Director, SEO & SEM

Wag! Group Co.; Miami (FL); On-site; USD 120,000 - 190,000; Full time

Benefits offered by this job

Medical insurance

Dental insurance

Vision insurance

On-site parking

Catered meals

Wellness stipend

Parental leave

401(k) match

Job summary

Wag! Group Co. in Miami seeks a results-driven Director of SEO & SEM to lead organic and paid search strategies. You will own visibility, acquisition, and performance across Google, Bing, AI-powered search, and emerging channels, driving profitable growth.

The role combines technical SEO depth with hands-on paid search, data-driven experiments, and cross-functional collaboration to optimize CAC, ROAS, and LTV.

Qualifications

• 8+ years of experience in SEO, SEM, and/or performance marketing.

Responsibilities

• Own SEO and SEM strategy, roadmap, and execution for customer acquisition, bookings, and revenue.

Skills

SEO

SEM

Performance marketing

Tools

Google Ads

Google Analytics

Google Search Console

Job description

Wag! Group Co. strives to be the number one platform to solve the service, product, and wellness needs of the modern U.S. pet household. Wag! pioneered on-demand dog walking in 2015 with the Wag! app, offering access to 5-star dog walking, sitting, and one-on-one training from a community of over 500,000 Pet Caregivers nationwide. Additionally, Wag! Group Co. operates Petted, one of the nation’s largest pet insurance comparison marketplaces; Dog Food Advisor, a leading pet food review platform; WoofWoofTV, reaching over 18 million followers with delightful pet content on social media; and maxbone, a digital platform for modern pet essentials, offering superfoods for dogs and stylish, functional products for today’s pet owners. For more information about our company, visit wag.co and wagwalking.com

The Role

Wag! is seeking a results-driven Director of SEO & SEM to lead our organic and paid search acquisition strategies. You will own search visibility, customer acquisition, and performance across Google, Bing, AI-powered search platforms, and other emerging discovery channels. The ideal candidate combines deep technical SEO expertise with hands-on paid search experience, using data, experimentation, and cross-functional collaboration to drive profitable customer growth.

How You’ll Make an Impact

Search Strategy & Growth

• Own the SEO and SEM strategy, roadmap, and execution to drive customer acquisition, bookings, and revenue.
• Optimize performance across organic search, paid search, local SEO, and AI-driven discovery (GEO/LLMO).
• Manage budgets, forecasting, and performance targets across paid and organic channels.

SEO & Organic Growth

• Lead technical, on-page, and off-page SEO, including site architecture, crawlability, structured data, Core Web Vitals, and link acquisition.
• Develop scalable, intent-driven content and landing page strategies for dog walking, sitting, boarding, and related services.
• Drive local SEO visibility across thousands of geographic markets and service-specific pages.
• Partner with Product and Engineering to prioritize and implement SEO improvements.

SEM & Paid Acquisition

• Own Google Ads and Microsoft Ads strategy, including campaign structure, keyword targeting, bidding, creative, and landing page optimization.
• Optimize acquisition efficiency against CAC, ROAS, conversion rate, and customer lifetime value (LTV).
• Lead experimentation across bidding strategies, ad copy, audience targeting, and conversion funnels.
• Identify opportunities to improve combined organic and paid search performance.
• Establish KPIs, dashboards, and attribution frameworks to measure search-driven acquisition, bookings, and profitability.
• Leverage GA4, Google Search Console, Google Ads, and SEO platforms to identify growth opportunities.
• Manage agency partners, external vendors, and internal resources.
• Communicate performance, insights, and strategic recommendations to executive leadership.

Minimum Paw-lifications

• 8+ years of experience in SEO, SEM, and/or performance marketing
• Proven success scaling organic and paid search acquisition for consumer-facing digital businesses
• Deep understanding of technical SEO, content strategy, local SEO, and evolving AI search experiences
• Advanced experience with Google Ads, Google Analytics, Google Search Console, and SEO research platforms
• Strong analytical background with demonstrated ability to optimize CAC, LTV, ROAS, and conversion funnels
• Ability to work in-person 5x a week in our downtown Miami office

Purr-ferred Paw-lifications

• Marketplace, consumer services, and/or high-growth technology experience
• Experience partnering with Product, Engineering, Analytics, and Creative teams

Benefits & Purr-ks

• Competitive Medical, Dental, and Vision Insurance
• Complimentary parking on-site at our downtown Miami office
• Catered breakfast and lunch daily
• Monthly Wellness Stipend, and credits for both Wag! and maxbone
• Life Insurance and Short- and Long-term Disability with Guardian
• 401(k) Retirement Plan with Empower and employer match as defined by plan
• 11 company-paid holidays each year
• Flexible (no set limit) discretionary paid time off in accordance with the vacation policy outlined in our handbook and subject to your manager’s approval
• Employees are eligible for paid parental leave, up to 8 weeks for non-birthing parents and 14-16 weeks for birthing parents

Wag! Group Co. is an Equal Opportunity Employer. We do not discriminate on the basis of race, color, religion, sex (including pregnancy, childbirth, lactation, and related medical conditions), sexual orientation, gender identity or expression, national origin, age, disability, genetic information, veteran status, marital status, or any other characteristic protected by federal, state, or local law.

Applicants must be legally authorized to work in the United States at the time of hire. This position is not eligible for current or future employment visa sponsorship.

We may use AI-enabled tools to screen and assess applicants against the criteria for this position. This helps our recruiters identify potentially qualified candidates, but it doesn't limit the applications our recruiters may review or consider.