Alpha Paw Overview: Crazy, Fast-Growing pet eCommerce Company
Alpha Paw runs some of the top websites for pet owners on the planet and we’d love your help in continuing to grow this amazing brand! We’re a force for good in the world; donating money, supplies, and over 250,000 meals to 30+ shelters in the last year.
With 25 Facebook pages, we have an overall social reach around 5 million pet owners and we're excited to continue expanding! Since we were founded in 2018, Alpha Paw has grown to $20m/yr in revenue. This year, we're on track to hit $40 million, with a goal to hit $100m/yr in the next two years. We’re ambitious AF and would love to have you along for the ride!
Job Summary:
We are looking for an experienced SEO & Organic Growth leader to drive the organic growth strategy for Alpha Paw. This role will be responsible for owning and scaling the current organic growth team and strategy, including SEO and organic social.
You will own both the technical and content/distribution side of onsite and offsite SEO and will be focused on persona-based content strategies targeting the highest value search opportunities, as well as education and engagement opportunities within our organic social audiences. All of which will funnel into growing the unpaid portion of our customer acquisition and retention.
About this role:
- Create and drive overall SEO strategy for Alpha Paw
- Deeply understand both what our prospective customers are searching for, as well as what our current audience is interested in to drive engagement and growth within our owned social media pages
- Become the in-house expert at for Alpha Paw for website page structure, optimizing for organic search and conversion.
- Consistently facilitate detailed keyword research to inform Alpha Paw’s content strategy and drive ongoing page optimization
- Drive off-site SEO strategy in partnership with external agencies (i.e. link building, toxic link cleanup etc...)
- Make sure that we are performing consistent SEO audits and utilize learnings to drive actionable requirements for product and engineering teams
- Manage the team and strategy for creating content to engage audiences across the buyer journey
- Oversee the creation and execution of the SEO and social editorial calendar & persona-based content map aligned to buying stages, both first purchase and repeat
- Maintain ongoing measurement of organic search and social KPIs
Qualifications and Skills
- 6 years of experience in SEO and content marketing, ideally for a direct to consumer company
- 4 years of leadership experience
- Experience across social networks, blogs, & editorial
- You are technical, analytical, and empathetic to the customer’s wants and needs.
- You understand what drives word of mouth, and you know how to measure it.
- Proven track record of delivering major business impact through organic search and social
- Strong technical SEO skills, with expertise in content optimization, structured data, HTML, CSS, JavaScript, XML, information architecture, crawlability, and indexability
- Strong analytical skills, with prior experience leveraging web analytics platforms (Google Search Console, Google Analytics, Ahrefs, etc.) to inform tactical decisions and strategy
Our Mission:
2.2 million pets end up in shelters each year. Our mission is to reduce that and get pets into loving homes. The more business we do, the more good we can do. 10% of profits goes into the Alpha Paw Foundation to help animals in need.