The Director, Ecommerce & SEO owns the strategy and performance of SROA's digital storefront. This role is responsible for increasing move-ins, revenue, and customer growth through website management, digital merchandising, promotional activation, conversion optimization, customer experience, and organic search.
Lead a team working across Marketing, Revenue Management, Technology, and Operations, this leader will translate business priorities and customer insights into a measurable website and SEO roadmap. The ideal candidate combines commercial Ecommerce leadership with strong experience in website management, analytics, experimentation, UX, technical SEO, local search, and content optimization.
Duties and ResponsibilitiesStrategy & Execution- Develop and execute a comprehensive Website and SEO performance-driven roadmap encompassing technical, content, local SEO initiatives (eg, directory listings, Google/Apple Maps, etc.), and reputation management.
- Oversee SEO content strategy, including keyword targeting, internal linking, and scalable content optimization frameworks. Maintain and expand scalable page templates (e.g., "storage by city" or "service type" pages) to drive indexable, high-impact content.
- Manage SEO/directory listing, Web UX, and reputation management vendors, agencies, and contractors to ensure high-quality deliverables aligned with business goals.
- Stay ahead of algorithm updates, industry, and AI-related market and technology trends, translating changes into actionable SEO strategies.
- Organize and prioritize team activities, projects, and initiatives to support revenue and customer growth objectives. Ensure team members can link day-to-day tasks to team and company goals. Develop internal team members by providing ongoing direction, feedback, and growth opportunities.
Local & Multi-Location SEO- Identify and implement scalable strategies to generate and manage store location presence and customer reviews across platforms (Google, Facebook, BBB, Yelp, Maps, etc.) to improve visibility, trust, and conversion.
- Grow web sessions and engagement from organic, referral traffic, AI LLM search & answer platforms, and non-paid media channels.
- Partner with customer experience and technology teams to boost local SEO performance through reputation management, local Q&A, and user-generated content.
Technical SEO & Website Performance- Understand the customer journey & interactions on the website, identify all the points where sales conversion rates (CVRs) can be improved, and work with both the media and technology teams as needed to focus on enhancing website CVR performance.
- Lead regular technical audits to identify issues and focus on the most impactful improvements that enhance crawlability, site structure, performance, mobile usability, structured data, and indexing.
- Collaborate closely with technology teams to address technical SEO performance opportunities, embed SEO best practices throughout the development lifecycle, and implement website UI/UX enhancements.
AI & Automation Integration- Explore and integrate AI tools to support content QA, schema development/enhancement, and scalable keyword taxonomy.
- Investigate opportunities to automate SEO workflows and scale insights across content and technical areas.
Measurement & Optimization- Lead testing and experimentation (e.g., CVR testing) to drive continuous performance improvements.
- Monitor overall SEO performance KPIs and drivers, and respond to algorithm changes with clarity, ensuring agility in both reporting and optimization strategy.
Market Research & Trends - Stay current on search engine algorithm updates and emerging SEO trends.
- Analyze competitive SEO strategies, benchmark performance, and identify opportunities for closing gaps or capturing competitive advantages.
- Proactively identify areas for testing, innovation, or optimization, including backlink and high-authority linking opportunities with industry partners, publications, and partners.
Qualifications- 8-10 years of hands-on experience in driving SEO and website CVR/CRO performance with a focus on enterprise or multi-location environments.
- Proven experience collaborating and leading cross-functional initiatives with marketing, technology, content teams, and third-party SEO partners.
- Significant experience leading and managing direct reports that work in agile environments, translating team initiatives into prioritized deliverables, actions & project plans with clear dates, user stories, and sprint-ready requirements in partnership with product and IT development/engineering teams.
- Deep knowledge of SEO tools (e.g., Google Search Console, GA4, Screaming Frog, SEMrush, Ahrefs, Microsoft Clarity, and schema testing tools)
- Experience with Directory listing platforms for hundreds of locations (e.g., Google Business Profile, Bing Places, Yelp, Localeze, Yext, Reputation.com, Uberall, Whitespark, etc.).
- Familiarity with CMS platforms with headless architectures (e.g., Payload, Contentful, Strapi) and basic HTML/CSS/JavaScript concepts.
- Strong technical fluency with web UX best practices, web architecture, page speed optimization, structured data, schema markup, and site migrations.
- Experience with evolving SEO and website efforts to perform with how AI advancements in search (e.g., generative overviews, zero-click results) are transforming brand visibility, keyword strategy, content relevance, website traffic, and user behavior.
- Ability to analyze complex data, identify insights, and present clear, action-oriented recommendations.
- Excellent communication and collaboration skills; comfortable presenting to executives and non-technical teams.
- Proficiency with cross-functional project team leadership and project management tools such as Jira, Monday.com, or Asana.
- Strong project management, organizational & problem-solving skills with the ability to prioritize a wide scope of competing requests, hold teams accountable, and manage deadlines in a high-growth, fast-paced environment with evolving priorities and stakeholder needs.
SROA Offers: - Competitive pay with bonus potential
- UKG Wallet - on-demand pay option
- 100% paid medical coverage options for employee-only
- Dental and vision plans for optimal care
- Eight (8) paid holidays
- Generous Paid Time Off (PTO), increasing with years of service
- Paid Maternity and Parental Leave for growing families
- 401(k) with substantial employer match and 100% immediate vesting
- Flexible Spending Accounts (FSA), Health Savings Accounts (HSA), and Dependent Care Flexible Spending Accounts (DCFSA) for tax-advantaged savings
- GAP Insurance for added financial protection
- Employer-paid Life Insurance and Short-Term Disability coverage
- Long-Term Disability (LTD) coverage for added peace of mind
- Pet insurance - because your pets are family too
- Storage Discounts to help you declutter and organize
- Access to Voluntary Benefits for personalized coverage
- Learning and development opportunities to maximize your potential and excel in your career
- A great culture that values collaboration, innovation, and inclusivity
