Manifest Law is acquiring tens of thousands of immigration clients through a multi-channel B2C growth engine — and paid is our biggest untapped lever. We've validated that paid social works for our business. What we don't have yet is the technical depth to run it with precision: the audience architecture, the attribution infrastructure, the testing rigor, and the analytical sophistication to turn a working channel into a scalable, predictable acquisition machine. That's what this role is. You will build our paid program from zero — not by managing a media buy, but by engineering an audience and testing system that identifies the highest-value immigration prospects across our core demographic markets (Chinese, Brazilian, Colombian, Russian) and delivers the right message to the right person at the right cost. This is a technical builder role, not a campaign manager role. You'll Own: - Build and own the full paid acquisition program across Meta, TikTok, YouTube, and Google — from audience architecture to creative testing to budget allocation - Engineer our audience strategy from the ground up: first-party data segmentation, lookalike modeling, behavioral targeting, and demographic audience builds for our core immigrant communities - Design and run a rigorous testing program — creative tests, audience tests, landing page tests, bid strategy tests — with clear hypotheses, proper holdouts, and valid conclusions - Own the attribution layer: set up and maintain accurate conversion tracking, build multi-touch attribution models, and be the single source of truth on paid channel performance - Analyze campaign performance at the cohort level — CAC by audience segment, LTV by acquisition cohort, CPL by creative variant — and translate findings into actionable optimizations - Partner with the GTM Engineer to build the data infrastructure that connects paid campaigns to CRM outcomes (not just platform-reported metrics) - Evaluate and manage our paid tech stack: bid management tools, creative analytics platforms, audience enrichment tools, and landing page optimization software The Technical Bar This role requires genuine technical depth in paid channels. We are not looking for someone who manages campaigns inside platform UIs. We are looking for someone who: - Builds custom audience lists from first-party data, third-party enrichment, and behavioral signals — not just platform-native tools - Understands the mechanics of Meta's auction, knows how to structure campaigns to avoid audience overlap, and can diagnose delivery issues at the ad set level - Can write SQL to pull their own cohort data without waiting on a data analyst - Has built or contributed to a multi-touch attribution model — understands the difference between last-click, data-driven, and incrementality-based attribution and when each is appropriate - Thinks in statistical terms: knows what sample size a test needs, what confidence interval is acceptable, and how to avoid false positives in high-volume testing