Vans: Digital Search Engine Optimization (SEO) Manager

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

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 also referred to as the Van Doren Spirit.

We are relentlessly about our consumers and the world around us. We are 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

• 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.
• 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.

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,

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.

• 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.
• 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.

Live with Integrity, Act Courageously, Be Curious, Act with Empathy, and Persevere.

What’s in it For You