Responsibilities

• Owns and executes the enterprise digital content strategy across brand websites, retailer platforms, digital shelf, and AI- powered search experiences
• Leads Flowers Foods’ SEO, AEO, and AI Visibility strategy and execution, including ownership of Profound, optimization roadmaps, agency direction, and performance reporting
• Manages relationships with SEO/AEO agencies, Profitero, Bazaarvoice, Destini, and other content, ratings and reviews, and digital shelf partners
• Defines and governs digital content standards, including product copy, SEO/AEO copywriting, enhanced content, brand shop content, imagery, and metadata
• Leads creation and optimization of new product content, enhanced content strategy, and retailer-specific content that improves discoverability, engagement, and conversion
• Own website content workflows and optimization priorities, partnering with brand teams to implement content, structural, and technical recommendations
• Own project plans and timelines for new content launches, ensuring approvals, dependencies, and retailer requirements are addressed
• Set digital content and AI Visibility KPIs; analyze performance using Profound, Profitero, and other tools; and deliver recommendations and executive readouts
• Lead digital shelf strategy and use analytics to improve search rank, content completeness, enhanced content coverage, image quality, and conversion
• Monitor digital content, retailer, SEO/AEO, and AI search trends and translate emerging opportunities into scalable standards and action plans

Requirements

• - At least 7–10 years of experience in digital marketing, ecommerce, content strategy, SEO, digital shelf, website optimization, or related fields; CPG experience strongly preferred
• - Demonstrated experience setting strategy, defining KPIs, analyzing performance, and translating insights into business recommendations
• - Experience leading agency and vendor relationships and influencing cross-functional stakeholders without direct authority
• - Strong knowledge of SEO fundamentals, content optimization, structured data, website content strategy, and digital analytics; AEO, GEO, or AI Visibility experience preferred
• - Experience with digital shelf, ratings and reviews, content syndication, or related platforms; familiarity with Profound, Profitero, Bazaarvoice, or Syndigo is a plus
• - Strong project management, communication, prioritization, and executive presentation skills
• - Bachelor’s degree in marketing, digital marketing, communications, business, ecommerce, or a related field; or equivalent relevant experience
• - Advanced degree or relevant SEO, analytics, or project management certification is a plus

Preferred

• Knead to Know: Preferred Qualifications - At least 7–10 years of experience in digital marketing, ecommerce, content strategy, SEO, digital shelf, website optimization, or related fields; CPG experience strongly preferred
• Demonstrated experience setting strategy, defining KPIs, analyzing performance, and translating insights into business recommendations
• Experience leading agency and vendor relationships and influencing cross-functional stakeholders without direct authority
• Strong knowledge of SEO fundamentals, content optimization, structured data, website content strategy, and digital analytics; AEO, GEO, or AI Visibility experience preferred
• Experience with digital shelf, ratings and reviews, content syndication, or related platforms; familiarity with Profound, Profitero, Bazaarvoice, or Syndigo is a plus
• Strong project management, communication, prioritization, and executive presentation skills
• Bachelor’s degree in marketing, digital marketing, communications, business, ecommerce, or a related field; or equivalent relevant experience
• Advanced degree or relevant SEO, analytics, or project management certification is a plus

Benefits

• Comprehensive health and medical benefits
• 401(k) Retirement savings plan
• Professional growth and leadership training
• Paid vacation, holidays, and parental leave
• Benefits may vary depending on your work location.