Responsibilities

• Organic Growth & SEO Strategy Develop organic growth strategies and execution for NIC Academy properties across SEO, on-page optimization, information architecture, internal linking, schema, and search experience.
• Build and maintain keyword, topic, and content strategies grounded in learner personas, search intent, competitive dynamics, and the Academy’s course portfolio—not rankings in isolation.
• Translate search behavior into audience and content insights that inform landing pages, product positioning, paid media, and broader marketing priorities.
• Monitor and improve crawlability, indexation, site speed, Core Web Vitals, mobile experience, and other technical factors, and establish practical SEO standards for internal teams and vendors.
• Stay current on AI search / answer-engine optimization and incorporate emerging search behavior where it materially improves discoverability and qualified demand.
• Content & Website Growth Operations Create and maintain a scalable operating model for search-led content production, optimization, refreshes, and site hygiene.
• Develop content briefs and, when needed, draft or repurpose course pages, landing pages, resource content, email, and social copy optimized for both audience value and conversion.
• Develop and collaborate on email and social copies for NIC Academy and collaborate with general NIC marketing staff for execution and publishing. Over time, as the role matures, there is an opportunity for this person to take on ownership of that function directly, including working in Pardot.
• Turn NIC’s existing intellectual property—including research, recorded sessions, course material, and event content—into useful, search-visible assets.
• Partner with internal content resources and source/manage contractors or specialist vendors as needed to increase output without sacrificing quality.

Requirements

• Approximately 5–7 years of relevant digital or growth marketing experience, with meaningful ownership of SEO in a competitive digital-first environment.
• Deep working knowledge of SEO strategy and execution, including technical SEO, content strategy, search intent, site architecture, analytics, and performance measurement.
• A marketer’s mindset: able to connect search behavior to audience needs, messaging, conversion, acquisition economics, and business outcomes.
• Experience integrating organic and paid acquisition; direct paid media buying experience is useful but not required if you have successfully managed specialists or agencies and can evaluate performance.
• Strong analytical fluency with tools such as GA4, Google Search Console, Ahrefs/Semrush, tag management, dashboards, and CRM/funnel reporting.
• Experience managing agencies, contractors, or specialist vendors and holding them accountable for quality, pace, and results.
• Comfort operating as a hands-on individual contributor in a lean environment: able to move between strategy, diagnosis, briefs, analysis, content, and execution.
• Strong judgment, communication, and critical thinking. Able to simplify complex digital issues for executives and cross-functional partners.
• TRAVEL REQUIREMENTS: Less than 30 days per year

Preferred

• Experience in online education, professional learning, subscription, marketplace, fintech, healthcare consumer, or another high-consideration digital product is strongly preferred.