Job Description
The Search Marketing Specialist drives visibility, traffic, and conversions across organic search, paid search, and AI-driven discovery for Outdoor Cap, JUNK Brands, Legendary Headwear, and related business units. This role owns SEO, SEM, and product feed management, ensuring our brands show up when and where customers are searching.
From optimizing Google Ads campaigns and merchandise feeds to making sure our sites are structured for SEO and generative AI search, this role blends technical know-how with growth strategy. You'll work across e-commerce, wholesale, and brand initiatives to ensure search becomes a force multiplier for customer acquisition and brand visibility.
Essential Duties & Responsibilities
Search Strategy & Integration
- Develop and execute a unified SEO and SEM strategy for Outdoor Cap, JUNK Brands, Legendary Headwear, and other subsidiaries.
- Adapt strategies to evolving search experiences including AI Overviews, answer engines, and Performance Max campaigns.
- Partner with Growth Marketing Specialist to align search and social acquisition tactics.
Paid Search & Feed Management
- Own Google Ads campaigns across Search, Shopping, and Performance Max.
- Manage budgets, pacing, bid strategies, and keyword portfolios to deliver on CAC, ROAS, and revenue targets.
- Oversee product feed health and optimization in Google Merchant Center, ensuring product data is accurate, complete, and aligned to campaign goals.
- Collaborate with Product Data and Digital Merchandising teams to improve feed quality, taxonomy, and seasonal relevance.
SEO Leadership
- Conduct keyword research, competitive analysis, and gap assessments to guide content and product positioning.
- Optimize site content, metadata, structured data, and internal linking for higher organic visibility.
- Perform technical audits to ensure crawlability, indexing, and Core Web Vitals compliance.
- Develop content recommendations for Creative and Brand teams to capture organic demand.
Analytics & Insights
- Define and track search KPIs including organic traffic, SERP rank, Shopping impressions, click-through rate, conversion, CAC, and ROAS.
- Build dashboards with GA4, Google Ads, and Search Console to monitor performance and surface insights.
- Provide leadership with actionable recommendations, balancing budget efficiency and growth.
Cross-Functional Collaboration
- Partner with Brand Marketing Leads to support campaigns, launches, and seasonal pushes with aligned search strategies.
- Collaborate with Digital Marketing and Marketing Ops on site architecture, landing page optimization, and CRO.
- Work with Product Data and E-commerce teams to ensure product content and feed data meet search engine requirements.
Project Management
- Maintain a prioritized backlog of SEO and SEM initiatives with clear deliverables and timelines.
- Conduct pre-launch checks for campaigns, site updates, and product launches to ensure search readiness.
- Run campaign reviews and post-mortems to document learnings and scale successes
Skills and Competencies
- Expertise in SEO (on-page, technical, content) and SEM (Google Ads, Shopping, Performance Max).
- Strong knowledge of product feed management (Google Merchant Center, feed optimization tools).
- Understanding of how AI and answer engines are reshaping search.
- Ability to connect search performance to CAC, ROAS, and LTV outcomes.
- Proficiency with analytics tools (GA4, Search Console, Ads Manager, feed management platforms).
- Strong collaboration skills across marketing, creative, and product teams.
- Organized and detail-oriented project manager.
Education & Qualifications
- Bachelor's degree in Marketing, Business, or related field preferred.
- 3-5 years of SEO and SEM experience, ideally with e-commerce or consumer brands.
- Experience managing product feeds and Shopping campaigns required.
- Familiarity with AI-driven SEO/SEM tools a plus.
Physical/Mental Requirements
- Must be able to remain in a stationary position (seated) 80% of the day and occasionally reach, bend, and move inside the office to access files and product.
- Required to have close visual acuity to perform computer tasks and operate other office machinery.
- The person in this position frequently communicates with internal and external customers and must be able to exchange accurate information in a clear manner.
- Ability to movelbs occasionally throughout day.
- Ability to hear a phone ring.
- Must be able to visually differentiate colors.
Nothing in this job description restricts management's right to assign or reassign duties and responsibilities to this job at any time.
Job Tags
Seasonal work, Work at office,