Manager, Web & Organic Growth
About The Position
The Web & Organic Growth Manager brings website management and development, SEO, and AEO ownership into C2. The role provides hands-on execution and analytical depth to support a centralized marketing team serving 97 corporate-owned centers and 17 franchise locations. It focuses on strengthening organic discovery, including AEO visibility and Local SEO, and partnering with the Chief Marketing Officer on content strategy and the website optimization roadmap. The role uses existing tools and vendors and evaluates new ones to improve C2’s visibility in the parent discovery journey and help differentiate the brand and its centers in their communities. The manager owns the website roadmap, governance, content operations, and continuous improvement plan in alignment with company growth and brand priorities. The role develops organic growth across technical and on-page SEO, content, local search, internal linking, structured data, and digital authority; manages key website pages and location information; and monitors website health and technical usability. It also leads conversion optimization and structured testing, partners with Performance Media, Lifecycle & Marketing Operations, Content Associate, Local Marketing, Operations, and other stakeholders, and builds reporting that connects organic performance and website health to business contribution. The position uses AI and automation to reduce repetitive work while maintaining human review. This position works collaboratively across functions, protects confidential company and customer information, and follows applicable policies and procedures. The role specification is not exhaustive, and responsibilities may evolve with business needs.
Requirements
- Five or more years of progressive SEO/AEO, content-led growth, conversion optimization, and website management experience.
- Hands-on SEO, AEO, and web development experience.
- Ability to work through complex channel and conversion data, identify issues and root causes, design credible tests, and explain business implications clearly.
- Fluency with web analytics and testing platforms.
- Ability to work effectively with lifecycle, performance media, creative, and field stakeholders.
Nice To Haves
- Experience transitioning work from an agency to an internal team.
- Multi-location consumer services experience.
- Education experience.
- Strong interest in automation, accurate measurement, and improving workflows.
Responsibilities
- Use search demand, audience insights, competitive research, and business priorities to build a content roadmap that attracts qualified families across the decision journey.
- Brief the Content Associate on content and creative development based on SEO, AEO, and Local SEO needs and insights.
- Establish governance for local listings and location information, working with Local Marketing and Operations to maintain accurate center data and resolve issues.
- Stay current on changes in search behavior, search platforms, AI-assisted discovery, privacy expectations, and web standards, and recommend responsible adjustments.
- Own the website roadmap, governance, content operations, and continuous improvement plan in alignment with company growth and brand priorities.
- Develop and execute the organic growth strategy across technical SEO, on-page SEO, content, local search, internal linking, structured data, and digital authority.
- Manage and optimize program, service, resource, campaign, and center location pages for accuracy, findability, user experience, and conversion pathways.
- Monitor website health, Core Web Vitals, crawlability, indexing, accessibility, mobile experience, redirects, and other technical factors affecting discoverability and usability.
- Partner with Performance Media on landing pages, message alignment, paid search insights, and conversion improvements while retaining ownership of the web experience.
- Partner with Lifecycle & Marketing Operations to support reliable form capture, consent, source tracking, lead routing, and integration between the website and marketing systems.
- Lead conversion rate optimization for web forms, calls to action, landing pages, navigation, and key user journeys through research, testing, and performance analysis.
- Build a structured test pipeline for creative, audiences, landing pages, and conversion experiences; define hypotheses and success criteria, analyze results, and document learnings.
- Partner with Performance Media and the Content Associate to implement high-impact changes.
- Build reporting on organic visibility, traffic quality, conversion, content performance, website health, and business contribution, and turn insights into a prioritized action plan.
- Use AI and automation to reduce repetitive reporting, monitoring, and operational work while maintaining human review of decisions and outputs.
- Support evaluation of new discovery and measurement opportunities as business priorities evolve.
- Work collaboratively across functions, protect confidential company and customer information, and follow applicable policies and procedures.
Stand Out From the Crowd
Upload your resume and get instant feedback on how well it matches this job.
What This Job Offers
Job Type
Full-time
Career Level
Manager
Education Level
No Education Listed
