Search Manager Growth Marketing

We’re leading the way in redefining the workwear category. Our mission is to engineer better boots and apparel for our country’s tradesmen and women by working directly with real workers to learn what they actually need to execute their jobs.

The BRUNT team is not only devoted to improving on the old workwear standards, but we’re also creating a community that tradesmen and women can call their own. From our weekly hangouts at the BRUNT Garage, to hosting events across the country, we’re all about getting boots on the ground and building something real with the BRUNT crew.

BRUNT is seeking a Search Manager to lead our paid search and shopping program and bring both paid search and SEO in-house. You’ll be the hands‑on owner of Google Ads and Microsoft Ads (Search, Shopping, and PMax), the day‑to‑day lead on our search vendor partnerships, and the person who finally gives BRUNT a dedicated owner for SEO and AI/LLM search visibility, using AI tools to punch above what a typical one‑person search function can do.

This is an in‑office role based at our North Reading, MA headquarters, reporting directly to the VP of Growth. You’ll work closely with our Paid Media, Creative, and Digital Product teams to grow non‑brand search and shopping revenue, reduce our reliance on branded search, and build the technical and content foundation SEO needs to compete.

• Own BRUNT’s paid search and shopping program across Google Ads and Microsoft Ads, including Brand, Non‑Brand Search, and Shopping/PMax, with full accountability for spend, budget pacing, and performance against ROAS, CAC, and margin targets.
• Build and maintain a funnel‑based non‑brand campaign architecture (awareness, consideration, purchase) to grow acquisition beyond BRUNT’s current dependence on branded search.
• Manage keyword strategy, search term mining, and negative keyword hygiene; monitor for and correct PMax/Shopping cannibalization of branded queries.
• Own Quality Score, RSA asset testing, and bid strategy by campaign type, including correcting overly aggressive automated bidding on brand terms.
• Monitor competitor activity and auction dynamics, including auction insights and impression share, to inform bid strategy and defend or grow BRUNT’s position in category searches.
• Serve as BRUNT’s day‑to‑day owner of our search vendor relationships, including bidding strategy, feed A/B testing, and performance reporting.
• Lead the transition of paid search and shopping management fully in‑house, including offboarding our current search agency.
• Own Google Merchant Center feed health, including titles, attributes, and categorization, and quickly resolve disapprovals and feed errors.
• Partner with Digital Product on Universal Commerce Protocol (UCP) readiness and structured product data as Google’s AI‑driven shopping surfaces evolve.

• Own BRUNT’s technical SEO foundation: indexation and crawl hygiene, Core Web Vitals, canonicalization, and schema markup (Product, FAQ, Review).
• Build BRUNT’s SEO content engine, including trade‑ and use‑case pages, comparison and buying guides, and fit and durability content, using Air Ops and other AI tools to scale output without a dedicated content team.
• Develop BRUNT’s approach to answer engine optimization (AEO) and generative engine optimization (GEO) so BRUNT surfaces accurately in AI search tools and LLM‑driven shopping assistants.
• Work with affiliate, social, PR, and community teams to identify opportunities and build out action plans for expanding BRUNT’s presence in the search and AI ecosystem through external relationships and content.
• Monitor organic and unpaid Shopping tab performance in Google Search Console and GA4, isolating the lift from feed and content work beyond paid.

• Own weekly and monthly search reporting, including the branded vs. non‑branded split, new customer acquisition, spend efficiency, and channel health, in plain language for leadership.
• Bring an incrementality‑first mindset to search and shopping investment, prioritizing tests that validate true impact before scaling spend.
• Leverage Air Ops and other…