Manager, SEO

Purpose & Overall Relevance for the Organization

As a Manager, SEO at adidas, your role is to drive organic traffic to adidas US eCom through strategic SEO initiatives. You will collaborate with internal and external partners, leveraging the power of the adidas brand to grow organic traffic in support of promotional and go-to-market efforts. The SEO and paid search teams are crucial growth engines for one of adidas.com's largest acquisition channels. This position will be instrumental in integrating all facets of SEO, including technical, on-site, go-to-market (GTM), offsite, and editorial strategies, to help meet or exceed KPI targets and enhance the efficiency and ROI of our traffic generation initiatives.

Key Responsibilities

• Accountable for organic traffic and revenue generation through partnerships and content marketing.
• Support full-funnel traffic generation by coordinating SEO workstreams and managing projects from concept to delivery.
• Provide hands-on support for go-to-market and promotional campaigns with a data-driven SEO perspective.
• Manage agency partner relationships, focusing on measuring impact and documenting ROI.
• Ensure all SEO deliverables and outputs consistently meet expectations.
• Own reporting on traffic generation, partnership marketing, and PR outreach, including link acquisition, conversion and traffic lift from links, and content impact on broader brand initiatives.
• Leverage reporting and data insights to optimize programs by adjusting agency and team efforts.
• Support SEO teammates with page optimization experiments and A/B testing.
• Identify and build business cases for new opportunities that support overall SEO objectives.
• Actively collaborate with Global SEO and market leads, participating in seasonal planning, cross-functional initiatives, regular alignment meetings, sharing best practices, and fostering team culture.
• Educate and build allies in the market for your specific SEO function and SEO holistically, communicating the impact of your actions on business objectives.
• Utilize data and team insights to create impactful presentations.
• Regularly participate in seasonal Digital Planning calendar workshops.

Key Relationships

• Performance Marketing
• Digital Analytics
• NAM Brand & Brand Marketing
• Newsrooms, PR, EIM, and Sports Marketing
• NAM eCom teams
• Content Strategy & Planning
• Digital Activation

Knowledge, Skills And Abilities

• Experience with digital marketing in a brand environment.
• Experience in an eCommerce environment.
• Experience in leading a team is a plus.
• Strong communication & negotiation skills, comfortable presenting complex topics to stakeholders at various organizational levels both in person and remotely.
• Ability to lead a team and foster an inclusive team culture.
• Ability to efficiently work in a cross-functional organization and develop influential, collaborative relationships with stakeholders from digital and non-digital disciplines at all levels.
• Creative and energetic team player with a passion for traffic generation.
• Extensive experience with content marketing (strategy, production, outreach).
• Extensive experience with traffic analytics tools.
• Extensive experience with SEO tools: keyword tracking, keyword research, domain analysis, crawl and log analysis.
• Extensive experience with reporting tools.
• Very good project and account management skills.
• Fluent English, both verbally and written.

Minimum Qualifications

• 4-7+ years of digital marketing experience in organic traffic generation, paid media, or content marketing, either in-house or at a leading traffic agency.
• Proficiency with some or all of these SEO tools/platforms: Google Search Console, Bing Webmaster Tools, Nightwatch, Moz/Stat, Semrush, Ahrefs, Screaming Frog SEO Spider, Adobe and Google Analytics.

Key skills/competency

• Organic Traffic Generation
• eCommerce SEO
• Content Marketing Strategy
• Agency Management
• SEO Tools Proficiency
• Data Analysis & Reporting
• Cross-functional Collaboration
• Digital Marketing
• Project Management
• KPI Optimization