Overview
BSN SPORTS, A VARSITY BRANDS COMPANY - THE RECOGNIZED LEADER IN TEAM ATHLETIC GEAR For over 50 years, BSN SPORTS has been the largest team sporting goods equipment and apparel distributor of choice in the United States. Our 3,000 BSN SPORTS employees strive to support the Heart of the Game by putting valuable time back into the day of coaches and administrators through excellent service platforms. Our company mission is simple: Save coaches and administrators time with everything they do off the field so they have more time to impact young lives on it. WORK TYPE:
Full Time Hybrid - in office Monday-Thursday and work from home Friday LOCATION DETAILS:
Farmers Branch, TX
What You Will Do Portfolio-Level Search Strategy & Governance (B2B + DTC)
Own and evolve a portfolio-wide search strategy spanning multiple web properties with distinct audiences, business models, and conversion goals.
Balance upper-funnel brand visibility, mid-funnel product and solution discovery, and lower-funnel conversion optimization across B2B and DTC properties.
Define search priorities by property, audience, and intent type (informational, commercial, navigational, transactional), ensuring alignment with broader marketing and business objectives.
Establish and enforce SEO governance standards that scale across sites, templates, and business units while allowing for necessary differentiation between B2B and DTC experiences.
Technical SEO Leadership Across Complex Architectures
Serve as the marketing-side technical authority for SEO across multiple site architectures, content models, and merchandising frameworks.
Partner with Innovation UX and Development teams to define technical SEO requirements and acceptance criteria for new site modules, templates, releases, and migrations.
Own SEO implications for: Crawlability, indexation, and rendering; Site architecture and internal linking at scale; Performance and Core Web Vitals; Structured data and entity clarity across products, solutions, and content; Canonicalization, redirects, pagination, and faceted navigation.
Implement monitoring and controls to rapidly identify and mitigate SEO regressions across all properties and business lines.
Search-Led Content & Discovery Enablement
Develop scalable frameworks for search-driven content and discovery across B2B and DTC use cases, including: Topic clusters and solution ecosystems (B2B); Product discovery, category optimization, and comparison content (DTC); Brand and authority-building content that supports both audiences.
Partner with Content Production and Brand Marketing to ensure content is optimized for search intent while maintaining brand integrity and audience relevance.
Guide content creation, refresh, and consolidation strategies using performance data, competitive analysis, and evolving search behavior.
AI / LLM Visibility (AIO/AEO/GEO) Across Audiences and Use Cases
Own the approach to improving visibility and accuracy across AI-powered discovery surfaces, including AI Overviews and LLM-based assistants.
Assess how B2B and DTC content is retrieved, summarized, and cited by LLMs, identifying gaps in authority, clarity, and entity representation.
Design and execute experiments to improve AI-surface inclusion and brand representation, including: Structured data and entity optimization, Content structure and formatting, and Authority and topical depth strategies.
Translate emerging LLM trends into practical guidance for content, experience design, and technical implementation.
Measurement, Insights, and Dual Conversion Accountability
Own organic search and AI-discovery performance reporting across all properties, with clear differentiation between brand, discovery, and conversion metrics.
Partner with Analytics & Optimization to connect SEO efforts to: B2B lead quality and conversion contribution and DTC revenue, conversion rate, and average order value (where applicable).
Build dashboards and monitoring routines that surface both portfolio-level trends and property-specific performance drivers.
Communicate insights, risks, and opportunities in a way that informs roadmap decisions and cross-functional trade-offs.
Cross-Functional Orchestration in a Federated Model
Act as the primary SEO and AI-discovery partner to: Digital Experience Lead (CRO roadmap, experimentation, and personalization impacts), Innovation UX & Development (technical implementation, sequencing, and QA), Digital Merchandising (taxonomy, navigation, product, and solution discovery patterns), Brand Marketing Business Partners (campaign alignment, segment priorities, and messaging consistency), Content Production / Copywriting (scalable content systems and optimization standards), and Paid Media AOR (landing page alignment, insight sharing, and major launch coordination).
Advocate for early SEO involvement in planning cycles to avoid late-stage rework and performance risk.
