An Acquisition Marketing Manager is a professional who specializes in developing and implementing strategies to attract and acquire customers for a company or organization. They are responsible for driving customer acquisition campaigns and initiatives to meet business objectives. In this blog post, we will explore the primary responsibilities and the most in-demand hard and soft skills for Acquisition Marketing Managers.

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Main Responsibilities of an Acquisition Marketing Manager

The following list describes the typical responsibilities of an Acquisition Marketing Manager:

Achieve

Achieve highly effective media performance across various paid media channels.

Analyze

• Analyze campaign results, report on key metrics and optimize future campaigns based on learnings.

• Analyze data and insights to optimize acquisition campaigns and improve conversion rates.

Apply

Apply customer insights to the design of communications programmes.

Assist

Assist in generating data-driven hypotheses.

Build

Build and maintain effective relationships with internal partners and external partners.

Collaborate with

• Collaborate with cross-functional teams to align marketing efforts with overall business goals.

• Collaborate with designers & copywriters to produce high quality creative and ad copies.

• Collaborate with external partners, agencies, and vendors to execute marketing initiatives.

• Collaborate with product teams to align marketing messaging with product positioning.

Conduct

• Conduct A/B testing and experiments to optimize campaign performance.

• Conduct customer segmentation and develop targeted marketing campaigns.

• Conduct market research to identify target audiences and their preferences.

• Conduct on-going analysis & reporting, while testing new user acquisition initiatives.

Continue to

Continue to optimize frequency and reach on legacy channels (Audio).

Create

• Create compelling marketing content and collateral to support acquisition efforts.

• Create engaging, effective, multi-channel marketing campaigns.

• Create unique cohort strategies to retain and increase LTV of offline customers.

Develop

• Develop a mix of evergreen assets while keeping content fresh.

• Develop and deliver acquisition marketing plan, identifying additional acquisition opportunities.

• Develop and drive strategy, plans and executions of all things related to shopper acquisition.

• Develop and execute comprehensive customer acquisition strategies.

• Develop and nurture newer channels (TV / Streaming).

• Develop test and learn agenda across all channels to drive continuous improvement in performance.

Document

Document and understand the US marketplace, including impacts of the new players entering the market.

Draft

Draft effective ad copy for further input by the creative team.

Drive

Drive innovation in process, automation, and scalability of Starry's marketing programs.

Escalate

Escalate significant issues as necessary.

Execute

Execute ABM paid campaigns to deliver demand and lead.

Find

Find incremental opportunities for growth, including new channels, partners, & audiences.

Grow

Grow awareness of strategic product pillars.

Identify

Identify opportunities for growth and expansion in new markets or customer segments.

Implement

• Implement and manage lead generation programs to generate qualified leads.

• Implement and manage referral programs and affiliate marketing initiatives.

Innovate

Innovate and / or expand new initiatives such as in-store Pickup.

Lead

Lead the development, implementation, review and revision of fiscal year work plan.

Maintain

Maintain all channels according to the industry standards and best practices.

Manage

• Manage agencies and internal creative teams to deliver successful campaigns on time and on budget.

• Manage agencies and the internal creative team to deliver successful acquisition campaigns.

• Manage a monthly budget to deliver leads to target.

• Manage campaign planning and execution including working with external media and creative agencies.

• Manage digital advertising campaigns across various channels, including search engines, social media platforms, and display networks.

• Manage marketing budgets and allocate resources effectively.

• Manage performance marketing agencies ensuring marketing spend efficacy.

• Manage spend investments to maximise new customer acquisition and deliver on growth goals.

• Manage the UK Marketing Programs + Events Calendar (and keep up to date).

Monitor

• Monitor and track campaign performance using analytics tools and make data-driven decisions to optimize results.

• Monitor and track key performance metrics and continuously improve performance.

• Monitor campaign performance and make changes proactively to maximise ROI.

Optimize

Optimize website and landing pages for maximum conversion rates.

Own

• Own all related agency and vendor relationships, driving efficient spend outcomes.

• Own marketing budget for Canada and budget allocation by channel.

• Own our acquisition budget and media forecast across paid channels.

• Own P&L and making decisions / tradeoffs on acquisition cost and other counter metrics.

Provide

• Provide data-driven recommendations to scale acquisitions, efficiently.

• Provide regular reports and insights on acquisition metrics and campaign performance to stakeholders.

Recommend

Recommend changes as required.

Report

Report and analyze paid media data and make recommendations for future optimizations.

Scale

Scale a multi-million dollar annual offline media budget at a efficient CPA goal.

Set-up

Set-up AB tests to prove out hypotheses, measure results.

Spearhead

Spearhead the buildout of KPI reporting and provide regular updates to leadership.

Stay updated with

• Stay informed about data privacy and compliance regulations in marketing practices.

• Stay updated with industry trends, competitor activities, and emerging marketing technologies.

Suggest

Suggest new potential user acquisition platforms and partners.

Test

• Test and establish new channels through which to deliver leads.

• Test and set appropriate KPIs to scale new channels (OOH, print).

Track

• Track record of campaign delivery with regards to B2B lead generation.

• Track, report and present campaign performance with internal stakeholders.

Use

Use Marketing Automation, CRM, GA to track and manage leads and campaign effectiveness.

Utilize

Utilize email marketing strategies to nurture leads and drive conversions.

Work with

• Work across multiple business units, audiences, personas, sectors and regions.

• Work closely with other teams covering SEO and conversion rate optimisation.

• Work closely with the Data team to ensure JustPark acquires high-value spaces.

• Work cross-functionally to ensure consistency of strategy and creative across channels.

• Work cross-functionally with analytics, product, and creative.

• Work with internal marketing teams to meet weekly Shopper acquisition targets.

• Work with Product and Engineering to manage delivery of technical marketing requirements.

Most In-demand Hard Skills

The following list describes the most required technical skills of an Acquisition Marketing Manager:

1. Proficiency in digital advertising platforms (e.g., Google Ads, Facebook Ads, LinkedIn Ads).

2. Experience with marketing automation tools (e.g., HubSpot, Marketo, Pardot).

3. Knowledge of SEO (Search Engine Optimization) best practices.

4. Understanding of web analytics tools (e.g., Google Analytics, Adobe Analytics).

5. Familiarity with CRM (Customer Relationship Management) systems.

6. Expertise in email marketing platforms (e.g., Mailchimp, Constant Contact).

7. Proficiency in data analysis and reporting tools (e.g., Excel, Tableau).

8. Knowledge of conversion rate optimization techniques.

9. Experience with content management systems (e.g., WordPress, Drupal).

10. Understanding of marketing attribution models.

Most In-demand Soft Skills

The following list describes the most required soft skills of an Acquisition Marketing Manager:

1. Strong analytical and problem-solving skills.

2. Excellent communication and presentation skills.

3. Strategic thinking and the ability to develop innovative marketing approaches.

4. Collaboration and teamwork.

5. Adaptability and flexibility to navigate changing market dynamics.

6. Creativity and the ability to develop compelling marketing messages.

7. Time management and the ability to prioritize tasks effectively.

8. Attention to detail and a focus on delivering high-quality work.

9. Leadership skills and the ability to influence stakeholders.

10. Continuous learning mindset to stay updated with industry trends and best practices.

Conclusion

Acquisition Marketing Managers play a crucial role in driving customer acquisition strategies and achieving business growth. With a combination of technical expertise in digital marketing tools and platforms, along with essential soft skills like strategic thinking and collaboration, these professionals can effectively attract and acquire customers for their organizations. By fulfilling their responsibilities and leveraging their skills, Acquisition Marketing Managers contribute to the success and profitability of their companies.