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Wag! Group Co. is seeking a Director of SEO & SEM to lead organic and paid search acquisition strategies across the company's portfolio of pet-focused platforms (Wag! dog walking app, Petted pet insurance marketplace, Dog Food Advisor, WoofWoofTV, and maxbone). You will own search visibility, customer acquisition, and performance across Google, Bing, AI-powered search platforms, and emerging discovery channels.
In this role, you will develop and execute comprehensive SEO and SEM strategies to drive customer acquisition, bookings, and revenue. Key responsibilities include:
**Search Strategy & Growth:** Own the SEO and SEM roadmap and execution. Manage budgets, forecasting, and performance targets across paid and organic channels. Optimize performance across organic search, paid search, local SEO, and AI-driven discovery platforms.
**SEO & Organic Growth:** Lead technical, on-page, and off-page SEO initiatives including site architecture, crawlability, structured data, Core Web Vitals, and link acquisition. Develop scalable, intent-driven content and landing page strategies for dog walking, sitting, boarding, and related services. Drive local SEO visibility across thousands of geographic markets and service-specific pages. Partner with Product and Engineering to prioritize and implement SEO improvements.
**SEM & Paid Acquisition:** Own Google Ads and Microsoft Ads strategy, including campaign structure, keyword targeting, bidding, creative, and landing page optimization. Optimize acquisition efficiency against CAC, ROAS, conversion rate, and customer lifetime value (LTV). Lead experimentation across bidding strategies, ad copy, audience targeting, and conversion funnels.
**Analytics & Leadership:** Establish KPIs, dashboards, and attribution frameworks to measure search-driven acquisition, bookings, and profitability. Leverage GA4, Google Search Console, Google Ads, and SEO platforms to identify growth opportunities. Manage agency partners, external vendors, and internal resources. Communicate performance, insights, and strategic recommendations to executive leadership.
The ideal candidate combines deep technical SEO expertise with hands-on paid search experience, using data, experimentation, and cross-functional collaboration to drive profitable customer growth. You will work in-person 5 days per week at the downtown Miami office.
**Requirements:**
- 8+ years of experience in SEO, SEM, and/or performance marketing
- Proven success scaling organic and paid search acquisition for consumer-facing digital businesses
- Deep understanding of technical SEO, content strategy, local SEO, and evolving AI search experiences
- Advanced experience with Google Ads, Google Analytics, Google Search Console, and SEO research platforms
- Strong analytical background with demonstrated ability to optimize CAC, LTV, ROAS, and conversion funnels
- Ability to work in-person 5 days per week in downtown Miami office
**Preferred Qualifications:**
- Marketplace, consumer services, and/or high-growth technology experience
- Experience partnering with Product, Engineering, Analytics, and Creative teams
