Parallel Path - Health and Wellness Marketing Agency
Associate Director SEO/GEO
Parallel Path - Health and Wellness Marketing Agency, Boulder, Colorado, United States, 80301
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Parallel Path is the proven guide for leading health and wellness brands who are ready to explore inventive and high‑performing marketing strategies. We’re dedicated to working with brands that pursue wellbeing and defy conventions. Each day at Parallel Path presents an opportunity to positively impact lives, guided by our core values of Collaboration, Curiosity, Tenacity, and Trust.
Summary of Role Founded in 2006, we are a nimble and growing agency headquartered in beautiful Boulder, CO with associates around the country and are seeking an experienced, strategic and innovative Associate Director SEO/GEO to join our team.
The Associate Director SEO/GEO will effectively develop, build, and manage client’s SEO and GEO (generative engine optimization) efforts, ensuring their brands are discoverable, credible and influential with generative AI platforms and answer engines as well as traditional search engines and social channels. This role blends SEO expertise with content strategy, AI prompt engineering and data analysis to optimize how brands are surfaced and positioned in AI-generated responses across search, chatbots and voice interfaces as well as traditional search engines and social channels. The ideal candidate is equal parts content strategist, technologist and storyteller and is able to anticipate how search engines and AI models interpret data. Role will be responsible for creating service offering frameworks, team structure, tools/technologies and go‑to‑market philosophy to successfully support health, wellness and lifestyle marketers and brands.
Primary Responsibilities
Player/Coach Mentality:
Able to perform responsibilities outlined below as well as passionately lead, coach and mentor team members or freelancers. Role will have an approximate split of 65% client‑focused work/direction and 35% internal‑focused work as a leader, coach and mentor.
Primary KPIs:
YOY departmental growth across team members, client NPS feedback, departmental revenue and YOY increase of GEO/SEO service offering across clients.
Strategy Leadership & Development:
Develops strategic relationships with clients and participates in strategic client planning meetings, listening for opportunities to both expand and contribute to their evolving GEO/SEO needs. Collaborates with other department leads to provide industry insight, deep dive client reviews, and align on agency priorities. Becomes a trusted advisor to clients, consults on growth opportunities and identifies new ways to use GEO/SEO to solve business challenges. Leads effort to create/modify GEO/SEO team vision for Parallel Path and create subsequent action plan. Builds strategies to capture organic visibility across traditional and AI‑powered search engines (e.g., Open AI, Perplexity, LLM‑tuned bots). Develop and build GEO/SEO roadmaps and present to internal and external client teams. Leads SEO initiatives to drive growth in rankings, organic traffic, and lead volume.
Content & Optimization:
Audit existing content for AI‑readability and knowledge graph optimization, ensuring structured data, authoritative sources, and brand facts are aligned for generative engines. Partners with integrated strategy, copywriters and designers to create GEO/SEO friendly assets and continuously optimizes content to meet or exceed established KPIs. Establishes, recommends and implements A/B tests and conversion best practices to increase user engagement and lead conversion.
Technical Implementation:
Collaborates with developers and/or leverages client’s CMS to implement technical updates (i.e., schema markup, metadata enhancements and API integrations). Partners with the marketing analytics team to monitor GEO/SEO visibility and user behaviors. Tests and refines prompt strategies and content formats to increase brand inclusion in AI‑generated content.
Reporting:
Able to create and present monthly and quarterly reports to clients and ensures strategic alignment of insights and recommendations across SEM, paid media and other channels as needed.
Analysis/Insights:
Own the outcome. This person should be comfortable answering questions about the data pulled and provide analysis as to what the numbers mean with the goal of driving fundamental improvements. This role requires the ability to analyze data & share findings across multiple sources. The ideal candidate for this role has “data curiosity” and the ability to drill down into the numbers and find macro/micro trends that are contributing to overall client performance.
Industry Expertise:
Build on understanding of the industry through continuous research on trends; has an in-depth understanding of GEO/SEO, its functionality, and strategies for success. Tests new tools/offerings and is prepared to share knowledge with internal team members to improve agency’s overall service delivery. Identifies emerging platforms and opportunities to expand reach through non‑paid sources.
New Business:
Able to assist with new business development via completion of audits, provision of recommendation for improvement and creation of presentation materials.
Standard Operating Procedures/Best Practices:
Define and document SOPs for the GEO/SEO department to drive consistent performance and high quality outcomes at all times.
Thought Leadership & Vision:
Actively creates thought leadership articles and/or presentations to present to clients/prospects and internal team members as well as for publishing across Parallel Path’s digital footprint. Proactively shares trend reports and industry opportunities.
