SEO Manager

BSN SPORTS, A VARSITY BRANDS COMPANY - THE RECOGNIZED LEADER IN TEAM ATHLETIC GEAR

For over 50 years, BSN SPORTS has been the largest team sporting goods equipment and apparel distributor of choice in the United States.  Our 3,000 BSN SPORTS employees strive to support the Heart of the Game by putting valuable time back into the day of coaches and administrators through excellent service platforms. Our company mission is simple: Save coaches and administrators time with everything they do off the field so they have more time to impact young lives on it.

WORK TYPE: Full Time Hybrid - in office Monday-Thursday and work from home Friday

LOCATION DETAILS: Farmers Branch, TX

HOW YOU WILL MAKE AN IMPACT 

The Manager, Search Marketing (SEO/AIO/AEO/GEO) is responsible for driving discoverability, qualified traffic, and downstream performance across a portfolio of web properties serving both B2B and DTC audiences. This role owns the organic search and AI/LLM visibility strategy across sites focused on brand awareness, product and solution discovery, and conversion, with lead generation as the primary B2B outcome and e-commerce sales as the primary DTC outcome.

This role must operate fluently across diverse intent models, customer journeys, and site architectures, balancing brand-building and demand capture while ensuring technical consistency and governance at scale. The Manager will partner closely with Marketing, Innovation (UX/Development), Digital Merchandising, Content, Analytics, and external agencies to ensure that SEO and AI-driven discovery are embedded across experiences rather than treated as a downstream optimization.

This role ensures that as the organization operates across multiple brands, audiences, and business models, search and AI-driven discovery remain a strategic growth lever, not a fragmented optimization exercise. It protects brand visibility, accelerates product and solution discovery, and drives measurable business outcomes, today through traditional search and tomorrow through AI-mediated experiences. Success requires deep technical SEO expertise, strong analytical judgment, and demonstrated curiosity and experimentation in the rapidly evolving AI/LLM discovery landscape, where search visibility increasingly extends beyond classic SERPs.

WHAT YOU WILL DO 

Portfolio-Level Search Strategy & Governance (B2B + DTC)

• Own and evolve a portfolio-wide search strategy spanning multiple web properties with distinct audiences, business models, and conversion goals.
• Balance upper-funnel brand visibility, mid-funnel product and solution discovery, and lower-funnel conversion optimization across B2B and DTC properties.
• Define search priorities by property, audience, and intent type (informational, commercial, navigational, transactional), ensuring alignment with broader marketing and business objectives.
• Establish and enforce SEO governance standards that scale across sites, templates, and business units while allowing for necessary differentiation between B2B and DTC experiences.

Technical SEO Leadership Across Complex Architectures

• Serve as the marketing-side technical authority for SEO across multiple site architectures, content models, and merchandising frameworks.
• Partner with Innovation UX and Development teams to define technical SEO requirements and acceptance criteria for new site modules, templates, releases, and migrations.
• Own SEO implications for: Crawlability, indexation, and rendering, Site architecture and internal linking at scale, Performance and Core Web Vitals, Structured data and entity clarity across products, solutions, and content, and Canonicalization, redirects, pagination, and faceted navigation
• Implement monitoring and controls to rapidly identify and mitigate SEO regressions across all properties and business lines.

Search-Led Content & Discovery Enablement

• Develop scalable frameworks for search-driven content and discovery across B2B and DTC use cases, including: Topic clusters and solution ecosystems (B2B), Product discovery, category optimization, and comparison content (DTC), and Brand and authority-building content that supports both audiences
• Partner with Content Production and Brand Marketing to ensure content is optimized for search intent while maintaining brand integrity and audience relevance.
• Guide content creation, refresh, and consolidation strategies using performance data, competitive analysis, and evolving search behavior.

AI / LLM Visibility (AIO/AEO/GEO) Across Audiences and Use Cases

• Own the approach to improving visibility and accuracy across AI-powered discovery surfaces, including AI Overviews and LLM-based assistants.
• Assess how B2B and DTC content is retrieved, summarized, and cited by LLMs, identifying gaps in authority, clarity, and entity representation.
• Design and execute experiments to improve AI-surface inclusion and brand representation, including: Structured data and entity optimization, Content structure and formatting, and Authority and topical depth strategies
• Translate emerging LLM trends into practical guidance for content, experience design, and technical implementation.

