Overview
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.
UL LLC has been and will continue to be an equal opportunity employer. To assure full implementation of this equal employment policy, we will take steps to assure that:
Persons are recruited, hired, assigned and promoted without regard to race, color, age, sex or gender, sexual orientation, gender identity, gender expression, transgender status, religion, creed, national origin, ethnicity, citizenship, ancestry, disability, genetic information, military or veteran status, pregnancy, marital or familial status, or any other protected category under applicable law.
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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.
UL LLC has been and will continue to be an equal opportunity employer. To assure full implementation of this equal employment policy, we will take steps to assure that:
Persons are recruited, hired, assigned and promoted without regard to race, color, age, sex or gender, sexual orientation, gender identity, gender expression, transgender status, religion, creed, national origin, ethnicity, citizenship, ancestry, disability, genetic information, military or veteran status, pregnancy, marital or familial status, or any other protected category under applicable law.
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