BSN SPORTS · 9 hours ago
Search Marketing Manager
Farmers Branch, TX
Full-time
Hybrid
Senior Level, Lead/Staff
8+ years expBSN SPORTS, a leader in team athletic gear, is seeking a Search Marketing Manager to drive discoverability and performance across its web properties. This role will focus on organic search and AI visibility strategies to enhance brand awareness and conversion for both B2B and DTC audiences.
ApparelManufacturingSporting Goods
Responsibilities
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
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
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
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
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
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
Qualification
Required
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
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
8+ years of progressive SEO experience managing multiple web properties with differing audiences and conversion models
This job operates in a professional office environment. Largely a sedentary role requiring ability to operate a computer and technology on a daily basis
Preferred
Familiarity with complex product catalogs, solution taxonomies, or multi-brand architectures
Exposure to experimentation, CRO, and personalization programs that intersect with search
Experience supporting both B2B and DTC audiences within a shared or federated web ecosystem
Experience partnering with paid media teams/agencies on landing page and discovery alignment
Benefits
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!
Company
BSN SPORTS
BSN SPORTS is a marketer, manufacturer and distributor of sporting goods apparel and equipment.
1001-5000 employees
Funding
Current Stage
Late StageTotal Funding
unknown2010-08-01Acquired
Leadership Team
T
Tom Handlen
Founder
Recent News
Sports Business Journal
2025-09-04
Company data provided by crunchbase