Organic Growth & Discovery Lead (SEO/AEO)

Accountabilities

Organic Growth Strategy: Define and execute the organic discovery strategy across traditional search engines and AI-powered answer platforms. Own the roadmap, budget, forecasts, and reporting cadence, aligning initiatives with acquisition goals and business priorities.
On-Site Content Strategy: Lead the content portfolio from research and planning through publication and optimization. Develop topical authority, content architecture, keyword and prompt research, search-intent mapping, editorial calendars, and content briefs. Write and edit content to publication-ready standards while regularly refreshing, consolidating, and removing underperforming material.
Off-Site Authority and Partnerships: Build brand authority beyond the company website through third-party publications, online communities, forums, affiliate partnerships, and digital PR opportunities. Collaborate with partnership and marketing teams to secure relevant placements, credible coverage, and citations that strengthen search rankings and AI-generated recommendations.
Answer Engine Optimization (AEO): Develop strategies to improve visibility across ChatGPT, Claude, Perplexity, Gemini, Google AI Overviews, and other emerging answer engines. Establish practical measurement frameworks for citations, share of voice, brand accuracy, and visibility in AI-generated responses.
Technical and Cross-Functional Collaboration: Partner with Product and Marketing Technology teams to identify technical barriers to discoverability and prioritize improvements to website structure, performance, and supporting tools. Translate SEO and AEO opportunities into clear business cases that help technical teams make informed investment decisions.
Measurement and Experimentation: Build reporting frameworks that connect organic search and AI-driven discovery to website engagement, app installs, new member acquisition, and acquisition cost efficiency. Analyze performance data, run experiments, identify growth opportunities, and optimize the web-to-app conversion journey.
Trust, Compliance, and Content Quality: Maintain strong content credibility through experience, expertise, author attribution, reliable sourcing, and factual accuracy. Ensure organic growth strategies align with financial services regulations, brand safety requirements, and appropriate standards for trustworthy financial information.
Cross-Functional Leadership: Work closely with Brand, Content, Product, Analytics, Partnerships, Affiliates, and Compliance teams to align priorities, secure resources, and deliver measurable results. Influence initiatives outside your direct ownership through data-backed recommendations and clear business cases.
Requirements
Professional Experience: At least 8 years of experience in SEO, content marketing, organic growth, or growth marketing, including at least 2 years of hands-on experience in AEO, Generative Engine Optimization (GEO), or AI search optimization.
Consumer Growth Expertise: Demonstrated success building organic discovery into a measurable customer acquisition channel, particularly in consumer-facing businesses. You should be able to explain how your work improved business outcomes, conversion performance, and acquisition cost efficiency—not just traffic or rankings.
Content Strategy and Editorial Judgment: Strong experience developing topical authority, mapping content to search intent and AI prompts, creating editorial strategies, briefing writers, and managing content production. You must be comfortable writing, editing, refreshing, consolidating, and discontinuing content based on performance and strategic value.
Off-Site SEO and Authority Building: Experience earning relevant placements, media coverage, backlinks, or citations through partnerships, affiliates, digital PR, and third-party communities. You can assess the strategic value of opportunities and prioritize initiatives that contribute to meaningful business outcomes.
AI Search Optimization: Current, hands-on experience improving brand visibility across AI answer engines, with a clear, evidence-based perspective on measuring citations, visibility, share of voice, and accuracy in an evolving search environment.
Technical and Analytical Skills: Sufficient technical SEO knowledge to interpret site audits, understand how website structure and performance affect discoverability, and collaborate effectively with Product and Marketing Technology teams. Experience analyzing data through Google Analytics 4, Google Search Console, spreadsheets, SQL, or comparable tools is expected.
Strategic Thinking and Ownership: A strong commercial mindset, with the ability to connect organic discovery to acquisition costs, customer quality, retention, and broader business objectives. You are proactive, comfortable operating in ambiguity, and able to develop strategies without relying on established playbooks.
Communication and Collaboration: Excellent written and verbal communication skills, sound editorial judgment, and the ability to influence cross-functional stakeholders. You balance independent ownership with a collaborative approach to solving complex problems and adapting to changing priorities.
Preferred Qualifications: Experience in fintech or financial services, programmatic or templated content at scale, and organic strategies for mobile applications, including App Store Optimization (ASO), would be advantageous.
Benefits
Competitive Compensation: Annual base salary ranging from $158,000 to $204,000, depending on relevant experience, skills, and qualifications.
Equity: Opportunity to receive equity compensation and participate in the company's long-term growth.
Remote Flexibility: Virtual-first work environment with the flexibility to work remotely from anywhere in the United States, except Hawaii.
Flexible Hours: Work arrangements designed to support flexibility and productivity.
Home Office Support: Home office stipend to help create a productive remote workspace.
Healthcare Coverage: Premium medical, dental, and vision insurance plans.
Retirement Planning: 401(k) savings plan with matching contributions.
Family Support: Generous paid parental and caregiver leave.
Time Off: Flexible paid time off and generous company holidays, including Juneteenth and a winter break.
Financial Wellness: Access to financial advisors and resources designed to support personal financial well-being.
Professional Growth: Opportunities to tackle complex challenges, collaborate with experienced professionals, and develop new skills while shaping an emerging growth discipline.
Team Connection: Company-wide in-person gatherings once or twice a year, complemented by virtual events that foster collaboration and relationships across the organization.
Meaningful Impact: The opportunity to build innovative organic growth strategies for financial products designed to improve access to affordable financial services for underserved consumers.