Job description
Excellence in Organic Search is one of the pillars of our overall Digital Marketing strategy and is of vital importance for our site traffic generation. The Manager, Technical Search Engine Optimization is a key member of the eCommerce One Media performance marketing team, responsible for driving and optimizing our organic search initiatives. This position will contribute to building and executing the adidas NAM (U.S./Canada) SEO strategy, in partnership with the Global SEO team, and will work with varied internal partners to ensure its successful implementation.
As the Technical SEO Manager at adidas your role is to drive organic traffic to adidas eCom through SEO initiatives. You will work with the broader SEO team to develop SEO strategies driven by testing, search data, analysis, and will communicate the impact of SEO projects to wider partners.
Key Responsibilities
- Work with internal partners to develop and action on scalable SEO strategies that drive organic traffic growth.
- Serve as the voice of Technical SEO for adidas NAM and collaborate on advancing SEO knowledge and considerations.
- Work with product development teams to prioritize SEO tickets using data, and advise dev teams on impact of product releases on SEO.
- Support and create business cases for SEO team needs and for Organic Traffic/Revenue opportunities.
- Develop and project manage Tech SEO and Split Testing roadmaps.
- Technical audits to improve page performance, Core Web Vitals, and site stability.
- Run SEO Split Tests to validate the impact of SEO changes and initiatives.
- Log file analysis, Google Search Console (GSC) audits.
- Identify and fix crawling or indexation issues.
- Measure and report results of SEO activities and projects and communicate these to wider partners.
- Contribute to weekly, monthly, quarterly and yearly channel performance reports.
- Initiate SEO projects (relating to on-page optimizations, content, promotions, etc.) to grow a multimillion-dollar revenue channel by addressing internal organization, consumer experience and SEO findings.
- Be able to explain the impact of SEO on larger business objectives.
- Work cross-functionally with global and market teams to create synergies, address opportunities and drive revenue.
Key Relationships
- Global Product Teams
- Web Analytics
- Consumer Experience
- Digital Visual Merchandising
- Market Retail/DTC Partners
- Global & Local eCom counterparts
- Vendors
Knowledge, Skills and Abilities
- Excellent communication skills, comfortable presenting in person and remotely.
- Ability to work in a cross-functional organization efficiently and fluidly. Ability to develop collaborative relationships with partners from digital and non-digital disciplines on all levels.
- Creative and energetic team player who has a passion for SEO.
- Extremely analytical, data driven and a clear, independent thinker.
- Experience with SEO tools such as GSC, Keyword Planner, Screaming Frog, Ahrefs, ContentKing, and Botify (and/or OnCrawl, Lumar – former Deepcrawl).
- Experience with reporting tools such as Google Analytics and Adobe Analytics.
- Understanding of front-end web technologies, including HTML, CSS, JavaScript, and schema markup.
- A skill set including applied knowledge of bot behavior monitoring, server log analysis, modifying robots.txt, XML sitemaps, understanding and developing canonical, noindexing and cannibalization strategies, server- vs. client-side rendering, and a mobile-first mindset.
- Understanding of SEO split testing. Experience with SEO testing platforms a plus.
- Fluent English
Requisite Education and Experience / Minimum Qualifications
- 5-7 years of SEO experience in-house and/or at a leading digital agency
- University degree in the field of Marketing, Business, Computer Science or equivalent
- Experience with digital marketing in a brand environment
- Experience working with Agile development teams
- Experience in eCommerce required (enterprise specific a plus)
- Advanced computer skills with proficiency in Excel
- Min 1-2 years people management experience
- 2+ years vendor management experience
