Director, SEO, AEO, and WebOps

Salt; Atlanta (GA); On-site; USD 150,000 - 160,000; Full time

Job summary

Salt is seeking a seasoned SEO leader to drive enterprise, national, and local search strategies across 1,100+ franchise locations and 15 brand sites. You will direct a four-person team and coordinate with brand teams, IT, and operations to boost organic visibility, revenue, traffic, and scalable digital performance across the organization.

You will own governance of the web ecosystem, CRO initiatives, digital measurement, and cross-brand KPI dashboards, leveraging GA4, Looker Studio, and

Qualifications

• 8–10+ years of digital marketing experience focusing on SEO, web operations, and technical strategy.
• 3–5+ years in a direct leadership role managing teams, cross-functional partners, and agency vendors.
• Proven track record managing enterprise-level Local SEO and Google Business Profiles for multi-location networks.
• Hands-on experience with multi-location listings tools and crawl/analysis tools.
• Mastery of GA4, CRO tools, and enterprise visualization platforms (Looker Studio/Power BI/Tableau).
• Strong ability to translate technical SEO metrics into business guidance for executives and franchise owners.

Responsibilities

• Lead national SEO, enterprise search, and local SEO strategies for brand and franchise systems.
• Oversee 1,100+ Google Business Profiles, local map pack rankings, citations, and review platforms.
• Build localized content and landing pages to dominate regional search without cannibalizing main domain authority.
• Drive CRO and UX improvements based on analytics and testing methodologies.
• Govern the website ecosystem across 15 brand sites plus a corporate site and manage external partners.

Skills

SEO leadership

Enterprise SEO

Team leadership

Analytics

GA4

Cross-functional collaboration

Content strategy

Education

Bachelor’s Degree in Marketing or Business

Tools

Yext

SOCi

Webpunch

PulseM

ConsumerFusion

Screaming Frog

GA4

Looker Studio

Power BI

Tableau

Job description

Number of Reports: 4 (3 direct, one indirect)

Salary: $150,000 - $160,000 per year base + bonus

Role Summary:

Lead enterprise, national, and multi-location SEO strategy, multi-brand web operations, conversion rate optimization, and digital measurement across 1,100+ franchise locations, 15 brand websites, and one corporate site. Directing a team of 4 direct reports, this role balances centralized enterprise governance with hyper-local lead generation to drive measurable organic visibility, revenue, traffic, and scalable digital performance across the organization.

Responsibilities:

Enterprise, National & Local Search Strategy

• Lead national SEO, enterprise search, and local SEO strategies across all brand and franchise systems to grow leads, revenue, traffic, organic visibility, and market share.
• Oversee centralized management of 1,100+ Google Business Profiles, local map pack rankings, citation networks, and automated review management platforms.
• Build localized content and landing page frameworks that allow individual franchisees to dominate regional search results without cannibalizing main domain authority.
• Monitor search engine algorithm changes and industry trends continuously, establishing standardized SEO KPIs and adapting cross-brand strategies accordingly.
• Drive innovation in AI search, Generative Engine Optimization (GEO), voice search, and emerging organic discovery experiences across all digital domains.

Website Infrastructure, Governance & CRO

• Own and govern the overall website ecosystem (15 brand sites + corporate site), managing external partner agencies to ensure technical architecture, security, accessibility, Core Web Vitals performance, compliance, and uptime.
• Establish website standards, governance policies, and operational procedures to prevent rogue local digital footprints while providing franchisees with compliant, high-converting digital assets.
• Prioritize and manage major site migrations, redesign initiatives, digital platform integrations, structured data implementations, and multi-site CMS updates.
• Lead Conversion Rate Optimization (CRO) and UX initiatives based on analytics, user behavior, testing methodologies, and research to continuously optimize user journeys and lead capture.
• Oversee the overall digital marketing technology stack supporting web properties, tracking, and compliance.

Analytics, Reporting & Digital Measurement

• Oversee end-to-end organic performance measurement, website tracking, and organic lead generation reporting frameworks.
• Build executive dashboards and translate complex search and web data into actionable business recommendations for brand and executive leadership.
• Ensure accurate cross-platform tracking, digital attribution, data collection standards, and proper governance of website consent management and data privacy practices.
• Champion data-driven decision-making throughout the organization.

Team Leadership, SOPs & Operational Scaling

• Direct, coach, and develop a team of 4 direct reports, providing strategic direction, mentorship, and career development opportunities.
• Foster a culture of innovation, accountability, continuous improvement, experimentation, and cross-functional collaboration.
• Establish clear SOPs, scalable workflows, and resource allocations aligned with high-impact business goals.
• Design scalable support models, ticketing SLAs, and self-serve documentation to efficiently assist 1,100+ franchise owners with web and listing needs.

Cross-Functional Leadership & Franchisee Support

• Serve as primary SEO and web subject matter expert across the enterprise.
• Partner closely with brand teams, franchise support, IT, Operations, Legal, Creative, Brand Marketing, and Executive Leadership to align digital strategies with Company growth objectives.
• Communicate strategic initiatives, opportunities, risks, and performance updates to key stakeholders and franchise advisory councils.
• Advocate for franchisee needs while maintaining enterprise brand control and improving visibility into support request resolutions.
• Manage multi-million dollar technology, vendor, and agency budgets across listing platforms (e.g., Yext), hosting, analytics, CRO tools, and external development teams.
• Evaluate, select, negotiate, and manage scopes of work and contracts, holding vendors accountable to KPIs, deliverables, and cost efficiencies.
• Build a long-term roadmap for organic growth, emerging technology adoption, and digital transformation.

Success Measures (KPIs)

• System-wide increase in organic lead generation (forms, calls, location inquiries), revenue, traffic, and market share across all web properties.
• Top-tier Map Pack placement, impression share, and GBP engagement rates across all 1,100 franchise locations.
• Maintenance of >90+ Core Web Vitals scores, 99.9% site uptime, zero critical compliance/security vulnerabilities, and measurable UX/conversion rate improvements.
• SLA adherence for franchisee web/listing tickets and successful deployment of scalable team SOPs.

Experience & Qualifications:

• 8–10+ years of digital marketing experience focusing on SEO, web operations, and technical strategy; 3–5+ years in a direct leadership role managing teams, cross-functional partners, and agency vendors.
• Proven track record managing enterprise-level Local SEO, Google Business Profiles, and local search infrastructure for a franchise, multi-unit retail, healthcare, hospitality, or multi-location service network with 500+ locations.
• Operational experience owning and governing complex web ecosystems (e.g., 10+ web properties, sub-domains, or multi-tenant CMS platforms).
• Hands-on experience with multi-location listings tools (e.g., Yext, SOCi, Webpunch, PulseM, ConsumerFusion) and technical crawl/analysis tools (e.g., Screaming Frog, Search Console).
• Mastery of Google Analytics 4 (GA4), Ahrefs, Semrush, CRO testing tools, and enterprise visualization platforms (e.g., Looker Studio, Power BI, Tableau).
• Solid technical foundation in web standards, HTML/CSS/JS fundamentals, schema markup, consent management, and multi-site CMS governance (WordPress, Webflow, Drupal, or proprietary frameworks).
• Exceptional capability to translate technical SEO and web metrics into simple business language for executive stakeholders, cross-functional teams (Legal, IT, Brand), and non-technical franchise owners.
• Bachelor’s Degree in Marketing, Business, or related field (or equivalent practical experience). Google Analytics, Technical SEO, or Project Management (Agile/PMP) certifications preferred.