Description
:Reporting to the Senior Manager, Digital Performance Marketing, the Manager, Content & SEO, will be accountable for driving marketing ROI for the assigned business utilizing primarily owned channels. The Manager is ultimately accountable for development, execution and optimization of site content and organic search activity supporting TD Credit Cards business.
DEPARTMENT OVERVIEW
As part of the TD Canadian Marketing team, the Digital, Social and Content Marketing (DSCM) team is responsible for leading our digital marketing transformation. The team carries the mandate to build the digital marketing ecosystem to enable relevant personalized communications in all interactions with our customers. Leveraging a best-in-class content strategy, our personalized communications will ensure TD is delivering breakthrough creative and the best, personalized and connected experience for our customers.
The second goal of the group is to drive leadership in all digital marketing channels across paid, owned and earned. This means that we will strive to enable best-practices in each channel, define the leading practices and beat competitive benchmarks. The primary goal of the group is to optimize the customer journey from start to finish, ultimately improving performance and driving ROI in each marketing channel for our business and channel partners.
JOB DESCRIPTION AND ACCOUNTABILITIES
Manage the execution, optimization and performance of digital marketing programs, delivering subject matter expertise in organic search and onsite content strategies, insights generation, measurement and reporting.
Lead, draft, manage and execute a LLM/GEO strategy to measurably increase visibility of TD brand and products.
Leverage consumer insights and feedback from performance measuring tools to develop always-on content related to LLM platform visibility (e.g. chatgpt, gemini, perplexity, etc).
Support development, execution and delivery of content on external sites as required
Focus on public sites and consider the entire digital consumer journey and ensure content integration points are optimized across channels, including social and mobile.
Analyze SEO/GEO performance and look for ways to continually optimize and drive the business forward.
Deliver detailed and actionable insights and strategic recommendations, provide interpretation, guidance and recommendations to aid marketing decision making and drive business performance
Produce and manage keyword/query research, technical, content and GEO audits - analysis and optimization recommendations
Engage with agencies, vendors and key internal partners to deliver best-in-class GEO strategies and programs
Partner with Marketing Planning, Digital Channel and the Business to deliver on the LLM visibility goals for the business
Contributes to integrated marketing strategies and plans, including annual forecast
Ensure compliance with TD process and governance control requirements
Contributes insights on performance and reporting of results for all GEO related metrics and content, relative to YoY and forecast
Manage GEO and always-on content marketing budgets.
Stay on top of industry trends and all applicable technologies, including developments in LLM platforms, SEM, Social media, GEO, Display and online consumer behavior
QUALIFICATIONS
Minimum of 5 years of experience in SEO and solid recent LLM/GEO experience
Must be a SEO specialist with experience in driving measurable improvements in SOV and visibility for LLM/GEO and traditional SEO
Experience with developing, planning and executing content and SEO strategy with multiple stakeholders
Experience managing performance marketing campaigns through digital, focusing on SEO and driving performance through digital experiences.
Experience with digital acquisition campaigns in an always-on environment and demonstrating results with driving incremental improvements.
Experience managing content development, content strategies, producing and managing agile content and guiding agency partners in the production of content, in responsive and mobile environments.
Experience engaging in agency and vendor relationships.
Exposure to developing scorecards, executive level reports and utilization of data for digital media optimization, including techniques for measuring end-to-end effectiveness across digital marketing touch points.
Experience with utilizing digital marketing technology to drive personalized and targeted experiences across touch points in owned digital channels.
Expertise in strategies utilized to optimize performance through multiple digital devices; desktop, mobile and tablet.
Business acumen: strategic thinking, business process development, analytical and problem-solving skills.
Proven interpersonal and relationship management skills, with ability to obtain consensus among multiple stakeholders.
Strong teamwork orientation and proven leadership capabilities with an ability to work effectively in a constantly changing environment, requiring ongoing.…
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