Acquisition Marketing Manager - Demand Generation

Armstrong Group•Butler, PA

4d•Onsite

About The Position

As the Acquisition Marketing Manager, Demand Generation, you will be responsible for how an entire region first meets Armstrong and will serve as the engine that keeps the top of the funnel full. You will own prospect marketing and the acquisition advertising budget end to end, generating net-new demand across every market and driving a steady stream of qualified traffic to Armstrong.com. This role is for someone who thrives on earning attention in a crowded, competitive market and relentlessly optimizes ad spend to maximize the impact of every dollar. You will own demand generation across every market, segment, and stage of intent, ensuring the demand created is ready for conversion by the Demand Capture team.

Requirements

4+ years in demand generation, media planning and buying, or performance marketing, ideally in telecom or another subscription business
Hands-on experience running paid social, display and programmatic, paid search, and out-of-home campaigns
A track record of managing and optimizing advertising budgets to efficiency and ROAS targets
Understanding of how to tailor demand generation to different customer segments and prospect journeys
A data-driven approach, fluent in analytics, dashboards, and performance reporting
A creative instinct for turning brand strategy into campaigns that get noticed
Comfort embracing emerging technology, including AI, to work more efficiently (e.g., for audience modeling, creative testing, and media optimization), and a habit of staying current as channels evolve
Bachelor’s degree in Marketing, Communications, Business, or a related field, or equivalent experience

Nice To Haves

Regional or local-market advertising experience
Multi-channel attribution experience
Media buying experience

Responsibilities

Generate Net-New Demand: Build awareness and net-new demand across the footprint, introducing Armstrong to new audiences and growing the funnel.
Own Paid Media Strategy & Execution: Manage the end-to-end execution of demand-driving paid channels including paid social, display, programmatic, out-of-home, broadcast, audio, and direct mail, continuously optimizing the mix for reach and efficiency.
Own Paid Search Across Intent: Manage Armstrong’s paid search strategy from initial discovery to high purchase intent, ensuring presence during prospect exploration, comparison, and buying stages.
Optimize Ad Spend & Media Mix: Manage the acquisition media budget, shifting spend towards effective channels and owning efficiency and return on ad spend amidst changing market conditions.
Retargeting & Re-engagement: Maintain Armstrong's presence for engaged prospects who have not yet converted through paid retargeting efforts.
Brand Storytelling in Market: Integrate Armstrong’s brand narrative, quarterly content themes, and key moments into demand campaigns for consistent market messaging.
Segment-Tailored Prospecting: Customize demand generation strategies for different customer segments and build areas, recognizing the unique needs of each prospect journey (e.g., new-build, competitive overbuild).
Competitive Positioning: Collaborate with the Competitive Manager to monitor competitor strategies (e.g., Comcast, AT&T, Spectrum) and overbuilders to ensure Armstrong's message stands out.
Emerging Channels: Test and explore new advertising channels, including platforms like Reddit and AI/LLM-based advertising, as the landscape evolves.
Reporting & Data Ownership: Own paid media and traffic data sources, providing necessary inputs for Marketing Operations & Analytics to build funnel-stage reports.
Feed Demand Capture: Drive qualified, high-intent traffic to .com with seamless hand-offs to ensure generated demand is conversion-ready.