Director, SEO & SEM

About UsWag! 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 RoleWag! 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 ImpactSearch Strategy & GrowthOwn 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 GrowthLead 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 AcquisitionOwn 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.Analytics & LeadershipEstablish 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-lifications8+ years of experience in SEO, SEM, and/or performance marketingProven success scaling organic and paid search acquisition for consumer-facing digital businessesDeep understanding of technical SEO, content strategy, local SEO, and evolving AI search experiencesAdvanced experience with Google Ads, Google Analytics, Google Search Console, and SEO research platformsStrong analytical background with demonstrated ability to optimize CAC, LTV, ROAS, and conversion funnelsAbility to work in-person 5x a week in our downtown Miami office Purr-ferred Paw-lificationsMarketplace, consumer services, and/or high-growth technology experienceExperience partnering with Product, Engineering, Analytics, and Creative teams Benefits & Purr-ksCompetitive Medical, Dental, and Vision InsuranceComplimentary parking on-site at our downtown Miami officeCatered breakfast and lunch dailyMonthly Wellness Stipend, and credits for both Wag! and maxboneLife Insurance and Short- and Long-term Disability with Guardian401(k) Retirement Plan with Empower and employer match as defined by plan11 company-paid holidays each yearFlexible (no set limit) discretionary paid time off in accordance with the vacation policy outlined in our handbook and subject to your manager’s approvalEmployees 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.