At WillScot, our team of nearly 5,000+ people makes our company a Great Place to Work® and we believe our people are what give us a competitive advantage in the industry. Our values are lived through our employees and aligned to the needs of our customers and communities. From day one, we invest in your growth and future while giving back to the communities we serve.
As North America’s leading provider of complete temporary space solutions, we have helped customers across 260+ locations in the United States, Canada, and Mexico get innovative, flexible workspace and portable storage solutions that are right for their timeline and project, Right From the Start.
About The Job
We are seeking an experienced SEO and CRO Manager with a strong focus on data‑driven decision‑making to develop and execute our SEO roadmap and drive organic growth and conversions. The ideal candidate will have deep technical experience and will own execution of the SEO and CRO roadmaps to improve our website’s online visibility, organic search rankings, and goals to convert a higher rate of web visitors into orders and revenue. This individual will report to the Director, SEO and will be responsible for analyzing and reporting on performance and collaborating with cross‑functional teams including Product, IT and Sales.
What You’ll Be Doing
- Develop a comprehensive, data‑driven SEO and CRO roadmap alongside the Director, SEO and our Agency of Record that aligns with business objectives and focuses on measurable improvements in organic traffic, keyword rankings, and conversions. Ensure alignment between SEM, SEO and other paid media efforts.
- Leverage advanced analytics tools (Google Analytics, SEMrush, Ahrefs, Google Search Console) to track key metrics, conduct in‑depth performance analysis, identify trends, and provide actionable insights that drive optimization and demonstrate ROI.
- Create and manage real‑time dashboards using Google Data Studio, Tableau or Power BI to continuously monitor SEO KPIs such as organic search traffic, rankings, click‑through rates (CTR), conversion rates and bounce rates, and deliver insights to key stakeholders regularly.
- Perform comprehensive competitor and market analysis using data to benchmark performance, identify gaps and leverage opportunities to outperform competitors in organic search results.
- Implement A/B and multivariate tests to optimize SEO tactics such as meta titles, descriptions, page layouts and content strategies; use statistical data to measure effectiveness and refine strategies.
- Conduct technical SEO and site audits to ensure the site follows best practices for crawling, indexing, mobile optimization, site speed and structured data; work with development teams to fix issues and improve site architecture.
- Implement SEO automation tools and processes to streamline repetitive tasks (reporting, keyword tracking, technical audits) and scale initiatives across regions or product lines.
- Use advanced keyword research techniques combined with forecasting and predictive analysis to uncover new ranking opportunities and inform content strategy; track performance to adapt tactics dynamically.
- Analyze and remove negative backlinks and acquire high‑quality backlinks from reputable sources to improve domain authority.
- Analyze existing content to identify optimization opportunities based on traffic, engagement and keyword data; collaborate with content and creative teams to create new content targeting high‑potential keywords and aligned with SEO best practices.
- Oversee on‑page optimization for individual pages, ensuring proper use of keywords, optimized meta tags, headings, images and internal linking.
- Collaborate with cross‑functional teams (developers, designers, content creators, IT, sales, marketing, product and business units) to understand needs and prioritize SEO & CRO efforts.
- Mentor and lead direct reports, fostering innovation, continuous learning and wellbeing.
Education and Qualifications
- Bachelor’s degree in computer science, business, finance, economics, data science or a related field.
- At least 7 years of progressive experience driving SEO strategy and generating significant organic growth in other B2B & B2C organizations.
- Expertise with SEO and analytics tools (Google Analytics, BrightEdge, Semrush, Ahrefs, Moz, Screaming Frog) and data visualization platforms (Google Data Studio, Tableau, Looker Studio, Power BI).
- Experience with UX design software such as Figma, Sketch, XD and the Adobe Creative Cloud suite.
- Experience with Contentful (or similar CMS), Storybook (React Native UI) and Bynder (or other DAM).
- Experience with Salesforce CRM, SF Marketing Cloud automation platform and other Salesforce suite products.
- Proven results driving traffic and SEO improvements to support B2B eCommerce.
- Experience with user‑testing and A/B testing tools like Maze and Amplitude.
- Experience in AI and machine learning applications in SEO as well as international/multi‑language SEO.
- A results‑oriented, self‑starter who can manage multiple projects effectively.
- Excellent communication skills.
Preferred Attributes
- Experience with both traditional SEO and local SEO optimization techniques.
- Proven ability to manage projects and interface between cross‑functional teams.
- Leadership experience in mentoring and developing team members.
- Experience in leading Conversion Rate Optimization roadmaps and best practices.
Physical Requirements
Ability to sit, stand, walk, etc., for an office environment; ability to be on phones for the majority of the business day.
Work Environment
Corporate Office – this is an in‑office role; not hybrid.
Benefits
All regular WillScot positions offer a generous benefits package to help our employees and their families Be Well. This includes medical, dental, vision, disability, life insurance, paid time off (including company holidays), tuition reimbursement, a retirement savings plan with company match, and more! Additional variable pay opportunities include commission, bonus, performance rewards or other incentive programs.
We are an Equal Opportunity Employer. Veterans and individuals with disabilities are encouraged to apply.