Director of SEO & SEM, Wag

• 8+ years of experience in SEO, SEM, and/or performance marketing
• Proven success scaling organic and paid search acquisition for consumer-facing digital businesses
• Deep understanding of technical SEO, content strategy, local SEO, and evolving AI search experiences
• Advanced experience with Google Ads, Google Analytics, Google Search Console, and SEO research platforms
• Strong analytical background with demonstrated ability to optimize CAC, LTV, ROAS, and conversion funnels
• Ability to work in-person 5x a week in our downtown Miami office

Desirable

• Wag! is seeking a results-driven Director of SEO & SEM to lead our organic and paid search acquisition strategies. You will own search visibility, customer acquisition, and performance across Google, Bing, AI-powered search platforms, and other emerging discovery channels. The ideal candidate combines deep technical SEO expertise with hands-on paid search experience, using data, experimentation, and cross-functional collaboration to drive profitable customer growth
• Own the SEO and SEM strategy, roadmap, and execution to drive customer acquisition, bookings, and revenue
• Optimize performance across organic search, paid search, local SEO, and AI-driven discovery (GEO/LLMO)
• Manage budgets, forecasting, and performance targets across paid and organic channels
• Lead technical, on-page, and off-page SEO, including site architecture, crawlability, structured data, Core Web Vitals, and link acquisition
• Develop scalable, intent-driven content and landing page strategies for dog walking, sitting, boarding, and related services
• Drive local SEO visibility across thousands of geographic markets and service-specific pages
• Partner with Product and Engineering to prioritize and implement SEO improvements
• Own Google Ads and Microsoft Ads strategy, including campaign structure, keyword targeting, bidding, creative, and landing page optimization
• Optimize acquisition efficiency against CAC, ROAS, conversion rate, and customer lifetime value (LTV)
• Lead experimentation across bidding strategies, ad copy, audience targeting, and conversion funnels
• Identify opportunities to improve combined organic and paid search performance
• Establish KPIs, dashboards, and attribution frameworks to measure search-driven acquisition, bookings, and profitability
• Leverage GA4, Google Search Console, Google Ads, and SEO platforms to identify growth opportunities
• Manage agency partners, external vendors, and internal resources
• Communicate performance, insights, and strategic recommendations to executive leadership