Director Omnichannel - Content

The Director Omnichannel - Content is responsible for defining and executing a comprehensive digital content strategy that drives qualified traffic, conversion, revenue growth, and brand authority across all digital touchpoints. This leader oversees Content, SEO, Local, and Photo Studio teams to deliver a best‑in‑class digital customer experience, collaborating closely with cross‑functional partners such as Marketing, Merchandise, E‑Catalog, and Product departments.

• Own and execute the enterprise digital content strategy and multi‑year roadmap aligned to revenue and category growth goals.
• Lead and develop high‑performing Content, SEO, Local, and Photo Studio teams; establish clear KPIs and performance standards.
• Oversee the team providing strategy, direction and insights on search engine optimization (SEO) activities for website content including landing pages, product content, user‑generated content and local search initiatives; direct IT work needed to improve SEO efforts and rank while ensuring all content is optimized for SEO, GEO, and evolving search best practices.
• Leverage analytics, A/B testing, and competitive analysis to continuously improve traffic quality, engagement, and online sales performance.
• Direct and conduct regular competitive analysis to identify industry best practices and recommend action plans.
• Analyze performance and report regularly to stakeholders on key metrics, providing insights and recommendations for growth and best practices (organic rank, online sales by category, business plan initiative completion, etc.).
• Establish analytics governance, reporting standards, and best practices to ensure accuracy, consistency, and timeliness of insights and deliverables (organic rankings, category performance, revenue impact, and initiative progress).
• Collaborate directly with Marketing, IT, Merchandise, Electronic Catalog, Store Operations, DC Operations, Logistics and other cross‑functional departments to achieve strategic objectives.
• Participate in the monthly advisory committee meetings for omnichannel initiative and tactics.
• Assist in the execution of Omnichannel initiatives as detailed in the 3‑year strategic plan.
• Negotiate agreements and manage relationships with third‑party vendors.
• Contribute to the development and execution of the annual focus plan and omnichannel planning documents.
• Lead special projects and strategic initiatives as assigned by senior leadership.
• Manage third‑party vendors and agency partners to maximize performance and ROI.
• Lead strategic projects and initiatives as directed by senior leadership.

• Ability to lead, develop, and manage teams.
• Experience in Search Engine Optimization roles/teams.
• Experience with digital content/SEO tools (Google Search Console, Bright Edge, SEM Rush, etc.).
• Ability to analyze and interpret data to inform content decisions and manage ROI.
• Passionate about the customer with a strong interest in understanding and driving user behavior.
• Excellent written, verbal, communication, organizational and proofreading skills.
• Presents a professional company image and positive attitude.
• Inquisitive and constantly pursuing innovative ways to drive results; does not settle for the status quo.
• Experience working with cross‑functional teams with an ability to influence others internally and externally.
• Ability to manage projects, be organized, and set clear priorities.
• Proactive, self‑starter who is comfortable in a team‑oriented work environment.

• 5‑6 years in digital customer or user experience, digital business, development, etc. or equivalent.
• Experience developing and executing integrated, cross departmental programs.
• Analytical and process‑oriented, comfortable working with large data sets and making data‑driven decisions.
• Proficiency in Content Management Systems (CMS) (e.g., Word Press, Adobe AEM, etc.).
• Experience with specific marketing, research, and analytic tools:
  Google Analytics, Tag Manager, Domo, SQL, APT, Similar Web, Google Ads, etc.
• Experience with web, sales, analytics tools (Google Analytics, Full Story, APT, DOMO, VOC, Tag Manager, etc.).
• Automotive knowledge a plus.