Purpose & Overall Relevance for the Organization

Excellence in organic search is one of the pillars of our overall Digital Marketing strategy and is of vital importance for our site traffic generation. The Senior Manager, SEO is a key member of the eCommerce and retail Performance Marketing team, responsible for driving and optimizing our organic search activities. This position will contribute to building and executing the adidas NAM SEO strategy, in partnership with the Global SEO team, and will work with varied stakeholders to ensure its successful implementation.

This person will fully support the channel objectives to drive high quality traffic to the NAM online stores and brick-and-mortar retail locations to accelerate revenue growth with a primary focus on profitability. The ideal candidate will also connect with Brand Marketing colleagues to fully exploit all SEO opportunities in the US and Canada. This person will play a key role within the adidas NAM Digital and Marketing teams and collaborate closely with the broader NAM eCommerce, retail and Global teams to help create a best-in-class program.

Key Responsibilities

• Create and execute the adidas NAM SEO strategy, ensuring alignment with NAM Brand & Performance Marketing initiatives, Global SEO, Digital Activation, Analytics, Operations, and Global IT.
• Build and develop a best-in-class SEO team that influences, advises, and activates at all levels of the product design and launch cycle.  Provide leadership, guidance, performance management, and development to achieve team objectives.
• Lead and drive the day-to-day adidas NAM SEO operations for editorial and off-site SEO with KPI and goal accountability by monitoring and reporting US performance to Leadership and Global.
• Initiate SEO projects (relating to Go To Market and promo support, content, UX, Digital PR, etc.) to grow a multimillion-dollar revenue channel by addressing internal organization, technical, and offsite elements.
• Stay abreast of the evolution of search experiences (eg: new SERP features, AI Overviews, Search GPT, etc) and align team resources and efforts to future-proof our traffic generation programs. 
• Influence, challenge and create change across the broader global SEO, eCommerce product development and IT roadmaps to achieve goals and mitigate risk to traffic and revenue.
• Serve as the voice of SEO in the NAM offices responsible for evangelizing SEO.
• Act as the NAM SEO expert, driving best practice definition and execution, including training internal stakeholders

Key Relationships

• NAM Brand & Performance Marketing Team and the broader NAM eCommerce team, Portland, Toronto
• Global eCommerce, Product Owner, Analytics and SEO teams, Amsterdam
• NAM Brand/Business Unit Digital Marketing teams, Portland, Toronto

Knowledge, Skills and Abilities

• Possesses a leadership presence with an ability to articulate a coherent, logical, and well-orchestrated SEO vision all while adapting to the specific adidas Group situation
• Ability to influence leaders at all levels of the organization to prioritize SEO strategies within their larger objectives
• A demonstrated passion for SEO and eCommerce/performance marketing. And within SEO you possess specific skills and interests in any of the following areas: data analysis and testing, offsite optimization, AI search, digital PR, front-end/content and UX.
• Embraces and thrives in an international working environment as a result of understanding the complexities of a large, global organization
• Extremely analytical, data driven and a clear, independent thinker
• Commercially driven and interested in the broader business context
• Strong time management, planning and organizational skills
• Ability to work well under pressure and within tight deadlines

Minimum Qualifications

• Bachelor’s degree required
• 7+ years hands-on Off-site SEO or Traffic Generation experience (either agency or client side)
• Proficiency with some or all of these SEO tools/platforms: Google Search Console, Bing Webmaster Tools, Nightwatch, Moz, Semrush, Ahrefs, Screaming Frog, Adobe and Google Analytics
• Advanced computer skills with proven Excel experience
• 1-2 years of previous people management experience

• Diversity, Equity, and Inclusion at adidas means championing individual uniqueness and cultivating a culture of belonging in which everyone can create at their best. We embrace diverse backgrounds, experiences, and perspectives and seek to create a workforce that reflects our consumers and communities.
• adidas offers robust and progressive medical, including HSA (Health Savings Account) with employer funding or FSA (Flexible Spending Account) options, dental, vision, prescription drug coverage, adoption, with surrogate and fertility support, short and long-term disability, and basic life and AD&D insurance, which can be supplemented with employee-paid coverage. Employees are able to enroll in adidas’ 401k plan and Stock Purchase Plan with employer match. Full-time employees are eligible for education assistance and generous Leave policies including 14 weeks of paid parental leave.
• Employees are eligible to earn an annual bonus based on both company and personal performance. Employees accrue prorated flexible time off in the amount .4388 hours per day that increases with years of service, twelve paid holidays throughout the calendar year and Service Time Off during milestone years.
• We officially returned to office in a hybrid work environment, working 3 days in office and 2 days remote. The working location of this position is Portland, Oregon.
• Though our teammates hail from all corners of the world, our working language is English.