About the Role

Most people who find Eleanor Health should not have to see an advertisement first. They should find us because we show up when someone searches for treatment in their city, because an AI assistant recommends us when someone asks where to get help, because our reviews are real and our listings are accurate, and because trusted sources and communities help people discover Eleanor.

This role leads the organic growth and AI visibility function. It is the counterpart to our performance marketing function. Where that team captures and converts existing demand, this function builds sustainable non-paid demand through assets and systems that compound over time, including content, content infrastructure, search visibility, entity signals, listings, reviews, earned coverage, and brand.

This function is central to Eleanor Health's growth plan. Paid search currently drives roughly 60% of new member acquisition and is our most expensive channel. Our plan requires that share to fall substantially while total volume grows, which means non-paid acquisition must grow significantly. This role is accountable for developing and executing the strategy to grow non-paid acquisition, measuring its performance, and prioritizing the work and resources required to reach those goals.

You would lead organic search, AI visibility, reputation, earned media, content strategy and operations, and brand stewardship. You would also own the content architecture and systems that support those channels, including the structures, governance, and workflows that allow Eleanor's content to scale. You will manage a Reputation & AI Visibility Specialist and direct specialist partners across content, technical SEO, design, public relations, and web implementation.

Our organic foundation is real but evolving. Our directory presence across markets is fragmented and being addressed now. AI visibility is beginning to be measured and operationalized. Our website and content infrastructure are also evolving to support a more scalable, structured approach to organic growth. There is a substantial amount of high-leverage work available to a leader who can connect evidence to strategy, prioritize effectively, and build the systems and team required to execute it.

What You'll Do

Organic Growth

• Own organic search strategy and performance across every market we serve, including content strategy, technical SEO priorities, and local search
• Own non-paid new member volume and non-paid share of total acquisition as primary accountabilities
• Set and manage the content strategy and roadmap across the customer journey, including location, service, educational, and high-intent content that drives discoverability and treatment-seeking action
• Direct website information architecture and organic content experience in partnership with the performance marketing function, which owns conversion

Content & Content Operations

• Own the systems, structures, and governance that support scalable content creation, publishing, maintenance, and reuse across channels
• Own website content architecture, taxonomy, structured content, CMS governance, templates, and publishing workflows, translating business and editorial needs into requirements for technical implementation
• Establish and govern editorial standards and workflows across internal and external contributors, including quality standards, review requirements, publishing governance, and ongoing content maintenance
• Direct content migration and ongoing content lifecycle management, including decisions about consolidation, redirects, archival, and adaptation to evolving content structures
• Build and maintain the operational framework that connects content strategy, evidence, execution, measurement, and learning so that decisions and outcomes inform future priorities
• Manage the freelance copywriter and own the end-to-end editorial production workflow, including briefing and assignment, editorial review, clinical and compliance review, visual asset coordination, CMS staging, quality assurance, publishing, and ongoing optimization

AI Visibility

• Own how often and how accurately AI assistants and AI-generated search results cite, describe, and recommend Eleanor Health
• Establish and maintain measurement of AI citation, recommendation, and referral visibility, and use findings to inform organic, content, reputation, and distribution priorities
• Set strategy for the entity, citation, structured data, content, and authority signals that make Eleanor Health legible and credible to AI systems
• Monitor how Eleanor Health and relevant treatment topics are represented in AI-generated responses, identify material inaccuracies or recommendation gaps, and prioritize corrective action where Eleanor Health can influence the underlying sources

Reputation & Earned Media

• Own the reputation and local presence strategy, directing your team to maintain listings integrity and local search presence across all markets, including Google Business Profiles and other priority directories, review generation and response, and disclosed community engagement
• Establish a cross-functional reputation management framework for channels and sources that affect Eleanor Health's discoverability, credibility, and AI visibility, coordinating with People, Clinical, Operations, Payer Partnerships, and other stakeholders where source ownership or response authority sits outside Marketing
• Identify, prioritize, and address inaccurate, outdated, or unfavorable third-party information about Eleanor Health based on potential impact and Marketing's ability to influence the source
• Own the public relations agency relationship, setting priorities and measuring its contribution to business outcomes, brand authority, and discoverability
• Own the editorial distribution and syndication program that builds authority, relevant third-party presence, and referring domains in priority markets

Brand

• Own marketing brand strategy and governance, including voice, messaging, visual standards, and consistent application across channels
• Maintain a documented, scalable brand system, including guidelines, components, patterns, and approved usage, that enables internal teams and external partners to execute consistently without routing every asset through you
• Guide the application and evolution of the marketing brand system in partnership with design, translating business, audience, content, and channel needs into clear creative requirements
• Own the design partner relationship, including prioritization, scoping, briefing, quality standards, and effective use of design resources

