Director, Search Engine Optimization

WillScot
life insurance, paid time off, tuition reimbursement, 401(k)
United States, Arizona, Phoenix
Feb 19, 2025
At WillScot (NASDAQ WSC), our 4000+ people are at the heart of everything we do. In addition to providing industry-leading pay and benefits, we provide opportunities for development and upward mobility, while investing in the communities we serve. We are the undisputed leader in providing innovative exible workspace and portable storage solutions, serving an incredible range of customers across all industries from 240+ locations across the United States, Canada, and Mexico. Our values are our foundation. We constantly strive to diversify our teams to ensure we have the best and brightest talent.We're deeply committed to creating an inclusive and equitable workplace where each person can contribute while being their authentic self. For more about WillScot and who we are, click here. Build your future with us! ABOUT THE JOB: We are seeking an experienced Senior SEO Strategist with a strong focus on data-driven decision-making to lead our SEO initiatives and drive organic growth. The ideal candidate will have a deep understanding of SEO analytics, data interpretation, and performance optimization. You will be responsible for using advanced analytical techniques and tools to measure, report, and optimize our SEO efforts, ensuring measurable business impact. This role requires expertise in both the strategic and technical aspects of SEO, with an emphasis on using data to inform content strategies, keyword targeting, and overall site performance. WHAT YOU'LL BE DOING: Develop and Execute SEO Strategy: Build comprehensive, data-driven SEO strategies that align with business objectives, focusing on measurable improvements in organic traffic, keyword rankings, and conversions. Ensure alignment between SEM, SEO and other Paid Media efforts. Data Analysis and Reporting: Leverage advanced analytics tools (e.g., Google Analytics, SEMrush, Ahrefs, Google Search Console) to track key SEO metrics, conduct in-depth performance analysis, and identify trends. Provide actionable insights that drive optimization efforts and demonstrate ROI. SEO Performance Dashboards: Create and manage real-time dashboards using tools like Google Data Studio, Tableau, or Power BI to continuously monitor SEO KPIs such as organic search traffic, rankings, click-through rates (CTR), conversion rates, and bounce rates. Deliver insights to key stakeholders regularly. 4A/B Testing and Experimentation: Implement A/B tests and multivariate experiments to optimize SEO tactics such as meta titles, descriptions, page layouts, and content strategies. Use statistical data to measure the effectiveness of these experiments and refine strategies accordingly. Technical SEO and Site Audits: Conduct comprehensive technical audits to ensure the site meets best practices for SEO, including crawling and indexing, mobile optimization, site speed, and structured data. Work with development teams to fix technical issues and improve site architecture based on data insights. Keyword Research & Predictive Analysis: Use advanced keyword research techniques combined with forecasting and predictive analysis to uncover new ranking opportunities and inform content strategy. Track keyword performance to adjust tactics dynamically. Content Optimization and Strategy: Analyze existing content to identify areas for optimization based on traffic data, engagement rates, and keyword targeting. Collaborate with content and creative teams including our marketing agency partners to create new content that targets high-potential keywords and aligns with SEO best practices. On-Page SEO: Oversee optimization efforts for individual pages, ensuring proper use of keywords, optimizing meta tags, headings, images, and internal linking. Competitor and Market Analysis: Perform in-depth competitive analysis using data to benchmark performance, identify gaps in the market, and leverage opportunities to outperform competitors in organic search results. User Behavior Insights: Utilize tools like heatmaps, session recordings, and user behavior analytics (e.g., Hotjar, Crazy Egg) to gain insights into user interactions on-site, refine user experience, and make data-backed recommendations for improving SEO performance. SEO Automation and Scalability: Implement SEO automation tools and processes to streamline repetitive tasks like reporting, keyword tracking, and technical audits. Scale SEO initiatives across different regions or product lines using automated solutions. Cross-Functional Collaboration: Lead cross-functional teams including junior SEO team members, and work closely with developers, designers, and content creators. Collaborate with IT, sales, marketing, product, and business units to understand business needs and prioritize SEO efforts People Leadership: Provide inclusive leadership, guidance, and direction to your teams. Build and maintain a high-performance team and culture through open and clear communications, ongoing mentoring and development, and effective performance management. EDUCATION AND QUALIFICATIONS: 1.Education: Bachelor's degree in computer science, business, finance, economics, data science or a related field. Advanced degree (MBA) preferred. 2.Experience: 10+ years of progressive experience driving SEO strategy and generating significant organic growth in other B2B & B2C organizations.Track-record of managing and working with in-house software development teams as well as a variety of software development vendors, and owning outcomes. 3.Technical Skills: Proficiency with SEO and analytics tools (e.g., Google Analytics, SEMrush, Ahrefs, Moz, Screaming Frog), as well as data visualization platforms (e.g., Google Data Studio, Tableau, Looker Studio, Power BI). Experience with UX design software such as Figma, Sketch, XD and Adobe Creative Creative Cloud Experience using Contentful (or other similar CMS), Storybook (React Native UI), and Bynder (or other DAM) Experience in Salesforce CRM, SF Marketing Cloud automation platform and other salesforce suite of products Experience driving traffic and SEO improvements to support B2B eCommerce a plus Experience with automation tools like Zapier, or custom scripts for SEO reporting. Familiarity with AI and machine learning applications in SEO. Experience with international and multi-language SEO. 4.Analytical Skills: Strong analytical and quantitative skills, with the ability to interpret complex data. Data science mastery a plus 5.Communication Skills: Excellent communication and presentation skills. This individual needs to clearly and concisely articulate our SEO strategy, progress and priorities. 6.Negotiation Skills: Proven ability to negotiate and influence strategic decisions 7.Leadership Abilities: Demonstrated leadership skills with the ability to lead and motivate a team Ability to collaborate with key leaders in a variety of functions to drive organization alignment and commitment to digital platforms 8.Adaptability: Ability to adapt to changing market conditions and business needs 9.Personal Attributes: Results Oriented, self-starter with high energy who is able to balance multiple priorities and work with ambiguity Healthy "Customer Obsession" focused on understanding needs and painpoints and developing elegant digital solutions Disclaimer: This posting describes the general nature and level of work performed and does not represent an exhaustive list of responsibilities, duties, or skills required. Collaboration and teamwork drive our success. Team members may be required to perform duties outside normal responsibilities from time to time as needed. All regular WillScot Holdings Corp. positions offer generous benefits including medical, dental, vision, disability and life insurance, paid time off, Company holidays, tuition reimbursement, and 401(k) with match. Most positions also have variable pay opportunities including commission or bonus, performance rewards, or incentive programs. More information about benefits may be foundhere. WillScot provides equal employment opportunities to employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws. WillScot embraces diversity and is committed to equal opportunity in all aspects of employment, including recruiting, hiring, promotion, termination, leaves of absence, compensation, and training. We are focused on building teams that include a variety of backgrounds, lived experiences, and skills. The more inclusive we are, the stronger we will be!