Acquisition Marketing Manager - Demand Capture

Armstrong Utilities, Inc.; United States; On-site; USD 120,000 - 180,000; Full time

Benefits offered by this job

Competitive compensation

Mission-driven culture

Community-focused employer

Job summary

Armstrong Utilities, Inc. invites an Acquisition Marketing Manager, Demand Capture, to own the moment of intent through order for Armstrong.com. You will optimize the entire visitor journey from discovery to subscriber, leveraging SEO, AEO, and paid search to capture demand.

You’ll partner with Marketing Ops, Analytics, and Product Marketing to optimize funnel performance, lessen friction, and drive new subscribers with a data-driven, test-and-learn approach across segments.

Qualifications

• 4+ years in conversion-rate optimization, website or growth marketing, ideally in telecom, broadband, or subscription.
• Hands-on CRO with A/B testing, checkout optimization, and landing-page performance.
• Strong grasp of UX, landing-page optimization, and conversion-rate principles.
• Data-driven with CAC modeling and funnel reporting knowledge.

Responsibilities

• Own .com Experience End to End from landing to order, driving conversions.
• Lead Discovery (SEO, AEO, GEO) with content partners to improve visibility.
• Own Paid Search across branded/high-intent queries to maximize conversions.
• Optimize serviceability checks and qualification paths to leads.
• Improve checkout and conversion with ongoing A/B tests.
• Develop in-market content to answer buyer questions and build trust.
• Win back carts/quotes with targeted emails and on-site experiences.
• Drive click-to-call and call-center alignment for higher conversion.
• Convert qualified leads to installed subscribers and measure impact.
• Tailor experiences by segment and journey for better results.
• Define qualified leads with Marketing Ops and enable end-to-end data.

Skills

CRO & growth marketing

A/B testing

SEO & SEM

Google Analytics

Cross-functional collaboration

Data-driven decision making

Education

Bachelor's degree in Marketing, Business, or related field

Tools

GA4 / Google Analytics

CAC tools

Job description

As our Acquisition Marketing Manager, Demand Capture, you own the moment of intent through the completed order. When prospects are ready to shop, you make sure they find us in paid and organic search, bring back the ones who looked but didn't buy, and turn that traffic into installed customers on Armstrong.com, confirming we can serve an address, answering the questions that tip interest into intent, and removing every obstacle between wanting Armstrong and having it. Your work shows up directly in the metric the whole company watches: new subscribers. This is a role for someone who loves owning a conversion number and relentlessly optimizing their way to it. You own in-market demand and the .com experience end to end, across every segment and every prospect journey.

What You'll Do:

• Own the .com Experience End to End: Own and continuously optimize the Armstrong.com journey from the moment a visitor lands through the completed order, so every step moves them closer to becoming a customer.
• Own Discovery (SEO / AEO / GEO): Own how potential customers find Armstrong in search and AI answer engines, partnering with our Social, Content & Communications Manager to produce the content that makes us discoverable
• Own Paid Search: Own Armstrong's paid search, from branded and high-intent queries to comparison searches, so we show up the moment prospects are ready to choose and every click lands on the page most likely to convert.
• Own Serviceability & Address Qualification: Own and continuously optimize the online serviceability check that confirms we can serve an address, and the path that turns an interested visitor into a qualified lead.
• Optimize Conversion & Checkout: Continuously improve the online checkout and conversion paths, using A/B testing of pages, forms, offers, pricing, and calls to action to maximize conversion rates.
• Own Consideration Content: Own the content that answers the questions people ask before they buy, including plan comparisons and customer proof points, so the case for Armstrong is clear and convincing.
• Recover Carts & Quotes: Win back people who started but did not finish a purchase, using targeted email and on-site experiences to understand and address friction points.
• Drive Call Conversion: Own click-to-call pathways, ensure web pages prompt calls, and partner with the call center to achieve target conversion rates.
• Convert to Installed Subscribers: Own the final stretch where a qualified lead becomes an installed subscriber, turning intent into gross adds and owning the metrics the business watches most.
• Segment-Tailored Conversion: Tailor the .com experience and conversion journeys to different segments and journeys, since a new-build prospect and a competitive-overbuild switcher weigh the decision differently.
• Define the Qualified Lead & Own the Data: Partner with Marketing Ops & Analytics to define what a qualified lead means for Armstrong and own the conversion data sources they need for end-to-end funnel reporting.
• Partner with Demand Generation: Work with Demand Generation on incoming traffic quality and landing experience, and with Product Marketing on the offers and competitive messaging that win comparison

What You'll Need:

• 4+ years in conversion-rate optimization, website or growth marketing, or performance marketing, ideally in telecom, broadband, or another subscription business
• Hands-on CRO experience across A/B testing, checkout optimization, and landing-page performance
• A strong grasp of website UX, landing-page optimization, and conversion-rate principles
• Working knowledge of SEO and how organic and AI-driven discovery bring in-market demand to .com
• An iterative, test-and-learn mindset, comfortable running and reading A/B tests
• A rigorously data-driven approach, fluent in Google Analytics, funnel reporting, and CAC modeling
• A strong grasp of call tracking, click-to-call, and call-center marketing integration
• An understanding of how to tailor conversion to different customer segments and journeys
• Comfort embracing emerging technology, including AI, to work more efficiently, for example for personalization, predictive qualification, and dynamic offers
• Bachelor's degree in Marketing, Business, or a related field, or equivalent experience
• Bonus: serviceability or address-qualification tools, telecom ordering systems, or CRO platforms

What's in It for You:

• Own the most strategic stretch of the funnel, from the search result through the .com experience thousands of potential customers use to decide, and the new-subscriber number the whole company watches
• Build the conversion engine for a company launching multi-gig, mobile, and a new TV experience at once
• See your impact every week in clear, immediate metrics
• Join a family-owned company trusted by its communities for nearly 80 years
• Competitive compensation and benefits, in a mission-driven culture built on trust

Who We Are

The Armstrong Group is a family owned and operated collection of diverse companies. What began in 1946 as Armstrong County Line Construction, founded by Jud L. Sedwick in Kittanning, PA, has now grown into an organization that encompasses multiple industries and employs over 2,400 individuals nationwide. Our brands include Armstrong Utilities, Guardian Protection, Armstrong Development, 4Front Solutions, Twin Pops, and Armstrong Comfort Solutions.

Armstrong is an Equal Opportunity Employer.

The Armstrong Group, a family owned and operated business, now employs over 2,000 people across the nation. The company continues to value strong relationships with its employees and close ties to the communities it serves.