Director of Search

ASICS America   •  

Boston, MA

Industry: Retail / Diversified


11 - 15 years

Posted 394 days ago


  • Define digital marketing strategy and overall evolution of ASICS’ SEM, both SEO and Paid Search, strategy as it relates to both global and regional/country-level needs.
  • Develop SEM best practices and drive adoption across the organization, working with internal resources and agency partners to ensure excellence in SEM.
  • Responsible for significant cross-functional leadership and influence, including Product, Web Content Development, Brand Web Merchandising and Brand Marketing.
  • Perform ongoing keyword discovery, expansion and optimization; Research and understand the latest search engine algorithms, rules, techniques and trends, including competitor analysis.
  • Develop monitoring and measurement plans for SEM in partnership with Analytics team, including a/b and multivariate testing.


  • Proven SEM experience
  • Deep understanding of the cross pollination of SEO/SEM activities
  • Solid understanding of performance marketing, conversion, and online customer acquisition
  • In-depth experience with website analytics tools (e.g., Google Analytics, Net Insight, Omniture, Web Trends)
  • Experience with A/B and multivariate experiments
  • Working knowledge of HTML, CSS, and JavaScript development and constraints
  • Up-to-date with the latest trends and best practices in SEO and SEM



  • BS/MS/MBA degree, ideally in a quantitative, test-driven field
  • At least ten (10) years of SEOexperience with a proven track record of driving innovative strategies in search, preferably at a multi-channelretailer
  • Proven success in utilizing analytics to provide strategic recommendations and drive concrete action
  • Excellent communication skills, both written and oral. This person should be able to clearly articulate SEO ideas, strategies and tactics to audiences with varying knowledge of SEO and influence change
  • Experience in key tools and technologies, such as Conductor, Bright Edge, Screaming Frog, SEMrush, Microsoft Suite is a given
  • Knowledge of JavaScript for SEO, tracking pixels, XML sitemaps, HTTP (headers and semantic markup) and data exchange
  • Ability to deal with change with a passion for innovation and creative problem solving. Technical proficiency in common online technologies.
  • International SEOexperience
  • Hands-on experience with Google Webmaster Tools or similar technology
  • Demonstrated team leadership and vendor/consultant management experience
  • Ability to define opportunities and problems, collect and analyze data, establish facts and make valid conclusions
  • Innovative thinker capable of operating both in a strategic capacity (big-picture perspective, asks "why") and a hands-on/execution capacity (detail-oriented, conscientious)
  • Self-starter