Every day, we strive to build a brilliant digital future for Canadians. We work as one team, with one goal –serve our customers better.

The Senior Manager, SEO role reports to the Senior Director, Digital Audience Development and is part of the Digital Content & Publishing division within the Media Business Unit (MBU). The position will work closely with the Editorial Pillar Leads (Entertainment, Lifestyle, Current Affairs/News, Parenting, Sports), Brand Marketing, Product, and other groups within Digital Content & Publishing to deliver on audience growth objectives.

RESPONSIBILITIES:

The Senior Manager, SEO will be responsible for, but not limited to:

SEO LEADERSHIP & GROWTH

• Lead SEO road-map for the MBU audience group, acting as thought-leader on SEO growth, moving theoretical SEO concepts into actionable plans and delivering measurable audience growth
• Identify future trends and technology shifts that will impact SEO rankings, and new types of SEO challenges that will be need to be addressed to increase discoverability of MBU content
• Have deep understanding of SEO metrics, developing the appropriate reporting and scorecards for all levels, from executive levels to working editorial teams
• Create an internal SEO council that aligns the right technical and product development resources to effectively deliver on SEO growth, preparing business cases where CAPEX is required
• Provide leadership within the Audience group, contributing to conversations about audience growth outside of SEO and the required changes to workflow, training, measurement, etc. to accelerate results

SEO TRAFFIC GROWTH

• Work with stakeholders across content and product management team to define opportunities to grow audiences via improved SEO rankings and evergreen content designed specifically for SEO
• Deliver on SEO growth across MBU properties, prioritizing the various opportunities based on the maximum benefit, using a variety of approaches and tactics to drive success
• Evaluate articles on an ongoing basis, providing specific recommended tactics and actions for editorial to improve SEO success, rating performance levels on SEO across editorial pillars
• Provide direction and leadership to an SEO specialist responsible moving ahead big content SEO projects that will have a significant impact on MBU audience growth
• Drive forward required IT development changes to maximize SEO traffic growth

SEO BEST PRACTICES AND GUIDELINES

• Create corporate standards and guidelines around SEO best practices, from writing headlines to creating site-maps to re-launching a new site with the appropriate site and link structures, and redirect plans
• Provide editorial with hands-on training and knowledge so that SEO becomes integrated into editorial practices, including use of search trend data to improve content development
• Monitor, report and enforce SEO best practices, ensuring there is ongoing development of SEO capabilities within the editorial teams
• Advise on app store SEO best practices, YouTube SEO best practices, video SEO, and image SEO

QUALIFICATIONS:

• University or College Degree in Marketing, E-commerce or Online Media with a particular focus on audience development and specifically search engine optimization (SEO)
• 5 - 8 years digital experience, specifically within audience development and SEO, with media experience being a definite asset
• Very experience with digital analytics – web analytics, search analytics, and webmaster tools
• Demonstrated ability to use data to drive decisions and to build compelling business cases
• Excellent oral and written communication skills
• Demonstrated ability to work effectively within a highly matrixed organization and collaborative team