People & Partners

• Manage and develop direct report/s through clear expectations in writing, a consistent feedback cadence, documented performance goals, and opportunities for growth
• Lead a distributed team of internal and external specialists, establishing clear scopes, requirements, priorities, ownership, and measures of success
• Partner cross-functionally with Performance Marketing, Access, Clinical, People, Payer Partnerships, Analytics, Technology, and other stakeholders whose expertise, systems, or decisions affect organic growth and AI visibility
• Maintain a quarterly operating plan that translates growth objectives into prioritized initiatives, expected impact, owners, dependencies, resources, and timelines

Measurement

• Build and continuously improve measurement and attribution for non-paid acquisition in partnership with Analytics, documenting methodology and limitations where attribution is incomplete
• Report performance against non-paid acquisition and visibility targets, explain meaningful variance, and identify the actions or decisions the evidence supports
• Synthesize performance, search, visibility, reputation, and customer-journey data into actionable findings, priorities, and testable hypotheses
• Maintain the decision context needed to evaluate what changed, what worked, what did not, and what should inform future strategy and prioritization
• Apply appropriate standards of evidence to attribution and performance claims, distinguishing observed relationships from conclusions the available data can support

You'll Be A Good Fit If You:

• Would rather own a business outcome than a set of activities, and are comfortable being measured on outcomes that may take quarters rather than weeks to move
• Can prioritize ruthlessly across a scope larger than any one person can execute, make thoughtful tradeoffs, and clearly communicate what is not being prioritized and why
• Are excited by disciplines that are still evolving, including AI visibility, where there is no settled playbook and you will help build ours
• Can translate evidence and business objectives into strategy, requirements, priorities, and executable work for others
• Can lead a direct report and a distributed group of specialists and partners without becoming the execution bottleneck
• Are comfortable building systems and processes where they do not yet exist, while improving them as evidence and organizational needs evolve
• Approach the work with compassion, knowing that showing up accurately when someone is looking for treatment can influence whether they find a path to care

Qualifications:

• Experience: 7+ years in organic growth, SEO, content strategy, content operations, or related digital growth disciplines, with experience owning business outcomes rather than a set of deliverables
• Organic search: Demonstrated results in organic search, ideally including local, multi-location, or multi-market search
• AI visibility: Hands-on familiarity with generative engine optimization, AI search visibility, or the entity, citation, content, and authority signals that underpin it. Early-stage experience is expected in an evolving discipline; genuine curiosity and experimentation are essential
• Content strategy & operations: Experience translating business objectives into content strategy and managing the systems, workflows, governance, and contributors required to execute it
• Digital content systems: Experience working with CMS platforms, structured content, taxonomy, information architecture, and web publishing workflows, including partnership with technical teams
• Leadership: Experience managing or directing people and specialist partners, setting clear expectations and priorities, and creating the conditions for others to execute effectively
• Measurement: Comfort working with imperfect attribution, establishing defensible measurement approaches, identifying data limitations, and translating evidence into decisions and testable hypotheses
• Cross-functional leadership: Ability to lead work across teams where outcomes depend on stakeholders, systems, or expertise outside your direct authority
• Judgment: Sound decision-making in a regulated environment, particularly around patient privacy, clinical accuracy, reputation, and public participation

Helpful but not required:

• Behavioral health, addiction treatment, or healthcare marketing experience
• Multi-state or multi-location organic and local search experience
• Working knowledge of structured data and schema markup
• Experience directing public relations, creative, SEO, or other specialized agency/freelance partners
• Experience with brand governance or design systems
• Experience with content migrations, CMS implementations, or major website redesigns

What This Role is Not:

We would rather be clear now than waste your time.

• Not a paid media role. Paid search and paid media sit with our performance marketing function.
• Not a conversion rate optimization role. Website conversion sits with performance marketing, though you will drive website changes related to organic & AI visibility.
• Not a pure individual contributor role. You will remain close to the work, particularly where strategic judgment, editorial quality, systems thinking, or emerging capabilities require hands-on involvement, but success depends on building and directing the people, partners, systems, and workflows that allow the function to scale.

Compensation & Benefits

The total target compensation range for this position depends on a variety of factors, which may include, as applicable, the applicant's qualifications for the position; years of relevant experience; specific and unique skills; level of education attained; certifications or other professional licenses held; other legitimate, non-discriminatory business factors specific to the position; and the geographic location in which the applicant lives and/or from which they will perform the job.

Eleanor Health offers a generous benefits package to full-time employees, which includes:

• Generous Paid Time Off (prorated for new employees) - unplug, relax, and recharge!
• • 12 Vacation days
  • 12 Wellness (Sick) days
  • 3 Floating holidays
  • 9 Company-observed holidays
  • Jury Duty, Voting Leave, and other forms of p