Channel Manager, SEO and AI Search

About this role

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

• 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.

• D evelop 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.  

• M aintain 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 .  

• C onsistently adhere s   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 a n d 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   custome

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