Manager, Digital Acquisition & Optimization

The Manager, Digital Acquisition & Optimization owns the connected strategy for paid media, conversion optimization, experimentation, and cross-channel automation – driving pipeline, revenue acceleration, and digital performance.

This leader builds the conversion engine that improves how prospects find, convert, and progress through the lifecycle across all channels and campaigns.

Paid Media & Acquisition Strategy

• Own strategy for paid search, paid social, display, and retargeting across global and regional teams
• Partner with demand generation to translate campaign goals into channel plans, targeting, budgets, and creative needs
• Conduct in-depth audience research and competitor analysis to identify target segments and optimize campaign performance
• Drive media efficiency through audience intelligence, creative optimization, and offer testing

CRO & Experimentation

• Lead a structured experimentation program across landing pages, offers, journeys, and acquisition flows
• Partner closely with UX, Web, Demand Gen, and Content/Creative teams to prioritize tests grounded in behavioral and content insights
• Use insights to implement optimization strategies to improve key performance metrics

AI, Personalization & Predictive

• Deploy AI to improve segmentation, content personalization, offer prediction, and automated testing
• Define experimentation frameworks for paid campaigns, personalized landing pages, nurture flows, and in-journey content

Measurement, Analytics & Governance

• Oversee the allocation and management of the paid media budget
• Define, measure, and evaluate relevant KPIs based on campaign goals
• Track and analyze campaign performance metrics to measure ROI and identify opportunities for optimization
• Provide regular reports on campaign performance and budget utilization
• Lead monthly performance reviews with actionable recommendations
• Partner with the analytics team to ensure accurate attribution and reporting

Team Leadership:

• Foster a culture of innovation, collaboration, and continuous learning 
• Provide guidance and support to team members to ensure they are equipped with the latest tools and techniques
• Stay abreast of the latest industry trends, technologies, and best practices
• Experiment with new platforms and strategies to drive innovation and stay ahead of the competition

Required Skills & Experience

• 5–8 years in paid media, growth marketing, and multi-channel acquisition strategy
• Proven track record of managing and optimizing large-scale paid media budgets
• Must be comfortable working in a hybrid environment, directing agency partners, internal team, and working collaboratively with cross-functional execution teams
• Deep understanding of paid media principles, tools, and best practices
• Hands-on experience managing and analyzing campaigns in paid search, paid social, OLV, programmatic advertising platforms, and other digital channels (i.e., Google, LinkedIn, Microsoft, Meta, Demandbase, Reddit, content syndication, etc.)
• Proficiency with audience targeting, segmentation logic, and trigger-based experiences, with experience using DMPs, CDPs, or audience intelligence tools
• Strong understanding of lifecycle marketing, cross-channel automation, and digital funnels, with experience driving acquisition strategy across segments, personas and buying stages
• Experience analyzing data to identify drop-off points, friction patterns, and opportunities to automate or streamline
• Experience with CRO, experimentation methods (A/B, multivariate, sequencing tests), and web optimization frameworks
• Highly analytical and skilled in managing cross-channel performance plans, with an ability to interpret complex data to derive actionable insights and develop optimization plans to improve funnel metrics
• Creative problem-solving skills to address digital funnel challenges effectively, with an ability to present data and recommendations in an easy-to-understand way to drive action and influence decision-making
• Comfortable with ambiguity, navigating change, and developing new processes 
• Strong leadership and communication skills
• Strong interpersonal skills with the ability to build and maintain relationships with internal and external stakeholders
• Strong budget management and financial analysis skills
• Excellent project management and organizational skills

A global leader in applied safety science, UL Solutions (NYSE: ULS) transforms safety, security and sustainability challenges into opportunities for customers in more than 110 countries. UL Solutions delivers testing, inspection and certification services, together with software products and advisory offerings, that support our customers’ product innovation and business growth. The UL Mark serves as a recognized symbol of trust in our customers’ products and reflects an unwavering commitment to advancing our safety mission. We help our customers innovate, launch new products and services, navigate global markets and complex supply chains, and grow sustainably and responsibly into the future. Our science is your advantage.