Illustrative Success Measures
Growth in qualified organic traffic across B2B and DTC properties
Improved discoverability and resilience for priority brands, products, and solutions
Increased contribution of organic traffic to B2B lead generation and DTC e-commerce revenue
Reduced frequency and severity of SEO regressions tied to releases or merchandising changes
Evidence of improved inclusion and accuracy in AI/LLM-driven discovery surfaces
Qualifications
Demonstrated success in balancing brand awareness, discovery, and conversion outcomes within a single search strategy
Strong technical SEO expertise and ability to partner effectively with engineering teams
Comfort working across both lead-generation and e-commerce business models
Strong analytical skills and experience in tying organic performance to downstream business outcomes
Clear interest in and experimentation with AI-driven search and LLM-based discovery
Familiarity with complex product catalogs, solution taxonomies, or multi-brand architectures preferred
Exposure to experimentation, CRO, and personalization programs that intersect with search preferred
Portfolio thinker: Able to balance competing priorities across sites and audiences
Technical translator: Bridges marketing needs and engineering execution effectively
Systems-oriented: Builds governance and standards that scale
Curious and adaptive: Actively tests and learns in the evolving AI/LLM landscape
Influential collaborator: Drives alignment without direct authority
Education/Experience
8+ years of progressive SEO experience managing multiple web properties with differing audiences and conversion models
Experience supporting both B2B and DTC audiences within a shared or federated web ecosystem preferred
Experience partnering with paid media teams/agencies on landing page and discovery alignment preferred
Physical Requirements
The physical demands that are described as required are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
This job operates in a professional office environment. Largely a sedentary role requiring ability to operate a computer and technology on a daily basis.
Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities required of the employee for this job.
Join the Best Team in Sport & Spirit
At Varsity Brands, we believe every student deserves the opportunity to succeed and every educator wants to make a difference. It takes a team to make a real impact, and through our two divisions – BSN SPORTS and Varsity Spirit – and our network of 6,000+ employees and independent representatives, we are proud to partner with a wide range of educational institutions and club and professional sports to transform the student journey in SPORT and SPIRIT.
Our Values Service
- We lead with heart. We champion community. Passion
- We love what we do. It fuels our purpose. Integrity
- We do what we promise. We own our actions and decisions. Respect
- We earn it by giving it. Because everyone deserves it. Innovation
- We never stop striving to be better. For ourselves and our community. Transparency
- We are committed to openness and honesty in everything we do.
Benefits We are committed to putting you and your families first. For benefits eligible roles, we offer a variety of choices and costs as well as program enhancements that align with our responsibility to elevate the employee experience. Some of our offerings include:
Comprehensive Health Care Benefits
HSA Employer Contribution/ FSA Opportunities
Wellbeing Program
401(k) plan with company matching
Company paid Life, AD&D, and Short-Term Disability
Generous My Time Off & Paid Holidays
Varsity Brands Ownership Program
Employee Resource Groups
St. Jude Partnership & Volunteer Opportunities
Employee Perks including discounts on personal apparel and equipment
Varsity Brands companies are equal opportunity employers. Qualified applicants will receive consideration for employment without regard to race, religion, color, national origin, citizenship, gender, sexual orientation, gender identity, veteran’s status, age or disability.
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BSN SPORTS, A VARSITY BRANDS COMPANY - THE RECOGNIZED LEADER IN TEAM ATHLETIC GEAR For over 50 years, BSN SPORTS has been the largest team sporting goods equipment and apparel distributor of choice in the United States. Our 3,000 BSN SPORTS employees strive to support the Heart of the Game by putting valuable time back into the day of coaches and administrators through excellent service platforms. Our company mission is simple: Save coaches and administrators time with everything they do off the field so they have more time to impact young lives on it. WORK TYPE:
Full Time Hybrid - in office Monday-Thursday and work from home Friday LOCATION DETAILS:
Farmers Branch, TX
What You Will Do Portfolio-Level Search Strategy & Governance (B2B + DTC)
Own and evolve a portfolio-wide search strategy spanning multiple web properties with distinct audiences, business models, and conversion goals.
Balance upper-funnel brand visibility, mid-funnel product and solution discovery, and lower-funnel conversion optimization across B2B and DTC properties.
Define search priorities by property, audience, and intent type (informational, commercial, navigational, transactional), ensuring alignment with broader marketing and business objectives.
Establish and enforce SEO governance standards that scale across sites, templates, and business units while allowing for necessary differentiation between B2B and DTC experiences.
Technical SEO Leadership Across Complex Architectures
Serve as the marketing-side technical authority for SEO across multiple site architectures, content models, and merchandising frameworks.
Partner with Innovation UX and Development teams to define technical SEO requirements and acceptance criteria for new site modules, templates, releases, and migrations.
Own SEO implications for: Crawlability, indexation, and rendering; Site architecture and internal linking at scale; Performance and Core Web Vitals; Structured data and entity clarity across products, solutions, and content; Canonicalization, redirects, pagination, and faceted navigation.
Implement monitoring and controls to rapidly identify and mitigate SEO regressions across all properties and business lines.
Search-Led Content & Discovery Enablement
Develop scalable frameworks for search-driven content and discovery across B2B and DTC use cases, including: Topic clusters and solution ecosystems (B2B); Product discovery, category optimization, and comparison content (DTC); Brand and authority-building content that supports both audiences.
Partner with Content Production and Brand Marketing to ensure content is optimized for search intent while maintaining brand integrity and audience relevance.
Guide content creation, refresh, and consolidation strategies using performance data, competitive analysis, and evolving search behavior.
