The Role
Wag! is seeking a results-driven Director of SEO & SEM to lead our organic and paid search acquisition strategies. You will own search visibility, customer acquisition, and performance across Google, Bing, AI-powered search platforms, and other emerging discovery channels. The ideal candidate combines deep technical SEO expertise with hands-on paid search experience, using data, experimentation, and cross-functional collaboration to drive profitable customer growth.
How You'll Make an Impact
- Search Strategy & Growth
- Own the SEO and SEM strategy, roadmap, and execution to drive customer acquisition, bookings, and revenue.
- Optimize performance across organic search, paid search, local SEO, and AI-driven discovery (GEO/LLMO).
- Manage budgets, forecasting, and performance targets across paid and organic channels.
- SEO & Organic Growth
- Lead technical, on-page, and off-page SEO, including site architecture, crawlability, structured data, Core Web Vitals, and link acquisition.
- Develop scalable, intent-driven content and landing page strategies for dog walking, sitting, boarding, and related services.
- Drive local SEO visibility across thousands of geographic markets and service-specific pages.
- Partner with Product and Engineering to prioritize and implement SEO improvements.
- SEM & Paid Acquisition
- Own Google Ads and Microsoft Ads strategy, including campaign structure, keyword targeting, bidding, creative, and landing page optimization.
- Optimize acquisition efficiency against CAC, ROAS, conversion rate, and customer lifetime value (LTV).
- Lead experimentation across bidding strategies, ad copy, audience targeting, and conversion funnels.
- Identify opportunities to improve combined organic and paid search performance.
- Analytics & Leadership
- Establish KPIs, dashboards, and attribution frameworks to measure search-driven acquisition, bookings, and profitability.
- Leverage GA4, Google Search Console, Google Ads, and SEO platforms to identify growth opportunities.
- Manage agency partners, external vendors, and internal resources.
- Communicate performance, insights, and strategic recommendations to executive leadership.
Minimum Paw-lifications
- 8+ years of experience in SEO, SEM, and/or performance marketing
- Proven success scaling organic and paid search acquisition for consumer-facing digital businesses
- Deep understanding of technical SEO, content strategy, local SEO, and evolving AI search experiences
- Advanced experience with Google Ads, Google Analytics, Google Search Console, and SEO research platforms
- Strong analytical background with demonstrated ability to optimize CAC, LTV, ROAS, and conversion funnels
- Ability to work in-person 5x a week in our downtown Miami office
Purr-furred Paw-lifications
- Marketplace, consumer services, and/or high-growth technology experience
- Experience partnering with Product, Engineering, Analytics, and Creative teams
Benefits & Purrr-ks
- Competitive Medical, Dental, and Vision Insurance
- Complimentary parking on-site at our downtown Miami office
- Catered breakfast and lunch daily
- Monthly Wellness Stipend, and credits for both Wag! and maxbone
- Life Insurance and Short- and Long-term Disability with Guardian
- 401(k) Retirement Plan with Empower and employer match as defined by plan
- 11 company-paid holidays each year
- Flexible (no set limit) discretionary paid time off in accordance with the vacation policy outlined in our handbook and subject to your manager's approval
- Employees are eligible for paid parental leave, up to 8 weeks for non-birthing parents and 14-16 weeks for birthing parents
