SEO Manager
SEO Manager
THE DEPARTMENT:
The eCommerce team is responsible for the customer’s experience with Helzberg online, from initial impression through to successful order fulfillment, as well as the financial results from the channel. The primary objectives of the department include:
Helzberg’s online business has been identified as the key growth engine for the company and growth in this area is integral to the company’s continued success.
POSITION SUMMARY:
The SEO Manager is responsible for accelerating organic growth through innovative and data-driven strategies. This role partners closely with our SEO agency and cross-functional internal teams to drive execution across content, technical SEO, and emerging search platforms, including social and AI-driven search.
PRINCIPAL ACCOUNTABILITIES:
Strategy & Leadership
Site Optimization & Technical SEO
Content & AI-Enhanced Optimization
Search Experience & Platform Expansion
Analytics & Reporting
Agency & Project Management
SUPERVISORY RESPONSIBILITIES:
The incumbent does not have any direct reports.
QUALIFICATIONS:
The eCommerce team is responsible for the customer’s experience with Helzberg online, from initial impression through to successful order fulfillment, as well as the financial results from the channel. The primary objectives of the department include:
- Direct sales, margin and profitability from transactions completed on Helzberg.com
- Driving customers to stores for transactions after an initial research phase on the site
- Customer satisfaction and Net Promoter Score with all aspects of the online experience
Helzberg’s online business has been identified as the key growth engine for the company and growth in this area is integral to the company’s continued success.
POSITION SUMMARY:
The SEO Manager is responsible for accelerating organic growth through innovative and data-driven strategies. This role partners closely with our SEO agency and cross-functional internal teams to drive execution across content, technical SEO, and emerging search platforms, including social and AI-driven search.
PRINCIPAL ACCOUNTABILITIES:
Strategy & Leadership
- Define and execute SEO strategy to increase Organic Search traffic and revenue.
- Serve as the internal subject matter expert and strategic partner to agency and stakeholders.
- Align SEO efforts with broader digital marketing and eCommerce goals.
- Advocate for SEO best practices across the organization.
Site Optimization & Technical SEO
- Manage on-page SEO elements including meta data, URL structures, internal linking, and image optimization.
- Ensure SEO is accounted for in site migrations, new features, and content deployments.
- Perform technical audits and partner with development and UX teams to implement enhancements (e.g., page speed, schema markup, crawlability).
- Assist in UAT and QA processes for SEO-impacting updates.
Content & AI-Enhanced Optimization
- Partner with agency, e-commerce, merchandising, and creative to optimize and scale product, category, and evergreen content that aligns with SEO strategy.
- Leverage AI tools to drive efficiency in content creation, attribute tagging, and landing page development.
Search Experience & Platform Expansion
- Expand visibility via off-page SEO and high-impact backlink strategies.
- Oversee Local SEO with agency, ensuring store pages, map listings, and other location-based elements are optimized for discoverability and accuracy.
- Monitor and adapt to evolving search behaviors, including discovery via platforms like TikTok and Reddit, and AI-powered tools such as ChatGPT and Perplexity.
Analytics & Reporting
- Partner with the SEO agency to review and interpret performance data; contribute to reporting cadence and identify actionable insights that inform strategy.
- Connect web analytics, customer behavior, and keyword performance to derive insights and recommend action.
- Monitor competitor performance and industry benchmarks to inform future strategy.
Agency & Project Management
- Act as the internal lead and primary contact for the SEO agency.
- Manage timelines, priorities, and deliverables across internal teams and external partners.
- Drive accountability and progress against shared goals with the agency and marketing leadership.
SUPERVISORY RESPONSIBILITIES:
The incumbent does not have any direct reports.
QUALIFICATIONS:
- 5-7 years of experience in SEO, ideally within eCommerce, retail, or digital-first organization.
- Proven track record of driving organic growth through on-site and off-site optimization, technical SEO, content optimization, and analytics.
- Strong familiarity with SEO tools such as Google Search Console, SEMrush, Ahrefs, etc.
- Experience working with or managing an SEO agency or external vendors.
- Understanding of AI tools used in SEO workflows, including content generation, attribute tagging, and performance analysis.
- Familiarity with web development concepts (HTML/CSS/JavaScript) and CMS platforms.
- Strong analytical skills and proficiency in Google Analytics, Looker Studio, or similar reporting tools.
- Strong project management skills with an ability to translate SEO strategy into actionable roadmaps and business impact.
- Exceptional communication and collaboration abilities with internal teams and external vendors
- Hybrid schedule with predictable onsite attendance required three or more days per week to perform essential functions involving interactive behaviors with co-workers and managers, operation, or manipulation of equipment and/or materials located only on site, and direct interaction with internal and/or external customers.