Search Marketing Manager

Varsity Brands

2d•Hybrid

About The Position

The Manager, Search Marketing (SEO/AIO/AEO/GEO) is responsible for driving discoverability, qualified traffic, and downstream performance across a portfolio of web properties serving both B2B and DTC audiences. This role owns the organic search and AI/LLM visibility strategy across sites focused on brand awareness, product and solution discovery, and conversion, with lead generation as the primary B2B outcome and e-commerce sales as the primary DTC outcome. This role must operate fluently across diverse intent models, customer journeys, and site architectures, balancing brand-building and demand capture while ensuring technical consistency and governance at scale. The Manager will partner closely with Marketing, Innovation (UX/Development), Digital Merchandising, Content, Analytics, and external agencies to ensure that SEO and AI-driven discovery are embedded across experiences rather than treated as a downstream optimization. This role ensures that as the organization operates across multiple brands, audiences, and business models, search and AI-driven discovery remain a strategic growth lever, not a fragmented optimization exercise. It protects brand visibility, accelerates product and solution discovery, and drives measurable business outcomes, today through traditional search and tomorrow through AI-mediated experiences. Success requires deep technical SEO expertise, strong analytical judgment, and demonstrated curiosity and experimentation in the rapidly evolving AI/LLM discovery landscape, where search visibility increasingly extends beyond classic SERPs.

Requirements

Demonstrated success in balancing brand awareness, discovery, and conversion outcomes within a single search strategy
Strong technical SEO expertise and ability to partner effectively with engineering teams
Comfort working across both lead-generation and e-commerce business models
Strong analytical skills and experience in tying organic performance to downstream business outcomes
Clear interest in and experimentation with AI-driven search and LLM-based discovery
Portfolio thinker: Able to balance competing priorities across sites and audiences
Technical translator: Bridges marketing needs and engineering execution effectively
Systems-oriented: Builds governance and standards that scale
Curious and adaptive: Actively tests and learns in the evolving AI/LLM landscape.
Influential collaborator: Drives alignment without direct authority
8+ years of progressive SEO experience managing multiple web properties with differing audiences and conversion models
Experience supporting both B2B and DTC audiences within a shared or federated web ecosystem preferred
Experience partnering with paid media teams/agencies on landing page and discovery alignment preferred

Nice To Haves

Familiarity with complex product catalogs, solution taxonomies, or multi-brand architectures preferred
Exposure to experimentation, CRO, and personalization programs that intersect with search preferred