WHAT DOES AN ACQUISITION MARKETING MANAGER DO?

Published: Nov 7, 2024 – The Acquisition Marketing Manager guides growth marketing initiatives by setting priorities, building KPIs, and creating dashboards to align strategies with broader functional goals. This role leads SEO, SEM, funnel optimization, and digital marketing to amplify content and product impact, while managing campaigns and collaborating across business and product marketing teams for successful execution. Budget management and detailed campaign planning ensure alignment with seasonal and product launch timelines, enhancing communication strategies and subscriber engagement.

A Review of Professional Skills and Functions for Acquisition Marketing Manager

1. Acquisition Marketing Manager Details and Accountabilities

  • Marketing Strategy: Work with the Marketing Director to develop a marketing campaign strategy and plan that supports marketing objectives for both sourced and influenced revenue.
  • Analytics: Take responsibility for monitoring dashboards to optimize all channels.
  • Collaboration: Collaborate on new lead acquisition and prospect engagement programs.
  • Demand Generation: Responsible for owning and executing demand and lead nurture programs that build a pipeline of qualified leads.
  • Campaign Optimization: Ensure campaign alignment with business initiatives, external market trends, and competitor moves, and gather feedback to continually optimize or pivot results.
  • Reporting: Report on and optimize demand generation activities, lead nurturing efficacy, and ROI to ensure campaign effectiveness and communicate business results.
  • Team Management: Manage and ensure collaboration between design and product teams.
  • Content Development: Develop and support creating short-form content for email campaigns, landing pages, scripts, user and case studies, blogs, and social media.
  • Operations Management: Manage all day-to-day operations, including ad trafficking, bid, and budget management for the company’s paid digital channels.
  • Tool Proficiency: Use major tools including Google AdWords, Facebook Business Manager, LinkedIn, Twitter, and many other platforms.

2. Acquisition Marketing Manager Essential Functions

  • Marketing Strategy: Develop and deliver an acquisition marketing plan, identifying additional acquisition opportunities.
  • Budget Management: Manage spending investments to maximize new customer acquisition and deliver on growth goals.
  • Campaign Management: Manage campaign planning and execution, including working with external media and creative agencies.
  • Performance Improvement: Develop a test-and-learn agenda across all channels to drive continuous improvement in performance.
  • Collaboration: Work closely with other teams covering SEO and conversion rate optimization.
  • Campaign Optimization: Optimize and report on campaign performance, including traffic to lead, cost per lead, cost per acquisition, and ROI.
  • Marketing Support: Support Trade Associations with marketing activities such as print ads, flyers, and online and email campaigns.
  • Metric Management: Support business metrics such as customer volume and value retention targets, including management of the retention toolkit and key engagement touchpoints.
  • Audience Targeting: Create and tailor messaging and marketing materials for key target High Net Worth audiences.
  • Creative Collaboration: Work with the Proposition team, creative agency, and studio to maintain and improve them.
  • Agency Management: Manage agency relationships, including the digital agency, with weekly, monthly, and quarterly reviews.

3. Acquisition Marketing Manager Accountabilities

  • Growth Strategy: Develop the overarching strategy to drive growth and scale the company with a focus on user acquisition.
  • Media Management: Oversee the execution and day-to-day management of all paid media channels, including paid social, SEM, display, affiliate, radio, and print.
  • Testing and Optimization: Drive continuous testing and optimization of media and marketing by integrating an attribution strategy.
  • Budget Management: Manage overall and individual channel budgets and media mix to hit KPI targets for efficiency, revenue, and new customers.
  • Stakeholder Communication: Collaborate and communicate strategy, plans, and results with stakeholders.
  • Reporting: On a regular cadence, report on results for each channel in sync with agencies and analytics teams.
  • Creative Development: Flex your right brain as well; bring ideas for new creative, messaging, and campaigns, and partner to execute those tests.
  • Testing Frameworks: Develop and execute valid testing frameworks for media channels.
  • Performance Reporting: Prepare monthly or quarterly reports to the business on the progress of direct individual performance vs. targets, and make growth and development opportunity recommendations.
  • Innovative Marketing: Build and execute innovative marketing strategies that will grow the overall client base over both the short and long term.
  • Customer Acquisition: Lead customer acquisition strategies that connect with the consumer and are scalable.
  • Partnership Development: Build and develop key partnerships and other alternative/non-traditional tactics that will support brand product adoption and customer referrals.
  • Market Trends: Keep up to date with marketing communications and e-commerce trends that can be shared with the team and help inspire creative/alternative solutions.

4. Acquisition Marketing Manager Role Purpose

  • Marketing Strategy: Co-own the 18-month full-channel marketing plan for the B2C segment within the UK/ROW region (Direct Individual Sales).
  • Digital Execution: Plan and primarily execute the digital elements of multi-channel marketing campaigns.
  • Acquisition Focus: Drive acquisition by delivering on key KPIs such as lead volume, lead quality, revenue, and return on marketing investment.
  • Channel Management: Manage and optimize all digital channels including PPC, Affiliates/Partners, Paid Social, Display, and Remarketing.
  • Media Planning: Manage media plans, create assets, develop appropriate landing pages, and ensure all are approved within the formal sign-off system.
  • Daily Operations: Manage the day-to-day and monthly digital planning to hit lead and commercial targets, working with a digital agency to optimize spend and results.
  • Customer Experience Improvement: Identify and own marketing initiatives for improving the prospect journey and customer experience, working closely with Sales teams.
  • Journey Optimization: Review and improve the prospective customer journey from the digital asset (creative or copy) to a landing page/main website, through to becoming a sale.
  • Asset Creation: Create a broad set of both online and offline marketing assets to support the direct Sales teams to drive category awareness.
  • Sales Support: Develop sales aids, sales brochures, sales emails used during the sales process, rate increase/decrease emails, etc.
  • Email Nurturing: Develop and manage the automated email Lead Nurture strategy to improve conversion from lead to sale.
  • Retention Marketing: Plan and execute marketing activities to support customer retention to meet key KPIs.

5. Acquisition Marketing Manager Job Summary

  • Initiative Prioritization: Guide the prioritization of Growth Marketing-related initiatives as the initiatives and business scale.
  • KPI Development: Determine the KPIs and build the dashboards to ensure that the strategies are executed effectively in the context of the larger functional goals.
  • Leadership Collaboration: Collaborate and provide leadership on growth-related topics such as SEO, SEM, funnel optimization, and digital marketing to infuse growth tactics into their content, initiatives, and products with maximum impact.
  • Experiment Management: Maximize the impact of all growth experiments by maintaining organized playbooks, automated systems, and dashboards that track the states and thresholds related to each experiment.
  • Lead Projection: Partner with the business team to create a common model that accurately projects the number of leads required per product line and the timing of delivering those leads to sales teams.
  • Budget Management: Build and maintain a detailed budget that provides information regarding the vendor, region, product line, accounting category, and funding timing.
  • Campaign Execution: Manage campaign planning and execution, collaborating with the business, product marketing teams, and HQ.
  • Marketing Development: Develop engaging marketing campaigns that address buyers' needs at each stage of the funnel.
  • Program Ownership: Own the execution of planned marketing programs.
  • Digital Planning: Overall Digital Commercial Planning/calendar management aligned with business needs to maximize seasonal, launch, and customer campaign planning.
  • Communication Management: Ensure a consistent communication schedule of touch policies and maintain healthy subscriber rates.
  • Cross-Functional Partnership: Partner with corporate marketing and brand team members to align product goals, messaging, campaigns, budget allocation, and performance.
Relevant Information
What Does An Acquisition Manager Do?