Vans: Digital Search Engine Optimization (SEO) Manager
VF Corporation
- Costa Mesa, CA
- Permanent
- Full-time
- Define and implement an SEO roadmap aligned with business goals; continuously optimize strategies based on industry trends, algorithm updates, and performance metrics.
- Conduct thorough keyword research and SEO analysis to identify relevant target keywords and phrases.
- Establish and execute effective on/off-page SEO strategies to improve website visibility and SERP rankings.
- Optimize website content, meta tags, headers, and URLs to ensure alignment with target keywords and enhance search engine crawlability.
- Identify technical SEO issues and collaborate with the Site Operations and Digital technology teams to implement solutions for improved website performance and user experience.
- Conduct SEO audits, competitive analysis, and benchmarking to identify opportunities for improvement and stay ahead of competitors in search rankings.
- Track and analyze website traffic, user behavior and conversion rates to assess the effectiveness of SEO strategies and make data-driven recommendations.
- Develop link-building tactics and manage backlink profiles to improve the site’s authority and credibility.
- Oversee content relevance.
- Stay abreast of emerging SEO trends and technologies, explore innovative ways to enhance SEO efforts.
- Deliver weekly/monthly reporting as a narrative that is recommendation driven based on detailed findings.
- Effectively manage communication with the Paid Marketing team to ensure campaigns are leveraging relevant keywords and URLs.
- Educate key cross-functional stakeholders on SEO best practices and share out performance results.
- Own the SEO agency relationship and manage their output against agreed upon objectives and KPI targets.
- Working with cross-functional partners you will build and execute SEO strategies to grow our organic traffic and online business. Additionally, you will be a partner with our technology team to develop optimal processes and features for back and front-end experiences.
- Enhancing Van’s websites’ visibility, boosting search engine rankings and driving organic search traffic with a keen eye for optimization across content, site structure and performance.
- Proven experience as an SEO | SEM Manager (3+ years)
- Relevant SEO certifications (such from Google, SEMrush)
- Experience managing SEO in a lifestyle apparel and footwear market.
- In-depth knowledge of SEO best practices, search engine algorithms and digital marketing trends
- Proficiency with SEO and analytics tools like Google Search Console, SEMrush, BrightEdge, ScreamingFrog, DeepCrawl, MOZ, Google Keyword Planner and Google Analytics or Adobe Analytics
- Experience with content management systems (CMS) and website optimization platforms, like SFCC (Page Designer, Coremedia), Magento, SAP Hybris, Shopify
- Comfortable managing and analyzing large sets of data, summarizing findings into concise product narratives, and ultimately driving data-backed decisions confidently.
- Basic understanding of website design, development, HTML/CSS/Java-script/XML coding, Pay Per Click (PPC) advertising and link-building strategies.
- Knowledge of technical SEO, including speed optimization for web and mobile
- Familiarity with social media marketing and its impact on SEO
- Knowledge of A|B testing
- Experience with SEO testing and experimentation.
- Understanding of conversion rate optimization (CRO) principles
- Highly proficient in Excel and PowerPoint
- Strong project management skills to handle multiple SEO initiatives simultaneously.
- Experience in a project management tool such as Confluence JIRA, Wrike, Asana
- Excellent communication skills, with the ability to work collaboratively across teams and lead projects when necessary.
- Can manage workload independently and prioritize tasks.
- Process driven, detail oriented and a problem solver.
- Highly organized and methodical in approach with a proactive and curious mindset
- Ability to implement and learn new systems and process with urgency.
- Results focused.