Job Description

The Digital SEO Strategist will be responsible for supporting JD Finish Line’s e-Commerce Search Engine Optimization (SEO) program by establishing SEO standards and best practices that will aid in driving incremental traffic and sales to the Finish Line and JD Sports US website. This individual will effectively exhibit JD Finish Line’s core values of Customer, People, Winning, Community, and Financial Responsibility in everything they do by performing the following main duties:

Research & Analysis:

• Perform competitor analyses to discover growth insights and opportunities.
• Monitor traffic and understand the impact of optimizations as well as external changes like seasonality, algorithm updates, SERP changes, AI Overviews and Search GPT.
• Work with the greater SEO Team to communicate Social SEO results and develop strategies, tactics and initiatives necessary to achieve business goals.
• Maintain current knowledge of best practices and latest developments in Organic Search including SERP changes, algorithm updates, AI Overviews, Search GPT and more.

Strategy:

• Use a hypothesis-driven, analytical approach to improving Organic Search, including Local and Social SEO. Always use analytics to drive performance and decision making.
• Work with the greater Digital Marketing team to communicate Organic results and develop strategies, tactics and initiatives necessary to achieve business goals.
• UXO & CRO: Perform deep-dive analyses and implement robust testing strategies to identify opportunities to grow and optimize performance.
• Own bi-weekly audit process to advise on SERP appearance and frontend competitor analysis. Create and execute an action plan based on audit findings.
• Build a blog content strategy including measurable KPIs that supports business growth.

Tactical:

• Collaborate cross-functionally to produce blog content that meets brand standards and achieves business goals.
• Own communication with the Organic Social team to provide updates on projects and tasks that are ready for consideration.
• Optimize current content including title tag and meta description, headers, copy and internal linking to improve ranking and UX.
• Perform quarterly audits of seasonal pages.
• Provide ongoing support to enhance the visibility of organic social posts. Support includes keyword and hashtag research, trend research and competitive analysis.
• Produce quantitative reporting and qualitative explanations on monthly performance.
• Field special projects and requests as needed.
• Help manage external agencies, partners and platforms:

Local SEO:

• Own relationship with third party vendors to maintain the digital footprint of physical storefronts including local store pages and directories.
• Communicate cross-functionally to acquire necessary information from store and regional marketing managers.
• Create local posts that are engaging, informative and support overarching business goals and objectives.

Required Education and/or Experience:

Bachelor’s degree (B.A) from a four-year college or university or equivalent experience required, with Business, Marketing, Communication or IT preferred. Minimum of 2 - 4 years of e-Commerce SEO experience. A solid understanding of SEO (technical and content) and data analysis is a must. In-house or multi-vendor retailer experience and conversion rate optimization is a plus.

Physical Demands:

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

• Sit for more than 6 hours per shift
• Use hands to finger, handle and feel
• Reach with hands and arms
• Talk and/or hear
• Stand for up to 2 hours at a time regularly
• Walk or move from one location to another regularly
• Periodically may need to climb, balance, stoop, kneel, or crouch
• Lift and/or move up to 10 pounds regularly and up to 50 pounds occasionally
• Punctuality and regular attendance consistent with the company’s policies are required for the position.
• Average workweek is 40 hours, which can vary depending on business need.
• The work environment for this position is a moderately noisy office setting.

The company reserves the right to modify this job description with or without notice. Employees may be asked to perform additional duties outside of normal job scope on a temporary basis per the company policy. Pay range: $62,000 - $72,000 (Depending on Experience); 10% bonus target. This role will be eligible for medical, dental, vision, 401k, sick leave, parental leave, and company paid time off plan.

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