Role overview
We’re looking for an analytical, strategic-thinker, result-oriented leader with experience in search and AI engine optimization (SEO/AIO) to join our team at CarGurus and drive our innovation in AI organic traffic. Within the Performance Marketing team, this individual will be responsible for growing CarGurus organic traffic and conversions, focused on AI search and AI/social engines, building a best-in-class organic program and cementing CarGurus as a top organic result for automotive search in the US and our International markets, Canada and the UK. This role will proactively research, analyze and communicate emerging trends in new AI channels, drive the strategy and aggressive testing plans, and execute, measure and optimize SEO/organic initiatives to ensure we are on the leading edge, in partnership with a team of SEO specialists, engineers, Editorial, Product, Marketing & Analytics teams.
What you'll do
- Executive Communication & Strategic Alignment: Proactively communicate AI search and emerging SEO trends, key implications for CarGurus and suggested strategic priorities to senior executives and board-level audiences. This includes crafting compelling narratives supported by data, anticipating objections, and driving alignment around recommendations.
- Leadership & Results Driven Innovation: Balance strategic risk-taking and the practical implementation of new ideas to drive SEO/AIO conversions growth and industry leadership. Demonstrate a willingness to allocate resources toward testing innovative high-potential tactics—like AI-driven content clusters or unconventional site architectures—while driving a framework for measurable results.
- Strategy Development: Define and size opportunities, strategic priorities, and roadmap to drive organic AI/social growth based on emerging trends, current performance and data insights; includes informing the Editorial Content team’s roadmap and prioritization.
- Execution: Oversee execution and optimization of performance-oriented campaigns & initiatives across search AI (e.g. Google AI overviews), emerging AI engines (e.g. Chat-GPT) and social platforms (e.g. Reddit, X, Meta, YouTube) to drive organic visits and conversions.
- Conversion Optimization: Continuously optimize landing page conversion rates at various stages of the customer journey, from content/research to conversion-oriented pages.
- Testing and Measurement: Analyze marketing data and metrics to measure the effectiveness of SEO efforts, including A/B testing, report building and analysis, and communicate the results and data-driven decisions to key stakeholders.
- Reporting & Forecasting: Monitor SEO/AI performance across all CarGurus markets, reporting regularly to the Executive Team on synthesized trends, work and impact.
- Resource Management: Define and manage budget and engineering resource allocation.
- Cross-functional Collaboration: Lead internal communications and collaborate with other departments, such as Engineering, Product, Editorial Content, Analytics and Other Marketing teams to align efforts with overall business goals and ensure adequate prioritization.
- Market Research: Stay updated on industry trends, competitor strategies, and customer preferences to inform SEO initiatives and strategy.
What you'll bring
- SEO/AI Knowledge: 8+ years of professional experience in SEO, preferably in-house and enterprise-level, with a strong understanding of SEO principles, strategies, and recent AI trends.
- Strategic Thinking: Strong critical thinking and problem solving skills to identify opportunities and priorities with strategic context and understanding.
- Communication Skills: Strong ability to concisely synthesize and communicate key insights, results and recommendations to key partners and senior leadership, in verbal presentations and written communications.
- Data Analytics: Passion for data, and testing new features or improvements. Proficiency in using data analytics tools (Looker, Google Analytics) and SEO tracking platforms to analyze performance and make data-driven decisions.
- Adaptability: Ability to work in a fast-paced environment, learn and adapt to changing marketing trends and technologies, and adapting priorities to critical business needs.
- Cross-Functional Collaboration: Ability to effectively liaison with internal teams, subsidiary partners, and executive team regarding SEO initiatives and progress.
- Team Management: Experience leading teams, particularly content and/or engineering teams
- Attention to Detail: Precision in tracking data and ensuring roadmap elements are executed correctly.