Requirements
- You have 7+ years of experience in digital marketing, with deep knowledge in both SEO and PPC/SEM
- You’re an expert in tools like Google Ads, Google Search Ads 360, Google Search Ads, Google Analytics, SEMrush, Ahrefs, and Google Search Console
- You have a technical understanding of search algorithms, PPC bid strategies, website architecture, and HTML
- You have demonstrated your ability to build and manage both 0 → 1 and large scale growth programs for consumer businesses (especially excited about you if you have demonstrated excellent execution of 1:1 at scale). You’ve done this in a holistic, customer-focused manner
- You are an exceptional people manager. You expect a lot, but you support your team along the way. You empower your reports and create cultures and ceremonies/feedback loops so that everyone can and should operate with autonomy. You encourage feedback and debate from your function and across all levels. You are passionate about developing talent
- You are a maximizer - you continue to set the bar higher
- You lead through others - you don’t need to be the one to ‘do all the things’ to have an outsized impact
- You thrive in high pressure, high stakes environments. You have natural drive and you work hard. You maintain early stage startup intensity at any scale
- You’re not afraid to disagree, and yet you can also comfortably admit when you were wrong
- You are skeptical, peek around corners effectively and continuously, and you are right the first time most of the time
- You love dogs
What the job involves
- We have big ambitions, our mission is to give dog lovers true peace of mind by helping them do the best for their dogs – this will require us to completely reimagine how we care for our dogs and drive meaningful shifts in an industry that is desperate for change
- We don’t believe this is possible by implementing “best practices” or operating how the rest of the industry operates
- That’s why we’re looking for a highly innovative, strategic, and data-driven Director, Growth to build and scale channels via flywheels and to drive sustainable, long‑term growth for The Farmer’s Dog
- Reporting into our SVP of Acquisition, the Director of Integrated Search role is designed to unify organic and paid search strategies to maximize visibility, drive traffic, and improve ROI
- You’ll have the opportunity to take the foundation we have in place (including an existing team of high-performing operators) and evolve it to establish The Farmer’s Dog as the leading trusted pet care brand and the best option for dogs
- Leadership: Defining the overall vision for both organic (SEO) and paid (SEM/PPC) search to deliver on customer acquisition objectives. Set clear expectations through OKRs, provide direct and empathetic feedback, and continuously redefine what best-in-class looks like
- Integrated Search Management: Overseeing both channels to ensure a cohesive approach, such as using high-performing SEM keywords to inform SEO content strategies
- Defensive Search: Own our core narrative around fresh dog food, nutrition, and differentiation across search engines, treating trust, education, and credibility as inputs to customer acquisition performance
- AI Adaptation: Staying ahead of search engine algorithm updates and AI-driven search changes to maintain a competitive advantage, including AI-driven discovery, LLMs, and AI overviews in the SERP
- Performance Tracking & Analytics: Monitoring key KPIs, analyzing data, and reporting on traffic, rankings, and conversions
- Team Management & Development: Leading, mentoring, and scaling teams of SEO managers, specialists, and SEM experts
- Budgeting & LTV Optimization: Managing substantial budgets and optimizing spend to drive LTV-positive growth
- Test & Learn: Execute a rigorous test & learn experimentation plan with Analytics to connect advocacy efforts to conversion rate, CAC, trials, and subscription growth
- Partnership: Partner with the Brand Content team to ensure authoritative, accurate, and compelling content consistently outranks negative or low-quality narratives