SEO Growth Specialist

Scale Army

Role Overview

The SEO Growth Specialist will take ownership of the company s digital search and social advertising ecosystem while transitioning performance marketing from an external agency to an in-house operation. This role focuses on managing paid media campaigns across multiple platforms, optimizing SEO performance through technical audits and organic growth strategies, and ensuring digital channels drive measurable commercial results. The SEO/SEM & Growth Specialist will also collaborate closely with marketing, sales, and creative teams to align campaign execution with broader growth initiatives.

Key Responsibilities Paid Media Management (SEM)

• Manage the full Google Ads ecosystem, including Search, Shopping, Performance Max (PMax), Display, and YouTube campaigns
• Optimize campaigns for high-intent DIY search traffic while maintaining a consistent always-on presence
• Build and manage LinkedIn campaigns targeting architects, developers, and project managers in the commercial hospitality sector
• Maintain and scale active campaigns on Microsoft Ads and Meta (Facebook and Instagram) with platform-specific messaging strategies
• Execute advanced audience segmentation, keyword research, and retargeting strategies across the renovation customer journey

SEO & Organic Growth

• Conduct a comprehensive technical SEO audit to identify site-speed issues, crawl errors, and keyword cannibalization
• Work with the Director of Marketing to optimize product and category pages for both lifestyle-driven and specification-driven search queries
• Optimize content for emerging AI-driven search platforms and Large Language Model (LLM) search environments
• Collaborate with internal teams to develop keyword-driven blog content, motion graphics, and video assets that support organic visibility

Analytics, Performance & Margin Management

• Monitor campaign profitability using margin-based metrics, focusing on MOAZ while also tracking ROAS and CPA
• Manage conversion tracking and analytics using GA4
• Identify conversion funnel issues and propose landing page improvements or A/B testing initiatives to improve performance
• Implement a structured four-week performance review cycle and reallocate budgets toward higher-performing campaigns

Cross-Departmental Collaboration

• Work closely with the Sales and Business Development teams to evaluate the quality of leads generated through campaigns
• Collaborate with the Director of Marketing to align digital initiatives with brand strategy and product launch timelines
• Coordinate with the Social Media and 3D Design teams to request creative assets required for campaign performance