Digital Marketing Manager

GU is the trendsetting sister brand of UNIQLO, originating from Tokyo. As the second-largest company in our group and the No. 1 fashion brand in Japan, GU has led the way in style since 2006. With over 450 stores globally and locations in China, Taiwan, Hong Kong, and the US, we bring the latest fashion trends to a worldwide audience.

About the Role

The Digital Performance & Acquisition Manager develops, executes, and optimizes GUUS’s digital customer acquisition strategy across owned, earned, and paid media. This role leads performance marketing initiatives spanning Paid Media (SEM, Paid Search, Shopping, Display, Paid Social, Affiliate Advertising), Search Engine Optimization (SEO), and Answer Engine Optimization (AEO/EAO) to drive qualified traffic, customer acquisition, revenue growth, and brand awareness. The ideal candidate is analytical, data-driven, and passionate about digital marketing, with experience managing agency and vendor relationships and presenting strategic insights to leadership.

Responsibilities

• Strategically manage GUUS’s digital acquisition programs across Paid Search (SEM), Shopping, Display, Paid Social, SEO, AEO/EAO, and affiliate advertising campaigns to meet acquisition, ROI goals, and sales targets.
• Execute day-to-day campaign management, including keyword strategy, audience targeting, ad copy development and testing, bid management, landing page optimization, shopping feed management, retargeting, and creative performance optimization.
• Develop and execute SEO strategies to improve organic visibility, website traffic, and conversion performance through technical optimization, content recommendations, keyword analysis, and ongoing performance monitoring.
• Partner with internal teams and external agencies to optimize content and digital experiences for emerging AI-powered search platforms and answer engines.
• Maintain alignment with GU’s promotional calendar, merchandising priorities, and business objectives to ensure campaign messaging, content, and media investment support company goals.
• Develop and maintain reporting across all acquisition channels, providing meaningful analysis of campaign, channel, and customer performance against established ROI and KPI metrics.
• Present campaign performance, customer acquisition trends, and strategic recommendations to drive informed business decisions and actionable next steps.
• Own seasonal and monthly digital acquisition planning and performance reporting, providing clear business insights and executive-facing presentations.
• Identify, evaluate, and implement new testing opportunities, acquisition channels, digital marketing technologies, and optimization strategies to improve performance and customer acquisition.
• Gather insights from campaign and customer data to identify emerging trends and proactively recommend innovative marketing solutions.
• Manage relationships with internal cross-functional partners—including Merchandising, Marketing, E-Commerce, CRM, and Global HQ teams—as well as external agencies, advertising platforms, and technology vendors.
• Oversee agency and vendor partnerships, ensuring accountability for campaign execution, performance, budget management, and continuous optimization.
• Independently troubleshoot and resolve challenges across paid media, SEO, website performance, and digital acquisition initiatives with a proactive, solution-oriented mindset.
• Actively participate in cross-functional initiatives, contributing digital marketing expertise to support broader business priorities.
• Stay informed on evolving digital marketing trends, search algorithms, AI-powered search technologies, and advertising platform updates to ensure GU remains competitive.
• Serve as the subject matter expert on digital acquisition, paid advertising, SEO, and emerging AI search optimization, providing strategic guidance to internal stakeholders and external partners.
• Perform additional duties as assigned by management.

Requirements

• Bachelor’s degree required.
• Minimum of 5–7 years of hands-on digital marketing experience supporting e-commerce businesses, managing large-scale, performance-driven acquisition campaigns on either the client or agency side.
• Proven experience developing and optimizing paid digital advertising campaigns across Paid Search (SEM), Shopping, Display, Paid Social, and other digital acquisition channels.
• Working knowledge of Search Engine Optimization (SEO); experience supporting or leading SEO strategy and reporting is preferred.
• Exposure to Answer Engine Optimization (AEO/EAO) or emerging AI-powered search platforms is a plus.
• Experience managing external agencies, media partners, and digital marketing vendors, with the ability to build strong partnerships and hold vendors accountable for performance.
• Strong analytical mindset with the ability to interpret complex data, identify trends, and translate insights into actionable business recommendations.
• Exceptional communication and presentation skills, with the ability to effectively influence and present results to all levels of management and cross-functional partners.
• Advanced proficiency in Microsoft Excel, including pivot tables, data analysis, and reporting.
• Familiarity with SQL, relational databases, and statistical analysis techniques is preferred.
• Hands-on experience with Google Analytics (GA4 preferred) or comparable web analytics platforms.
• Experience with paid search management platforms (e.g., Google Ads Editor, Search Ads 360, Microsoft Ads) is preferred.
• Experience working with third-party ad serving, campaign management, or digital advertising platforms is preferred.
• Demonstrated ability to manage multiple priorities in a fast-paced, data-driven environment while maintaining strong attention to detail.