Lead SEO Manager

Why this role exists

Organic is already a core growth engine for us: about 30% of our revenue comes from Organic Search and Organic Shopping. We want to compound this channel with an always-on approach, targeting about 30% year-over-year growth, while expanding our visibility in modern discovery surfaces, including LLM-driven search and shopping.

We are not hiring an agency. We are hiring a senior, hands-on SEO leader who can own the channel end-to-end, drive execution quality with our content team and developers, and continuously identify new opportunities.

Important: We have been burned before by teams that go hard for 90 days and then coast. We are looking for someone who builds, refine, and grows a durable and compounding SEO operating system, not a short-term sprint.

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What you will own (full accountability)

1) Continually growing strategy and prioritization

• Maintain a living roadmap that evolves continuously: diagnose, prioritize, implement, measure, improve.
• Identify and execute across technical SEO, information architecture, internal linking, content strategy, link acquisition/digital PR, Organic Shopping, and LLM visibility
• Use a prioritization model tied to business impact, with revenue as the primary KPI
• Create strategy for new vendors (brands), work directly with vendors for backlinks and the internal team for strategy (examples- brand page optimization, backlinks, digital PR push, internal content/interlinking, etc)

2) Revenue-first analytics, dashboards, and reporting (GA4 source of truth)

• Own measurement and reporting with organic revenue as the north star.
• Maintain dashboards that track Organic Search and Organic Shopping revenue, conversion rate by landing page type (PLP/PDP/category/content), brand vs non-brand trends, and technical health indicators.
• Identify leading indicators and track/optimize them
• Find top revenue growth drivers and double down on those opportunities
• Deliver a monthly CEO readout that answers: what went live, what changed, what moved revenue (and what did not), and what is next with clear rationale and a success/failure metric

3) Technical SEO (hands-on + dev QA)

• Continually monitor, diagnose, prioritize, and validate Core Web Vitals and improvements and prevent regressions
• Manage crawl and indexation hygiene: duplication, canonicals, parameter handling, and index bloat
• Maintain SEO controls for faceted navigation (critical to our buyer experience)
• Own structured data strategy and QA for implementation (product and category systems)
• Own redirect and URL governance and maintain an SEO release QA checklist for site changes

4) LLM visibility and AI discovery (GEO/AEO/LLMO readiness)

• Make ValveMan on the forefront of LLM visibility with content, direct product feeds, apps, etc
• Build and iterate a plan to improve discovery and shopping visibility inside LLM-driven experiences
• Optimize current content for LLM visibility
• Strengthen clarity and trust signals via product data, structured data, and authority signals
• Run experiments, measure outcomes, and systematize what works

5) Link building and digital PR (start hands-on, then build the machine)

• Work with CEO to define success metrics for inbound link efforts (# of links and DA scores monthly)
• Personally execute outreach initially to learn our market, messaging, and response patterns.
• Build and maintain SOPs, quality standards, and scalable workflows.
• Transition to managing a repeatable system (internal, contractor, or hybrid) with clear output targets and quality control.
• Identify internal resource or hire externally, onboard with SOP, set goals/expectations/success metrics based off of quantity of links and DA, and oversee/manage resource to assure SOPs are being followed and success metrics are met
• Measure link acquisition efforts against outcomes; treat rankings as signals, and revenue as the KPI

6) Content leadership (direction + quality control)

• Lead, manage, and oversee the content team and content strategy 
• Optimization on-page and offpage content with the team (two writers; about four human-written pieces per week, currently)
• Create topic plans rooted in strategy (demand, intent, and business value)·  
• Build/refine templates and quality standards (technical accuracy, structure, conversion alignment)
• Drive optimization of existing content and build internal linking systems that support commercial pages for search engines as well as LLMs
• Guide where LLMs can accelerate research, briefing, and optimization without lowering quality

7) Organic Shopping plus Merchant Center ownership

• Own our Organic Shopping presence end-to-end
• Build and manage systems to maintain feed health, product data quality, and taxonomy strategy
• Run Merchant Center diagnostics and ongoing optimization
• Partner with dev and content to improve product titles, attributes, specs, and structured data
• Measure impact of feed improvements on visibility and revenue

8) Operating system in Asana (how work gets done)

• Translate strategy into execution inside Asana: backlog, monthly plan, weekly execution, QA, measurement, retrospective
• Own delivery quality end-to-end and coordinate content and dev work to completion

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Working cadence

• Weekly sync with the CEO for the first few months, then bi-weekly, then monthly thereafter, once the operating system is running smoothly
• Asana visibility and async updates throughout
• Deliver a dashboard of attributed revenue, wins, losses, and updates on projects (TBD cadence)

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What success looks like:

Within 30 to 60 days

• Tracking and reporting sanity check; revenue-focused dashboards are created for weekly reporting
• A prioritized roadmap tied to expected impact is in place
• Core Web Vitals and technical backlog are prioritized with a clear implementation and QA plan
• Link strategy is defined and outreach has started (you doing it personally)
• Merchant Center and feed baseline is established with a clear optimization plan

Within 90 days

• A consistent implement-measure-improve cadence is running with no drop-off after phase 1
• Executive reporting is actionable and ties results to changes
• Link-building SOPs are live and execution is becoming scalable
• Feed improvements are implemented and measurable

Within 6 to 12 months

• Organic performance compounds toward about 30% year-over-year growth
• Organic revenue changes are explainable and tied to implemented work
• LLM and AI discovery improves through measurable, repeatable initiatives
• Technical SEO, content, and feed optimization are repeatable systems

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Requirements (must-have)

• 5+ years of E-Commerce SEO experience with demonstrated revenue impact
• Experience with managing a team
• Strong technical SEO capability: audits, diagnostics, requirements writing, and QA
• Strong proven analytics skillset: GA4, Search Console, and dashboarding
• Experience building and executing link strategies, including outreach and quality control
• Ability to lead cross-functional execution with high ownership
• Excellent communication: clear prioritization, documentation, and CEO-ready updates
• US or Canada-based

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Strongly preferred

• B2B e-commerce SEO experience (repeat accounts, longer cycles, omnichannel dynamics)
• Experience with large catalogs and faceted navigation crawl control
• Comfort operating in modern LLM discovery environments and experimenting responsibly
• Schema strategy beyond basics (Product plus scalable category and structural systems)
• Merchant Center and feed optimization experience for Organic Shopping

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Growth potential

This role starts at about 40 hours per month and can expand based on ROI and growth needs.

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How to Apply

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