Digital Marketing Manager, Generative Engine Optimization

Marketing Santa Barbara, California

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Description

AppFolio is more than a company. We’re a community of dreamers, big thinkers, problem solvers, active listeners, and multipliers. At every opportunity, we set the pace while delivering innovation built to carry real estate into the future. One in which every experience feels effortless, yet meaningful. Where customers are empowered to take on any opportunity. We show up as one team, connected by our values to be a force for good. Because together, we have the power to create extraordinary outcomes for our customers, our communities, and ourselves.
Your Impact
As the Digital Marketing Manager, Generative Engine Optimization you will be the architect of our discoverability strategy, ensuring AppFolio remains the definitive answer for both human users and AI models. You will blend technical SEO/SEM execution with advanced data synthesis to drive high-value pipeline and lead attribution.
  • Next-Gen Search Leadership: Act as the internal lead for Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO) strategy, leading our transition into the next generation of search through bold, experimental strategies that move beyond traditional "set it and forget it" operations.
  • LLM & Trend Monitoring: Monitor the shifting Large Language Model (LLM) landscape to surface actionable trends, evolving our strategy in real-time to remain at the forefront of AI-driven discovery.
  • Performance Marketing Management: Manage large, complex SEM campaigns and budgets to drive high-value pipeline, serving as the primary bridge between external agency partners and internal teams to ensure strategic alignment.
  • Strategic Keyword Evolution: Pivot keyword strategy from traditional short-tail terms to the natural language queries that dominate AI-driven search, decoding evolving research journeys to ensure brand authority across all touchpoints.
  • Data Integration & Attribution: Integrate data across disparate systems—including Google Ads, GA4, and CRM—to maintain a single source of truth for lead attribution and full-funnel performance.

 

Qualifications
  • Expert Data Synthesis: Deep experience with analyzing large data sets and synthesizing performance trends across Google Ads, GA4, and CRM systems to make high-impact, data-driven decisions.
  • Innovation & Curiosity: Passionate about technology and the evolution of search; you proactively keep pace with industry shifts and understand how experts are disrupting digital marketing.
  • Collaborative Influence: A strong partner who thrives in a highly collaborative, cross-functional environment, managing by influence to drive complex projects to completion.
  • Agile Execution: A self-starter who can initiate new projects, measure the impact with urgency, and scale successful initiatives to "Raise the Bar" for the entire department.
  • Technical Proficiency: Foundational knowledge of SEO/GEO and familiarity with tracking, instrumentation, and managing complex SEM/PPC campaigns.

 

Must Have
  • 3+ years of experience in digital marketing (SEO/SEM).
  • Deep understanding of marketing channels, martech, and strategies to drive user acquisition.
  • Direct experience with GA4 is required; proficiency in Tableau, Marketo, and Google Sheets is preferred.
  • Agency experience is highly preferred.
 
Location
Find out more about our locations by visiting our site.
Compensation & Benefits
The compensation that we reasonably expect to pay for this role is: $104,000 - $130,000 [base pay / OTE].
The actual compensation for this role will be determined by a variety of factors, including but not limited to the candidate’s skills, education, experience, and internal equity. Please note that compensation is just one aspect of a comprehensive Total Rewards package. The compensation range listed here does not include additional benefits or any discretionary bonuses you may be eligible for based on your role and/or employment type. Regular full-time employees are eligible for benefits - see here.
Statement of Equal Opportunity
At AppFolio, we value diversity in backgrounds and perspectives and depend on it to drive our innovative culture. That’s why we’re a proud Equal Opportunity Employer, and we believe that our products, our teams, and our business are stronger because of it. This means that no matter what race, color, religion, sex, sexual orientation, gender identification, national origin, age, marital status, ancestry, physical or mental disability, or veteran status, you’re always welcome at AppFolio.

 

About AppFolio

AppFolio is the technology leader powering the future of the real estate industry. Our innovative platform and trusted partnership enable our customers to connect communities, increase operational efficiency, and grow their business. For more information about AppFolio, visit appfolio.com.

Why AppFolio

Grow | We enable a culture of high performance, where delivering results is recognized by opportunities for growth and compelling total rewards. Our challenging and meaningful work drive the growth of our business, and ourselves.

Learn | We partner with you to realize your potential by investing in you from the start. We're cultivating a team of big thinkers through coaching and mentorship with our best-in-class leaders, and giving you the time and tools to develop your skills.

Impact | We are creating a world where living in, investing in, managing, and supporting communities feels magical and effortless, freeing people to thrive. We do this by innovating with purpose while cultivating a culture of impact. We learn as much from each other as we do our customers and our communities.

Connect | We excel at hybrid work by fostering an environment that feels flexible, personal and connected, no matter where we are. We create space to fuel innovation and collaboration, and we come together to celebrate, connect, and succeed.

Paddle as One.

Learn more at appfolio.com/company/careers

Statement of Equal Opportunity

At AppFolio, we value diversity in backgrounds and perspectives and depend on it to drive our innovative culture. That’s why we’re a proud Equal Opportunity Employer, and we believe that our products, our teams, and our business are stronger because of it. This means that no matter what race, color, religion, sex, sexual orientation, gender identification, national origin, age, marital status, ancestry, physical or mental disability, or veteran status, you’re always welcome at AppFolio.

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