Digital Acquisition Manager

JOB SUMMARY

The Digital Acquisition Manager will own and grow customer acquisition and digital discovery across paid search, organic search, AI-driven search, onsite search, and content-led acquisition, with primary responsibility for SEO and Google Ads.

This is a highly hands-on, performance-driven role responsible for developing strategy, executing and optimizing acquisition programs, identifying growth opportunities, and improving how customers discover, evaluate, and convert across our digital experiences. The role will also help shape blog and editorial strategy, onsite product discovery, technical SEO, authority building, and emerging AI search visibility.

DUTIES & ESSENTIAL JOB FUNCTIONS

SEO & Organic Acquisition

• Own the overall SEO strategy and organic growth roadmap, using keyword, competitor, search-intent, content-gap, and customer behavior analysis to identify and prioritize growth opportunities.
• Optimize existing product, category, landing, and content pages while identifying opportunities for new pages and content based on search demand, revenue potential, and competitive gaps.
• Monitor organic traffic, rankings, conversions, revenue, and page-level performance and continuously refine strategy based on results.

Google Ads & Paid Search

• Own Google Ads strategy, campaign management, optimization, and performance across Search, Shopping, Performance Max, and other relevant campaign types.
• Manage and continuously optimize budgets, bidding, audiences, keywords, product segmentation, targeting, messaging, and campaign structure.
• Analyze performance across campaigns, products, categories, audiences, and customers to improve ROAS, conversion, acquisition cost, and profitability and recommend where advertising dollars should—and should not—be invested.

Technical SEO

• Own technical SEO health across company websites, leveraging Ahrefs and Google Search Console to conduct audits, monitor organic visibility, and proactively identify issues related to indexation, crawlability, structured data, site architecture, and overall search performance.
• Prioritize technical SEO opportunities based on business impact and partner with development resources to implement, validate, and measure improvements.

Blog & Editorial Content Strategy

• Own the blog and educational content strategy, identifying high-value topics based on search demand, customer needs, product priorities, competitive opportunities, and business goals.
• Develop SEO-focused content briefs, partner with internal experts on execution, and continuously optimize content based on rankings, traffic, engagement, product discovery, and conversion performance.

AI Search & Brand Visibility

• Own the strategy for increasing company, brand, and product visibility across AI-driven search and answer platforms, including Google AI Overviews, ChatGPT, Gemini, Perplexity, and emerging search experiences.
• Identify opportunities to improve the likelihood that our brands, products, and content are surfaced, referenced, or cited by strengthening authoritative content, product information, structured data, and other visibility signals.
• Monitor AI share of voice, competitor visibility, brand mentions, citations, referral traffic, and resulting business impact as AI-search measurement capabilities evolve.

Onsite Search & Product Discovery

• Own and optimize onsite search and product discovery, analyzing customer behavior, search conversion, revenue, zero-result searches, search exits, and other performance indicators.
• Improve search relevance through ranking logic, synonyms, redirects, merchandising rules, and product data, partnering with Product and Merchandising to ensure customers can find products using brands, part numbers, attributes, applications, and common terminology.
• Use onsite search behavior to identify unmet customer demand, product-data gaps, assortment and merchandising opportunities, and improvements that increase product discovery and conversion.

Authority Building & Off-Site SEO

• Own the strategy for strengthening domain authority, topical expertise, and external brand visibility through high-quality backlinks, digital PR, publishers, industry organizations, vendors, manufacturers, and other relevant partnerships.
• Develop scalable approaches to link acquisition while monitoring backlink health, competitive authority, and emerging opportunities.
• Identify when specialized external resources may be appropriate to supplement internal authority-building efforts.

Analytics, Measurement & Reporting

• Own acquisition and discovery reporting across paid search, organic search, AI search, blog/editorial content, and onsite search using GA4, Google Search Console, Google Ads, SEO platforms, onsite search analytics, and AI visibility tools.
• Establish clear benchmarks and KPIs tied to traffic, revenue, profitability, conversion, acquisition cost, visibility, and customer behavior.
• Translate performance data into actionable recommendations, prioritized growth opportunities, key learnings, risks, and next steps for leadership and cross-functional partners.

Ideal Experience & Skills

• Demonstrated hands-on experience managing SEO strategy, technical SEO, content optimization, and organic search performance.
• Hands-on experience managing meaningful Google Ads budgets, including Search, Shopping, and Performance Max.
• Strong knowledge of Google Analytics 4, Google Search Console, Google Ads, and digital marketing analytics.
• Experience developing SEO-driven blog, editorial, or educational content strategies.
• Understanding of emerging AI search and answer engines and how digital discovery is evolving alongside traditional SEO.
• Experience analyzing or optimizing eCommerce onsite search and product discovery is strongly preferred.
• Strong understanding of eCommerce customer behavior, product data, merchandising, and conversion.
• Ability to connect acquisition performance to revenue, profitability, customer acquisition cost, and overall business outcomes.
• Strong analytical and problem-solving skills with the ability to turn data into clear priorities and recommendations.
• Ability to balance strategic thinking with hands-on execution and ownership of significant business investments.

QUALIFICATIONS

·        Bachelor’s degree in Marketing, Finance, Business Administration, or related field.

·        2 years’ experience in a related, manager-level role.

·        Extensive knowledge of marketing strategies, channels, and branding.

·        Superb leadership, communication, and collaboration abilities.

·        Strong time management and organizational skills.