Manager, SEO

Overview

Groupe Dynamite Inc. (GDI) is a Montréal-based, public company of integrated omni-channel brands, designing and distributing accessible, trend-forward fashion for women since 1975.

Our mission of "Empowering YOU to be YOU, one outfit at a time" is brought to life through the GARAGE and DYNAMITE banners and represents the consumer-centric core of GDI's long-standing success as a leading retailer in North America.

Today, GDI operates nearly 300 stores across Canada and the United States, as well as shoppable brand experiences at  and

We are looking for an SEO Manager to lead all search engine optimization strategy and execution across our GARAGE and DYNAMITE brands—including our transition into Generative and Answer Engine Optimization (GEO/AEO)—growing our digital traffic and revenues, and extending our brands globally, both online and offline. You will manage a team of SEO Specialists and partner with senior stakeholders across IT, UX, Content and E-commerce to turn data-driven insight into results.

• SEO Strategy &
  
  Roadmap:
  
  Own and evolve the SEO strategy and roadmap to grow North American digital traffic and revenue and support global brand expansion;
• AI Search Leadership (GEO/AEO):
  Lead the brand’s transition from traditional search optimization to Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO)—structuring content, data, and site architecture so it is discoverable and citable by AI Overviews, ChatGPT, Perplexity, and other LLM- driven surfaces, as well as building the roadmap, tooling, and team capability needed to make that shift;
• Team Leadership:
  Manage, coach, and develop a team of SEOSpecialists/Coordinators—setting priorities, reviewing deliverables, and building the team’s technical and strategic SEO capabilities;
• Technical SEO Oversight:
  Direct ongoing monitoring of the websites and mobileapps to address technical errors and optimize site speed, while leading the digital performance roadmap in close partnership with IT, UX and Digital Product teams;
• Keyword & Content Strategy:
  Guide keyword strategy and online search strategy to deliver optimal ROI against established KPIs, and partner with Marketing and Content teams to embed SEO best practices into content production;
• AI Visibility Measurement & Reporting:
  Define and track AI-search visibility metrics (LLM citations, AI Overview appearances, share of voice in AI-generated answers) alongside traditional organic KPIs, and report on the evolving mix of organic vs. AI-referred traffic to senior leadership;
• Competitive Intelligence:
  Direct ongoing research and reporting on competitors’SEO, paid search and display strategies, translating findings into actionable recommendations for leadership;
• Cross-Functional Leadership:
  Represent SEO in cross-functional and E-commerce planning, championing new initiatives and influencing prioritization across Marketing, IT, UX, and Content.

• 5-7+ years of experience in SEO and digital performance, including 2+ years managing or leading a team;
• Expert knowledge of GA4, Google Tag Manager, Google Search Console, Google Business Profile, Bing Webmaster Tools/Editor;
• Working knowledge of GEO/AEO and AI-search optimization—structuring and evaluating content for AI Overviews, ChatGPT, Perplexity and other LLM-driven surfaces, and tracking AI-referral/citation performance;
• Deep technical SEO expertise—robots.txt, metadata, crawl budget and site speed optimization—with the credibility to guide IT/Dev teams on implementation;
• Excellent leadership, coaching, and interpersonal skills, with strong written andverbal communication.

• Experience presenting SEO strategy and results to senior/executive stakeholders;
• Strong attention to detail and…