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One of the coolest SEO jobs around!

We are working with New Balance in their search for an SEO Manager based in beautiful St. Louis — just a hop, skip, and a jump from Washington University, the world renown (and FREE) Saint Louis Zoo, and the Saint Louis Art Museum. There’s no better way to spend a sunny day than in St. Louis — the biggest small town in America.

HARRY’S COMMENTS: When I was a senior at the University of Georgia, I was required to take a class called fitness for life. I say “required” because I had put off all of my PE requirements until the final semester of my senior year, thinking that I would take badminton and basket weaving classes and coast to my graduation. I overslept on the day of registration, and the only available PE class was called Fitness for Life which counted as much as the other two classes combined.

I soon found out why: Fitness for Life meant running.

At the time, I was smoking cigarettes and drinking beer every day, and Fitness for Life required me to run 3 – 5 miles four days a week at 7:30 AM. Initially, it was a total nightmare. But I bought a pair of New Balance 630’s (because I thought other brands were for posers) and got with the program.

Best thing that ever happened to me.

Eventually my body adjusted, and I stopped smoking and drinking. My head cleared. I lost weight. Girls looked at me differently. That was fun! I enjoyed a wit and clarity of thought I hadn’t experienced in years. My emotions stabilized as my heart got whipped into phenomenal shape. My anxiety about my life after college vanished.

Food tasted better. The air smelled cleaner. I felt much better about myself.

Then a funny thing happened: After I graduated, I kept running. Like Forrest Gump — until I was 46 years old. In fact, the only reason I stopped running (~15,00 miles later) was because I started rowing.

For the 22 years strong, I “saw myself” as a runner. I felt better about myself because of my relationship with the activity and the discipline running required. I felt caveman healthy. I competed in races, met great people, and I could eat whatever I wanted – as much as I wanted, whenever I wanted. Life was good! And I owed it all to my running shoes.

I tell you this because I want you to know what running can mean to people. It can be a religion, with the human body as its temple.

New Balance is one of the world’s most respected names in running. The firm has been around for over 100 years, and it the only company in the athletic footwear business that still builds athletic footwear in the USA, in New England where ‘Merican workers produce New Balance’s most iconic shoes, including ‘custom’ shoes made exactly to for an individual’s unique style.

What a COOL company!

New Balance is a rapidly growing, multi-billion dollar global privately held company. While it’s roots and heritage are in US running, the rapid global growth, the retail brand focus, and younger/faster brand expression has completely transformed this company into a major player. Yet, despite the growth, the company remains grounded in strong family values like teamwork and integrity.

The company is investing heavily in marquee athletes and teams that fit the New Balance values and consumer aspirations … baseball athletes like CJ Wilson, Jose Baltista, and Dustin Pedroia, tennis athletes like Milos Raonic and Heather Watson, track athletes like Jenny Simpson and Emma Coburn, soccer athletes like Aaron Ramsey, and leading global clubs like Liverpool Footbol, Celtic Football, the Boston Red Sox, the Los Angeles Dodgers, and the New York Road Runners. In this role, you will get to work across all and fully capitalize on their impact with your target shoppers.

With more than 1000 retail stores around the world, and a rapidly growing global eCommerce suite, NB is evolving it’s outstanding product-driven culture into a sophisticated, consumer focused retail-centric marketing orientation. Multi-channel. Multi-device. The company needs digital stars to make this transition. NB’s value proposition is expanding and evolving, but its mission is not: To delight consumers and help them achieve their athletic goals.

The meaning of word “athletic” broadens every year.

Most of NB’s consumers participate in running, cross training, and sports as a means to stay in shape. Some of these athletes are totally dedicated. Others, it is just a part of their life. The list of sports and athletic activities that New Balance supports is long, and NB helps these athletes achieve their goals in a wide range of areas.

New Balance competes in both apparel and footwear, and a lifestyle-oriented business is growing like a weed. To whit: Last September NB launched a series of successful women’s catalogs that drove significant traffic to its site and stores.

In general, New Balance serves three basic types of consumers: younger, smart, wired consumers where running is part of their life but isn’t the only aspect of their interests; student athletes who are leaders on their teams and carry their love of sport through their college years; and a range of lifestyle consumers who evolve their look and style shaping how you can create relevant shopping experiences.

