Performance Marketing Manager

The Performance Marketing Manager owns paid customer acquisition across our consumer lending, credit card, and tax filing products. This is a hands-on role responsible for building, operating, and scaling paid digital acquisition campaigns, and for connecting media investment to downstream outcomes: funded loans, loan value, and credit performance. The ideal candidate is in ad platforms daily, fluent in the unit economics of lending, and comfortable partnering with Analytics, Compliance, Legal, and Operations to launch programs that are both high-performing and defensible.

Essential Duties and Responsibilities:

Paid Media Strategy and Execution

• Own the strategy, build, daily management, and scaling of Google Ads and Microsoft Ads search campaigns with monthly budgets of $50,000 to $100,000, including keyword architecture, match type strategy, negative keywords, and Quality Score optimization for high-CPC loan queries.
• Operate programmatic demand-side platforms (StackAdapt or comparable) directly, including native, display, and connected TV campaign setup, audience construction, supply and inventory controls, and brand safety settings.
• Manage paid social, lead aggregator, and affiliate partners, including source-level pricing, quality monitoring, and compliance review of partner creative and consent language.
• Develop bidding strategy: value-based bidding, target ROAS, and target CPA mapped to loan value and credit performance.
• Maintain a continuous test-and-learn roadmap across audiences, bidding, creative, and placements.
• Own annual and quarterly budget planning, pacing, and forecasting; reallocate spend by channel, product, and geography based on marginal return, aligning media weight with branch footprint and scaling into peak tax filing season.

Regulatory and Advertising Compliance

• Build and run campaigns in accordance with ad platform policies governing financial products, including Google’s Personal Loans policy requirements for required disclosures, APR representation, and loan duration display, and the equivalent requirements for credit card and tax preparation advertising.
• Maintain geo-segmented campaigns and landing experiences reflecting state-level differences in rate caps, licensing, required disclosures, and product availability, so that consumers see only offers and terms available in their state.
• Apply fair lending principles to audience strategy, ensuring that targeting, exclusions, and audience filters do not introduce prohibited demographic discrimination under the Equal Credit Opportunity Act, Regulation B, and related requirements.
• Handle third-party credit propensity and bureau-sourced data in a privacy-compliant manner, including data clean rooms and DSP integrations, consistent with Fair Credit Reporting Act requirements.

Measurement, Attribution, and Analytics

• Own full-funnel attribution from ad click through funded loan, including offline conversions.
• Work with Marketing Technology team to ensure click identifiers and hashed first-party customer data are captured and identify and resolve breaks in the data pipeline.
• Partner with Analytics to validate that approval rates, loan sizes, and lifetime value map accurately to campaign performance.
• Design and run incrementality tests, including geo holdouts and lift studies, to validate that reported attribution reflects true incremental volume.
• Report against unit economics, Cost Per Funded Loan, Customer Lifetime Value, and first-payment default rate by acquisition channel, and monitor acquisition sources for lead quality and fraud signals.

Direct Response Creative and Conversion Rate Optimization

• Direct and write compliant direct-response ad copy and value propositions tailored to consumer loan use-cases.
• Own conversion rate optimization of landing pages, pre-qualification forms, and application steps to maximize completion rates without compromising lead quality or triggering fraud controls.
• Partner with Marketing and IT resources on performance creative, tagging, page performance, form behavior, and tracking implementation.

Qualifications:

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required:

• Hands-on experience building and optimizing campaigns within ad platforms.
• Working knowledge of how fair lending, FCRA, and platform credit policies constrain audience targeting, creative, and the use of credit data, including where offers and disclosures vary by state.
• Sufficient SQL knowledge or data fluency to validate campaign data, read database schemas, and work alongside analytics resources.
• Strong analytical judgment, including the ability to make budget decisions under incomplete information and to present results and recommendations to senior leadership.
• Able to manage multiple priorities and collaborate across Marketing, Operations, Analytics, Compliance, and IT; proficient in Microsoft Office, Google Analytics, and Google Tag Manager.

Education and/or Experience:

• Bachelor’s degree in marketing, business, analytics, or a related field, with 5+ years of performance or growth marketing experience including direct accountability for paid media budgets of at least $50,000 per month.
• Direct, in-platform experience with Google Ads and at least one programmatic demand-side platform.
• Experience marketing products in consumer lending, credit cards, or banking, strongly preferred.
• Experience managing geographically segmented campaigns where creative, offer terms, and disclosures vary by jurisdiction, and campaigns with pronounced seasonal demand peaks.
• Demonstrated experience with offline conversion tracking, conversion rate optimization, and landing page testing, and with managing agency or vendor partners against performance targets.

Physical Demands:

• Must be able to constantly remain in a stationary position.
• The person in this position needs to occasionally move about inside the office to access file cabinets, office machinery, etc.
• Constantly operates a computer and other office productivity machinery, such as a calculator, copy machine, and computer printer.
• Occasionally may require light lifting up to 25 pounds.

Work Environment:

• Office environment. This position is based in the Greenville, South Carolina office.
• Occasional travel may be required.

This job description reflects management’s assignment of essential functions; and nothing in this herein restricts management’s right to assign or reassign duties and responsibilities to this job at any time.

It is the policy of World Acceptance Corporation to provide equal employment opportunity (EEO) to all persons regardless of age, color, national origin, citizenship status, physical or mental disability, race, religion, creed, gender, sex, sexual orientation, gender identity and/or expression, genetic information, marital status, status with regard to public assistance, veteran status, or any other characteristic protected by federal, state or local law. The duties listed are the essential functions of this position. Reasonable accommodations may be made unless they create an undue hardship to the Company. Physical and environmental requirements are representative of those needed to successfully perform the job.