Director SEO & Web Operations

We are seeking a strategic, data-driven Director of SEO & Web Operations to lead enterprise, national, and multi-location SEO strategy, multi-brand web operations, conversion rate optimization, and digital measurement across 1,100+ franchise locations, 15 brand websites, and a corporate site. Leading a team of four direct reports, this role will balance centralized digital governance with hyper-local lead generation to strengthen organic visibility, accelerate revenue and traffic growth, and build scalable, high-performing digital experiences across the organization.
Core Responsibilities
Enterprise, National & Local Search Strategy

Lead comprehensive national SEO, enterprise search, and local SEO strategies across all brand and franchise systems to grow leads, revenue, traffic, organic visibility, and market share.
Oversee centralized management of 1,100+ Google Business Profiles, local map pack rankings, citation networks, and automated review management platforms.
Build localized content and landing page frameworks that allow individual franchisees to dominate regional search results without cannibalizing main domain authority.
Monitor search engine algorithm changes and industry trends continuously, establishing standardized SEO KPIs and adapting cross-brand strategies accordingly.
Drive innovation in AI search, Generative Engine Optimization (GEO), voice search, and emerging organic discovery experiences across all digital domains.

Website Infrastructure, Governance & CRO

Own and govern the overall website ecosystem (15 brand sites + corporate site), managing external partner agencies to ensure technical architecture, security, accessibility, Core Web Vitals performance, compliance, and uptime.
Establish website standards, governance policies, and operational procedures to prevent rogue local digital footprints while providing franchisees with compliant, high-converting digital assets.
Prioritize and manage major site migrations, redesign initiatives, digital platform integrations, structured data implementations, and multi-site CMS updates.
Lead Conversion Rate Optimization (CRO) and UX initiatives based on analytics, user behavior, testing methodologies, and research to continuously optimize user journeys and lead capture.
Oversee the overall digital marketing technology stack supporting web properties, tracking, and compliance.

Analytics, Reporting & Digital Measurement

Oversee end-to-end organic performance measurement, website tracking, and organic lead generation reporting frameworks.
Build executive dashboards and translate complex search and web data into actionable business recommendations for brand and executive leadership.
Ensure accurate cross-platform tracking, digital attribution, data collection standards, and proper governance of website consent management and data privacy practices.
Champion data-driven decision-making throughout the organization.

Team Leadership, SOPs & Operational Scaling

Direct, coach, and develop a team of 4 direct reports, providing strategic direction, mentorship, and career development opportunities.
Foster a team culture of innovation, accountability, continuous improvement, experimentation, and cross-functional collaboration.
Establish clear SOPs, scalable workflows, and resource allocations aligned with high-impact business goals.
Design scalable support models, ticketing SLAs, and self-serve documentation to efficiently assist 1,100+ franchise owners with web and listing needs.

Cross-Functional Leadership & Franchisee Support

Serve as the primary SEO and web subject matter expert across the enterprise.
Partner closely with brand teams, franchise support, IT, Operations, Legal, Creative, Marketing, and Executive Leadership to align digital strategies with company growth objectives.
Communicate strategic initiatives, opportunities, risks, and performance updates to key stakeholders and franchise advisory councils.
Advocate for franchisee needs while maintaining enterprise brand control and improving visibility into support request resolutions.

Vendor & Innovation Governance

Manage multi-million dollar technology, vendor, and agency budgets across listing platforms (e.g., Yext), hosting, analytics, CRO tools, and external development teams.
Evaluate, select, negotiate, and manage scopes of work and contracts, holding vendors accountable to KPIs, deliverables, and cost efficiencies.
Build a long-term roadmap for organic growth, emerging technology adoption, and digital transformation.

Success Measures (KPIs)

Organic Lead & Revenue Growth: System-wide increase in organic lead generation (forms, calls, location inquiries), revenue, traffic, and market share across all web properties.
Local Search Dominance: Top-tier Map Pack placement, impression share, and GBP engagement rates across all 1,100 franchise locations.
Technical Site Health & Conversion: Maintenance of >90+ Core Web Vitals scores, 99.9% site uptime, zero critical compliance/security vulnerabilities, and measurable UX/conversion rate improvements.
Support & Operational Efficiency: SLA adherence for franchisee web/listing tickets and successful deployment of scalable team SOPs.

Qualifications & Educational Requirements

Professional Experience: 8–10+ years of progressive digital marketing experience focusing on SEO, web operations, and technical strategy; 3–5+ years in a direct leadership role managing teams, cross-functional partners, and agency vendors.
Multi-Location Expertise: Proven track record managing enterprise-level Local SEO, Google Business Profiles, and local search infrastructure for a franchise, multi-unit retail, healthcare, hospitality, or multi-location service network with 500+ locations.
Multi-Site Architecture Management: Operational experience owning and governing complex web ecosystems (e.g., 10+ web properties, sub-domains, or multi-tenant CMS platforms).
Search & Reputation Stack: Hands-on experience with multi-location listings tools (e.g., Yext, SOCi, Webpunch, PulseM, ConsumerFusion) and technical crawl/analysis tools (e.g., Screaming Frog, Search Console).
Enterprise SEO & Analytics Proficiency: Mastery of Google Analytics 4 (GA4), Ahrefs, Semrush, CRO testing tools, and enterprise visualization platforms (e.g., Looker Studio, Power BI, Tableau).
Technical Web Knowledge: Solid technical foundation in web standards, HTML/CSS/JS fundamentals, schema markup, consent management, and multi-site CMS governance (WordPress, Webflow, Drupal, or proprietary frameworks).
Communication & Leadership: Exceptional capability to translate technical SEO and web metrics into simple business language for executive stakeholders, cross-functional teams (Legal, IT, Brand), and non-technical franchise owners.
Education / Credentials: Bachelor’s Degree in Marketing, Business, or related field (or equivalent practical experience). Google Analytics, Technical SEO, or Project Management (Agile/PMP) certifications preferred.