Web & Organic Growth Manager

Responsibilities

• SEO/AEO & Local SEO - Use search demand, audience insights, competitive research, and business priorities to build a content roadmap that attracts qualified families across the decision journey. - Brief Content Associate on the development of content and creative based on SEO/AEO/Local SEO needs and insights - Establish governance for local listings and location information, working with Local Marketing and Operations to maintain accurate center data and resolve issues. - Stay current on changes in search behavior, search platforms, AI-assisted discovery, privacy expectations, and web standards, and recommend responsible adjustments.
• Website management and development - Own the website roadmap, governance, content operations, and continuous improvement plan in alignment with company growth and brand priorities. - Develop and execute the organic growth strategy across technical SEO, on-page SEO, content, local search, internal linking, structured data, and digital authority. - Manage and optimize program, service, resource, campaign, and center location pages, including accuracy, findability, user experience, and conversion pathways. - Monitor website health, core web vitals, crawlability, indexing, accessibility, mobile experience, redirects, and other technical factors that affect discoverability and usability. - Partner with Performance Media on landing pages, message alignment, paid search insights, and conversion improvements while retaining ownership of the web experience. - Partner with Lifecycle & Marketing Operations to ensure reliable form capture, consent, source tracking, lead routing, and integration between the website and marketing systems. Conversion rate optimization - Lead conversion rate optimization for web forms, calls to action, landing pages, navigation, and key user journeys through research, testing, and performance analysis. Testing and conversion - Build a structured test pipeline for creative, audiences, landing pages, and conversion experiences. - Define hypotheses and success criteria, analyze results, and document learnings. - Partner with Performance Media and Content Associate to implement high-impact changes. Measurement, automation and emerging capabilities - Build reporting on organic visibility, traffic quality, conversion, content performance, website health, and business contribution; turn insights into a prioritized action plan. - Use AI and automation to reduce repetitive reporting, monitoring, and operational work while maintaining human review of decisions and outputs. Support evaluation of new discovery and measurement opportunities as business priorities evolve.

Requirements

• Hands-on SEO, AEO and web development experience
• Five or more years of progressive SEO/AEO, content-led growth, conversion optimization, and website management experience. Experience transitioning work from an agency to an internal team is a plus.
• Analytical judgment
• Ability to work through complex channel and conversion data, identify issue and root causes, design credible tests, and explain the business implications clearly.
• Systems orientation
• Fluency with web analytics and testing platforms; strong interest in automation, accurate measurement, and improving workflows.
• Collaborative execution
• Ability to work effectively with lifecycle, performance media, creative, and field stakeholders.

Preferred

• Multi-location consumer services experience and education experience are preferred.