Senior Manager, Search Engine Optimization

BMO Financial Group - Toronto, ON (30 days ago)

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Managing a team of 3 SEO managers and developers, the SEO Lead is responsible for improving search engine rankings for BMO web properties in Canada and the U.S.
In practice, the SEO lead will act as the SEO content and technical coach for the organization, leading and coordinating efforts in a highly matrixed environment to drive revenue from organic sources
The incumbent will have a solid understanding of the technical aspects of SEO, as well keyword research and content strategies for SEO. She or he should have a history of driving results; be a self-starter, leading projects and presenting to executives.

Additional responsibilities of the role include managing the site tagging activities of all digital advertising partners, and collaborating on landing page development for digital advertising campaigns

Key Accountabilities

SEO BMO Enterprise North America (50%)
Accountable for SEO performance of BMO’s Canadian and American’s websites
Lead a team of 3 SEO managers and developers
Accountable for development and maintenance of key word lists for all major lines of business
Collaborate with the enterprise content team on developing on-site and off-site content strategy for all Canadian and US lines of business
Collaborate with the enterprise social media team to create a program that would amplify on-site & off-site marketing content, evaluate social listening data for SEO opportunities, and act the main marketing liaison with the social team on product marketing opportunities in organic social channels
Accountable for setting-up, maintaining an SEO reporting system and for regular reporting on SEO performance
Communicate results of analyses to various levels including executive management to help the business make decisions based on data
Accountable for maintaining a backlog of SEO technical fixes required.
Monitoring multiple teams’ SEO-impacting projects and tying those projects to SEO performance

Digital Advertising (15%)
Site tagging - Manage the site tagging activities – through Google Tag Manager - for all digital advertising vendors and platforms (including Campaign Manager Floodlights, Google Ads, Facebook, etc.)
Campaign Pages - Collaborate with the digital channels team on developing landing pages for digital advertising campaigns
Change and Innovation (10%)
Be an evangelist and expert in search engine optimization. Communicate insight and best practices with a broad range of internal audiences.
Chairing regular meetings and education sessions with multiple groups to drive SEO performance.
Participate in intra-company analytics efforts (discussion group, knowledge sharing, etc.) with other BMO stakeholders, including those focused on customer analytics.
Shares SEO successes and opportunities with the stakeholders to create an atmosphere of transparency and data-driven optimization.

Relationship Management (20%)
Works with LOBs and Digital Marketing Channels team to deliver results.
Explores information/metrics requirements and evolves reporting based on LOB feedback.
Shares metrics learning and best practices with stakeholders.

Risk Management and Control (5%)
Provide subject matter input into the effectiveness of digital programs, and make changes as quickly as possible to resolve issues.
Works with LOBs and Digital Marketing and Channels team to develop and communicate best-practices for Site and off-site(linking) strategies.
Understand requirements and monitor overall compliance to all digital policies, procedures, and brand guidelines for any/all digital properties within Financial Groups, identifying areas of concern to be completed or escalating as needed.

Knowledge and Skills

Subject matter expert knowledge and experience with all technical aspects of SEO
Subject matter expert knowledge and experience with the content aspect of SEO, and of testing for SEO impact
A good understanding of web development: html, JavaScript. Responsive design, etc. and its impact on search engines.
A good understanding of digital marketing practices and technologies
Solid understanding of user research methods: qualitative and quantitative
Good knowledge and experience of site tagging would be an asset

Technical Knowledge
Subject matter expert understanding of SEO tools (Ahrefs, STAT, MOZ, Screaming Frog, Google Search Console, Google Webmaster tools, etc.)
Solid understanding of Digital Analytics platforms (GA360, Adobe Analytics)
A good understanding of site tagging tools (GTM, DTM)
Knowledge of web product development would be advantageous

Ability to lead a cross-functional team of developers, analysts and business stakeholders through a product development process.
Ability to present to C-level executives in a clear and concise manner
An ability to put together a business case and forecasts for Search engine optimization.
Strong relationship management skills to establish productive working relationships with internal clients, external vendors and stakeholders.
Passionate about educating stakeholders on matters pertaining to search engine optimization
Advanced MS Excel experience, Proficiency in MS Office
Financial Services industry experience an asset, but not required
Excellent communication (written and oral) skills
Excellent data visualization knowledge and skills
Strong organization and project management skills

Experience/ Education

5+ years of working experience in SEO
Working knowledge of SEM would be an asset
An undergraduate degree

We’re here to help

At BMO we have a shared purpose; we put the customer at the centre of everything we do – helping people is in our DNA. For 200 years we have thought about the future—the future of our customers, our communities and our people. We help our customers and our communities by working together, innovating and pushing boundaries to bring them our very best every day. Together we’re changing the way people think about a bank.

As a member of the BMO team you are valued, respected and heard, and you have more ways to grow and make an impact. We strive to help you make an impact from day one – for yourself and our customers. We’ll support you with the tools and resources you need to reach new milestones, as you help our customers reach theirs. From in-depth training and coaching, to manager support and network-building opportunities, we’ll help you gain valuable experience, and broaden your skillset.

To find out more visit us at

BMO is committed to an inclusive, equitable and accessible workplace. By learning from each other’s differences, we gain strength through our people and our perspectives. Accommodations are available on request for candidates taking part in all aspects of the selection process. To request accommodation, please contact your recruiter.

Job Campaign Management
Primary Location Canada-Ontario-Toronto
Organisation Marketing & Strategy-X000072
Schedule full-time
Job Posting 09/17/19
Unposting Date 10/18/19