SEO & AI Growth Marketing Specialist

Propel Holdings•Toronto, ON

39d

About The Position

About Us: Propel (TSX: PRL) is the fintech company building a new world of financial opportunity by facilitating access to credit for consumers underserved by traditional financial institutions. Through its AI-driven platform, Propel evaluates customers in a more comprehensive way than traditional credit scores can. Our revolutionary fintech platform has already helped consumers access over one million loans and lines of credit and over one billion dollars in credit. To build a new world of opportunity we bring together the brightest talent to help us build opportunities. We are entrepreneurs and believe in measuring success through results and growing within; talent and hard work never goes unnoticed. At Propel, we are here to change the way employees, customers and shareholders succeed together. We are a team of passionate entrepreneurs, who foster curiosity and growth in our employees. Our culture is why we have been so successful and why our employees choose Propel to build their careers. It is also why we are one of North America’s fastest growing companies and a Best Place to Work. Join us as we change the way employees, customers and shareholders succeed together. About You: You thrive in a vibrant, entrepreneurial organization where your ideas are valued. You are motivated by goals, a self-starter, and enjoy wearing multiple hats in a fast-growing fintech environment. You’re a hands‑on, data‑driven digital marketer who loves unlocking organic growth in a complex, regulated environment like financial services. You’re equally comfortable deep in keyword analysis and dashboards as you are leading cross‑functional discussions and presenting to senior stakeholders.

Requirements

5–6 years focused on SEO/organic growth in‑house or with clients, including experience operating at enterprise scale and leading complex cross‑functional programs
Proven track record driving measurable improvements in organic rankings, traffic and conversions
Proven experience improving LLM/GEO visibility and traditional SEO performance (e.g., SOV, rankings, traffic, conversions)
Experience partnering with or managing agencies/vendors for SEO, content and/or GEO initiatives (briefing, prioritization, performance management)
Comfort influencing budgets, forecasts and prioritization based on expected impact, effort and cost
Hands‑on experience with LLM and AI platforms (e.g., ChatGPT, Gemini, Perplexity) for content ideation, optimization and visibility, including designing effective prompts and evaluating AI outputs for brand and compliance fit
Strong technical SEO expertise: crawlability, indexation, site architecture, structured data/schema, Core Web Vitals, and server log analysis
Familiarity with tag management, basic HTML/CSS, and collaborating closely with development teams on technical SEO
Strong practical experience with: SEMrush (or similar SEO platforms) Google Analytics 4 (GA4) Google Search Console AI and experimentation/measurement tools for website optimization and content performance
Excellent analytical skills – comfortable working in spreadsheets, analyzing performance data, segmenting audiences, and building dashboards and visualizations
Experience with CRO and experimentation tools (e.g., Optimizely, VWO, Google Optimize [legacy] or similar)
Demonstrated ability to translate data and competitive research into clear recommendations that guide strategy and execution
Strong project management skills with experience managing multiple workstreams, deadlines and stakeholders in parallel
Experience working in an Agile environment and using JIRA to manage backlogs, sprints and implementation tracking
Outstanding communication and collaboration skills, with the ability to influence without formal authority and work effectively across marketing, product, technology, agencies and compliance
Comfort working in a fast‑paced, high‑growth, entrepreneurial environment, with a bias for action and continuous optimization

Nice To Haves

Experience with financial services or fintech brands
Understanding of consumer lending/credit products and the challenges of working in a highly regulated environment

Responsibilities

Own the SEO/AIO/LLM/GEO roadmap with aggressive organic traffic and conversion growth targets
Plan and execute on‑page, technical and off‑page SEO: keyword strategy, site architecture, internal linking, content optimization and schema markup
Design and run AI‑driven optimization experiments (content variants, on‑site experiences, AI‑powered testing frameworks) to improve relevance, engagement and conversion
Lead an integrated SEO + LLM + GEO strategy focused on improving search SOV, visibility and conversion across traditional search and AI‑powered experiences
Develop and execute visibility strategies for LLM platforms and answer engines, ensuring our brands and products are accurately and prominently represented
Design and manage GEO/localization strategies (localized landing pages, local content, GEO‑targeted experiences) to increase relevance and performance across key regions
Translate competitive, keyword and SERP insights into clear briefs and requirements for content, UX/design, product and development teams
Use tools such as SEMrush, GA4, Google Search Console, AI measurement/experimentation tools, and other SEO platforms to monitor performance, identify opportunities and prioritize initiatives
Analyze performance across LLM, GEO and traditional SEO channels, including traffic, rankings, SOV, conversions, engagement, crawlability and Core Web Vitals, to surface high‑impact opportunities
Partner with Analytics/BI and leverage advanced data tools (e.g., SQL, BI dashboards) for deeper cohort, device and funnel analysis
Build and maintain dashboards and reports that track rankings, traffic, engagement and conversion across key segments and product lines
Turn data and competitive research into insight‑led recommendations for content, product and broader marketing
Propose and run structured A/B and multivariate tests on landing pages and content to improve organic performance and user experience
Use enterprise SEO and site quality tools (e.g., Screaming Frog, SiteImprove, log analysis tools) to diagnose and prioritize technical improvements
Act as the project lead for SEO/AIO/LLM/GEO initiatives, ensuring work is clearly scoped, well‑documented and delivered on time
Coordinate work across internal stakeholders (Marketing, Product, Analytics, Technology, Compliance, Creative/Design, Customer Experience) to ensure alignment and smooth execution
Work within Agile workflows, using tools like JIRA to manage backlogs, sprint plans and cross‑functional dependencies
Partner with social, content and brand teams to develop GEO‑aware and LLM‑friendly content that is consistent across web, search and social
Manage day‑to‑day collaboration with our SEO/link‑building agency, including briefing, prioritization, quality control and performance tracking
Maintain an up‑to‑date roadmap and campaign calendar, clearly communicating dependencies, timelines and status
Ensure all optimizations and content adhere to brand, regulatory and compliance guidelines, especially in a financial services context
Serve as the subject‑matter lead for SEO and AIO within the Acquisition & Growth team – advising on best practices and coaching stakeholders on what “good” looks like
Prepare regular, insightful updates and presentations for leadership, highlighting performance, key learnings, competitive insights and recommended next steps
Clearly communicate complex technical and analytical topics in a concise, visual, decision‑ready way for senior audiences
Champion a test‑and‑learn mindset, helping the team move quickly, experiment thoughtfully and scale what works