Channel Manager, SEO and AI Search

JOB RESPONSIBILITIES  

Channel Strategy and Performance Ownership

• Define and own the assigned channel strategy, including audience targeting, campaign structure, budget allocation, and performance priorities. 

• Establish channel-level KPIs and performance baselines, tracking results against defined targets on a regular cadence. 

• Develop and maintain the channel roadmap, identifying capability improvements, automation opportunities, and investment optimizations.

• Stay current on channel developments, industry best practices, and competitive strategies, bringing relevant advancements into the organization's operating model.

• Contribute to the enterprise channel mix strategy, providing channel-specific perspective on demand capture, audience sequencing, and cross-channel integration. 

Campaign Execution and Optimization

• Build and optimize audience targeting, segmentation, and channel-specific campaign structures that align demand, product relevance, and business growth priorities.

• Develop campaign governance standards that manage eligibility, frequency, quality assurance, and customer experience across all channel activity. 

• Partner with digital experience teams to improve post-engagement conversion rates and reduce friction across the customer journey.

• Measure channel impact beyond surface-level engagement metrics, connecting performance to applications, funded accounts, product usage, retention, and incremental growth. 

• Monitor changes in channel behavior, audience patterns, competitive coverage, and performance trends to inform the optimization roadmap. 

• Identify and prioritize tactical improvements that increase efficiency, conversion quality, and channel contribution to business outcomes. 

• Establish governance practices that protect channel health, brand relevance, and long-term performance effectiveness. 

• Evaluate campaign structure, budget pacing, and targeting decisions to improve efficiency, scalability, and growth contribution. 

Measurement, Reporting, and Testing

• Own channel-level performance reporting, translating data into clear, actionable insights for marketing leadership.

• Partner with the Growth Marketing Enablement function to ensure tracking, tagging, and conversion measurement are accurate and complete for the channel.

• Build and execute a continuous testing agenda, including creative, audience, offer, and format experiments, using results to drive ongoing performance improvement. 

• Maintain a learning log that captures test outcomes and ensures insights are applied to future campaign decisions. 

Cross-Functional Collaboration

• Partner with the Growth Marketing Enablement team on measurement architecture, audience activation, and automation initiatives relevant to the channel. 

• Collaborate with Creative and Content teams to develop channel-optimized assets that meet performance requirements. 

• Work with Analytics to ensure channel data is accurately captured, reported, and connected to business outcomes. 

• Partner with Legal and Compliance to ensure all channel activity meets regulatory requirements. 

• Uses independent judgement and discretion to make decisions.  

• Analyzes and resolves problems.  

ADDITIONAL ACCOUNTABILITIES 

• Performs special projects, and additional duties and responsibilities as required. 

• Consistently adheres to regulatory and compliance policies and standards linked to the job as listed and complete required compliance trainings.  Accountable to maintain compliance with applicable federal, state and local laws and regulations.  

JOB REQUIREMENTS  

Required Qualifications: 

• Education level required: ​Undergraduate Degree (4 years or equivalent)​  in Marketing, Business, Analytics, or a related field.

• Minimum experience required: ​6+ Years​ of experience in performance marketing or digital marketing, with at least 3 years of dedicated hands-on experience managing a defined marketing channel. 

• Demonstrated track record of driving measurable performance improvement in an owned channel, with clear accountability for results. 

• Strong analytical skills with the ability to translate channel data into optimization decisions and strategic recommendations. 

• Experience working cross-functionally with Creative, Analytics, and Technology teams to improve channel performance.

• Demonstrated experience managing channel-specific tactics, including targeting strategy, campaign architecture, performance governance, and optimization programs.

• Strong understanding of audience strategy, conversion-focused campaign execution, and performance measurement across the customer journey. 

Preferred Qualifications: 

• Financial services or highly regulated industry experience. 

• Experience supporting acquisition, onboarding, engagement, retention, or cross-sell programs with measurable connection to customer and business outcomes. 

• Experience developing structured testing agendas across creative, audience, offer, messaging, and format variables. 

Job Competencies: 

• Possesses deep channel expertise with the ability to manage strategy, execution, and optimization with full ownership of results.

• Demonstrates strong analytical skills, with the ability to translate performance data into clear optimization decisions and channel strategy adjustments. 

• Displays a continuous testing mindset, using structured experimentation to drive ongoing performance improvement. 

• Exhibits strong cross-functional collaboration skills, with the ability to work effectively across Creative, Analytics, Enablement, and Compliance. 

• Demonstrates executional discipline, with the ability to manage complex campaign operations accurately and consistently. 

• Possesses strong communication skills, with the ability to present channel performance and strategic recommendations clearly to marketing leadership. 

• Demonstrates strong channel judgment, with the ability to connect audience strategy, campaign execution, and conversion pathways to measurable business outcomes. 

• Displays strong governance discipline across targeting, campaign structure, budget management, and quality assurance.

• Demonstrates a strong ability to build and maintain effective relationships with stakeholders by communicating clearly, engaging in proactive collaboration, and leveraging cross functional insights. Aligns relationship building efforts with enterprise goals to accelerate performance and drive strategic results. 

• Builds trusted client relationships, whether internal or external, by identifying needs and delivering tailored solutions to enhance the overall client experience. 

• Fosters or supports a positive work culture and productive work environment, displaying importance of effective relationships with customers and stakeholders.  

• Physical demands (ADA): ​No unusual physical exertion is involved.​