Responsibilities

• Manage execution of the day-to-day SEO and AEO strategy across the blog, website, marketplaces and supporting external channels
• Conduct keyword research, content gap analysis, and regular technical audits
• Adapt content approaches to keep pace with evolving SERP dynamics — including AI-generated answers, AI Overviews, and zero-click search
• Build and monitor strategy for visibility in AI assistants and answer engines (e.g., ChatGPT, Google AI Overviews, Perplexity), structuring content to earn citations and surface in AI-generated answers
• Own the editorial calendar and write and edit across formats — blog posts, landing pages, PDP copy for DTC and marketplaces like Amazon, and educational content for pet parents
• Fact-check, proofread, ensure compliance and uphold brand voice and editorial standards across everything published
• Manage and edit a roster of freelance writers; brief, assign, and maintain quality and consistency
• Partner with veterinary and nutrition subject-matter experts to ground content in credible, accurate information
• Develop working knowledge of pet food regulatory requirements (AAFCO, FDA, state feed regulations) and the language standards they impose on marketing and product content
• Collaborate closely with our regulatory team to ensure all copy meets guidelines without sacrificing readability or search performance
• Manage and optimize the product feed for destinations like Google Merchant Center
• Implement schema markup and structured data; maintain best practices in optimization across the website and blog
• Handle image naming and optimization to support discoverability and page performance
• Improve site structure, internal linking, and metadata in partnership with IT team
• Manage and collaborate with external agency partners on SEO and AEO initiatives
• Partner with PR and coordinate cross-channel campaigns, including earned media and community activations
• Track content, SEO, and AEO performance against clear KPIs and deliver regular reporting that informs editorial and strategic decisions

Requirements

• 4+ years in editorial, content, or SEO roles — ideally spanning both long-form content and technical optimization
• Exceptional writing and editing skills; you can produce polished, on-brand copy yourself
• Deep familiarity with modern search — including LLM-driven answer engines, AI Overviews, and AEO best practices
• Hands-on experience with GA4, Google Search Console, Google Merchant Center, and schema/structured data implementation
• Comfortable in Shopify and WordPress and working with basic HTML
• Comfortable working within regulated content environments; willingness to learn pet food labeling and marketing compliance
• Strong project management skills — able to juggle writers, agencies, and production deadlines without losing editorial quality
• A balance of creative instinct and data-driven decision-making

Preferred

• Experience in DTC e-commerce or pet/health/wellness categories
• Track record of scaling an engaged organic SEO audience
• Local SEO experience
• Experience in omnichannel businesses
• Bachelor's or master's in journalism, communications, or a related field