Search Engine Optimization Manager

Overview

The SEO Manager will own and scale the company’s organic search performance across a portfolio of brands and websites (currently four). This role is responsible for developing, executing, and continuously optimizing a comprehensive SEO strategy that drives qualified traffic, engagement, and conversions.

This is a hands-on, data-driven leadership role that blends technical SEO expertise, content strategy, and cross-functional collaboration. The SEO Manager will partner closely with Marketing, Product, Technology, and Content teams to ensure SEO best practices are embedded into site architecture, content development, and ongoing platform enhancements.

• Own the end-to-end SEO strategy, roadmap, and performance for all assigned websites.
• Define clear goals, KPIs, and forecasting models for organic traffic, rankings, and conversions.
• Act as the internal SEO subject-matter expert and advocate across the organization.

• Lead day-to-day organic search initiatives including keyword research, competitive analysis, on-page optimization, internal linking, and site improvements.
• Develop and execute evergreen and scalable content strategies in partnership with content creators and brand teams.
• Identify new content and optimization opportunities based on search demand, user intent, and performance data.

• Conduct regular technical SEO audits (crawlability, indexation, Core Web Vitals, site speed, structured data, internal linking, etc.).
• Partner with Product and Engineering teams to translate SEO requirements into actionable technical specifications.
• Monitor and proactively address technical issues that impact search visibility.

• Build and maintain dashboards and reporting to track SEO performance and business impact.
• Analyze traffic, rankings, and conversion data to surface insights and recommend optimizations.
• Test, measure, and iterate on SEO initiatives to continuously improve results.
• Source, manage, and optimize third-party SEO tools and agency/consultant relationships.
• Ensure adherence to best-in-class, white-hat SEO standards and evolving search engine guidelines.
• Stay current on industry trends, algorithm updates, and emerging search technologies (e.g., AI-driven search, AEO).

• Manage and mentor a small internal SEO team (currently 2 FTE).
• Set priorities, delegate work, and ensure high-quality execution across internal and external resources.

• Bachelor’s degree or equivalent combination of education and professional experience.
• 3–6+ years of progressive SEO experience with demonstrated impact on organic growth.
• Demonstrated analytical prowess that links SEO/marketing effort and investment directly to business outcomes.
• Proven track record of improving rankings, traffic, and conversions for competitive websites (portfolio examples required).
• Strong technical SEO knowledge, including Core Web Vitals, site architecture, indexation, and analytics.
• Strong content and on-page SEO expertise, including keyword research, content audits, and roadmap development.
• Hands-on experience with SEO and analytics platforms such as Google Analytics, Google Search Console, Google Tag Manager, Ahrefs, SEMrush, Screaming Frog, and/or Botify.
• Solid understanding of search engine ranking factors and algorithm behavior.

• Experience leading SEO for a U.S.
  
  -based direct-to-consumer (DTC) retailer with $100M+ in annual revenue
  , including ownership of organic traffic and conversion performance.
• Demonstrated SEO experience within highly regulated industries such as tobacco, CBD/THC, alcohol, firearms, or similarly restricted categories, with a strong understanding of compliance, content limitations, and platform constraints.
• Hands-on experience with both Shopify and Salesforce Commerce Cloud (Demandware) environments.
• Proven experience overseeing site replatforming and/or site consolidation initiatives
  , including SEO strategy, technical migration planning, redirects, information architecture, and content migration.
• Experience managing SEO through complex technical changes while minimizing…