AppFolio · 4 hours ago
Digital Marketing Manager, Generative Engine Optimization
Santa Barbara, CA
Full-time
Hybrid
Mid Level
$104K/yr - $130K/yr
3+ years expAppFolio is a technology leader in the real estate industry, committed to delivering innovative solutions. As the Digital Marketing Manager for Generative Engine Optimization, you will develop strategies to enhance discoverability, manage complex SEM campaigns, and integrate data to drive performance and lead attribution.
AnalyticsComputerInformation TechnologyProperty ManagementPropTechSaaSSoftwareWeb Hosting
Responsibilities
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
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
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
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
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
Qualification
Required
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
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
Preferred
Proficiency in Tableau, Marketo, and Google Sheets
Agency experience is highly preferred
Company
AppFolio
AppFolio is a cloud business management solutions provider for the real estate industry.
1001-5000 employees
Funding
Current Stage
Public CompanyTotal Funding
$30MKey Investors
Investment Group of Santa BarbaraCisco,HeadlineHeadline
2015-06-26IPO
2013-11-01Series Unknown
2009-08-18Series C· $8M
Leadership Team
Shane Trigg
President and CEO
Tim Eaton
Chief Financial Officer
Recent News
2025-11-25
Company data provided by crunchbase