Senior Manager, Demand & AI Performance - Open to internal applicants only

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Senior Manager, Demand & AI Performance - open to internal applicants only

Lead the demand generation and AI-era discovery strategy for 123.ie & Intact Insurance Ireland to deliver profitable, measurable, sustainable growth.

The role connects three things:

Demand: All paid and organic acquisition channels paid search, paid social, programmatic, affiliates, comparison sites, SEO and CRO.

AI & discovery: Generative engine optimisation (GEO), answer engine optimisation (AEO), structured data, knowledge panels and the wider AI search competitive landscape.

Performance excellence: attribution, testing frameworks, ROI benchmarks and the operating rhythms that turn data into trade-off decisions.

 

Key Responsibilities:

Demand generation strategy & delivery

• Own the end-to-end demand generation strategy across paid search, paid social, programmatic, affiliates, comparison sites and direct/email.
• Set quarterly acquisition targets, channel mix and budget allocation, and defend those choices with data.
• Manage performance and digital agency relationships (briefs, KPIs, commercial terms, quarterly reviews).
• Lead conversion rate optimisation across motor, home, travel and other lines
• Own the testing roadmap and prioritise based on commercial impact.
• Partner with Pricing, CX and Digital to ensure demand handed off converts and customer journeys are optimised end to end.

2.2 AI search & discovery leadership

• Define and execute 123.ie`s & Intact Insurance AI search strategy: generative engine optimisation (GEO), answer engine optimisation (AEO), structured data, FAQs and knowledge panels.
• Own share of branded vs. unbranded AI-generated search results as a metric for the discovery pillar.
• Build measurement for visibility and citation across ChatGPT, Perplexity, Gemini, Google AI Overviews and any future surfaces.
• Modernise core SEO: technical foundations, content architecture, entity strategy, and the proof-led FAQ programme that fuels AI citation.
• Act as the internal expert on what AI is doing to search, advertising auctions, comparison behaviour and consumer journeys and translate that into action.

2.3 Marketing effectiveness & measurement

• Build and maintain the attribution framework including but not limited to: incrementality testing, geo-experiments and reconcile attribution and platform metrics into a single trustworthy view.
• Establish ROI benchmarks by channel and tactic, and embed them in quarterly planning trade-offs.
• Own the performance dashboard suite (OKR > Pillar > Initiative > Tactic) and the monthly/quarterly performance review rhythm.
• Partner with Finance and the Intact group on commercial reporting, budget governance and ROI defensibility.
• Contribute to MMM and operationalisation of marketing mix modelling for 123.ie.

2.4 Marketing technology & AI enablement

• Define and lead the marketing technology and AI roadmap aligned to commercial goals.
• Deploy AI tools across search planning, automation, audience building and performance reporting with a target of three or more tools embedded in the team`s day-to-day work in year one.
• Upskill the marketing team on AI literacy, tooling, prompt design and emerging best practice.
• Set governance for AI use: data, brand voice, regulatory compliance, vendor risk and provenance.

2.5 Team leadership & development

• Lead, coach and grow a team covering performance marketing, SEO/AI search and analytics.
• Build a culture of performance excellence: commercial fluency, intellectual honesty about what is and isn`t working, willingness to challenge the status quo.
• Develop talent and succession; create clear progression paths in performance, SEO/AI and analytics.

2.6 Cross-functional & group partnership

• Partner closely with Pricing, Customer Experience, Digital Product, Data and Finance
• Connect with equivalent performance, digital and AI leaders across Intact Insurance to share best practice, benchmark performance and surface tools or capabilities the wider group is building.
• Represent 123.ie & Intact Insurance Ireland in group forums on digital, performance, AI and measurement.

 Requirements:

• 10+ years in digital and performance marketing, with at least three at senior or leadership level.
• Demonstrable track record managing significant paid media budgets and delivering profitable acquisition growth in a digital-direct or DTC environment.
• Deep, current expertise across paid search, SEO, paid social and programmatic
• Strong analytical and commercial mindset: comfort with attribution, incrementality testing, and unit economics.
• Working knowledge of the AI search landscape, what GEO/AEO mean in practice, how citation in LLM answers works, and how to build for it.
• Experience leading and developing teams, including managing managers.
• Strong agency management discipline briefing, KPIs, commercial terms, performance reviews.
• Clear, evidence-led communicator who can present to and defend recommendations with senior stakeholders, finance, and group.

Regulatory Requirements:

If this role is defined as a "controlled function" by the Central Bank Reform Act 2010 Regulations 2011. Any appointment will be conditional on the company being satisfied that you meet the requirements as set out in the Fitness & Probity standards issued in this Act.

Intact Insurance Ireland DAC and its affiliate companies consider applicants on the basis of qualifications and without regard to race, colour, religion, sex, national origin, age, marital or veteran status, sexual orientation, disability or any other legally protected status