Director of Integrated Search

Who We Are

The Farmer’s Dog was born from a mission to change the landscape of pet health, providing dogs and their humans with honest, smart, and simple care. We’re starting by radically improving the $90 billion pet food industry, replacing bags of highly‑processed pellets with a personalized subscription service that sends complete and balanced, freshly‑made dog food directly to customers’ doors. Our ultimate goal is to create innovative, delightful and personalized experiences across all aspects of pet care, and we believe our direct‑to‑consumer business model, holistic approach to growth, and dynamic culture uniquely position us to shepherd this backwards industry into the future.

We have big ambitions, our mission is to give dog lovers true peace of mind by helping them do the best for their dogs – this will require us to completely reimagine how we care for our dogs and drive meaningful shifts in an industry that is desperate for change. That’s why we’re looking for a highly innovative, strategic, and data‑driven Director of Integrated Search to build and scale channels via flywheels and to drive sustainable, long‑term growth for The Farmer’s Dog.

Reporting into our SVP of Acquisition, the Director of Integrated Search role is designed to unify organic and paid search strategies to maximize visibility, drive traffic, and improve ROI. You’ll have the opportunity to take the foundation we have in place (including an existing team of high‑performing operators) and evolve it to establish The Farmer’s Dog as the leading trusted pet care brand and the best option for dogs.

• Leadership: Defining the overall vision for both organic (SEO) and paid (SEM/PPC) search to deliver on customer acquisition objectives. Set clear expectations through OKRs, provide direct and empathetic feedback, and continuously redefine what best‑in‑class looks like.
• Integrated Search Management: Overseeing both channels to ensure a cohesive approach, such as using high‑performing SEM keywords to inform SEO content strategies.
• Defensive Search: Own our core narrative around fresh dog food, nutrition, and differentiation across search engines, treating trust, education, and credibility as inputs to customer acquisition performance.
• AI Adaptation: Staying ahead of search engine algorithm updates and AI‑driven search changes to maintain a competitive advantage, including AI‑driven discovery, LLMs, and AI overviews in the SERP.
• Performance Tracking & Analytics: Monitoring key KPIs, analyzing data, and reporting on traffic, rankings, and conversions.
• Team Management & Development: Leading, mentoring, and scaling teams of SEO managers, specialists, and SEM experts.
• Budgeting & LTV Optimization: Managing substantial budgets and optimizing spend to drive LTV‑positive growth.
• Test & Learn: Execute a rigorous test & learn experimentation plan with Analytics to connect advocacy efforts to conversion rate, CAC, trials, and subscription growth.
• Partnership: Partner with the Brand Content team to ensure authoritative, accurate, and compelling content consistently outranks negative or low‑quality narratives.

• You have 7+ years of experience in digital marketing, with deep knowledge in both SEO and PPC/SEM.
• You’re an expert in tools like Google Ads, Google Search Ads 360, Google Analytics, SEMrush, Ahrefs, and Google Search Console.
• You have a technical understanding of search algorithms, PPC bid strategies, website architecture, and HTML.
• You have demonstrated your ability to build and manage both 0 → 1 and large‑scale growth programs for consumer businesses (especially excited about you if you have demonstrated excellent execution of 1:1 at scale). You’ve done this in a holistic, customer‑focused manner.
• You are an exceptional people manager. You expect a lot, but you support your team along the way. You empower your reports and create cultures and ceremonies/feedback loops so that everyone can and should operate with autonomy. You encourage feedback and debate from your function and across all levels. You are passionate about developing talent.
• You…