ジョブファンクション:

雇用形態: フルタイム

所在地: New York, NY

国/地域: United States

Consumer Activation team in Brand Marketing sets the strategy for all consumer-facing touchpoints, including search, paid media and paid content. The SEO Manager - L'Oréal LUXE will sit on this team and lead the strategic vision of organic search and discoverability for the brand and will be partnering with Divisional Search & Insights team on all necessary optimizations of content and all PDP’s for both brand.com and retailer.com eCommerce channels. This role will be a consultant for Divisional Search & Insights teams and advise on product prioritization, strategic roadmap, and brand tone of voice. This individual will be also responsible for the launch and maintenance of search-driving content and for the brand.com blog, in partnership with Marketing team peers (if applicable). This role will socialize search insights across marketing teams and partner with Search insights Director for qualitative and quantitative search insights that inform marketing 360 go-to market strategy. 


KEY JOB ACCOUNTABILITIES 

SEO STRATEGY FOR BRAND.COM: DEVELOP ON-PAGE SEO STRATEGY TO INCREASE BRAND.COM VISIBILITY AND ORGANIC TRAFFIC SHARE, PERFORMANCE & SALES 

Content and PDP strategy 

  • Identify opportunities to create new and optimize existing content across the brand.com by conducting category and branded keyword research, consumer insights and competitive analyses using SEO analytics tools  

  • Partner with DTC and Luxe Search COE on and off-site behavior data to ensure holistic on-site search optimization strategies (off-site and on-site) to improve organic channel traffic 

  • Lead data-driven PDP optimizations products and new launches by conducting keyword research to identify content needs and alt imagery vision 

  • Optimize PDP SEO content in PIM/DAM for brand.com based on search insights 

  • Create and maintain monthly organic search content dashboard to measure performance and inform future strategies  

  • Strong partnership with DTC Product team on any tech fixes for marketing content and tech SEO 

  • Strong partnership with Luxe SEO manager and BELs on offsite SEO and actions outside the website to impact rankings within search engine results pages 

  • Strong partnership with Luxe SEO manager and Paid Search Lead to ensure organic and paid search synergy and minimize traffic cannibalization  

  • Strong partnership with LUSA Content Projects to win organic search category share 

 

Editorial content (if applicable) 

  • Lead creation of blog (if applicable) and monthly editorial content calendar by identifying monthly search trends based on SEO analytics and share of organic search category targets, managing day-today with SEO agency and reviewing articles and managing CMS merchandising.  

  • Maintain editorial content performance dashboards and reports to provide key highlights, challenges/risk, opportunities to broader team and to inform future strategies  

  • Develop 360 ideas for campaigns supporting blog content across site & in-store to drive traffic to the blog  

  • Partner in Blog redesign, managing day-to-day with agency, Legal, E-Commerce, SEO, Creative and Social partners to identify creative direction, editorial franchises, influencer talent direction 

  • Manage day-to-day process with SEO editorial agency 


MEASUREMENTS AND KPIS THE ROLE WITH BE RESPONSIBLE TO TRACK & INFLUENCE IN ORDER TO SUCCEED: 

  • Organic non-branded Share of Search 

  •  SERP/KW ranking, Domain Authority metrics 

  • Organic impressions & CTR 

  • Organic traffic, % of non-branded organic traffic, CVR 

 

 SEARCH & DISCOVERABILITY ON RETAILERS: MAINTAIN RETAILERS ON-PAGE SEO OPTIMIZATION TO BEAT THE ALGORYTM AND WIN THE DIGITAL SHARE OF SHELF 

  • Monitor and identify Visibility opportunities in Organic on-site search, Organic on-site browse, earned placements, Paid placements on Sephora, Ulta, Nordstrom, Macy’s 

  • Advise Search & Insights team on Product pillars and Launches  

  • Supervise Ongoing PDP copy optimization to “beat algorithm” that the divisional Search & Insights team is leading in PIM/DAM system  

  • Supervise and brief Retailer’s Search Analyst on Retailer’s Consumers/Competitors studies and deliver insights & recommendations to marketing and sales team 

  • Use Edge tracking & measurement tools to analyze the Digital Shelf KPIs, update and clean assortment in Edge to make sure the portfolio is relevant 

  • Test and learn to find and implement white space content opportunities to create a customer friendly + cohesive online experience using testing tools (i.e. UserTesting, Optimal Workshop) 

  • Partner with DTC and Luxe Search COE on and off-site behavior data to ensure holistic on-site search optimization strategies (off-site and on-site) to improve organic channel traffic 


MEASUREMENTS AND KPIS THE ROLE WITH BE RESPONSIBLE TO TRACK & INFLUENCE TO SUCCEED ON RETAIL.COM 

  • Top 20 PDP Traffic & Conversion tracking on every retailer (if applicable) 

  • Share of Shelf (Edge) 

  • Content Integrity/Health (Edge) 

  • Ratings & Reviews (Edge/Revuze) 

  • Share browse (Opera) 

  • Share of Voice (Retail.com touchpoints: onsite banners, email, social media posts and etc.) 

 

QUALIFICATIONS AND SKILLS 

  • Minimum 5 years of experience 

  • BS/BA degree required 

  • Solid understanding of eCommerce and high-volume online retail businesses 

  • Strong Knowledge of SEO tools stack: Google Analytics, Google Search Console, Google Optimize, Brightedge, Ahrefs, SemRush, Moz, Majestic and etc.) 

  • Strong knowledge of Digital Shelf measurements and tools to leverage: Edge, Rival IQ, Revuze and User Testing Tools 

  • Experience of working with Salsify and PIM/DAM solutions 

  • Deep SEO and content tactics knowledge and SEO experience for Google, Amazon and Retail.com search engines 

  • Ability to build successful relationships at all levels of the organization and cross-functionally with varying levels of technical expertise 

  • Ability to effectively present information to an individual or group, both written and verbally 

  • Highly organized with proven multi-tasking ability and project management 

  • Strong interpersonal skills 



We are an Equal Opportunity Employer and take pride in a diverse environment. We do not discriminate in recruitment, hiring, training, promotion or other employment practices for reasons of race, color, religion, gender, sexual orientation, national origin, age, marital or veteran status, medical condition or disability, or any other legally protected status. If you require a reasonable accommodation to complete an application for a recognized disability under applicable law, please email [email protected]. Please note this email will only respond to specific requests for assistance completing the application as a request for accommodation for a disability. All others will not be considered.