Vans: Digital Search Engine Optimization - Costa Mesa, United States - VF Corporation

Description

As Manager of SEO, you will be a key contributor to the delivery of a best-in-class digital experience for Vans. You will develop and implement effective search engine optimization strategies to drive quality organic traffic and improve our online presence across the North America websites (US and Canada) and mobile app. This includes managing on-page SEO and off-page SEO activities, optimizing keywords and phrases, introduction and optimization of new landing pages, link building and analyzing web analytics data. The position reports to the Senior Manager of User Experience and is a hybrid position working 3 days at our Costa Mesa, CA headquarters and 2 days from home.

Join the Vans Family

Vans is the original action sports footwear company, rooted in authenticity and creativity. Founded in 1966, we have thrived on a legacy of impacting our greater community through four pillars: action sports, music, art, and street culture. We are constantly inspired by the creative voyagers within our company and community. For them, creativity is about the journey, not just the output. Our mission is to empower everyone to use creativity to discover themselves. Our vision is to create a world where anyone can be their unique self.

At Vans, our culture sets us apart and influences everything we do. We are driven by our five values: We have HEART – also referred to as the "Van Doren Spirit." We are relentlessly CURIOUS about our consumers and the world around us. We are UNAPOLOGETICALLY AUTHENTIC and wholeheartedly believe the most "Off the Wall" thing you can do is be yourself. We are driven by a spirit of INGENUITY . And we are passionate about local COMMUNITIES . And most of all, we are a family that has fun together.

At Vans we empower creative exploration and inspire youth culture through a commitment to inclusivity. We welcome anyone and everyone into our global family and proudly celebrate an environment where individuality is embraced, equal opportunities thrive, and everyone is empowered to reach their greatest potential.

By joining our family, you will be immersed in an environment of incredibly supportive and collaborative people. We work hard across many initiatives to bring the Van Doren Spirit to life. We live for what we do.

How You Will Make a Difference

What you will do:

• Define and implement an SEO roadmap aligned with business goals; continuously optimize strategies based on industry trends, algorithm updates, and performance metrics.
• Conduct thorough keyword research and SEO analysis to identify relevant target keywords and phrases.
• Establish and execute effective on/off-page SEO strategies to improve website visibility and SERP rankings.
• Optimize website content, meta tags, headers, and URLs to ensure alignment with target keywords and enhance search engine crawlability.
• Identify technical SEO issues and collaborate with the Site Operations and Digital technology teams to implement solutions for improved website performance and user experience.
• Conduct SEO audits, competitive analysis, and benchmarking to identify opportunities for improvement and stay ahead of competitors in search rankings.
• Track and analyze website traffic, user behavior and conversion rates to assess the effectiveness of SEO strategies and make data-driven recommendations.
• Develop link-building tactics and manage backlink profiles to improve the site's authority and credibility.
• Oversee content relevance.
• Stay abreast of emerging SEO trends and technologies, explore innovative ways to enhance SEO efforts.
• Deliver weekly/monthly reporting as a narrative that is recommendation driven based on detailed findings.
• Effectively manage communication with the Paid Marketing team to ensure campaigns are leveraging relevant keywords and URLs.
• Educate key cross-functional stakeholders on SEO best practices and share out performance results.
• Own the SEO agency relationship and manage their output against agreed upon objectives and KPI targets.

How you will do it:

• Working with cross-functional partners you will build and execute SEO strategies to grow our organic traffic and online business. Additionally, you will be a partner with our technology team to develop optimal processes and features for back and front-end experiences.

What success looks like:

• Enhancing Van's websites' visibility, boosting search engine rankings and driving organic search traffic with a keen eye for optimization across content, site structure and performance.

Free To Be,Inclusion & Diversity

As a mission-led, performance driven company, we strive to foster a culture of belonging based on respect, connection, openness, and authenticity. We are committed to building and maintaining a workplace that celebrates the diversity of our associates, allowing them to bring their authentic selves to work every day.

Skills for Success

Years of Related Professional Experience: 5+ years

Educational Position Requirements:

A formal education and subsequent undergraduate/graduate degrees are nice to have, but we are most interested in your total experience and professional achievements.

