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 awareness and prospecting media budget end to end, generating net-new demand across every market and driving a steady stream of qualified traffic to ArmstrongFiber.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 and segment, building the demand that Demand Capture turns into customers.
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.
- Optimize Ad Spend & Media Mix: Manage the awareness and prospecting media budget and move spend toward what is working, owning efficiency and return on ad spend as market conditions shift.
- 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: Track how other players (e.g. Comcast, AT&T, Spectrum) and overbuilders show up in market, and make sure 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: Build the audiences and qualified traffic Demand Capture converts, with clean hand-offs so the demand you create shows up in search, in retargeting, and on .com.
- 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, 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
- 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.
Skills Required
- 4+ years of experience in demand generation, media planning and buying, or performance marketing
- Hands-on experience running paid social, display and programmatic, paid search, and out-of-home campaigns
- Experience managing and optimizing advertising budgets against efficiency and ROAS targets
- Understanding of demand generation across customer segments and prospect journeys
- Data-driven approach with fluency in analytics, dashboards, and performance reporting
- Creative ability to translate brand strategy into effective campaigns
- Comfort using emerging technology, including AI, for audience modeling, creative testing, and media optimization
- Bachelor's degree in Marketing, Communications, Business, or a related field, or equivalent experience
- Regional or local-market advertising experience
- Multi-channel attribution experience
- Media buying experience
What We Do
The Armstrong Group is a family-owned and operated collection of diversified businesses that began in 1946 as a Western Pennsylvania contractor for power and telephone utilities. Its portfolio includes cable telecommunications and broadband, smart security and automation, commercial real estate development, electronics manufacturing and supply-chain solutions, heating, cooling and plumbing services, and frozen twin-pop production. The group emphasizes long-term growth, strong relationships, customer service, and community ties.
