Lead, Digital Optimizations

Summary

SHRM is seeking a Digital Optimizations Lead with SEO, AI, and CRO expertise to lead and execute the search and lead gen optimization strategy across SHRM’s web properties. This individual will act as both a player and coach, directly executing initiatives while also collaborating with internal teams, developers, and external agencies to implement best practices and enhance search and conversion performance.

In addition to traditional SEO tactics, the Digital Optimizations Lead will focus on AI-driven search trends and leverage AI tools to optimize content, improve SERP performance, and identify content gaps and opportunities based on data-driven insights. This role will also partner with team members and other department leads to drive continuous improvement to the lead gen engine in a B2C and B2B capacity.

• Develop and implement comprehensive SEO strategies to drive organic traffic, focusing on both on-page and off-page SEO best practices.
• Develop and implement comprehensive CRO strategies to improve lead gen velocity across acquisition and retention experiences.
• Conduct AI-enhanced keyword research and leverage AI-powered tools to identify competitive analysis, SEO audits, and content optimization opportunities.
• Act as the AI search expert, providing insights into how AI algorithms influence search engine behavior and how SHRM can adapt its web strategy to improve performance.
• Partner with developers and external agencies to drive SEO and CRO initiatives.
• Interface with IT and web development teams to ensure AI-enhanced SEO fixes, schema markup, and updates are implemented correctly and efficiently.
• Provide data-based SEO recommendations for content development, identifying content gaps and search phrases with high AI-driven search potential.
• Stay current on the evolving role of AI in search algorithms and provide recommendations to enhance the website’s visibility.
• Create and deliver regular SEO performance reports.
• Research and implement AI-driven solutions that accelerate SEO learnings, automate processes, and enhance overall search performance.

• Bachelor’s degree in Marketing, Computer Science or a related field.
• 7+ years of experience in SEO strategy and execution, with a proven track record of driving organic growth through both on-page and off-page tactics.
• Experience working directly with web development teams and agencies to implement best practices and fixes.
• Experience with AI-powered SEO tools and an understanding of how AI impacts search engine behavior and optimization strategies.

• In-depth understanding of on-page, technical, and off-page SEO strategies and best practices, with a focus on AI-driven search trends.
• Expertise in keyword research, link-building strategies, and AI-enhanced content optimization for SEO.
• Expertise in evaluating digital content and UX for CRO opportunities.
• Proficiency in SEO tools such as Google Search Console, Adobe Analytics, SEMrush, Moz, Screaming Frog, or similar platforms.
• Strong knowledge of HTML, CSS, and basic web development concepts to effectively communicate with developers and troubleshoot technical issues.
• Strong analytical skills with the ability to interpret data, identify trends, and deliver actionable insights.
• Excellent verbal and written communication skills, with the ability to explain complex SEO concepts to non-technical teams.

Work is regularly performed in a professional office environment and routinely uses standard office equipment.

This position follows a hybrid work schedule, with Tuesday through Thursday in office and Monday and Friday remote. Employees must be available during standard business hours, with core hours beginning between 8:00–9:00 a.m. and concluding between 5:00–6:00 p.m.…