Qualifications
BA/BS in Marketing, Communications, or related field.
5-7 years of relevant work experience in SEO, content strategy or search marketing with AI or LLM optimization experience strongly preferred.
Proven track record of optimizing content for search and discoverability, with familiarity in entity‑based SEO and structured data.
Working knowledge of GenAI platforms and prompt engineering techniques.
Strong analytical skills with experience in tools such as Google Search Console, SEMrush, BrightEdge, SpyFu, Screaming Frog, Ahrefs and Looker Studio.
Experience with local listing management tools like Yext, Local Falcon, BrightLocal and SOCi preferred.
Experience using AI and automation tools (e.g., ChatGPT, Jasper, Clearscope, Surfer SEO) to accelerate and scale SEO workflows.
Ability to translate technical concepts into strategic recommendations for non‑technical audiences.
Excellent written and verbal communication skills, with an understanding of brand tone and voice.
Up‑to‑date with the latest trends and best practices in GEO/SEO.
Resides in either Colorado or Ohio.
Healthcare, Wellness, Lifestyle industry experience a plus.
Passion for all things digital marketing, GEO and SEO.
Problem‑solving, creative and efficient multitasker in a deadline‑driven environment.
Autonomous, high levels of integrity, proactivity and flexibility to work across multiple brands.
Salary range: $95,000 - $115,000 based on experience-level and qualifications.
We are an Equal Opportunity Employer and do not discriminate in recruitment, hiring, training, promotion or other employment practices for reasons of race, color, religion, gender, sexual/gender orientation, national origin, age, marital or veteran status, medical condition or disability, or any other legally protected status.
To apply, please send a resume and cover letter to
careers@parallelpath.com .
Why Parallel Path? At Parallel Path, we believe in the power of wellness, in and out of the workplace. Our comprehensive and personalized benefits program is designed to reflect our commitment to the health and happiness of our team. Our associates enjoy working with seasoned industry experts with competitive compensation, health coverage, 401(k) with company match, unlimited PTO, healthy living benefits, cell phone subsidy, ongoing professional development, remote work flexibility, career advancement, ½ day “Get Outside” Fridays (Memorial Day to Labor Day), and more! We like to bike, ski, climb, hike, skate, and have fun. Come work—and play—at Parallel Path.
#J-18808-Ljbffr
Parallel Path is the proven guide for leading health and wellness brands who are ready to explore inventive and high‑performing marketing strategies. We’re dedicated to working with brands that pursue wellbeing and defy conventions. Each day at Parallel Path presents an opportunity to positively impact lives, guided by our core values of Collaboration, Curiosity, Tenacity, and Trust.
Summary of Role Founded in 2006, we are a nimble and growing agency headquartered in beautiful Boulder, CO with associates around the country and are seeking an experienced, strategic and innovative Associate Director SEO/GEO to join our team.
The Associate Director SEO/GEO will effectively develop, build, and manage client’s SEO and GEO (generative engine optimization) efforts, ensuring their brands are discoverable, credible and influential with generative AI platforms and answer engines as well as traditional search engines and social channels. This role blends SEO expertise with content strategy, AI prompt engineering and data analysis to optimize how brands are surfaced and positioned in AI-generated responses across search, chatbots and voice interfaces as well as traditional search engines and social channels. The ideal candidate is equal parts content strategist, technologist and storyteller and is able to anticipate how search engines and AI models interpret data. Role will be responsible for creating service offering frameworks, team structure, tools/technologies and go‑to‑market philosophy to successfully support health, wellness and lifestyle marketers and brands.
Primary Responsibilities
Player/Coach Mentality:
Able to perform responsibilities outlined below as well as passionately lead, coach and mentor team members or freelancers. Role will have an approximate split of 65% client‑focused work/direction and 35% internal‑focused work as a leader, coach and mentor.
Primary KPIs:
YOY departmental growth across team members, client NPS feedback, departmental revenue and YOY increase of GEO/SEO service offering across clients.
Strategy Leadership & Development:
Develops strategic relationships with clients and participates in strategic client planning meetings, listening for opportunities to both expand and contribute to their evolving GEO/SEO needs. Collaborates with other department leads to provide industry insight, deep dive client reviews, and align on agency priorities. Becomes a trusted advisor to clients, consults on growth opportunities and identifies new ways to use GEO/SEO to solve business challenges. Leads effort to create/modify GEO/SEO team vision for Parallel Path and create subsequent action plan. Builds strategies to capture organic visibility across traditional and AI‑powered search engines (e.g., Open AI, Perplexity, LLM‑tuned bots). Develop and build GEO/SEO roadmaps and present to internal and external client teams. Leads SEO initiatives to drive growth in rankings, organic traffic, and lead volume.
