Channel Manager, SEO and AI Search
Position Title
Channel Manager, SEO and AI Search
Location
Nationwide, MI 48098
Job Summary
The Marketing Channel Manager owns the strategy, execution, and continuous optimization of an assigned marketing channel, ensuring it operates at best-in-class performance standards and contributes measurably to the organization's growth objectives. This role is accountable for channel-level results, building audience, targeting, campaign architecture, and governance strategies that convert demand into measurable business growth.
The Marketing Channel Manager serves as the primary owner of their channel's performance, connecting audience intent, campaign execution, and conversion strategy to qualified leads, applications, funded accounts, and long-term customer value. This role partners cross-functionally with Analytics, Creative, Enablement, and Compliance to ensure the assigned channel operates with precision, scalability, and continuous improvement.
Job Responsibilities:
JOB RESPONSIBILITIES
Channel Strategy and Performance Ownership
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Define and own the assigned channel strategy, including audience targeting, campaign structure, budget allocation, and performance priorities.
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Establish channel-level KPIs and performance baselines, tracking results against defined targets on a regular cadence.
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Develop andmaintainthe channel roadmap,identifyingcapability improvements, automation opportunities, and investment optimizations.
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Stay current on channel developments, industry best practices, and competitive strategies, bringing relevant advancements into the organization's operating model.
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Contribute to the enterprise channel mix strategy, providing channel-specific perspective on demand capture, audience sequencing, and cross-channel integration.
Campaign Execution and Optimization
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Build andoptimizeaudience targeting, segmentation, and channel-specific campaign structures that align demand, product relevance, and business growth priorities.
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Develop campaign governance standards that manage eligibility, frequency, quality assurance, and customer experience across all channelactivity.
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Partner with digital experience teams to improve post-engagement conversion rates and reduce friction across the customer journey.
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Measure channel impact beyond surface-level engagement metrics, connecting performance to applications, funded accounts, product usage, retention, and incremental growth.
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Monitor changes in channel behavior, audience patterns, competitive coverage, and performance trends to inform the optimization roadmap.
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Identifyand prioritize tactical improvements that increase efficiency, conversion quality, and channel contribution to business outcomes.
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Establish governance practices that protect channel health, brand relevance, and long-term performance effectiveness.
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Evaluate campaign structure, budget pacing, and targeting decisions to improve efficiency, scalability, and growth contribution.
Measurement, Reporting, and Testing
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Own channel-level performance reporting, translating data into clear, actionable insights for marketing leadership.
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Partner with the Growth Marketing Enablement function to ensure tracking, tagging, and conversionmeasurementareaccurateand complete for the channel.
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Build and execute a continuous testing agenda, including creative, audience, offer, and format experiments, using results to drive ongoing performance improvement.
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Maintain a learning log that captures test outcomes and ensures insights are applied to future campaign decisions.
Cross-Functional Collaboration
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Partner with the Growth Marketing Enablement team on measurement architecture, audience activation, and automation initiatives relevant to the channel.
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Collaborate with Creative and Content teams to develop channel-optimized assets that meet performance requirements.
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Work with Analytics to ensure channel data is accurately captured, reported