We are seeking a strategic, data-driven Director of SEO & Web Operations to lead enterprise, national, and multi-location SEO strategy, multi-brand web operations, conversion rate optimization, and digital measurement across 1,100+ franchise locations, 15 brand websites, and a corporate site. Leading a team of four direct reports, this role will balance centralized digital governance with hyper-local lead generation to strengthen organic visibility, accelerate revenue and traffic growth, and build scalable, high-performing digital experiences across the organization.
Core ResponsibilitiesEnterprise, National & Local Search Strategy- Lead comprehensive national SEO, enterprise search, and local SEO strategies across all brand and franchise systems to grow leads, revenue, traffic, organic visibility, and market share.
- Oversee centralized management of 1,100+ Google Business Profiles, local map pack rankings, citation networks, and automated review management platforms.
- Build localized content and landing page frameworks that allow individual franchisees to dominate regional search results without cannibalizing main domain authority.
- Monitor search engine algorithm changes and industry trends continuously, establishing standardized SEO KPIs and adapting cross-brand strategies accordingly.
- Drive innovation in AI search, Generative Engine Optimization (GEO), voice search, and emerging organic discovery experiences across all digital domains.
Website Infrastructure, Governance & CRO- Own and govern the overall website ecosystem (15 brand sites + corporate site), managing external partner agencies to ensure technical architecture, security, accessibility, Core Web Vitals performance, compliance, and uptime.
- Establish website standards, governance policies, and operational procedures to prevent rogue local digital footprints while providing franchisees with compliant, high-converting digital assets.
- Prioritize and manage major site migrations, redesign initiatives, digital platform integrations, structured data implementations, and multi-site CMS updates.
- Lead Conversion Rate Optimization (CRO) and UX initiatives based on analytics, user behavior, testing methodologies, and research to continuously optimize user journeys and lead capture.
- Oversee the overall digital marketing technology stack supporting web properties, tracking, and compliance.
Analytics, Reporting & Digital Measurement- Oversee end-to-end organic performance measurement, website tracking, and organic lead generation reporting frameworks.
- Build executive dashboards and translate complex search and web data into actionable business recommendations for brand and executive leadership.
- Ensure accurate cross-platform tracking, digital attribution, data collection standards, and proper governance of website consent management and data privacy practices.
- Champion data-driven decision-making throughout the organization.
Team Leadership, SOPs & Operational Scaling- Direct, coach, and develop a team of 4 direct reports, providing strategic direction, mentorship, and career development opportunities.
- Foster a team culture of innovation, accountability, continuous improvement, experimentation, and cross-functional collaboration.
- Establish clear SOPs, scalable workflows, and resource allocations aligned with high-impact business goals.
- Design scalable support models, ticketing SLAs, and self-serve documentation to efficiently assist 1,100+ franchise owners with web and listing needs.
Cross-Functional Leadership & Franchisee Support- Serve as the primary SEO and web subject matter expert across the enterprise.
- Partner closely with brand teams, franchise support, IT, Operations, Legal, Creative, Marketing, and Executive Leadership to align digital strategies with company growth objectives.
- Communicate strategic initiatives, opportunities, risks, and performance updates to key stakeholders and franchise advisory councils.
- Advocate for franchisee needs while maintaining enterprise brand control and improving visibility into support request resolutions.
Vendor & Innovation Governance- Manage multi-million dollar technology, vendor, and agency budgets across listing platforms (e.g., Yext), hosting, analytics, CRO tools, and external development teams.
- Evaluate, select, negotiate, and manage scopes of work and contracts, holding vendors accountable to KPIs, deliverables, and cost efficiencies.
- Build a long-term roadmap for organic growth, emerging technology adoption, and digital transformation.
Success Measures (KPIs)- Organic Lead & Revenue Growth: System-wide increase in organic lead generation (forms, calls, location inquiries), revenue, traffic, and market share across all web properties.
- Local Search Dominance: Top-tier Map Pack placement, impression share, and GBP engagement rates across all 1,100 franchise locations.
- Technical Site Health & Conversion: Maintenance of >90+ Core Web Vitals scores, 99.9% site uptime, zero critical compliance/security vulnerabilities, and measurable UX/conversion rate improvements.
- Support & Operational Efficiency: SLA adherence for franchisee web/listing tickets and successful deployment of scalable team SOPs.
Qualifications & Educational Requirements- Professional Experience: 8-10+ years of progressive digital marketing experience focusing on SEO, web operations, and technical strategy; 3-5+ years in a direct leadership role managing teams, cross-functional partners, and agency vendors.
- Multi-Location Expertise: Proven track record managing enterprise-level Local SEO, Google Business Profiles, and local search infrastructure for a franchise, multi-unit retail, healthcare, hospitality, or multi-location service network with 500+ locations.
- Multi-Site Architecture Management: Operational experience owning and governing complex web ecosystems (e.g., 10+ web properties, sub-domains, or multi-tenant CMS platforms).
- Search & Reputation Stack: Hands-on experience with multi-location listings tools (e.g., Yext, SOCi, Webpunch, PulseM, ConsumerFusion) and technical crawl/analysis tools (e.g., Screaming Frog, Search Console).
- Enterprise SEO & Analytics Proficiency: Mastery of Google Analytics 4 (GA4), Ahrefs, Semrush, CRO testing tools, and enterprise visualization platforms (e.g., Looker Studio, Power BI, Tableau).
- Technical Web Knowledge: Solid technical foundation in web standards, HTML/CSS/JS fundamentals, schema markup, consent management, and multi-site CMS governance (WordPress, Webflow, Drupal, or proprietary frameworks).
- Communication & Leadership: Exceptional capability to translate technical SEO and web metrics into simple business language for executive stakeholders, cross-functional teams (Legal, IT, Brand), and non-technical franchise owners.
- Education / Credentials: Bachelor's Degree in Marketing, Business, or related field (or equivalent practical experience). Google Analytics, Technical SEO, or Project Management (Agile/PMP) certifications preferred.
We believe our greatest assets are our employees, we offer competitive salaries and a full benefits package to include, PTO, paid holidays, 401(k) and more.
