Urban Outfitters Senior Manager, Digital Marketing - Acquisition

Urban Outfitters is seeking a Senior Manager of Digital Marketing- Acquisition who will be responsible for crafting and executing strategies to attract new customers and drive sustainable growth. You are a strategic thinker with a result- driven approach who can manage various digital marketing channels, campaigns, and partnerships to bring in new customers while keeping the cost-per-acquisition (CPA) and return on investment (ROI) in check. You'll work closely with marketing, merchandising, and analytics teams to ensure acquisition efforts align with overall business goals. As the Senior Manager of Acquisition, you will be responsible for the end-to-end management and optimization of paid search, display advertising, and online video campaigns. You will work cross-functionally with teams like product, creative, and analytics to ensure that our acquisition strategies are efficient, innovative, and aligned with business objectives. You will leverage data-driven insights to optimize media buying strategies and help scale user acquisition efforts across multiple digital channels.

Customer Acquisition Strategy: 

• Develop and execute strategies to attract high-quality leads and new customers across multiple channels (paid search, display, social media, affiliate, etc.). 

• Lead market research and customer segmentation to identify target audiences and optimize campaigns. 

• Set and manage acquisition goals, budgets, and performance metrics to ensure campaigns meet business objectives. 

Campaign Management & Optimization: 

• Lead the end-to-end management of campaigns across platforms such as Google Ads, Microsoft, YouTube, programmatic display networks, and other digital media buying platforms. 

• Continuously monitor and tweak campaigns for maximum results using A/B testing, audience targeting, and bid optimization. 

• Collaborate with creative teams to develop compelling ad content, copy, landing pages, and offers that resonate with target audiences. 

Cross-Functional Collaboration: 

• Work closely with the analytics team to track, measure, and report on campaign performance, using insights to adjust strategies. 

• Partner with merchandising and marketing teams to ensure consistent messaging and alignment across all customer touchpoints. 

Budget & Financial Management: 

• Manage and optimize media budgets, ensuring efficient spend across channels to achieve targets. 

• Track key financial metrics to ensure campaigns meet cost-efficiency goals while driving profitable growth. 

Channel & Platform Management: 

• Oversee the management and agency relationships of multiple digital marketing channels, including Paid Search, Paid Social, affiliate networks, and programmatic advertising. 

• Stay updated on industry trends, platform updates, and new marketing tools to identify growth opportunities. 

Experience: 5+ years of experience in digital marketing, specifically in customer acquisition, with a strong track record of success. 2+ years in a managerial role preferred. 

Technical Skills: In-depth knowledge of digital marketing channels (SEM, paid social, display, affiliates, etc.) and tools (Google Ads, Facebook Ads, Google Analytics, etc.). 

Strategic Data Analysis & Testing: Strong analytical skills with the ability to interpret data and provide actionable insights. Strong understanding of acquisition metrics, including CPA, CAC, and ROI, with experience optimizing for cost efficiency and profitability. Experience with A/B testing, conversion rate optimization (CRO), and customer segmentation strategies. 

Financial Accountability: Proven ability to manage large budgets and optimize marketing spend for maximum return. 

Project Management: Strong project management skills, with the ability to manage multiple initiatives and prioritize tasks effectively.  Exceptional attention to detail and problem-solving skills. 

Communication & Collaboration: Positive, professional, and timely communication with teams and partners. Ability to collaborate effectively across departments and present campaign performance and insights to senior leadership. 

Adaptability: Ability to thrive in a fast-paced, dynamic environment. 

Inclusive Leadership: Commitment to fostering diversity and inclusion within the workplace. 

Key Attributes: Models behaviors that align with URBN’s values:  

Unite in communicating and collaborating with integrity. 

Respect our planet, our world, and each other.  

Build lifestyle brands through creative entrepreneurship.  

Nurture meaningful connections with customers and employees. 

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URBN offers comprehensive Perks & Benefits to employees. Availability and eligibility to specific benefits may be subject to your location and employment status. Benefits include medical, dental, vision, PTO, generous employee discounts, retirement savings and much more! For additional information visit www.urbn.com/work-with-us/benefits

URBN celebrates diversity and is committed to creating an inclusive environment for all employees. We are proud to provide equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, sex (including gender, pregnancy, sexual orientation, and gender identity or expression), religion, creed, age, physical or mental disability, national origin or ancestry, ethnicity, citizenship, service in the uniformed services, genetic information, or any other protected characteristic as established by law. We believe strongly in fostering a safe, fair and respectful work environment. To ensure compliance with our non-discrimination and anti-harassment policies, we offer anti-harassment training to managers and employees.