Director Omnichannel - Content

O'Reilly Auto Parts • Headquarters, KY

4d

About The Position

The Director Omnichannel - Content is responsible for defining and executing a comprehensive digital content strategy that drives qualified traffic, conversion, revenue growth, and brand authority across all digital touchpoints. This leader oversees Content, SEO, Local, and Photo Studio teams to deliver a best-in-class digital customer experience. They will do this by closely collaborating with cross-functional partners such as Marketing, Merchandise, E-Catalog, and Product departments. ESSENTIAL JOB FUNCTIONS Own and execute the enterprise digital content strategy and multi-year roadmap aligned to revenue and category growth goals. Lead and develop high-performing Content, SEO, Local, and Photo Studio teams; establish clear KPIs and performance standards. Oversee the team providing strategy, direction and insights on search engine optimization (SEO) activities for website content including landing pages, product content, user generated content and local search initiatives as well as direction for IT work needed to improve SEO efforts and rank Ensure all content is optimized for SEO, GEO and evolving search best practices. Leverage analytics, A/B testing, and competitive analysis to continuously improve traffic quality, engagement, and online sales performance. Direct and conduct regular competitive analysis to identify industry best practices and recommend action plans Analyze performance and report regularly to stakeholders on key metrics and provide insights and recommendations for growth and best practices (organic rank, online sales by category, business plan initiative completion, etc.). Establish analytics governance, reporting standards, and best practices to ensure accuracy, consistency, and timeliness of insights and deliverables (ex. organic rankings, category performance, revenue impact, and initiative progress.) Collaborate directly with Marketing, IT, Merchandise, Electronic Catalog, Store Operations, DC Operations, Logistics and other cross-functional departments to achieve strategic objectives Participate in the monthly advisory committee meetings for omnichannel initiative and tactics Assist in the execution of Omnichannel initiatives as detailed in the 3-year strategic plan Negotiate agreements and manage relationships with third party vendors Contribute to the development and execution of the annual focus plan and omnichannel planning documents Lead special projects and strategic initiatives as assigned by senior leadership. Manage third-party vendors and agency partners to maximize performance and ROI. Lead strategic projects and initiatives as directed by senior leadership.

Requirements

• Ability to lead, develop, and manage teams.
• Experience in Search Engine Optimization roles/teams
• Experience with digital content/SEO tools (Google Search Console, BrightEdge, SEM Rush, etc.).
• Ability to analyze and interpret data to inform content decisions and manage ROI.
• Passionate about the customer with a strong interest in understanding and driving user behavior.
• Excellent written, verbal, communication, organizational and proofreading skills.
• Presents a professional company image and positive attitude.
• Inquisitive and in constant pursuit of innovative ways to drive results; does not settle for the status quo.
• Experience working with cross-functional teams with an ability to influence others internally and externally.
• Ability to manage projects, be organized, and set clear priorities.
• Excellent written verbal and communication skills.
• Proactive, self-starter who is comfortable in a team-oriented work environment.

Nice To Haves

• 5-6 years in digital customer or user experience, digital business, development, etc. or equivalent.
• Experience developing and executing integrated, cross departmental programs.
• Analytical and process-oriented, comfortable working with large data sets and making data-driven decisions.
• Proficiency in Content Management Systems (CMS) (e.g., WordPress, Adobe AEM, etc.)
• Experience with specific marketing, research, and analytic tools: Google Analytics, Tag Manager, Domo, SQL, APT, SimilarWeb, Google Ads, etc.
• Experience with web, sales, analytics tools (Google Analytics, FullStory, APT, DOMO, VOC, Tag Manager, etc.).
• Automotive knowledge a plus.

Responsibilities

• Own and execute the enterprise digital content strategy and multi-year roadmap aligned to revenue and category growth goals.
• Lead and develop high-performing Content, SEO, Local, and Photo Studio teams; establish clear KPIs and performance standards.
• Oversee the team providing strategy, direction and insights on search engine optimization (SEO) activities for website content including landing pages, product content, user generated content and local search initiatives as well as direction for IT work needed to improve SEO efforts and rank
• Ensure all content is optimized for SEO, GEO and evolving search best practices.
• Leverage analytics, A/B testing, and competitive analysis to continuously improve traffic quality, engagement, and online sales performance.
• Direct and conduct regular competitive analysis to identify industry best practices and recommend action plans
• Analyze performance and report regularly to stakeholders on key metrics and provide insights and recommendations for growth and best practices (organic rank, online sales by category, business plan initiative completion, etc.).
• Establish analytics governance, reporting standards, and best practices to ensure accuracy, consistency, and timeliness of insights and deliverables (ex. organic rankings, category performance, revenue impact, and initiative progress.)
• Collaborate directly with Marketing, IT, Merchandise, Electronic Catalog, Store Operations, DC Operations, Logistics and other cross-functional departments to achieve strategic objectives
• Participate in the monthly advisory committee meetings for omnichannel initiative and tactics
• Assist in the execution of Omnichannel initiatives as detailed in the 3-year strategic plan
• Negotiate agreements and manage relationships with third party vendors
• Contribute to the development and execution of the annual focus plan and omnichannel planning documents
• Lead special projects and strategic initiatives as assigned by senior leadership.
• Manage third-party vendors and agency partners to maximize performance and ROI.
• Lead strategic projects and initiatives as directed by senior leadership.

Benefits

• Competitive Wages & Paid Time Off
• Stock Purchase Plan & 401k with Employer Contributions Starting Day One
• Medical, Dental, & Vision Insurance with Optional Flexible Spending Account (FSA)
• Team Member Health/Wellbeing Programs
• Tuition Educational Assistance Programs
• Opportunities for Career Growth

What This Job Offers

• Job Type: Full-time
• Career Level: Director
• Education Level: No Education Listed