Director of SEO - CVP

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Date: Apr 7, 2021

Location: New York, NY, US

Company: New York Life Insurance Co

 

When you join New York Life, you’re joining a company that values development, career growth, collaboration, innovation, and diversity & inclusion. We want employees to feel proud about being part of a company that is committed to doing the right thing. Through various resources and programs, you can grow your career while developing personally and professionally.

 

 

 

Role Summary
The Director of SEO will lead the charge in creating a holistic approach to ensuring that NYL.com and our agent force have optimal discoverability online. In this role, the Director of SEO will work to develop content strategies aligned to highly valued industry keywords, create and manage a SEO editorial calendar, launch an end-to-end SEO content production process, lead online discoverability strategies (including GMB/local listings), and work with our digital analytics team on developing a plan to measure and analyze natural search website traffic and content. In addition, the director of SEO will partner across the organization to provide best practices and insights for additional content creators (brand, media, etc.) to ensure all content developed for NYL.com is optimized per audience and discoverability best practices.

 

Key Responsibilities

Leadership: 

  • Work across the organization to provide SEO best practice and guidance for content creation
  • Lead SEO strategy and manage discoverability optimizations
  • Onboard and manage third-party vendor relationships and contract resources

 

SEO Content Strategy:

  • Develop SEO keyword strategy to decrease content cannibalization and improve overall article performance
  • Uncover SEO keyword gaps, and create targeted content that is aligned to marketing goals, decreases reliance on paid media, and drives natural site visitors
  • Launch content tagging and taxonomy strategy to enable personalized automated distribution of content across digital experiences
  • Define strategy to enable third-party content for republishing on NYL branded and non-branded platforms
  • Lead the local listing strategy for enhancing discoverability for all 12K NYL Agents and 100+ locations

 

Measurement:

  • Work with the Director of Analytics to define holistic content measurement strategy (e.g., funnel, audience, and conversion metrics)
  • Analyze content KPIs to identify underperforming content and make improvements
  • Review weekly dashboards / reporting with content stakeholders to communicate performance

 

Operations:

  • Develop process for content operations (e.g., ideation, optimization, authoring, proofreading, editing)
  • Join forces with the Brand team to create NYL.com content guidelines for copywriters, authors, and proofreaders
  • Provide guidance on content and write / edit / proofread content as needed
  • Partner with design team to ensure content design is engaging and drives to conversion metrics
  • Manage compliance process for all content (e.g., submissions, expirations, renewals)

 

Qualifications

  • Requires in-depth knowledge and/or breadth of experience in leading digital content strategies and SEO at a Fortune 500 company
  • Self-starter with the ability to use data and consumer insights to make strategic decisions 
  • Experience with managing multiple projects in a fast-paced, very deadline-driven environment
  • Strong presentation and communication skills. Ability to communicate complex ideas with others (junior to executives) and persuade audience to align to a single strategic point of view
  • Familiarity with SEO tools a plus (Conductor, BrightEdge, etc.)
  • Experience with AEM a plus
  • 10+ years of experience as a content editor, content strategist, or writer, with 3+ years of experience as a team leader

#LI-JP1

 

Recognized as one of Fortune’s World’s Most Admired Companies, New York Life is committed to improving local communities through a culture of employee giving and volunteerism, supported by our Foundation. We invite you to bring your talents to New York Life, so we can continue to help families and businesses “Be Good At Life.” To learn more, please visit LinkedIn, our Newsroom and the Careers page of www.NewYorkLife.com.

Job Requisition ID: 83319

 

 

 


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