Senior Director, Search Engine Optimization and Content Marketing Lead

Choice Hotels International
Potomac, MD
May 16, 2018
May 21, 2018
Executive, Director
Full Time
In the hospitality industry, people matter. That's why here at Choice we're always looking for exceptional people - people who will challenge us, make our team stronger, smarter and more complete. People who know how to roll up their sleeves and tackle the job at hand; who go the extra mile to get the job done - and done well. At Choice we are looking for employees to connect the world through the power of hospitality - and we offer support, training and a collaborative workplace atmosphere that makes us a great place to bring together people, brands, and technology that enable success. Who are we looking for? Maybe it's you. The role The Search Engine Optimization and Content Marketing Leader is a key member of the Marketing and Customer Acquisition Leadership Team. This leader will lead the development of organic search strategy and will oversee tactics focused on driving increased search ranking, visibility and traffic for Choice Hotels and our individual brands. They will establish and manage business relationships with search engines, agencies and will partner with internal stakeholders to position SEO as an integral component of the company's go-forward strategy. Additionally, this individual will lead Choice's content marketing team and will play a crucial role in streamlining content creation processes, inspiring innovation and efficiencies and elevating content into a strategic engine for the company. They will help drive the end to end content marketing strategy, roadmap and success metrics for the group. In this capacity, they will work closely with all internal stakeholder groups including Search, Brand, Media and Advertising to support Choice's strategies and goals and drive incremental visibility, traffic and revenue for the organization. This role will include oversight of multiple agencies and an annual budget of ~$2MM across both groups. The team Reports to Vice President, Marketing and Customer Acquisition. Has a team of 18-20. Interacts regularly with all levels of internal stakeholders and external groups. Has budget responsibility. This position will ideally be located in one of our Corporate Offices (DC Metro or Phoenix, AZ). What you will do Strategic Leadership & Operations Responsible for developing long-term SEO and Content strategies and ensuring alignment with corporate objectives Leads and effectively communicates strategic change initiatives and organizational impacts. Hires, retains and continually develops diverse, high caliber talent who can contribute positively to the organization. Develops a pipeline of talent for all key positions to meet current and future needs; collaborates with the VP, Marketing and Customer Acquisition on succession planning. Leads both SEO and Content teams to achieve or exceed program goals by leveraging internal and external resources and by driving a continual focus on evolving best practices and a deeper understanding of both our business and the external landscape. Drives a service-oriented culture and provides clear strategic direction on long term goals and in the day-to-day execution of program initiatives. Organic Search Strategy, Prioritization & Execution Accountable for developing, executing and optimizing search plans to drive increases in visibility and traffic for and attracting new customers for the brand Partners with Brand, Technology and Marketing to develop and execute search advertising and optimization plans for Choice Hotels and our brands Consults with and provides thought leadership to Technology, Marketing and EComm teams resulting in optimal strategies that contribute to increased ROI for the organization Manages SEO agency relationships, day-to-day workflow and maintains/institutes formal program management processes. Leads development of Search Engine Optimization Marketing campaigns from conception to implementation; including internal approval/socialization processes, infrastructure assessments/impact analysis, keyword list development, copy creation and testing Ensures SEO best practices are leveraged across search marketing efforts Drives integration with PPC/Meta team and works to improve ROI of search programs through shared learnings, findings and recommendations on inter-channel opportunities and impacts Stays up-to-date on key search trends, tools and resources; educate and evangelizes SEO value/best practices across the Choice organization Leads overall program management for SEO efforts for all Enterprise/Brand related work inclusive of support for branding, corporate reputation management, corporate communications programs Provides ad-hoc strategic consulting on our SEO strategy, roadmap, technology engagement model and content development and syndication strategy Mentors, leads and develops an internal team of organic search experts Identify new and emerging technology, capabilities, and industry best practices to improve search program performance Partners with analytics teams to develop and evolve reporting and analyze individual channel and tactic performance to derive actionable insights to improve performance Develop and present channel strategy, plans, analysis/results and recommendations to executive leadership Develop, implement, and report on an aggressive test/learn program focused on technical and content improvements and the evaluation of emerging strategies, techniques and technologies Develop and maintain relationships with major providers in the field including Google, Yahoo/Bing and other platform/technology providers Content Marketing Strategy, Prioritization & Execution Assess current strategies and processes to identify strategic areas of opportunities for improvement and/or untapped opportunities to drive incremental page views, traffic, bookings and ROI for the content program Owns execution and ongoing success of operational improvement efforts Interfaces with the key stakeholder groups across the organization to identify and prioritize opportunities to leverage content in support of campaign, brand and channel-specific goals Understands and socializes industry trends in content development, maintenance and operations and leverage insights to recommend improvements for Choice Partners with EComm to define language translations strategy and works with key stakeholders to identify opportunities for efficiency Work with international teams to establish rules of engagement for global expansion / localization of content Assesses operational capabilities works closely with EComm and Technology to optimize digital content delivery Understand Choice's business strategy and brand-specific strategies and can identify opportunities where content can be used as a strategic lever Informs the end state vision for Content and defines and tracks metrics for success Represents Content Marketing and evangelizes, both internally and externally, the value of Choice's Content Marketing program Interfaces with internal partners, stakeholders and leadership across the organization to ensure the needs of the business are understood and incorporated into the go-forward Content strategy Leads content innovation and understands how Choice can prepare for the future, leveraging technology such as machine learning and artificial intelligence to improve content creation and placement Budget Accountability Develops and maintains departmental budgets as directed and within company policy. Develops and implements department operational policies, procedures and guidelines. Skills you have Bachelor's degree (BA or B. S.) from a four-year college or university, MBA preferred 10+ years of experience managing large-scale Enterprise SEO programs across multiple brands and/or lines of business Minimum 5 years of experience delivering smart and effective content-led strategies and overseeing content development and publishing 8-10 years leadership experience, including setting strategic direction and managing experienced direct reports at management levels Experience in project management, strategic alternatives analysis and business case development with ability to juggle multiple priorities and meet changing business needs Demonstrated success collaborating and influencing diverse business partners in matrixed organizations Expert knowledge of natural search concepts and implementation including familiarity with technical infrastructure, local SEO, linking/backlinking, content development and keyword research and analysis Demonstrated expertise in mobile search Experience with search marketing tools like BrightEdge, SearchMetrics, Conductor, etc. Experience with third party analytics and reporting tools like Google Analytics, Adobe Analytics, CoreMetrics and/or Celebrus Excellent analytical, quantitative and communication skills Enthusiastic and passionate about search marketing Experience developing and managing an annual plan and budget Experience managing and leading external agency marketing resources Mature and passionate people manager with experience building and leading teams across multiple geographies Ability to make smart decisions and maintain a sense of humor under intense deadline pressure and crisis situations Must be able to uphold Choice's Values & Performance Principles of collaboration, performance excellence, sense of urgency, openness to new ideas click apply for full job details