Content & Optimization:
Audit existing content for AI‑readability and knowledge graph optimization, ensuring structured data, authoritative sources, and brand facts are aligned for generative engines. Partners with integrated strategy, copywriters and designers to create GEO/SEO friendly assets and continuously optimizes content to meet or exceed established KPIs. Establishes, recommends and implements A/B tests and conversion best practices to increase user engagement and lead conversion.
Technical Implementation:
Collaborates with developers and/or leverages client’s CMS to implement technical updates (i.e., schema markup, metadata enhancements and API integrations). Partners with the marketing analytics team to monitor GEO/SEO visibility and user behaviors. Tests and refines prompt strategies and content formats to increase brand inclusion in AI‑generated content.
Reporting:
Able to create and present monthly and quarterly reports to clients and ensures strategic alignment of insights and recommendations across SEM, paid media and other channels as needed.
Analysis/Insights:
Own the outcome. This person should be comfortable answering questions about the data pulled and provide analysis as to what the numbers mean with the goal of driving fundamental improvements. This role requires the ability to analyze data & share findings across multiple sources. The ideal candidate for this role has “data curiosity” and the ability to drill down into the numbers and find macro/micro trends that are contributing to overall client performance.
Industry Expertise:
Build on understanding of the industry through continuous research on trends; has an in-depth understanding of GEO/SEO, its functionality, and strategies for success. Tests new tools/offerings and is prepared to share knowledge with internal team members to improve agency’s overall service delivery. Identifies emerging platforms and opportunities to expand reach through non‑paid sources.
New Business:
Able to assist with new business development via completion of audits, provision of recommendation for improvement and creation of presentation materials.
Standard Operating Procedures/Best Practices:
Define and document SOPs for the GEO/SEO department to drive consistent performance and high quality outcomes at all times.
Thought Leadership & Vision:
Actively creates thought leadership articles and/or presentations to present to clients/prospects and internal team members as well as for publishing across Parallel Path’s digital footprint. Proactively shares trend reports and industry opportunities.
Qualifications
BA/BS in Marketing, Communications, or related field.
5-7 years of relevant work experience in SEO, content strategy or search marketing with AI or LLM optimization experience strongly preferred.
Proven track record of optimizing content for search and discoverability, with familiarity in entity‑based SEO and structured data.
Working knowledge of GenAI platforms and prompt engineering techniques.
Strong analytical skills with experience in tools such as Google Search Console, SEMrush, BrightEdge, SpyFu, Screaming Frog, Ahrefs and Looker Studio.
Experience with local listing management tools like Yext, Local Falcon, BrightLocal and SOCi preferred.
Experience using AI and automation tools (e.g., ChatGPT, Jasper, Clearscope, Surfer SEO) to accelerate and scale SEO workflows.
Ability to translate technical concepts into strategic recommendations for non‑technical audiences.
Excellent written and verbal communication skills, with an understanding of brand tone and voice.
Up‑to‑date with the latest trends and best practices in GEO/SEO.
Resides in either Colorado or Ohio.
Healthcare, Wellness, Lifestyle industry experience a plus.
Passion for all things digital marketing, GEO and SEO.
Problem‑solving, creative and efficient multitasker in a deadline‑driven environment.
Autonomous, high levels of integrity, proactivity and flexibility to work across multiple brands.
Salary range: $95,000 - $115,000 based on experience-level and qualifications.
We are an Equal Opportunity Employer and do not discriminate in recruitment, hiring, training, promotion or other employment practices for reasons of race, color, religion, gender, sexual/gender orientation, national origin, age, marital or veteran status, medical condition or disability, or any other legally protected status.
To apply, please send a resume and cover letter to
careers@parallelpath.com .
Why Parallel Path? At Parallel Path, we believe in the power of wellness, in and out of the workplace. Our comprehensive and personalized benefits program is designed to reflect our commitment to the health and happiness of our team. Our associates enjoy working with seasoned industry experts with competitive compensation, health coverage, 401(k) with company match, unlimited PTO, healthy living benefits, cell phone subsidy, ongoing professional development, remote work flexibility, career advancement, ½ day “Get Outside” Fridays (Memorial Day to Labor Day), and more! We like to bike, ski, climb, hike, skate, and have fun. Come work—and play—at Parallel Path.
#J-18808-Ljbffr