AI / LLM Visibility (AIO/AEO/GEO) Across Audiences and Use Cases
Own the approach to improving visibility and accuracy across AI-powered discovery surfaces, including AI Overviews and LLM-based assistants.
Assess how B2B and DTC content is retrieved, summarized, and cited by LLMs, identifying gaps in authority, clarity, and entity representation.
Design and execute experiments to improve AI-surface inclusion and brand representation, including: Structured data and entity optimization, Content structure and formatting, and Authority and topical depth strategies.
Translate emerging LLM trends into practical guidance for content, experience design, and technical implementation.
Measurement, Insights, and Dual Conversion Accountability
Own organic search and AI-discovery performance reporting across all properties, with clear differentiation between brand, discovery, and conversion metrics.
Partner with Analytics & Optimization to connect SEO efforts to: B2B lead quality and conversion contribution and DTC revenue, conversion rate, and average order value (where applicable).
Build dashboards and monitoring routines that surface both portfolio-level trends and property-specific performance drivers.
Communicate insights, risks, and opportunities in a way that informs roadmap decisions and cross-functional trade-offs.
Cross-Functional Orchestration in a Federated Model
Act as the primary SEO and AI-discovery partner to: Digital Experience Lead (CRO roadmap, experimentation, and personalization impacts), Innovation UX & Development (technical implementation, sequencing, and QA), Digital Merchandising (taxonomy, navigation, product, and solution discovery patterns), Brand Marketing Business Partners (campaign alignment, segment priorities, and messaging consistency), Content Production / Copywriting (scalable content systems and optimization standards), and Paid Media AOR (landing page alignment, insight sharing, and major launch coordination).
Advocate for early SEO involvement in planning cycles to avoid late-stage rework and performance risk.
Illustrative Success Measures
Growth in qualified organic traffic across B2B and DTC properties
Improved discoverability and resilience for priority brands, products, and solutions
Increased contribution of organic traffic to B2B lead generation and DTC e-commerce revenue
Reduced frequency and severity of SEO regressions tied to releases or merchandising changes
Evidence of improved inclusion and accuracy in AI/LLM-driven discovery surfaces
Qualifications
Demonstrated success in balancing brand awareness, discovery, and conversion outcomes within a single search strategy
Strong technical SEO expertise and ability to partner effectively with engineering teams
Comfort working across both lead-generation and e-commerce business models
Strong analytical skills and experience in tying organic performance to downstream business outcomes
Clear interest in and experimentation with AI-driven search and LLM-based discovery
Familiarity with complex product catalogs, solution taxonomies, or multi-brand architectures preferred
Exposure to experimentation, CRO, and personalization programs that intersect with search preferred
Portfolio thinker: Able to balance competing priorities across sites and audiences
Technical translator: Bridges marketing needs and engineering execution effectively
Systems-oriented: Builds governance and standards that scale
Curious and adaptive: Actively tests and learns in the evolving AI/LLM landscape
Influential collaborator: Drives alignment without direct authority
Education/Experience
8+ years of progressive SEO experience managing multiple web properties with differing audiences and conversion models
Experience supporting both B2B and DTC audiences within a shared or federated web ecosystem preferred
Experience partnering with paid media teams/agencies on landing page and discovery alignment preferred
Physical Requirements
The physical demands that are described as required are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
This job operates in a professional office environment. Largely a sedentary role requiring ability to operate a computer and technology on a daily basis.
Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities required of the employee for this job.
Join the Best Team in Sport & Spirit
At Varsity Brands, we believe every student deserves the opportunity to succeed and every educator wants to make a difference. It takes a team to make a real impact, and through our two divisions – BSN SPORTS and Varsity Spirit – and our network of 6,000+ employees and independent representatives, we are proud to partner with a wide range of educational institutions and club and professional sports to transform the student journey in SPORT and SPIRIT.
Our Values Service
- We lead with heart. We champion community. Passion
- We love what we do. It fuels our purpose. Integrity
- We do what we promise. We own our actions and decisions. Respect
- We earn it by giving it. Because everyone deserves it. Innovation
- We never stop striving to be better. For ourselves and our community. Transparency
- We are committed to openness and honesty in everything we do.
Benefits We are committed to putting you and your families first. For benefits eligible roles, we offer a variety of choices and costs as well as program enhancements that align with our responsibility to elevate the employee experience. Some of our offerings include:
Comprehensive Health Care Benefits
HSA Employer Contribution/ FSA Opportunities
Wellbeing Program
401(k) plan with company matching
Company paid Life, AD&D, and Short-Term Disability
Generous My Time Off & Paid Holidays
Varsity Brands Ownership Program
Employee Resource Groups
St. Jude Partnership & Volunteer Opportunities
Employee Perks including discounts on personal apparel and equipment
Varsity Brands companies are equal opportunity employers. Qualified applicants will receive consideration for employment without regard to race, religion, color, national origin, citizenship, gender, sexual orientation, gender identity, veteran’s status, age or disability.
#J-18808-Ljbffr