Description
Lead and scale SEO and SEM programs to maximize visibility, traffic, and revenue across devices and channels. Oversee analysis of search behavior, market signals, and competitive activity to set strategy, roadmap, and budgets. Direct cross-functional teams, vendors, and technology to translate user intent into measurable outcomes and continuous optimization.
- • Define KPIs and dashboards; set targets and socialize performance goals.
- • Stay current on regulations and emerging web/search tech; ensure compliance through training and industry engagement.
- • Coordinate with customer service and operations to resolve product availability issues impacting search.
- • Oversee online customer service processes that affect search experience to ensure consistency.
- • Select and manage marketing, analytics, and automation platforms supporting SEO/SEM; oversee procurement.
- • Direct integration of web applications with ERP/CRM and ad tech to enable tracking and optimization.
- • Define and prioritize product and site requirements with UX and engineering based on search insights.
- • Lead vendor and partner evaluations and contract negotiations for search tools, agencies, and media partners.
- • Propose and secure approval for integrated, multi-channel campaigns leveraging search.
- • Establish policies and guardrails for online transactions, privacy, and security as they relate to search programs.
- • Oversee creation of landing pages, prototypes, and creative assets that support search goals.
- • Lead development and execution of the search marketing strategy (SEO, SEM, marketplaces, local).
- • Set commercial and technical specifications to improve conversion from search (usability, pricing, checkout, security).
- • Direct development priorities for features that improve crawlability, indexing, and conversion.
- • Align promotional calendars and merchandising with search strategies; keep catalogs accurate and discoverable.
- • Commission and interpret market research on search trends, news, social signals, and competitors.
- • Build and review budgets, financial models, and forecasts for SEO/SEM and search-attributed revenue.
- • Cultivate relationships with merchants, publishers, and editors for strategic link placement and partnerships.
- • Orchestrate integration of search tactics with brand, lifecycle, retail, social, and PR programs.
- • Oversee keyword strategy and on-page optimizations based on search engine patterns and user intent.
- • Plan and manage paid media initiatives that complement search (paid search, PLAs, affiliates, sponsorships, email).
- • Define analytics frameworks; oversee collection and analysis of web metrics (traffic, CTR, CVR, CPA, CPC, ROAS).
- • Guide creative and web teams to produce brand-aligned, search-friendly multimedia content.
- • Ensure analytics and tag management tools are correctly implemented and optimized.
- • Combine third-party data with keyword research to refine audience and intent profiles.
- • Partner with developers to optimize site architecture, performance, and rendering for search engines.
- • Set content strategy for digital channels informed by search insights.
- • Evaluate and pilot emerging media or technologies for application within search programs.
- • Manage PR and blogger outreach with communications to support search visibility.
- • Oversee display, video, and other non-text ad programs that complement search.
- • Govern social media activation to amplify and inform search strategies.
- • Institutionalize A/B and multivariate testing to improve search outcomes.
- • Own tracking, attribution, and executive reporting for all search initiatives; provide insights and actions.
- • Ensure digital assets are optimized for SEO and for performance on connected devices.
- • Lead conversion rate optimization, including checkout and shopping cart flows, against KPIs.
- • Manage local listings and negotiate placements in local search, directories, and mapping platforms.
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Last reviewed: Jan 2026
