Director of Organic Growth - SEO | AEO (Remote)

Rula•,

8d•$189,000 - $220,448•Remote

About The Position

Rula is a remote-first mental healthcare company working to improve access to quality care. The Director of Organic Growth will lead organic search and Answer Engine Optimization (AEO) as a unified growth engine, setting its vision and multi-year roadmap and owning its revenue impact. The role reports to the Head of Brand & Integrated Marketing and is a member of the Brand Leadership Team. The Director will guide Rula’s approach to discovery across traditional search, AI Overviews, LLMs, and conversational search. The role spans consumer and provider audiences and combines strategic planning with high-ROI go-to-market execution, business-case development, and scalable growth. The position leads full-funnel organic strategy, including site architecture, structured data, and visibility in zero-click environments. It partners with Engineering, Product, and Design leaders on technical investments and shared roadmap priorities, while coordinating with PR, Lifecycle, Clinical, and Compliance teams to support technically sound, clinically authoritative, and compliant growth. The Director will build and develop an organic growth team and agency network, own growth forecasting, capital allocation, and ROI, and communicate performance insights to executives to inform company-wide investment decisions. Rula hires in most U.S. states, excluding Hawaii. The role is remote and must be based in the United States.

Requirements

10+ years of experience in organic search or SEO, with progressively senior ownership of strategy and measurable business outcomes, including meaningful hands-on experience before moving into leadership.
5+ years of people leadership experience, including building, developing, and growing a team.
8+ years of deep, experimentation-grounded expertise in technical SEO and AI-native discovery across search engines, AI Overviews, answer engines, and LLM ecosystems (AEO).
Ability to operate in a rapidly evolving landscape where best practices are emerging and to create frameworks for measuring and growing AI-driven discovery.
Experience using automation, AI, and programmatic approaches to scale content creation, optimization, and experimentation while maintaining quality.
Experience building and scaling a go-to-market strategy around organic channels, making the business case for investment, and defending it with data.
Strong technical fluency in site architecture, structured data, and Core Web Vitals to partner with Engineering and Product and influence shared roadmaps; coding is not required.
Must be based in the United States; Rula is currently not hiring in Hawaii.

Nice To Haves

Experience building an AEO measurement approach or strategy from the ground up.
Familiarity with modern web technologies and search infrastructure, including JavaScript rendering, CMS architectures, APIs, schema markup, server-side rendering, edge rendering, and content delivery strategies.
A visible point of view in SEO/AEO through speaking, writing, or industry community involvement.
Experience in a high-consideration or emotionally sensitive purchase category, healthcare, or digital health.

Responsibilities

Set the vision and multi-year roadmap for organic search and AEO, with accountability for their revenue impact.
Define Rula’s strategy for discovery across search engines, AI Overviews, answer engines, LLMs, and conversational search.
Develop and execute full-funnel organic growth and go-to-market strategies for consumer and provider audiences.
Lead initiatives involving site architecture, structured data, and visibility in zero-click environments.
Partner with Engineering, Product, and Design leaders to identify technical investments and shape shared roadmaps that improve discoverability, site performance, and conversion.
Coordinate with PR, Lifecycle, Clinical, and Compliance teams to ensure organic growth initiatives are technically robust, clinically authoritative, and compliant with HIPAA, WCAG, and healthcare regulatory standards.
Build, mentor, and scale a high-performing organic growth team and agency network; recruit, develop, and retain talent.
Own growth forecasting, capital allocation, and ROI, tracking measures including AI answer-engine market share, CAC, LTV, and net revenue contribution.
Translate performance data into executive narratives that inform C-suite decisions and company-wide investments in content, product, and brand.
Evaluate and select SEO and AEO tools and vendors at scale.
Use experimentation, automation, AI, and programmatic methods to scale content creation, optimization, and testing while maintaining quality.

Benefits

100% remote work environment with working hours intended to support work-life balance.
Transparent pay ranges regardless of U.S. location.
Medical, dental, vision, life, and disability benefits, plus FSA/HSA.
Access to a 401(k) plan.
Generous time off, including two company-wide shutdown weeks each year for most employees.
Paid parental leave for birthing, non-birthing, adopting, and fostering parents.
Employee Assistance Program supporting mental and physical health.
Quarterly department stipend for team-building activities or in-person gatherings.
Community and employee resource groups.
New-hire home office stipend and a $50 monthly stipend for internet or cell phone expenses.
Wellness initiatives and a $50 monthly wellness stipend.