As our Acquisition Marketing Manager, Demand Generation, you are how an entire region first meets Armstrong and the engine that keeps the top of the funnel full. You own prospect marketing and the acquisition advertising budget end to end, generating net-new demand across every market and driving a steady stream of qualified traffic to Armstrong.com. This is a role for someone who loves earning attention in a crowded, competitive market and then relentlessly optimizing ad spend so every dollar works harder. You own demand generation across every market, segment, and stage of intent, and you hand the demand you create to Demand Capture ready to convert.
What You’ll Do:
Generate Net-New Demand: Build awareness and net-new demand across the footprint, getting Armstrong in front of people who do not know us yet and growing the audience that feeds the entire funnel.
Own Paid Media Strategy & Execution: Own the end-to-end execution of our demand-driving paid channels, including paid social, display and programmatic, out-of-home, broadcast and audio, and direct mail, and continuously optimize the mix for reach and efficiency.
Own Paid Search Across Intent: Own Armstrong’s paid search from first discovery through high purchase intent, showing up when prospects are exploring, comparing their options, and ready to buy.
Optimize Ad Spend & Media Mix: Manage the acquisition media budget and move spend toward what is working, owning efficiency and return on ad spend as market conditions shift.
Retargeting & Re-engagement: Keep Armstrong present for people who have engaged but not yet converted, bringing them back through paid retargeting.
Brand Storytelling in Market: Connect Armstrong’s brand narrative, quarterly content themes, and tentpole moments to demand campaigns so our story lands consistently in every market.
Segment-Tailored Prospecting: Tailor demand generation to different customer segments and build areas, recognizing that each prospect journey, from new-build to competitive overbuild, needs its own angle.
Competitive Positioning: Partner with our Competitive Manager to track how other players (e.g. Comcast, AT&T, Spectrum) and overbuilders show up, to ensure Armstrong’s story cuts through.
Emerging Channels: Test and learn into new advertising channels as the landscape evolves, from communities like Reddit to AI and LLM-based advertising.
Reporting & Data Ownership: Own the paid-media and traffic data sources and hand-offs that Marketing Ops & Analytics needs to build funnel-stage reporting.
Feed Demand Capture: Drive qualified, high-intent traffic to .com with clean hand-offs, so the demand you generate is genuinely ready to be converted.
What You’ll Need:
4 years in demand generation, media planning and buying, or performance marketing, ideally in telecom or another subscription business
Hands-on experience running paid social, display and programmatic, paid search, and out-of-home campaigns
A track record of managing and optimizing advertising budgets to efficiency and ROAS targets
Understanding of how to tailor demand generation to different customer segments and prospect journeys
A data-driven approach, fluent in analytics, dashboards, and performance reporting
A creative instinct for turning brand strategy into campaigns that get noticed
Comfort embracing emerging technology, including AI, to work more efficiently, for example for audience modeling, creative testing, and media optimization, and a habit of staying current as channels evolve
Bachelor’s degree in Marketing, Communications, Business, or a related field, or equivalent experience
Bonus: regional or local-market advertising, multi-channel attribution, or media buying
What’s in It for You
Shape first impressions at scale, deciding how entire communities first meet Armstrong
Own the prospecting media budget and the top of the funnel for the most ambitious growth chapter in our history, with multi-gig, mobile, and a new TV experience all in market
Experiment with emerging channels and technology, with real runway to test new ideas
Join a family-owned company trusted by its communities for nearly 80 years
Competitive compensation and benefits, in a collaborative culture built on trust and local roots
Who We Are
The Armstrong Group is a family owned and operated collection of diverse companies. What began in 1946 as Armstrong County Line Construction, founded by Jud L. Sedwick in Kittanning, PA, has now grown into an organization that encompasses multiple industries and employs over 2,400 individuals nationwide. Our brands include Armstrong Utilities, Guardian Protection, Armstrong Development, 4Front Solutions, Twin Pops, and Armstrong Comfort Solutions.
Armstrong is an Equal Opportunity Employer.