Director, SEO & SEM

Wag! Group Co. strives to be the number one platform to solve the service, product, and wellness needs of the modern U.S. pet household. Wag! pioneered on-demand dog walking in 2015 with the Wag! app, offering access to 5‑star dog walking, sitting, and one‑on‑one training from a community of over 500,000 Pet Caregivers nationwide. Additionally, Wag! Group Co. operates Petted, one of the nation’s largest pet insurance comparison marketplaces;
Dog Food Advisor, a leading pet food review platform;
WoofWoofTV, reaching over 18 million followers with delightful pet content on social media; and maxbone, a digital platform for modern pet essentials, offering superfoods for dogs and stylish, functional products for today’s pet owners. For more information about our company, visit  and

Wag! is seeking a results‑driven Director of SEO & SEM to lead our organic and paid search acquisition strategies. You will own search visibility, customer acquisition, and performance across Google, Bing, AI‑powered search platforms, and other emerging discovery channels.

The ideal candidate combines deep technical SEO expertise with hands‑on paid search experience, using data, experimentation, and cross‑functional collaboration to drive profitable customer growth.

• Search Strategy & Growth
  • Own the SEO and SEM strategy, roadmap, and execution to drive customer acquisition, bookings, and revenue.
  • Optimize performance across organic search, paid search, local SEO, and AI‑driven discovery (GEO/LLMO).
  • Manage budgets, forecasting, and performance targets across paid and organic channels.
• SEO & Organic Growth
  • Lead technical, on‑page, and off‑page SEO, including site architecture, crawlability, structured data, Core Web Vitals, and link acquisition.
  • Develop scalable, intent‑driven content and landing page strategies for dog walking, sitting, boarding, and related services.
  • Drive local SEO visibility across thousands of geographic markets and service‑specific pages.
  • Partner with Product and Engineering to prioritize and implement SEO improvements.
• SEM & Paid Acquisition
  • Own Google Ads and Microsoft Ads strategy, including campaign structure, keyword targeting, bidding, creative, and landing page optimization.
  • Optimize acquisition efficiency against CAC, ROAS, conversion rate, and customer lifetime value (LTV).
  • Lead experimentation across bidding strategies, ad copy, audience targeting, and conversion funnels.
  • Identify opportunities to improve combined organic and paid search performance.
• Analytics & Leadership
  • Establish KPIs, dashboards, and attribution frameworks to measure search‑driven acquisition, bookings, and profitability.
  • Leverage GA4, Google Search Console, Google Ads, and SEO platforms to identify growth opportunities.
  • Manage agency partners, external vendors, and internal resources.
  • Communicate performance, insights, and strategic recommendations to executive leadership.

• 8+ years of experience in SEO, SEM, and/or performance marketing
• Proven success scaling organic and paid search acquisition for consumer‑facing digital businesses
• Deep understanding of technical SEO, content strategy, local SEO, and evolving AI search experiences
• Advanced experience with Google Ads, Google Analytics, Google Search Console, and SEO research platforms
• Strong analytical background with demonstrated ability to optimize CAC, LTV, ROAS, and conversion funnels

• Ability to work in‑person 5x a week in our downtown Miami office

• Marketplace, consumer services, and/or high‑growth technology experience
• Experience partnering with Product, Engineering, Analytics, and Creative teams

• Competitive Medical, Dental, and Vision Insurance
• Complimentary parking…