AI Search & Conversion Strategy Assistant Manager

Overview

Here at Discount Tire, we celebrate the spirit of our people with extraordinary pride and enthusiasm. Our business has been growing for more than 60 years and now is the best time in our history to join us. We are opening more locations every year and we are always looking for qualified individuals to join us in our growth. We are a company that promotes from within, both in our retail and corporate operations.

The AI Search & Conversion Strategy Assistant Manager is responsible for leading Discount Tire’s organic growth and AI-driven acquisition strategy across SEO, Generative Engine Optimization (GEO), Answer Engine Optimization (AEO), and Conversion Rate Optimization (CRO). This role leads a focused team of three specialists and serves as the strategic architect of how Discount Tire wins in traditional search, AI-powered discovery environments, and end-to-end digital conversion paths.

As AI reshapes how customers research, evaluate, and purchase, this leader will ensure Discount Tire remains discoverable, authoritative, and optimized across evolving customer journeys.

A visionary role on the leading edge of the current (and future) digital landscape, this role is tasked with staying on top of and ahead of the latest trends in funnel and conversion rate optimization, SEO, GEO, AEO, user experience design/research, content creation/marketing, and external communications. Ultimately, this position serves as the champion and driving force of Discount Tire’s web monetization efforts, and advocates for the user’s ease of use and ability to transact regardless of their position in the conversion funnel and purchase path.

Focusing primarily on developing strategies that attain and monetize new web audiences through funnel e-Commerce optimization techniques that consider all users and customers of the Discount Tire brand(s), the Assistant Manager will synthesize how digital interactions fit into broader consumer activities while articulating digital concepts and solutions in a clear and compelling way to stakeholders and subject matter experts of any level within the organization.

The ideal candidate also has a finger on the pulse of the automotive industry and can confidently make quick decisions that capitalize on current and news events as they relate to Discount Tire’s CX/EX business initiatives and objectives.

• AI-Driven Search & Acquisition Strategy
  • Develop and execute Discount Tire’s SEO, GEO and AEO roadmap to ensure leadership in AI-powered discovery and traditional search.
  • Architect structured, entity-based content strategies optimized for generative AI environments.
  • Drive optimization for high-intent local search paths (e.g., “tires near me”) across evolving AI and search interfaces.
• Conversion Rate Optimization (CRO)
  • Establish governance for structured data, schema, semantic clarity, and knowledge graph alignment.
  • Lead end-to-end funnel optimization across key revenue-driving digital paths.
  • Identify and prioritize friction points in appointment scheduling, product selection, and checkout.
  • Partner with UX and analytics teams to design and implement A/B and multivariate testing strategies.
  • Drive measurable improvements in conversion rate, revenue per session and average order value.
• AI & Emerging Technology Integration
  • Evaluate and integrate emerging AI tools and workflows that improve acquisition efficiency, content velocity and optimization insights.
  • Develop testing frameworks for AI-generated content performance.
  • Monitor industry shifts in search behavior and proactively adapt strategy.
• Leadership & Cross-Functional Influence
  • Lead and develop a high-performing team focused on SEO/GEO/CRO.
  • Partner with product, UX, engineering, analytics and paid media teams to align organic and AI discovery strategy with business objectives.
  • Communicate performance insights and strategic direction clearly to executive leadership.
• Performance & Analytics
  • Define KPIs across organic traffic, AI referral sources, conversion performance and revenue attribution.
  • Build executive-level reporting tying search and AI visibility to measurable business outcomes.
  • Drive accountability through…