Organic Search & SEO Manager

Established in 2021, Independence Pet Holdings is a corporate holding company that manages a diverse and broad portfolio of modern pet health brands and services, including insurance, pet education, lost recovery services, and more throughout North America.

We believe pet insurance is more than a financial product and build solutions to simplify the pet parenting journey and help improve the well-being of pets. As a leading authority in the pet category, we operate with a full stack of resources, capital, and services to support pet parents. Our multi-brand and omni-channel approach include our own insurance carrier, insurance brands and partner brands. 

Embrace is a subsidiary of Doubtless. Embrace Pet Insurance is leading the way in redefining pet health insurance in the U.S. We’re committed to open and honest communication, products that earn the trust of our Embraced pet parents, and customer service that’s both personal and professional.

Join an award-winning team at the forefront of the industry.

Our Sales and Service teams are J.D. Power certified for Outstanding Customer Service Experience for Phone Support. This recognition marks a turning point in how pet insurance providers are evaluated, and we’re proud to lead the way in setting a new standard for clarity, compassion, and reliability every time a pet parent reaches out for support.

Job Summary:

Embrace is seeking an Organic Search & SEO Manager to shape how one of the country’s leading pet insurance brands gets discovered across traditional search engines and the rapidly evolving world of AI-powered search. This role will own the organic search strategy and roadmap, combining deep SEO expertise with experimentation in emerging areas such as Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO).

The ideal candidate has a strong track record of building and scaling SEO programs that drive measurable business growth - not just rankings and traffic. You’ll partner across Marketing, Product, Engineering, and Content and lead external agency partners to turn organic search into a meaningful driver of qualified traffic, customer acquisition, and revenue. You don’t need to have all the answers on AI search today. We’re looking for someone with a strong SEO foundation, analytical rigor, commercial mindset, and curiosity about how consumer discovery is changing.

Job Location: Hybrid – 3 days in-office in Cleveland, OH

Main Responsibilities:     

Organic Search Strategy & Growth

• Develop and own Embrace’s organic search strategy and roadmap, connecting SEO priorities to traffic, leads, customer acquisition, and revenue.
• Identify and prioritize the highest-impact opportunities across technical SEO, content, authority, and emerging search experiences.
• Evolve our search strategy as consumer behavior shifts from traditional search toward AIpowered and zero-click discovery.
• Establish clear KPIs and measurement frameworks that connect organic performance to business outcomes.
• Communicate strategy, opportunities, performance, and recommendations to marketing leadership and cross-functional stakeholders.

SEO & Technical Optimization

• Lead SEO strategy across site architecture, crawlability, indexation, internal linking, metadata, structured data/schema, and other technical SEO fundamentals.
• Partner closely with Product and Engineering to identify, prioritize, and implement technical SEO opportunities.
• Evolve keyword strategy beyond search volume and rankings to incorporate customer intent, conversational search, and emerging discovery behaviors.
• Monitor changes in search algorithms and platform behavior and translate them into actionable priorities.

Content & Search Experience

• Partner with content and brand teams to develop authoritative, useful content that meets customer needs and drives organic growth.
• Identify content gaps and opportunities based on customer intent, competitive insights, search behavior, and business priorities.
• Guide optimization for traditional search results, featured snippets, zero-click experiences, answer engines, and AI-generated responses.
• Champion content quality, authority, and E-E-A-T principles across the organization.

AI Search, AEO & GEO

• Help define Embrace’s approach to emerging AI-driven search and discovery.
• Experiment with strategies designed to improve Embrace’s visibility and authority within AI generated answers and search experiences.
• Monitor how Embrace and competitors are represented across AI platforms and identify opportunities to improve visibility.
• Develop measurement approaches as the tools and standards for AI-search performance continue to evolve.
• Educate internal stakeholders on meaningful changes in the search landscape and their implications for the business.

Analytics & Business Performance

• Own organic search reporting and performance analysis.
• Connect organic performance to downstream outcomes such as leads, quote activity, customer acquisition, conversion, and revenue.
• Use data to identify opportunities, prioritize investments, evaluate tests, and recommend changes.
• Develop clear insights and recommendations rather than simply reporting rankings and traffic.

Agency & Cross-Functional Leadership

• Own relationships with external SEO agencies and strategic partners, including scope, priorities, performance, and accountability.
• Ensure agency resources are focused on the opportunities most likely to drive meaningful business impact.
• Partner closely with Product, Engineering, Paid Media, Content, Brand, Analytics, and Partnerships.
• Influence priorities across teams and build organizational understanding of organic search as a growth channel.

Basic Qualifications: 

• 7+ years of experience in SEO, organic search, or a closely related discipline.
• Demonstrated track record of growing organic search performance and connecting SEO initiatives to measurable business outcomes.
• Strong understanding of technical SEO, including site architecture, crawlability, indexation, internal linking, and structured data. Organic Search & SEO Manager.
• Experience developing content and keyword strategies based on customer intent and business opportunity.
• Strong analytical skills and experience using platforms such as Google Analytics, Google Search Console, SEMrush, or similar tools.
• Experience managing SEO agencies, consultants, or other external partners.
• Ability to translate complex search concepts and data into clear recommendations for both technical and non-technical stakeholders.
• Strong cross-functional communication, collaboration, and influence skills.
• Curiosity about AI-powered search and an ability to adapt strategy as search behavior and technology evolve.

Preferred Qualifications: 

• Experience in a direct-to-consumer, ecommerce, financial services, insurance, or other performance-oriented business.
• Hands-on experience experimenting with AEO, GEO, AI-search visibility, or optimization for generative search experiences.
• Experience measuring SEO against customer acquisition, conversion, or revenue goals.
• Experience working closely with Product and Engineering teams on technical SEO initiatives.
• Experience operating in a highly competitive search category.

Interview Technology Notice:
Please note that phone and video interviews or screenings may be recorded and transcribed using interview technology to support our recruitment process. By continuing with the interview, you consent to this use.

Text Messaging Notice:
If you provide a mobile phone number, you may receive job-related communications via text message. Message and data rates may apply. You may opt out of text communications at any time by replying “STOP.”

#LI-Hybrid

All of our jobs come with great benefits including healthcare, parental leave and opportunities for career advancements. Some offerings are dependent upon the location of where you work and can include the following:

• Comprehensive full medical, dental and vision Insurance

• Basic Life Insurance at no cost to the employee

• Company paid short-term and long-term disability

• 12 weeks of 100% paid Parental Leave

• Health Savings Account (HSA)

• Flexible Spending Accounts (FSA)

• Retirement savings plan

• Personal Paid Time Off

• Paid holidays and company-wide Wellness Day off

• Paid time off to volunteer at nonprofit organizations

• Pet friendly office environment

• Commuter Benefits

• Group Pet Insurance

• On the job training and skills development

• Employee Assistance Program (EAP)

Interview Technology Notice:

Please note that phone and video interviews or screenings may be recorded and transcribed using interview technology to support our recruitment process.

By continuing with the interview, you consent to this use.

Text Messaging Notice:

If you provide a mobile phone number, you may receive job-related communications via text message. Message and data rates may apply.

You may opt out of text communications at any time by replying “STOP.”