Director of Organic Growth, Rula

• 10+ years of experience in organic search/SEO, with progressively senior ownership of strategy and measurable business outcomes; meaningful, hands-on experience in the discipline before moving into leadership
• 5+ years of people leadership experience, including building, developing, and growing a team
• 8+ years of deep, experimentation-grounded expertise in technical SEO and AI-native discovery across search engines, AI Overviews, answer engines, and LLM ecosystems (AEO), combined with proven proficiency owning or partnering on CRO programs that drive measurable conversion and revenue growth
• Comfort operating in a rapidly evolving landscape where best practices are still emerging, creating new frameworks for measuring and growing AI-driven discovery
• Experience leveraging automation, AI, and programmatic approaches to scale content creation, optimization, and experimentation while maintaining quality
• Experience building and scaling a GTM strategy around organic channels, including making the business case for investment and defending it with data
• Strong technical fluency in site architecture, structured data, and Core Web Vitals to build credible, peer-level partnerships with Engineering and Product—shaping shared roadmaps together and driving growth priorities into collective planning without needing to write code yourself
• Experience evaluating and selecting SEO, AEO, or CRO tooling and vendors at scale

Desirable

• Rula is fundamentally transforming mental healthcare access by seamlessly bridging the gap between quality care and insurance coverage
• As Director of Organic Growth, you will steward the primary gateway to our ecosystem: our organic channels
• Reporting to the Head of Brand & Integrated Marketing and serving as a key member of the Brand Leadership Team, you will architect the vision, multi-year roadmap, and bottom-line revenue impact across organic search, Answer Engine Optimization (AEO), and Conversion Rate Optimization (CRO) as a cohesive growth engine
• We are navigating a generational paradigm shift from legacy SEO to AI-mediated discovery—including LLMs, AI Overviews, and conversational search environments
• You will define Rula’s market position in this new era, translating category-defining strategy into high-ROI Go-To-Market execution, business cases, and scalable growth across both consumer (patient) and provider segments
• Strategic Scope & Execution:
• Unlocking our next phase of growth demands blending technical domain authority with a relentless experimentation culture
• You and your team will steer full-funnel organic strategy—driving site architecture innovation, enterprise-grade structured data, and dominant share-of-voice in zero-click environments
• Concurrently, you will oversee an always-on CRO framework, systematically refining high-intent conversion pathways to maximize patient acquisition and downstream clinical outcomes
• Because organic growth at this level relies heavily on platform performance, you will act as a peer and strategic co-owner alongside Engineering, Product, and Design (EPD) leaders to identify technical investments that improve discoverability, site performance, and conversion, influencing shared roadmap priorities while respecting clear ownership boundaries
• You will also orchestrate alignment across PR, Lifecycle, Clinical, and Compliance teams—ensuring all growth mechanisms are technically robust, clinically authoritative, and fully compliant with HIPAA, WCAG, and healthcare regulatory standards
• Leadership & Commercial Accountability:
• As an enterprise growth leader, you will build, mentor, and scale a high-performing organic growth organization alongside an elite agency network, recruiting, developing, and retaining exceptional talent while fostering a culture of experimentation, accountability, and continuous learning
• You hold direct P&L accountability for growth forecasting, capital allocation, and ROI—rigorously tracking metrics from AI answer-engine market share down to CAC, LTV, and net revenue contribution
• Ultimately, you will distill complex performance data into compelling executive narratives that shape C-suite decision-making and influence company-wide investments in content, product, and brand