Manager - Marketing (Web Content and SEO)

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% 

#LI-BW1