Results will be reviewed regularly and formally evaluated on a quarterly and annual basis.

• Budget Management and Pacing Efficiency: Maintain monthly paid media spending across internally and externally managed accounts within 5% of approved budget allocations, excluding documented and approved budget adjustments.

• Agency Performance and ROI Optimization: Audit and optimize externally managed advertising accounts to achieve at least a 10% improvement in lead-generation ROI or a 10% reduction in average CPL or CPA within the first 90 days, measured against an agreed-upon baseline.

• Qualified Lead Growth and Conversion: Achieve at least a 10% increase in qualified lead volume by the end of the first full quarter while maintaining or improving the established lead-to-case conversion baseline.

• Attribution and Data Integrity: Establish documented campaign-tracking and attribution standards within the first 90 days and maintain reporting free from material discrepancies between paid media platforms, HubSpot, Salesforce, and executive reporting.

• Executive Report Delivery: Deliver the daily digital media performance report by 10:00 AM CT each business day and the comprehensive Growth Department performance deck by 9:00 AM CT each Tuesday.

• Optimization and Action Planning: Document material performance concerns and corresponding corrective actions within two business days of identification.

• Cross-Functional Alignment: Conduct regular performance and pipeline reconciliation with applicable Sales, Business Intelligence, and Finance stakeholders to align marketing investment with sales capacity and realized revenue.

• Bachelor's degree in Marketing, Business, Communications, Data Analytics, or a related field, or an equivalent combination of relevant education and professional experience.

• At least five years of progressive experience in performance marketing, paid media, digital acquisition, or growth marketing.

• At least two years of experience leading employees, agencies, strategic initiatives, or cross-functional marketing programs.

• Demonstrated experience managing and optimizing multi-channel paid media budgets across platforms such as Google Ads, Meta, Instagram, TikTok, YouTube, or comparable acquisition channels.

• Proven experience improving measurable marketing outcomes, including CPL, CPA, ROAS, lead quality, conversion rates, or marketing-generated revenue.

• At least two years of hands-on experience administering, optimizing, or implementing HubSpot, including marketing automation, lead workflows, campaign tracking, segmentation, reporting, or CRM integrations.

• Experience managing or auditing external digital marketing agencies against contractual deliverables, budgets, timelines, and performance expectations.

• Working knowledge of digital attribution, conversion tracking, campaign tagging, audience segmentation, landing-page performance, and marketing-funnel optimization.

• Experience partnering with Sales, Business Intelligence, Finance, Operations, or comparable functions to connect marketing performance to pipeline activity and revenue.

• Advanced ability to analyze campaign and pipeline data and translate findings into clear, actionable recommendations.

• Strong leadership, project-management, communication, and executive-presentation skills.

• Ability to manage multiple high-priority initiatives and maintain accuracy in a fast-paced, remote work environment.

• Ability to support established reporting deadlines and collaborate with teams operating in the Central Time Zone, with reasonable accommodation where required by law.

• Experience leading a HubSpot implementation or building a HubSpot environment from initial configuration through launch and optimization.

• Experience integrating HubSpot with Salesforce or managing marketing data across both platforms.

• Advanced experience with Power BI, Tableau, Looker Studio, or similar business-intelligence and data-visualization tools.

• Experience developing multi-touch attribution models, marketing dashboards, automated reporting, or closed-loop revenue reporting.

• Experience managing paid media or lead-generation strategies within legal services, immigration services, healthcare, financial services, or another highly regulated and conversion-focused industry.

• Experience supporting multilingual or multicultural marketing campaigns.

• Professional certification in HubSpot, Google Ads, Google Analytics, Meta Blueprint, Salesforce, or a comparable marketing platform.

• Professional proficiency in English and Spanish is preferred because this position may support campaigns designed to serve Spanish-speaking audiences; however, bilingual proficiency is not required.

The following requirements may be satisfied through company-provided or company-approved equipment, subject to applicable company policy and reasonable accommodation requirements:

• Computer: Intel i5, 8th generation or newer; AMD Ryzen 5, 3000 series or newer; Apple M1 or newer; or comparable specifications.

• Memory and Storage: At least 8 GB of RAM and 256 GB of storage.

• Operating System: Windows 11 or a currently supported version of macOS.

• Monitors: Two-screen workstation setup.

• Headset: USB wired or wireless headset suitable for virtual meetings.

• Internet: Stable high-speed internet connection of at least 20 Mbps; a wired connection may be required where necessary for connection stability.

• Software: Ability to use company-approved communication, marketing, CRM, analytics, and productivity platforms securely.