The Manager, Web Content and SEO owns the editorial quality and search performance of content published to the company’s marketing and commercial web properties. This is a hands-on leadership role: the Manager edits and optimizes web content directly, sets the standards others write to, and leads a small team of content and search specialists.
The role also leads the enterprise search and discoverability strategy - paid search, organic search, answer engine optimization, and generative engine optimization – in collaboration with our Digital Commerce team and is accountable for its day-to-day results, including the management of paid search spend against targets.
Responsibilities:
- Owns execution of integrated marketing programs across customer engagement, sales enablement, demand generation, and market awareness
- Implements marketing plans and manages associated activities, timelines, and deliverables
- Develops and executes campaigns in collaboration with cross functional partners and marketing leadership
- Interprets customer, sales, and performance data to identify opportunities and optimize programs
- Manages project workflows, agencies, and internal resources to ensure on time and on budget delivery
- Tracks results, communicates performance, and shares best practices and recommendations
- Coaches and supports team members; reinforces execution discipline and accountability
Web Content Editing and Optimization:
- Edit content destined for marketing and commercial web pages for clarity, accuracy, brand voice, and scannability.
- Optimize content for web readability: heading hierarchy, chunking, sentence and paragraph length, link and media use, reading level, and accessibility.
- Maintain and enforce the web editorial style guide, writing standards, and metadata requirements across every team that publishes.
- Audit published content on a defined cadence and drive refresh, consolidation, and retirement decisions based on performance and accuracy.
Organic Search and Discoverability Execution:
- Execute the enterprise search strategy across organic search (SEO), answer engine optimization (AEO), and generative engine optimization (GEO) for marketing-owned properties.
- Lead keyword, topic, and intent research.
- Drive on-page optimization – titles, metadata, heading structure, internal linking, canonical rules, and structured data and schema markup – with our technical partners within the Digital Commerce team.
- Structure content so it can be surfaced and cited by AI assistants and answer engines: clear claims, consistent entity usage, credible sourcing, and question-led formats.
- Monitor rankings, organic traffic, visibility, and citation across traditional and AI-driven surfaces; report results and translate them into a prioritized action list.
- Partner with the Digital Commerce team on applying optimization practices to product detail pages, on-site search results, and product hierarchy, where those systems sit outside marketing.
Paid Search Management:
- Run the paid search program day to day – account and campaign structure, keyword and audience targeting, ad copy, bidding approach, testing, and landing page alignment – across Google Ads and other search platforms.
- Manage budget pacing and bid strategy against the budget and performance targets; forecast spend and surface variances early.
- Report on paid performance (e.g. cost per click, cost per lead or acquisition, conversion rate, and return on ad spend) and recommend reallocation across campaigns, categories, and business units.
- Operate paid and organic as a single search program: use paid data to inform content and organic priorities, and use organic coverage to inform where spend is and is not warranted.
Web Content Strategy:
- Own the day-to-day application of the content strategy set by the Director of Digital and Web Strategy: content types, taxonomy, metadata standards, and modular content models.
- Identify content gaps against search demand and customer buying stages, and bring prioritized recommendations to the Director and campaign teams.
- Ensure content is built as reusable, structured components rather than one-off pages, so it can be repurposed across channels and surfaces.
Website Strategy Contribution:
- Contribute to website strategy as a subject-matter expert, bringing content, search, and user intent data into information architecture, navigation, and template decisions.
- Recommend template and component changes required for content quality and search performance.
- Participate in testing, personalization, and conversion optimization work on marketing-owned pages.
Leadership and Collaboration:
- Lead, coach, and develop a small team of web content and search specialists, managing workload, priorities, and quality standards.
- Manage freelance and agency editorial or SEO resources, including scoping, quality review, and budget tracking.
- Partner with campaign management, and business unit teams to keep published content aligned with campaign and commercial priorities.
Qualifications:
- Bachelors Degree Marketing, Communications, Journalism, English, or a related field required.
- Masters Degree - Marketing, Communications, Business, or related field preferred
- 6 – 8+ years of progressive marketing experience preferably in web content, editorial, or search marketing.
- 2+ years leading people or directing the work of others preferred.
- Demonstrated ability to execute integrated campaigns with measurable results
- Experience collaborating with Sales and cross‑functional partners in a B2B environment
- Strong project management, prioritization, and execution discipline
- Analytical mindset with ability to interpret performance data and customer insights
- Effective communicator with the ability to influence and align stakeholders
- Industry experience in technology, product manufacturing, or supply chain preferred
- Demonstrated editing ability across technical and commercial subject matter, with work samples available preferred.
- Hands-on SEO experience: keyword and intent research, on-page optimization, structured data, content audits, and technical diagnostics preferred.
- Working hands-on paid search experience, including campaign build, bid and budget management, and performance reporting in Google Ads preferred.
- Working command of how answer engines and generative search surface and cite content, and how that differs from traditional rankings preferred.
- Proficiency with search and analytics tooling such as Google Search Console, Google Analytics 4, and Semrush or Ahrefs preferred.
- Experience publishing and managing content in an enterprise CMS, with Adobe Experience Manager preferred.
- Strong project management skills and the ability to keep a high-volume queue moving without sacrificing quality preferred.
- B2B content experience in a distribution, industrial, or manufacturing setting, particularly alongside a large product catalog preferred.
- Experience deploying AI writing tools such as Microsoft Copilot or Jasper under a defined editorial review process preferred.
- Working knowledge of web accessibility standards, including WCAG preferred.
- Experience with content localization or managing content across multiple regions or business units preferred.
- Ability to travel 0% - 25%
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