As NB’s New SEO Manager, you’ll be responsible for defining the firm’s SEO strategy and plans. Everything. You’ll develop partnerships with relevant stakeholders to target the right keywords, and you’ll increase NBUS’ search position to the first, second, or third positions across all key targeted areas.

Defining the NB SEO strategy will encompass:

  • Keyword research and maintenance
  • Delivery of revenue expectations and year over year growth
  • Leadership and SEO Advocacy within Global New Balance Marketing, PR, Product, and Social teams to deliver the plans and tactics that achieve the SEO Strategy
  • Reviewing proposed features, functionality, and enhancements for SEO viability from a technical perspective.
  • Keeping pace with SEO, search engine and internet marketing industry trends and developments and advise changes as needed.
  • Working with Marketing, Product and Engineering partners to push for technical SEO best practices.

To win in this role, not only must you be an SEO expert (for real), but also you’ll need to be a great communicator. This is a new position, so you’ll asked to bring your NB colleagues up to speed on the increasingly vast and complex world of mobile and desktop SEO: What is it? Why does it matter? How is it evolving? How can it help NB? How exactly do NB’s fans search for NB product and content online? And what’s required of everyone to get traction in search (Google, Bing, YouTube, DuckDuckGo, etc.).

You’ll need to be able to simplify EDUCATE others by simplifying complex concepts. You’ll need to evangelize for SEO in appropriate, non-corny ways. And you’ll need to help others understand that smart SEO is really just an ongoing PROCESS that involves everyone.

As usual, we spent a ton of time on the phone with this client teasing out exactly what you’ll need to KNOW and DO to hit the ground running in this role. Some of the things we can share with highly qualified candidates include …

  • The “real” background requirements for this position, along with the top five things all resumes MUST have to be considered for the role.
  • The top five problems that exist due to this position being open. These are the little fires you will be expected to put out during your first month on the job. Every job has these — whether your recruiter wants you to know about them or not!
  • What your average day / week will look like in this role. There’s what you read in the standard job posting … then there’s reality. We’ve got the reality.
  • The top KPI’s that will determine your success in this role. In a nutshell: How you keep score.
  • The major projects you’ll need to complete by Day 100 to be considered a home-run in this position. We’ve got the lowdown on how you can plug-and-play and drive REAL value in this job.

We have a massive amount of proprietary intel to share with qualified candidates. Our industry research for this assignment exceeds 100 pages! Be sure to TEXT Kelley Newsome for this info at (423) 748-0660.

View Harry Joiner's LinkedIn profileView Harry Joiner’s profile

Requirements

  • 4 years of experience developing websites and applications with HTML5, and XML.
  • 2 years of nitty-gritty SEO experience.
  • Deep experience with Google Custom Search, Webmaster Tools and Google Analytics and experience creating and maintaining project schedules using project management systems.
  • Significant experience optimizing backend elements (like .htaccess, robots.txt, etc.) as well as frontend elements (such as meta descriptions, page speed, etc.) for maximum SEO benefit.
  • Experience in quantifying marketing impact and SEO performance and strong understanding of technical SEO (sitemaps, crawl budget, canonicalization, etc.).
  • Excellent problem solving and analytical skills with the ability to dig extensively into metrics and analytics.
  • Proven success in link building and viral strategies
  • The ability to deploy an effective local and long-tail search strategy
  • A deep understanding of mobile strategy and how it relates to SEO
  • A solid grasp of how blogging, press releases, social media, and related strategies go hand-in-hand with SEO
  • Experience in building inbound organic search traffic and improving SERPs.
  • background in creating reports showing web analytics data and site evaluations.

Education

  • BA/BS degree in Computer Science, Engineering or equivalent practical experience.

Applications for this position are being coordinated by Kelley Newsome. To apply, CLICK HERE.  Candidates, please be sure to email Kelley for additional information that will differentiate you in your candidacy. Due to the intensely competitive nature of this search, thorough preparation for these interviews with this proprietary material is strongly recommended.

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Harry Joiner

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