Director of Web & SEO Strategy

Become the newest member of our exciting team at SROA Capital as we redefine self-storage!

At SROA, we offer a career and opportunity to grow. We strongly believe in growing our talent and promoting within. We are proud to be honored as one of the TOP WORKPLACES of South Florida by the Sun Sentinel two years in a row.

SROA Capital is a vertically integrated private equity real estate and technology platform that has evolved into a global asset manager with a successful track record of providing risk adjusted returns to its partners through its focused strategy of investing in self-storage. SROA is headquartered in West Palm Beach, FL and has invested, redeveloped, and developed self storage across the risk spectrum in major and secondary markets across the United States under the brand Storage Rentals of America and the UK under the brand Kangaroo Self Storage with approximately 900 employees globally.

The Director, Web & SEO Strategy is a strategic, performance-driven, and technically savvy leader who owns the strategy & performance for a breadth of areas including, but not limited to:

• Visibility, rankings, and traffic from organic search, directory listings, and AI overviews/engines
• Website UX and conversion rate performance
• Website content, feature functionality & UI enhancement roadmap,
• Customer surveys, reviews and reputation management

This is a high-impact role, responsible for maximizing brand visibility, website traffic from organic channels, and customer growth through localized, on-page, and off-page initiatives as well as content, technical, and referral traffic enhancements.

As we continue to expand the business, the Director, Web & SEO Strategy will lead the next phase of our organic growth with a focus on leveraging AI-driven insights, automation, and scalable content systems. The role also plays a critical role in shaping how our brand competes and wins in search and AI overviews. The ideal candidate combines strategic vision, deep technical expertise, and a proven ability to scale and execute SEO programs within a sophisticated digital ecosystem.

Duties and Responsibilities

Strategy & Execution

• Develop and execute a comprehensive Website and SEO performance-driven roadmap encompassing technical, content, local SEO initiatives (eg, directory listings, Google/Apple Maps, etc.), and reputation management.
• Oversee SEO content strategy, including keyword targeting, internal linking, and scalable content optimization frameworks. Maintain and expand scalable page templates (e.g., "storage by city" or "service type" pages) to drive indexable, high-impact content.
• Manage SEO, Web UX, and reputation management vendors, agencies, and contractors to ensure high-quality deliverables aligned with business goals.
• Stay ahead of algorithm updates, industry, and AI-related market and technology trends, translating changes into actionable SEO strategies.
• Organize and prioritize team activities, projects, and initiatives to support revenue and customer growth objectives. Ensure team members can link day-to-day tasks to team and company goals. Develop internal team members by providing ongoing direction, feedback, and growth opportunities.

Local & Multi-Location SEO

• Identify and implement scalable strategies to generate and manage store location presence and customer reviews across platforms (Google, Facebook, BBB, Yelp, Maps, etc.) to improve visibility, trust, and conversion.
• Grow web sessions and engagement from organic, referral traffic, and non-paid media channels.
• Partner with customer experience and technology teams to boost local SEO performance through reputation management, local Q&A, and user-generated content.

Technical SEO & Website Performance

• Understand the customer journey & interactions on the website, identify all the points where sales conversion rates (CVRs) can be improved, and work with both the media and technology teams as needed to relentlessly focus on enhancing website CVR performance.
• Lead regular technical audits to identify issues and focus on the most impactful improvements across crawlability, site structure, performance, mobile usability, structured data, and indexing.
• Collaborate closely with technology teams to address technical SEO performance opportunities, embed SEO best practices throughout the development lifecycle, and implement website UI/UX enhancements.

AI & Automation Integration

• Explore and integrate AI tools for content QA, schema mapping, and large-scale keyword clustering.
• Investigate opportunities to automate SEO workflows and scale insights across content and technical areas.

Measurement & Optimization

• Lead testing and experimentation (e.g., title tags, meta descriptions, CTR testing, copy variants) to drive continuous performance improvements.
• Monitor overall SEO performance KPIs and drivers, and respond to algorithm changes with clarity, ensuring agility in both reporting and optimization strategy.

Market Research & Trends

• Stay current on search engine algorithm updates and emerging SEO trends.
• Analyze competitive SEO strategies, benchmark performance, and identify opportunities for closing gaps or capturing competitive advantages.
• Proactively identify areas for testing, innovation, or optimization, including backlink and high-authority linking opportunities with industry partners, publications, and partners.

Qualifications

• 8-10 years of hands-on experience in driving SEO and website CVR/CRO performance with a focus on enterprise or multi-location environments.
• Proven experience collaborating and leading cross-functional initiatives with marketing, technology, content teams, and third-party SEO partners.
• Experience working in agile environments, translating SEO initiatives into prioritized request backlogs, user stories, and sprint-ready requirements in partnership with product and engineering teams.
• Deep knowledge of SEO tools (e.g. Google Search Console, GA4, Screaming Frog, SEMrush, Ahrefs, Microsoft Clarity, and schema testing tools)
• Experience with Directory listing platforms for hundreds of locations (e.g., Google Business Profile, Bing Places, Yelp, Localeze, Yext, Reputation.com, Uberall, Whitespark, etc.).
• Familiarity with CMS platforms (e.g., WordPress, Contentful, Strapi) and basic HTML/CSS/JavaScript concepts.
• Strong technical fluency with web UX best practices, web architecture, page speed optimization, structured data, schema markup, and site migrations.
• Knowledge of how AI advancements in search (e.g., generative overviews, zero-click results) are transforming keyword strategy, content relevance, and user behavior.
• Ability to analyze complex data, identify insights, and present clear, action-oriented recommendations.
• Excellent communication and collaboration skills; comfortable presenting to executives and non-technical teams.
• Proficiency with cross-functional project team leadership and project management tools such as Jira, Monday.com, or Asana.
• Strong project management, organizational & problem-solving skills with the ability to prioritize competing requests and manage deadlines in a high-growth, fast-paced environments with evolving priorities and stakeholder needs.

SROA Offers:

• Competitive pay with bonus potential
• UKG Wallet – on-demand pay option
• 100% paid medical coverage options for employee-only
• Dental and vision plans for optimal care
• Eight (8) paid holidays
• Generous Paid Time Off (PTO), increasing with years of service
• Paid Maternity and Parental Leave for growing families
• 401(k) with substantial employer match and 100% immediate vesting
• Flexible Spending Accounts (FSA), Health Savings Accounts (HSA), and Dependent Care Flexible Spending Accounts (DCFSA) for tax-advantaged savings
• GAP Insurance for added financial protection
• Employer-paid Life Insurance and Short-Term Disability coverage
• Long-Term Disability (LTD) coverage for added peace of mind
• Pet insurance – because your pets are family too
• Storage Discounts to help you declutter and organize
• Access to Voluntary Benefits for personalized coverage
• Learning and development opportunities to maximize your potential and excel in your career
• A great culture that values collaboration, innovation, and inclusivity

SROA is an Equal Opportunity employer and uses the federal government E-Verify system to verify employment eligibility.