Normally working within a client side online marketing department, people in digital jobs who specialise in acquisition will decide which channels they use for their marketing activities that drive sales. In larger organisations, with multiple brands, products and campaigns, deciding on which channel to use and invest in can be critical to the success of a campaign. Analysis of results and making decisions based on this is a key requirement of an acquisition manager as the key objective is conversions and creating new customers.
Career progression comes from working in larger, more complex organisations where there may be a greater range of brands and products. There will be more involvement from digital marketing teams, all supporting the acquisition and investment decisions made. With larger budgets, the focus in these companies will be scale and increasing the numbers whilst ensuring that ROI is on target. Only by doing this can the challenge of working in the digital sector be fully realised.