Performance Marketing Analyst

Performance Marketing Analyst

Company Overview

Stouffer Legal is a fast-growing, woman-owned Estate Planning law firm based in Maryland, currently operating four locations and preparing to scale to ten and beyond. We also support marketing and creative work for related businesses, including Zapa Client Portals (a SaaS platform for professional service firms) and Callow Consulting, a tax and accounting firm.

Our mission is to make high-quality estate planning accessible and understandable while having a meaningful impact on the communities we serve. We value data-driven decision-making, clear communication, and a supportive, inclusive workplace where people can do the best work of their careers.

Position Overview

We’re hiring a Performance Marketing Analyst to own and optimize our entire digital lead engine.

In this individual-contributor role, you will

• Run and optimize paid campaigns across Google Ads and Meta Ads (and occasionally LinkedIn).
• Map and improve lead flow from first click through booked consultations and signed matters.
• Collaborate with our in-house dev team on our custom CRM, analytics, and attribution.
• Use tools like Google Analytics, Google Tag Analyst, CallRail, Webflow, Woopra, and Crazy Egg to understand performance and drive decisions.

You’ll thrive here if you love experimenting, care deeply about cost per signed client and revenue impact, and get excited about turning messy data into clear direction for the business. Familiarity with direct-response frameworks (e.g., Alex Hormozi–style offer and funnel thinking) is a big plus.

Core Job Duties

Approximate time allocations are included to help you see the shape of the role:

Own Paid Acquisition Across Google & Meta (35%)

• Plan, build, and manage paid campaigns across Google Ads (Search, Performance Max, etc.) and Meta Ads (Facebook/Instagram).
• Structure campaigns to scale across multiple locations and practice areas while maintaining lead quality.
• Implement and iterate on high-converting lead offers, landing experiences, and retargeting sequences.
• Occasionally coordinate or review campaigns on LinkedIn or other channels as needed.

Lead Flow, Tracking & Attribution (25%)

• Map the full lead journey: ad → landing page → call/form → CRM → consult → signed client.
• Configure and maintain pixels, tags, and conversion events via Google Tag Analyst in partnership with our dev team.
• Make the most of CallRail data (calls, tracked numbers, source attribution) and connect it to ad platform data and the CRM.
• Work toward better attribution (even if perfect multi-touch is not possible) so we can understand which channels and offers actually drive revenue.

Conversion Rate Optimization & Experimentation (15%)

• Run A/B tests end-to-end: define hypotheses, set up experiments (ads, audiences, landing pages), monitor, and analyze results.
• Use Crazy Egg / heatmaps, Woopra, and Analytics to identify friction points and optimization opportunities.
• Suggest and help implement improvements in Webflow (copy, layout, forms, CTAs) – either hands-on or by working with internal / external resources.

Reporting, Insights & Strategic Recommendations (15%)

• Build and maintain simple, reliable dashboards (e.g., in Sheets, Looker Studio, or similar) that show KPIs like:
• * Cost per lead
• Cost per consultation
• Cost per signed client
• Lead quality by channel / campaign
• Translate data into clear business recommendations for leadership (what to cut, what to scale, what to test next).
• Present performance updates and insights to the Marketing Manager and firm leadership on a regular cadence.

Collaboration with Agencies and Internal Teams (10%)

• Partner with existing agencies and freelancers (e.g., for creative, SEO, or offline campaigns) to ensure efforts are aligned and measurable.
• Coordinate with the intake and operations teams around speed-to-lead, follow-up, and other factors that affect conversion, even where you don’t directly own scripts or workflows.
• Work closely with attorneys and internal marketing to ensure campaigns reflect compliant, accurate, and compelling messaging.

What Success Looks Like

In your first 6–12 months, success will look like:

• We have cleaner tracking for key events (calls, forms, consults, signed clients) across Google, Meta, and our CRM.
• Paid campaigns are structured and optimized so we know, by channel/offer/location, what’s really working.
• We have a testing roadmap and a steady rhythm of experiments (ads, landing pages, offers, audiences).
• Leadership receives consistent, actionable reporting, and we’re making smarter, faster decisions about marketing spend as we grow from 4 to 10 locations.

Preferred Qualifications

• 3+ years of hands-on experience in performance / digital marketing, with a focus on paid acquisition (Google & Meta).
• Proven ability to change a campaign configuration and demonstrate the revenue impact (not just more leads, but better leads and more signed clients).
• Strong practical experience with:
• Google Ads and Meta Ads (must-have)
• Google Analytics (GA4)
• Google Tag Analyst
• Call tracking tools (CallRail experience is a plus)
• Comfort working with website platforms such as Webflow (direct editing or working closely with a dev/designer).
• Ability to design and run A/B tests end-to-end, including analysis and recommendations.
• Demonstrated skill in turning data into decisions: simplifying complex performance data for non-marketing stakeholders.
• Experience in professional services, multi-location, or local service businesses is a plus (law firm experience not required).
• Familiarity with direct-response marketing principles and offer creation (knowledge of Alex Hormozi’s frameworks is a strong plus).
• Excellent communication skills and the ability to work collaboratively with attorneys, intake teams, and leadership.

Nice-to-Have Experience

• Tools you may touch: Woopra, Crazy Egg, LinkedIn Ads, Google Ads, Google Analytics or similar marketing tools.
• Experience working with a custom CRM and in-house engineering teams.
• Building dashboards in Looker Studio / Data Studio or similar BI tools.
• Exposure to direct mail or offline campaigns and tying them back into overall reporting.

Location, Schedule & Work Eligibility

• In-Person, based in Towson, MD, 5 days per week 8:30AM – 5:30PM.
• Full-time, W-2 employment with benefits.
• Must be legally authorized to work in the United States on a permanent basis; we are not able to provide visa sponsorship now or in the future.

Compensation & Benefits

• Base Salary: $90,000 – $115,000, commensurate with experience and location.
• Performance Bonus: KPI-based bonus opportunity tied to revenue-impact metrics (e.g., cost per signed client, qualified lead volume, and overall pipeline performance).
• Health Insurance (CareFirst) with 50% company contribution.
• Dental and vision insurance options with 50% company contribution.
• Short-term and long-term disability insurance, company-paid.
• Basic group-term life insurance, company-paid.
• 401(k) with 4% company match, no vesting period.
• Paid time off starting at 15 days per year, increasing with tenure, plus 7 paid holidays and 3 weeks paid parental leave.
• Paid training and professional development opportunities.

Application Process

• Submit online application (include stories of past wins)
• Initial Phone Screening (10-15 minutes)
• Virtual Interview (30 minutes)
• In-Person Interview (1 hour)

Company DescriptionJoin our dynamic team, and become a part of an organization that values its clients and employees alike. We offer competitive compensation, comprehensive benefits, and opportunities for professional growth within the firm.