Senior Digital Content & SEO Strategy Lead

Flowers Foods; New Hampshire; On-site; USD 110,000 - 170,000; Full time

Benefits offered by this job

Comprehensive health and medical bene­

401(k) Retirement savings plan

Professional growth and leadership训练

Paid vacation, holidays, and parental?

Job summary

Flowers Foods, Inc. seeks a senior digital content leader to own and execute the enterprise content strategy across brand websites, retailer platforms, and AI-driven search experiences.

You will lead SEO/AEO initiatives, manage agency relationships, and govern content standards to boost discoverability and conversion. You will partner with brand teams to optimize product content, set KPIs, and drive performance using Profound, Profitero, and other analytics tools.

Qualifications

• 7–10 years of digital marketing, ecommerce, content strategy, SEO, digital shelf, or related fields; CPG experience preferred.
• Experience setting strategy, KPIs, analyzing performance, and translating insights into business recommendations.
• Strong knowledge of SEO fundamentals, content optimization, structured data, website content strategy, and digital analytics; experience with digital shelf, ratings and reviews, content syndication; strong PM, communication, prioritization, and executive presentation skills.
• Bachelor’s degree in marketing, digital marketing, communications, business, ecommerce, or related field; advanced SEO/analytics or PM certs are a plus.

Responsibilities

• Owns and executes the enterprise digital content strategy across brand websites, retailer platforms, digital shelf, and AI-powered search experiences.
• Leads Flowers Foods’ SEO, AEO, and AI Visibility strategy and execution, including Profound optimization roadmaps, agency direction, and performance reporting.
• Manages relationships with SEO/AEO agencies, Profitero, Bazaarvoice, Destini, and other content, ratings and reviews, and digital shelf partners.
• Defines and governs digital content standards, including product copy, SEO/AEO copywriting, enhanced content, brand shop content, imagery, and metadata.
• Leads creation and optimization of new product content, enhanced content strategy, and retailer-specific content that improves discoverability, engagement, and conversion.
• Own website content workflows and optimization priorities, partnering with brand teams to implement content, structural, and technical recommendations.
• Own project plans and timelines for new content launches, ensuring approvals, dependencies, and retailer requirements are addressed.
• Set digital content and AI Visibility KPIs; analyze performance using Profound, Profitero, and other tools; Lead digital shelf strategy and use analytics to improve search rank, content completeness, enhanced content coverage, image quality, and conversion.
• Monitor digital content, retailer, SEO/AEO, and AI search trends and translate emerging opportunities into scalable standards and action plans.
• Provide strategic oversight and support to the DAM+PIM Specialist responsible for content operations, syndication, DAM/PIM governance, and existing-content updates.
• Own ratings and reviews strategy across Flowers Foods brands, partnering with internal teams and platform providers to increase review volume, improve content quality, monitor sentiment, and leverage consumer feedback to enhance discoverability, conversion, and brand performance.
• Practice and comply with all Company policies and procedures (EEO, Harassment, Safety, Sarbanes Oxley, etc.)
• Perform other duties as required, including scheduling and attendance compliance.

Skills

Digital marketing

SEO

Content strategy

Ecommerce

Analytics

Project management

Communication

Executive presentation

Education

Bachelor’s degree in marketing or related field

Tools

Profound

Profitero

Bazaarvoice

Destini

Job description

Flowers Foods, Inc. seeks a senior digital content leader to own and execute the enterprise content strategy across brand websites, retailer platforms, and AI-driven search experiences.

You will lead SEO/AEO initiatives, manage agency relationships, and govern content standards to boost discoverability and conversion. You will partner with brand teams to optimize product content, set KPIs, and drive performance using Profound, Profitero, and other analytics tools.