Senior Manager, Web & Digital Experience Marketing: Search and Optimization Strategies

Charles Schwab Inc.•Westlake, TX

42d•$120,000 - $160,000•Onsite

About The Position

This role is for a Senior Manager, Web & Digital Experience Marketing focusing on Search and Optimization Strategies within the Advisor Services (AS) Marketing Organization at Schwab. The Advisor Services Digital Experience Team is responsible for the digital strategy, optimization, and management of advisorservices.schwab.com. The successful candidate will help build, scale, and support the AS modern search and AI visibility capability, including SEO, AI visibility (AEO), and performance optimization. This role will contribute to the evolution of Advisor Services into a modern digital ecosystem, including migration to a headless CMS, global taxonomy, structured content models, reusable templates, and AI-ready experiences. The position requires a blend of traditional digital marketing expertise and emerging AI visibility best practices to advance search and AI visibility capabilities and establish repeatable approaches for content optimization, measurement, and performance improvement. The role combines the mindset of a digital marketer, the curiosity of an optimizer, and the versatility of a Marketing Generalist, balancing web, content, search, AI visibility, and performance optimization expertise while remaining adaptable.

Requirements

Experience supporting and optimizing large public-facing brand websites.
Familiarity with content management systems, taxonomy, information architecture, and website governance.
Working knowledge of UX principles and digital customer experiences.
Experience partnering with design, content, analytics, and technology teams to improve digital experiences.
5+ years of experience in SEO programs and familiarity with emerging AI visibility approaches (AEO/GEO).
5+ years of experience in digital marketing, including digital content development and marketing brief development.
5+ years of experience in optimization/experimentation.
5+ years of experience in website performance and analytics.
Strong knowledge of SEO (technical and content).
Strong knowledge of AI visibility / AEO (or emerging expertise).
Strong knowledge of conversion optimization and testing frameworks.
Experience with analytics platforms (e.g., Adobe Analytics or similar).
Firsthand experience and usage of SEO/AEO tools (e.g., SEMrush, Profound, Adobe Analytics or similar).
Experience with experimentation platforms (e.g., Optimizely or similar).
Experience managing agency/vendor partners.
Experience partnering across enterprise and cross-functional teams.
Proven ability to lead and manage multiple priorities.
Well-rounded digital marketing experience across web and content.
Experience creating, editing, optimizing, or briefing content for digital channels.
Effective communication skills, both written and verbal.
Strong proficiency in PowerPoint, Excel, and MS Office tools.

Nice To Haves

Thinking like a modern digital marketer, connecting marketing principles, SEO, AI, UX, and performance.
Understanding customer journeys and translating audience needs into content and experience improvements.
Developing content and digital experiences that support business and marketing objectives.
Balancing data, creativity, content strategy, and user experience.
Leading test-and-learn approaches and experimentation programs.
Translating insights into clear, actionable outcomes.
Working, influencing, and aligning across a matrixed organization.
Operating as both a specialist and generalist, shifting between strategy and execution.
Working in ambiguity and pivoting quickly as priorities change.
Operating in a highly collaborative environment and building strong partnerships both in person and virtually.

Responsibilities

Lead the execution of SEO and AI visibility (AEO) strategies aligned with enterprise frameworks and goals.
Ensure content and experiences are optimized for search discoverability, AI answer inclusion, and credibility/authority signals.
Translate strategy into clear, actionable requirements across content, design, and platform teams.
Identify content opportunities and develop recommendations to improve search visibility, AI discoverability, engagement, and business outcomes.
Own ongoing SEO/AEO performance tracking and optimization.
Manage external SEO/AEO vendor relationships/agencies, including execution and performance outcomes.
Partner with enterprise SEO/AEO stakeholders to ensure alignment with broader Schwab initiatives.
Lead coordination and governance activities across Advisor Services Marketing and enterprise partners to ensure alignment on SEO, AI visibility, and optimization priorities.
Define standards, best practices, and prioritization frameworks for SEO and AI requirements.
Ensure SEO and AI requirements are embedded into roadmaps and planning efforts.
Align stakeholders around shared goals, opportunities, and measurement approaches.
Serve as a key connector between Advisor Services and enterprise teams advancing AI visibility initiatives.
Define and evolve standards, best practices, and prioritization frameworks.
Ensure SEO and AI requirements are proactively built into roadmaps.
Align priorities and drive clarity across teams.
Function as a key connector between Advisor Services and enterprise site partners and partner with content developers, PR, social, and enterprise teams to support a coordinated approach to search and AI visibility.
Develop and own the sitewide optimization roadmap and experimentation program.
Build and lead a strong test-and-learn approach, including A/B and multivariate testing, and usability testing/advisor research.
Identify and prioritize opportunities to improve engagement, task completion, and conversion outcomes.
Partner with teams to implement and scale improvements.
Contribute to personalization strategy and testing where appropriate.
Collaborate closely with the team’s Web Report manager and analytics team and turn insights and learnings into clear, actionable optimization plans.
Define success metrics and performance measures for SEO, AI visibility, and optimization efforts.
Continuously assess what’s working, where gaps exist, and what to optimize next.
Work across both public and post-login environments, ensuring consistency in onsite search strategies and optimization approaches.
Partner with experience owners to align improvements while supporting each channel’s unique needs.
Step into high-priority initiatives to support and execute marketing initiatives when bandwidth is constrained, speed is critical, or business impact is high.
Contribute across experience launches, content development, copywriting support, creative development, project management, content and page-level optimization, and rapid test-and-learn cycles.
Pivot quickly as priorities evolve.
Help establish AI-ready content best practices and optimization approaches for Advisor Services.
Manage agency/vendor relationships.
Step in and pivot to support initiatives, campaigns, and areas where another set of hands is needed.
Collaborate with colleagues in-office and across teams.