Measurement, Insights, and Dual Conversion Accountability

• Own organic search and AI-discovery performance reporting across all properties, with clear differentiation between brand, discovery, and conversion metrics.
• Partner with Analytics & Optimization to connect SEO efforts to: B2B lead quality and conversion contribution and DTC revenue, conversion rate, and average order value (where applicable)
• Build dashboards and monitoring routines that surface both portfolio-level trends and property-specific performance drivers.
• Communicate insights, risks, and opportunities in a way that informs roadmap decisions and cross-functional trade-offs.

Cross-Functional Orchestration in a Federated Model

• Act as the primary SEO and AI-discovery partner to: Digital Experience Lead: CRO roadmap, experimentation, and personalization impacts, Innovation UX & Development: technical implementation, sequencing, and QA, Digital Merchandising: taxonomy, navigation, product, and solution discovery patterns, Brand Marketing Business Partners: campaign alignment, segment priorities, and messaging consistency, Content Production / Copywriting: scalable content systems and optimization standards, and Paid Media AOR: landing page alignment, insight sharing, and major launch coordination
• Advocate for early SEO involvement in planning cycles to avoid late-stage rework and performance risk.

Illustrative Success Measures

• Growth in qualified organic traffic across B2B and DTC properties
• Improved discoverability and resilience for priority brands, products, and solutions
• Increased contribution of organic traffic to B2B lead generation and DTC e-commerce revenue
• Reduced frequency and severity of SEO regressions tied to releases or merchandising changes
• Evidence of improved inclusion and accuracy in AI/LLM-driven discovery surfaces

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QUALIFICATIONS 

KNOWLEDGE/SKILLS/ABILITIES ​

• Demonstrated success in balancing brand awareness, discovery, and conversion outcomes within a single search strategy
• Strong technical SEO expertise and ability to partner effectively with engineering teams
• Comfort working across both lead-generation and e-commerce business models
• Strong analytical skills and experience in tying organic performance to downstream business outcomes
• Clear interest in and experimentation with AI-driven search and LLM-based discovery
• Familiarity with complex product catalogs, solution taxonomies, or multi-brand architectures preferred
• Exposure to experimentation, CRO, and personalization programs that intersect with search preferred
• Portfolio thinker: Able to balance competing priorities across sites and audiences
• Technical translator: Bridges marketing needs and engineering execution effectively
• Systems-oriented: Builds governance and standards that scale
• Curious and adaptive: Actively tests and learns in the evolving AI/LLM landscape.
• Influential collaborator: Drives alignment without direct authority

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EDUCATION/EXPERIENCE

• ​ 8+ years of progressive SEO experience managing multiple web properties with differing audiences and conversion models
• Experience supporting both B2B and DTC audiences within a shared or federated web ecosystem preferred
• Experience partnering with paid media teams/agencies on landing page and discovery alignment preferred

PHYSICAL REQUIREMENTS  

The physical demands that are described as required are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.   

•  This job operates in a professional office environment.  Largely a sedentary role requiring ability to operate a computer and technology on a daily basis.

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Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities required of the employee for this job.

JOIN THE BEST TEAM IN SPORT & SPIRIT

At Varsity Brands, we believe every student deserves the opportunity to succeed and every educator wants to make a difference. It takes a team to make a real impact, and through our two divisions – BSN SPORTS and Varsity Spirit – and our network of 6,000+ employees and independent representatives, we are proud to partner with a wide range of educational institutions and club and professional sports to transform the student journey in SPORT and SPIRIT.

OUR VALUES

Service - We lead with heart. We champion community.

Passion - We love what we do. It fuels our purpose.

Integrity - We do what we promise. We own our actions and decisions.

Respect - We earn it by giving it. Because everyone deserves it.

Innovation - We never stop striving to be better. For ourselves and our community.

Transparency - We are committed to openness and honesty in everything we do.

OUR BENEFITS

We are committed to putting you and your families first. For benefits eligible roles, we offer a variety of choices and costs as well as program enhancements that align with our responsibility to elevate the employee experience. Some of our offerings include:

• Comprehensive Health Care Benefits
• HSA Employer Contribution/ FSA Opportunities
• Wellbeing Program
• 401(k) plan with company matching
• Company paid Life, AD&D, and Short-Term Disability
• Generous My Time Off & Paid Holidays
• Varsity Brands Ownership Program
• Employee Resource Groups
• St. Jude Partnership & Volunteer Opportunities
• Employee Perks including discounts on personal apparel and equipment!

Varsity Brands companies are equal opportunity employers. Qualified applicants will receive consideration for employment without regard to race, religion, color, national origin, citizenship, gender, sexual orientation, gender identity, veteran’s status, age or disability.