SEO Manager at Valerie Group

Purpose We are looking for an experienced SEO professional to lead Valerie’s organic growth strategy across both traditional and emerging search ecosystems. This role goes beyond conventional SEO and requires someone who understands how discovery is evolving through AI-driven search experiences, answer engines, and generative platforms. The ideal candidate is highly hands-on, analytical, and growth-oriented, with strong expertise in technical SEO, content strategy, and modern search optimization frameworks including AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization). WHY THIS ROLE? Search is changing rapidly from ranking on search engines to becoming discoverable across AI-powered platforms like ChatGPT, Google SGE, Gemini, Perplexity, and voice assistants. This role will play a key part in building Valerie’s long-term organic growth engine by creating scalable SEO systems that improve discoverability, authority, traffic quality, and conversion impact across brands and digital properties. Accountabilities ORGANIC GROWTH & SEO STRATEGY - Own and execute end-to-end SEO strategy across technical, on-page, and off-page SEO - Drive measurable improvements in organic traffic, keyword rankings, and revenue contribution - Build scalable SEO frameworks for category pages, landing pages, and content ecosystems - Conduct keyword research aligned with user intent, business goals, and market opportunities - Identify content gaps, ranking opportunities, and competitor advantages AEO (ANSWER ENGINE OPTIMIZATION) - Optimize content for featured snippets, zero-click searches, and voice search experiences - Structure content for answer-based discovery across modern search interfaces - Improve visibility across People Also Ask, AI snapshots, and conversational search formats - Develop content frameworks that improve answer relevance and extraction GEO (GENERATIVE ENGINE OPTIMIZATION) - Build SEO strategies for AI-powered search and generative discovery platforms - Optimize content for discoverability within LLM-based ecosystems such as ChatGPT and Google SGE - Improve entity recognition, semantic relevance, and topical authority - Implement structured data and schema strategies that enhance AI interpretation and content surfacing - Understand how AI systems summarize, rank, and cite content TECHNICAL SEO & WEBSITE PERFORMANCE - Conduct technical SEO audits and resolve issues related to: - Crawlability - Indexing - Site architecture - Duplicate content - Core Web Vitals - Internal linking - Work closely with developers and product teams to improve site performance and search accessibility - Monitor and maintain SEO health across websites and landing pages ANALYTICS & PERFORMANCE TRACKING - Analyse SEO performance data and generate actionable insights - Track rankings, traffic trends, engagement, and conversion impact - Build dashboards and reporting frameworks for SEO visibility and business performance - Use data to identify growth opportunities and prioritize execution CONTENT & CROSS-FUNCTIONAL COLLABORATION - Partner with content, product, and marketing teams to build scalable organic growth strategies - Define content clusters and topical authority initiatives - Guide SEO-focused content optimization and publishing workflows - Ensure SEO contributes to business growth, not just traffic acquisition Qualifications & Skills MUST HAVE: - 2–4 years of hands-on SEO experience in high-growth digital environments - Strong expertise across technical SEO, on-page SEO, off-page SEO, and content SEO - Proven track record of improving organic traffic, rankings, and business outcomes - Experience working with eCommerce, SaaS, B2B, or content-driven brands - Modern Search & AI SEO Understanding - Understanding of AEO principles and answer-focused optimization - Exposure to GEO strategies and AI-search optimization - Familiarity with how LLMs and AI-powered search platforms surface content - Knowledge of semantic SEO, topical authority, entities, and schema markup - Technical & Analytical Skills - Strong understanding of: - Crawlability - Indexing - Site architecture - Core Web Vitals - Search performance optimization - Hands-on experience with: - Ahrefs - SEMrush - Google Search Console - Screaming Frog - GA4 - Data-driven mindset with the ability to translate insights into execution WHAT SUCCESS LOOKS LIKE: - Organic traffic growth across priority pages and content clusters - Improvement in keyword rankings and search visibility - Increased discoverability across AI-driven and answer-based search ecosystems - Strong topical authority across target categories - SEO contribution to qualified leads, conversions, or revenue - Reduced technical SEO issues and improved site health - Scalable content and internal linking systems implemented - High-quality reporting and insight-driven decision making - Ownership, execution excellence, and proactive problem solving GOOD TO HAVE - Experience with international SEO - Exposure to programmatic SEO - Experience with automation workflows and AI-assisted SEO operations - Understanding of CRO and landing page optimization - Familiarity with headless CMS or modern web frameworks - Experience scaling SEO in a startup or multi-brand environment Values We take our values very seriously and ask that all team members reference (or keep in mind) values in dealing with conflict, challenges, opportunities and day to day operations. Each individual's role is to also hold others accountable and themselves. - Accountability- own your part in it first. - Collaboration- take initiative with discipline and humility. - Resilience- to be steadfast, assess, and bounce back. - Selflessness- ‘what does it take to scale’. - Fun- be present and connect. Agentic AI Our Product Team creates a prompt template from user (staff) instructions, action group, and knowledge bases. Then, leverages AI further to enhance and refine user experience. Staff may also update (modify) parts of the user input, orchestration plan directly, and the Agents response memory. With the ability to modify the prompt template, you gain better control over the AI Agent orchestration. Then based on the results, Agents will come up with recommendations and those will be reviewed by our product team and management. They continue to repeat their process, but the learnings are automatically being added into the prompt.