SEO Manager

Overview

BSN SPORTS, A VARSITY BRANDS COMPANY - THE RECOGNIZED LEADER IN TEAM ATHLETIC GEAR
For over 50 years, BSN SPORTS has been the largest team sporting goods equipment and apparel distributor of choice in the United States. Our 3,000 BSN SPORTS employees strive to support the Heart of the Game by putting valuable time back into the day of coaches and administrators through excellent service platforms. Our company mission is simple:
Save coaches and administrators time with everything they do off the field so they have more time to impact young lives on it.

WORK TYPE: Full Time Hybrid - in office Monday-Thursday and work from home Friday

LOCATION DETAILS: Farmers Branch, TX

Portfolio-Level Search Strategy & Governance (B2B + DTC)

• 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.

Technical SEO Leadership Across Complex Architectures

• 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;
  Canonicalization, redirects, pagination, and faceted navigation.
• Implement monitoring and controls to rapidly identify and mitigate SEO regressions across all properties and business lines.

Search-Led Content & Discovery Enablement

• 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);
  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.

AI / LLM Visibility (AIO/AEO/GEO) Across Audiences and Use Cases

• 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.

Measurement, Insights, and Dual Conversion Accountability

• 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.

Cross-Functional Orchestration in a Federated Model

• 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.

Illustrative Success Measures

• Growth in qualified organic traffic across B2B and DTC properties
• Improved discoverability…