Director of Web Strategy

Overview

The Director of Web Strategy leads our agency’s integrated digital performance initiatives—overseeing all aspects of website strategy, SEO, AIO, and GEO. This role ensures that every client website is built and maintained to deliver top-tier visibility, engagement, and conversions across search engines, AI-driven platforms, and local discovery systems.

As both a technical and strategic leader, the Director of Web Strategy guides cross-functional teams—including web developers, SEO and AIO specialists, and analysts—to deliver measurable results that align with client goals and upholds our reputation for excellence in senior living marketing.

Key ResponsibilitiesLeadership & Strategy

• Lead the Web, SEO, AIO, and GEO teams in setting strategic direction, defining success metrics, and ensuring flawless execution across all client sites.
• Collaborate with agency leadership to integrate web and organic strategy into the broader Digital Strategy department’s objectives.
• Mentor and develop team members across technical, creative, and analytical disciplines.
• Partner with the Digital Ads, Marketing Automation, Content, and PR teams to ensure cohesive cross-channel optimization.
• Serve as the agency’s subject-matter expert on web best practices, search evolution, and AI-driven digital discovery.

Website Strategy & Management

• Oversee the full lifecycle of website projects—from planning and design through launch and ongoing optimization—ensuring performance, accessibility, and compliance.
• Direct ongoing maintenance, Core Web Vitals improvements, and overall site health monitoring.
• Manage technical SEO integrations during migrations, redesigns, and replatforming projects.
• Evaluate and recommend tools and technologies that enhance development efficiency, analytics accuracy, and automation potential.
• Ensure that all sites follow best practices in structure, UX, security, and data integrity.

SEO, AIO & GEO Optimization

• Develop and implement comprehensive SEO strategies covering on-page, off-page, and technical areas to improve search visibility and rankings.
• Develop SEO- and AIO-driven content calendar to ensure all websites' search visibility and rankings are superior.
• Lead AIO (AI Optimization) initiatives to increase visibility within AI-driven search experiences and content generation platforms.
• Implement schema, structured data, and semantic markup to strengthen content recognition in AI search results.
• Guide content teams on AI-assisted creation strategies that align with E-E-A-T standards.
• Oversee GEO optimization efforts, ensuring every client community is highly visible in local search and map listings.
• Manage NAP consistency, business profiles, reviews, and regional keyword targeting.
• Conduct SEO, AIO, UX, and CRO audits and competitive analyses to identify performance gaps and opportunities across all clients.

Analytics & Optimization

• Ensure accurate setup of analytics and conversion tracking across all websites.
• Monitor and interpret data to identify trends, opportunities, and risks in site performance and organic traffic.
• Present clear, actionable insights and recommendations to internal teams and clients.
• Integrate AI and predictive analytics tools to forecast digital trends and improve decision-making.
• Partner with digital ads and automation teams to test and optimize landing pages for conversion performance.

Qualifications

• 3+ years of experience in web strategy, SEO, or digital marketing leadership (agency experience preferred).
• Deep understanding of SEO, AI-driven search optimization, and local search ranking factors.
• Expertise in WordPress, technical SEO, and structured data implementation.
• Strong familiarity with GA4, Tag Manager, Search Console, and major SEO tools (Semrush, Screaming Frog, BrightLocal, LocalFalcon, etc.).
• Working knowledge of AI-driven content and search tools (ChatGPT, Gemini, Perplexity, Claude, etc.).
• Excellent leadership, communication, and presentation skills.
• Experience managing multi-client portfolios with measurable performance outcomes.
• Senior living or healthcare marketing experience a plus.

KPIs & Success Metrics

• Growth in organic, AI, and local search visibility for client websites.
• Improved Core Web Vitals, accessibility scores, and page performance.
• Higher conversion rates from organic and local channels.
• Timely, on-budget, and high-quality website launches.
• Positive client satisfaction and retention.
• Continuous adoption of best practices in SEO, AIO, and GEO across all web initiatives.

Job Types: Full-time, Contract

Pay: $85,000.00 - $95,000.00 per year

Benefits:

• 401(k)
• Health insurance
• Paid time off

Work Location: Remote