Digital Marketing Manager, Generative Engine Optimization

AppFolio • Santa Barbara, CA

2d • $104,000 - $130,000

About The Position

AppFolio is more than a company. We’re a community of dreamers, big thinkers, problem solvers, active listeners, and multipliers. At every opportunity, we set the pace while delivering innovation built to carry real estate into the future. One in which every experience feels effortless, yet meaningful. Where customers are empowered to take on any opportunity. We show up as one team, connected by our values to be a force for good. Because together, we have the power to create extraordinary outcomes for our customers, our communities, and ourselves. Your Impact As the Digital Marketing Manager, Generative Engine Optimization you will be the architect of our discoverability strategy, ensuring AppFolio remains the definitive answer for both human users and AI models. You will blend technical SEO/SEM execution with advanced data synthesis to drive high-value pipeline and lead attribution. Next-Gen Search Leadership: Act as the internal lead for Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO) strategy, leading our transition into the next generation of search through bold, experimental strategies that move beyond traditional "set it and forget it" operations. LLM & Trend Monitoring: Monitor the shifting Large Language Model (LLM) landscape to surface actionable trends, evolving our strategy in real-time to remain at the forefront of AI-driven discovery. Performance Marketing Management: Manage large, complex SEM campaigns and budgets to drive high-value pipeline, serving as the primary bridge between external agency partners and internal teams to ensure strategic alignment. Strategic Keyword Evolution: Pivot keyword strategy from traditional short-tail terms to the natural language queries that dominate AI-driven search, decoding evolving research journeys to ensure brand authority across all touchpoints. Data Integration & Attribution: Integrate data across disparate systems—including Google Ads, GA4, and CRM—to maintain a single source of truth for lead attribution and full-funnel performance.

Requirements

• Expert Data Synthesis: Deep experience with analyzing large data sets and synthesizing performance trends across Google Ads, GA4, and CRM systems to make high-impact, data-driven decisions.
• Innovation & Curiosity: Passionate about technology and the evolution of search; you proactively keep pace with industry shifts and understand how experts are disrupting digital marketing.
• Collaborative Influence: A strong partner who thrives in a highly collaborative, cross-functional environment, managing by influence to drive complex projects to completion.
• Agile Execution: A self-starter who can initiate new projects, measure the impact with urgency, and scale successful initiatives to "Raise the Bar" for the entire department.
• Technical Proficiency: Foundational knowledge of SEO/GEO and familiarity with tracking, instrumentation, and managing complex SEM/PPC campaigns.
• 3+ years of experience in digital marketing (SEO/SEM).
• Deep understanding of marketing channels, martech, and strategies to drive user acquisition.
• Direct experience with GA4 is required

Nice To Haves

• Proficiency in Tableau, Marketo, and Google Sheets is preferred.
• Agency experience is highly preferred.

Responsibilities

• Act as the internal lead for Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO) strategy
• Monitor the shifting Large Language Model (LLM) landscape to surface actionable trends
• Manage large, complex SEM campaigns and budgets to drive high-value pipeline
• Pivot keyword strategy from traditional short-tail terms to the natural language queries that dominate AI-driven search
• Integrate data across disparate systems—including Google Ads, GA4, and CRM—to maintain a single source of truth for lead attribution and full-funnel performance.

What This Job Offers

• Job Type: Full-time
• Career Level: Manager
• Education Level: No Education Listed