About the role
Primary Responsibilities (Including but not limited to):
SEO & Organic Growth
● Own and evolve the organic growth strategy, prioritizing initiatives based on
opportunity, business impact and scalability.
● Drive growth across organic traffic, rankings, qualified leads, conversion and
revenue.
● Identify opportunities using search demand, SERP analysis, user intent, competitor
insights and customer search behavior.
● Lead technical SEO initiatives across crawling, indexing, site architecture, internal
linking, rendering, structured data and mobile-first SEO.
● Develop content and authority strategies with Content, PR and Brand to improve
visibility, links, rankings and domain authority.
● Measure the impact of SEO initiatives and continuously refine priorities based on
results.
Product-Led Organic Growth
● Identify opportunities where product experiences can become scalable organic
acquisition channels.
● Use search and customer-demand data to uncover new product and growth
opportunities.
● Develop initiatives around tools, templates, landing-page experiences,
programmatic pages, proprietary data, UGC and other scalable experiences.
● Build business cases using demand, competitive opportunity, expected impact and
implementation effort.
● Work with Product and Engineering to take opportunities from idea to launch,
measurement and scale.
● Look beyond content creation and continuously explore what we can build to solve
what users are searching for.
AI / LLM Search
● Own and develop our approach to visibility across ChatGPT and other major
AI/LLM search and answer platforms.
● Build relevant prompt and topic datasets based on customer demand and business
priorities.
● Measure brand mentions, citations, competitive share of voice and visibility across
AI-generated answers.
● Analyze the sources, publishers, communities and content influencing AI answers.
● Understand why competitors are being mentioned or cited where our brand is not.
● Design and run experiments to improve brand visibility, citations and representation
across AI platforms.
● Connect AI-search learnings with SEO, content, digital PR, brand and product
initiatives.
● Continuously test new approaches as AI discovery evolves rather than relying on a
fixed GEO/AEO playbook.
Data, AI & Automation
● Build and analyze our own datasets rather than relying solely on third-party SEO
tools and industry benchmarks.
● Turn large and messy datasets into actionable insights, opportunities and business
cases.
● Use AI to improve research, SERP and intent analysis, classification, competitive
intelligence and experimentation.
● Use AI as a working tool, not just for content generation, to improve the quality,
speed and scale of decision-making and execution.
● Build or automate repetitive analysis and workflows where it can create meaningful
efficiency or uncover opportunities that would otherwise be difficult to identify.
● Develop reliable reporting and measurement frameworks across search, product-led
growth and AI-search initiatives.
● Experience with GSC, GA, Semrush, Ahrefs, Screaming Frog, Bing Webmaster
Tools, SEO testing platforms, APIs, SQL, BigQuery, Python or similar technologies is
valuable.
Leadership & Cross-Functional Collaboration
● Operate as a senior individual contributor while providing direction and mentorship
to SEO team members where needed.
● Own multiple initiatives independently from opportunity → hypothesis →
execution → measurement → scale.
● Work closely with Product, Engineering, Analytics, Content, PR, Brand and
Marketing teams.
● Translate search and customer insights into clear business cases and product
requirements.
● Use data and evidence to influence stakeholders and drive prioritization and
decision-making.
● Communicate complex SEO, AI-search and data insights clearly to both technical
and business stakeholders.
● Bring curiosity and creativity to the role, continuously challenging assumptions and
identifying new opportunities.