The Ideal Candidate:

• Proven experience as an SEO | SEM Manager (3+ years)
• Relevant SEO certifications (such from Google, SEMrush)
• Experience managing SEO in a lifestyle apparel and footwear market.
• In-depth knowledge of SEO best practices, search engine algorithms and digital marketing trends
• Proficiency with SEO and analytics tools like Google Search Console, SEMrush, BrightEdge, ScreamingFrog, DeepCrawl, MOZ, Google Keyword Planner and Google Analytics or Adobe Analytics
• Experience with content management systems (CMS) and website optimization platforms, like SFCC (Page Designer, Coremedia), Magento, SAP Hybris, Shopify
• Comfortable managing and analyzing large sets of data, summarizing findings into concise product narratives, and ultimately driving data-backed decisions confidently.
• Basic understanding of website design, development, HTML/CSS/Java-script/XML coding, Pay Per Click (PPC) advertising and link-building strategies.
• Knowledge of technical SEO, including speed optimization for web and mobile
• Familiarity with social media marketing and its impact on SEO
• Knowledge of A|B testing
• Experience with SEO testing and experimentation.
• Understanding of conversion rate optimization (CRO) principles
• Highly proficient in Excel and PowerPoint
• Strong project management skills to handle multiple SEO initiatives simultaneously.
• Experience in a project management tool such as Confluence JIRA, Wrike, Asana
• Excellent communication skills, with the ability to work collaboratively across teams and lead projects when necessary.
• Can manage workload independently and prioritize tasks.
• Process driven, detail oriented and a problem solver.
• Highly organized and methodical in approach with a proactive and curious mindset
• Ability to implement and learn new systems and process with urgency.
• Results focused.

VF Guiding Principles: Live with Integrity, Act Courageously, Be Curious, Act with Empathy, and Persevere.

What's in it For You

We are in the business of unleashing human potential, driven by the ideas, energy, and commitment of our people. That is why we offer comprehensive benefits that encourage mental, physical, and financial well-being for all VF associates. When it comes to benefits, we are the total package. Go to and click on "Looking to Join VF?" to learn more.

Our Parent Company, VF Corporation

VF is one of the world's largest apparel, footwear and accessories companies connecting people to the lifestyles, activities, and experiences they cherish through our family of iconic outdoor, active and workwear brands. At the heart of our journey lies our company-wide purpose: We power movements of sustainable and active lifestyles for the betterment of people and our planet. This is our purpose. It is the reason we come to work every day. It is a commitment shared by our global associates across all brands. Our purpose unites us and leads us to pursue our goals, together. This is our calling. Learn more at

We just have one question. Are you in?

Hiring Range:

$96,768.00 USD - $120,960.00 USD annually

Incentive Potential : This position is eligible for additional compensation awards that may include an annual incentive plan, sales incentive, or commission potential. Specific details of the additional compensation eligibility for this position will be provided during the recruiting and interview process.

Benefits at VF Corporation : You can review a general overview of each benefit program offered, including this year's medical plan rates on and by clicking Looking to Join VF? Detailed information on your benefits will be provided during the hiring process.

Please note, our hiring ranges are determined and built from market pay data. In determining the specific compensation for this position, we comply with all local, state, and federal laws.

At VF, we value a diverse, inclusive workforce and we provide equal employment opportunity for all applicants and employees. All qualified applicants for employment will be considered without regard to an individual's race, color, sex, gender identity, gender expression, religion, age, national origin or ancestry, citizenship, physical or mental disability, medical condition, family care status, marital status, domestic partner status, sexual orientation, genetic information, military or veteran status, or any other basis protected by federal, state or local laws. If you are unable to submit your application because of incompatible assistive technology or a disability, please contact us VF will reasonably accommodate qualified individuals with disabilities to the extent required by applicable law.

Pursuant to all applicable local Fair Chance Ordinance requirements, including but not limited to the San Francisco Fair Chance Ordinance, VF will consider for employment qualified applicants with arrest and conviction records.

VF Diversity Vision Statement VF is committed to creating an inclusive environment that welcomes and values the differences among all of our associates, customers, suppliers and the communities in which we live and conduct business. The continued success and growth of VF is enhanced through initiatives that promote diversity throughout VF around the world.VF is an equal employment opportunity/ affirmative action employer of minorities, females, protected veterans and the disabled. VF is committed to providing equal opportunities in employment, and treating our VF associates and VF applicants without discrimination on the basis of their race, color, gender, age, national origin, religion, sexual orientation, gender identity or expression, marital status, citizenship, disability, protected veteran status, HIV/AIDS status, or any other legally protected factor.