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About the Role

The Director, SEO is responsible for leading all SEO and Generative Search Optimization (GSO) activities for an agency client portfolio. This role involves overseeing client accounts, directing a team of search marketing specialists, and serving as the subject matter expert for organic search and GSO.

Responsibilities

• Develop SEO and GSO strategies based on client products, competition, industry, marketing goals, and KPIs.
• Serve as the subject matter expert across the full SEO discipline, including keyword research, technical SEO, site audits, competitive analysis, content strategy, eCommerce SEO, YouTube SEO, and local SEO.
• Lead Generative Search Optimization activities to improve brand visibility, citation, and recommendation rates across LLM-driven environments.
• Apply technical and strategic fluency across structured data, feeds, and other signals consumed by search engines and LLMs.
• Analyze performance data to develop strategic insights for SEO and cross-channel opportunities.
• Collaborate with SEM and Paid Search teams to align strategies and deliver integrated wins.
• Partner with Planning teams to align SEO opportunities and define project scope and timelines.
• Support new business pitches by contributing SEO and GSO strategy and capabilities content.
• Reframe Search conversations with clients to focus on business outcomes, brand authority, and futureproofing.
• Drive growth across the client portfolio by identifying upsell, cross-sell, and integration opportunities.
• Develop scopes of work, staffing estimates, and commercial proposals for new and expanded engagements.
• Surface client feedback, market signals, and competitive intelligence to inform the practice's roadmap.
• Lead and develop a team of SEO specialists, providing direction, coaching, and career development.
• Evaluate team performance constructively and frequently.
• Cultivate an environment that supports intelligent risk-taking, innovation, and creativity.
• Own hiring, onboarding, training, and retention for the SEO team.
• Contribute to the development of new product offerings and practice innovations, including GSO playbooks and tools.
• Collaborate with counterparts across WPP Media on corporate initiatives, automation projects, and process changes.
• Stay current with industry trends, algorithm updates, and the evolution of generative search.
• Promote SEO and GSO learning among other Directors and Group Directors.

Requirements

• Minimum 6+ years of relevant Organic Search experience with a track record of leading SEO initiatives and growth for large-scale clients, ideally at an agency.
• Hands-on experience in organic strategies, processes, analytics, and cross-discipline collaboration, with a clear history of exceeding client goals and KPIs.
• Working fluency in Generative Search Optimization, understanding how LLMs surface, cite, and recommend brands, and how to influence those signals.
• Strong knowledge of the integration points of Organic and Paid Search; SEM or Paid Search experience is an asset.
• Comfort managing and solving complex technical SEO challenges, with working knowledge of web standards (HTML, CSS, JavaScript), enterprise CMS platforms, structured data, and their SEO implications.
• Proven experience with site-side analytics platforms (Google Analytics suite, Adobe Analytics) and modern SEO tooling.
• Prior experience managing and growing a team, including training, mentoring, and developing junior members.
• Proven contribution to new business pitches and to growing existing accounts, including building scopes, capacity estimates, and commercial proposals.
• Ability to think strategically and drive solid results, and to influence cross-functional and matrixed teams through partnership and clear communication.
• Excellent verbal and written communication, exceptional organizational skills, multi-tasking ability, and attention to detail.
• Proficiency with Microsoft Office (Excel, Word, PowerPoint).
• Passion for SEO, the future of search marketing, and how it fits into the larger digital, media, and brand strategy.
• Experience with Conversion Rate Optimization and/or Testing (A/B, MVT) is a plus.

Skills

• SEO
• Generative Search Optimization (GSO)
• Keyword research
• Search intent modeling
• Technical SEO
• Site audits
• Website migration strategy
• Site relaunches
• Competitive landscape analysis
• Organic visibility analysis
• Content gap analysis
• Content audit
• Content strategy
• Content creation
• Content translation
• eCommerce SEO
• YouTube SEO
• Local SEO
• SEO implementation support
• Developer enablement
• LLM environments (ChatGPT, Gemini, Perplexity, AI Overviews)
• Structured data
• Data analysis
• Performance reporting
• Cross-channel integration
• Paid Search integration
• SEM
• Web standards (HTML, CSS, JavaScript)
• Enterprise CMS platforms
• Google Analytics
• Adobe Analytics
• SEO tooling
• Team management
• Coaching
• Mentorship
• Career development planning
• Hiring
• Onboarding
• Training
• Retention
• Product development
• Practice innovation
• Automation
• Process improvement
• Industry trend analysis
• Algorithm updates
• Generative search evolution
• Microsoft Office (Excel, Word, PowerPoint)
• Conversion Rate Optimization (CRO)
• A/B testing
• Multivariate testing (MVT)

Location

• Remote
• Hybrid

Work Type

• Hybrid

Experience Level

• Director
• 6+ years of relevant Organic Search experience

Salary/Compensations

• $110,000—$160,000 CAD

Benefits

• Competitive medical insurance
• Group retirement plans
• Vision insurance
• Dental insurance
• Significant paid time off
• Preferential partner discounts
• Employee mental health awareness days

About the Company

• WPP is the trusted growth partner for the world’s leading brands, helping clients navigate change, capture opportunity, and deliver transformational growth.
• WPP Media is WPP's AI-driven media operating unit, bringing together media, data, and partnerships to deliver creative personalization at scale.
• WPP Media is connected through WPP Open and powered by Open Intelligence, providing clients with visibility into their media investment.
• WPP Media employees can tap into the global WPP Media & WPP networks for career growth and learning.
• The company hosts various employee resource groups and in-office events.
• WPP Media believes the best work happens when people are together, fostering creativity, collaboration, and connection.

Equal Opportunity

• WPP Media is an equal opportunity employer and considers applicants for all positions without discrimination or regard to particular characteristics.
• WPP Media is committed to fostering a culture of respect in which everyone feels they belong and has the same opportunities to progress in their careers.