Manager of Web Content and SEO

We're hiring a Manager of Web Content and SEO on our Digital and Content Marketing team at Wesco. This is a great opportunity for someone who sits at the intersection of content, search, and digital experience. You'll lead a talented team while staying hands-on with web content strategy, SEO, paid search, and essential emerging areas like AEO and GEO. Hybrid role in Pittsburgh, PA or Glenview, IL (Chicago).

Posted by: Nate Butler, VP of Digital & Content Marketing, Wesco

Manager - Marketing (Web Content and SEO)

Pittsburgh, PA, United States / Glenview, IL, United States (Hybrid)

$93,937 - $159,693 Annually

The Manager, Web Content and SEO owns the editorial quality and search performance of content published to the company's marketing and commercial web properties. This is a hands-on leadership role: the Manager edits and optimizes web content directly, sets the standards others write to, and leads a small team of content and search specialists.

The role also leads the enterprise search and discoverability strategy - paid search, organic search, answer engine optimization, and generative engine optimization - in collaboration with our Digital Commerce team and is accountable for its day-to-day results, including the management of paid search spend against targets.

Responsibilities:

• Owns execution of integrated marketing programs across customer engagement, sales enablement, demand generation, and market awareness
• Implements marketing plans and manages associated activities, timelines, and deliverables
• Develops and executes campaigns in collaboration with cross functional partners and marketing leadership
• Interprets customer, sales, and performance data to identify opportunities and optimize programs
• Manages project workflows, agencies, and internal resources to ensure on time and on budget delivery
• Tracks results, communicates performance, and shares best practices and recommendations
• Coaches and supports team members; reinforces execution discipline and accountability

Web Content Editing and Optimization:

• Edit content destined for marketing and commercial web pages for clarity, accuracy, brand voice, and scannability
• Optimize content for web readability: heading hierarchy, chunking, sentence and paragraph length, link and media use, reading level, and accessibility
• Maintain and enforce the web editorial style guide, writing standards, and metadata requirements across every team that publishes
• Audit published content on a defined cadence and drive refresh, consolidation, and retirement decisions based on performance and accuracy

Organic Search and Discoverability Execution:

• Execute the enterprise search strategy across organic search (SEO), answer engine optimization (AEO), and generative engine optimization (GEO) for marketing-owned properties
• Lead keyword, topic, and intent research
• Drive on-page optimization - titles, metadata, heading structure, internal linking, canonical rules, and structured data and schema markup - with our technical partners within the Digital Commerce team
• Structure content so it can be surfaced and cited by AI assistants and answer engines: clear claims, consistent entity usage, credible sourcing, and question-led formats
• Monitor rankings, organic traffic, visibility, and citation across traditional and AI-driven surfaces; report results and translate them into a prioritized action list
• Partner with the Digital Commerce team on applying optimization practices to product detail pages, on-site search results, and product hierarchy, where those systems sit outside marketing

Paid Search Management:

• Run the paid search program day to day - account and campaign structure, keyword and audience targeting, ad copy, bidding approach, testing, and landing page alignment - across Google Ads and other search platforms
• Manage budget pacing and bid strategy against the budget and performance targets; forecast spend and surface variances early
• Report on paid performance (e.g. cost per click, cost per lead or acquisition, conversion rate, and return on ad spend) and recommend reallocation across campaigns, categories, and business units
• Operate paid and organic as a single search program: use paid data to inform content and organic priorities, and use organic coverage to inform where spend is and is not warranted

Web Content Strategy:

• Own the day-to-day application of the content strategy set by the Director of Digital and Web Strategy: content types, taxonomy, metadata standards, and modular content models
• Identify content gaps against search demand and customer buying stages, and bring prioritized recommendations to the Director and campaign teams
• Ensure content is built as reusable, structured components rather than one-off pages, so it can be repurposed across channels and surfaces

Website Strategy Contribution:

• Contribute to website strategy as a subject-matter expert, bringing content, search, and user intent data into information architecture, navigation, and template decisions
• Recommend template and component changes required for content quality and search performance
• Participate in testing, personalization, and conversion optimization work on marketing-owned pages

Leadership and Collaboration:

• Lead, coach, and develop a small team of web content and search specialists, managing workload, priorities, and quality standards
• Manage freelance and agency editorial or SEO resources, including scoping, quality review, and budget tracking
• Partner with campaign management, and business unit teams to keep published content aligned with campaign and commercial priorities

Qualifications:

• Bachelor's Degree in Marketing, Communications, Journalism, English, or a related field required
• Master's Degree in Marketing, Communications, Business, or related field preferred
• 6-8+ years of progressive marketing experience preferably in web content, editorial, or search marketing
• 2+ years leading people or directing the work of others preferred
• Demonstrated ability to execute integrated campaigns with measurable results
• Experience collaborating with Sales and cross-functional partners in a B2B environment
• Strong project management, prioritization, and execution discipline
• Analytical mindset with ability to interpret performance data and customer insights
• Industry experience in technology, product manufacturing, or supply chain preferred
• Hands-on SEO experience: keyword and intent research, on-page optimization, structured data, content audits, and technical diagnostics preferred
• Working hands-on paid search experience, including campaign build, bid and budget management, and performance reporting in Google Ads preferred
• Working command of how answer engines and generative search surface and cite content preferred
• Proficiency with search and analytics tooling such as Google Search Console, Google Analytics 4, and Semrush or Ahrefs preferred
• Experience publishing and managing content in an enterprise CMS, with Adobe Experience Manager preferred
• B2B content experience in a distribution, industrial, or manufacturing setting preferred
• Experience deploying AI writing tools such as Microsoft Copilot or Jasper under a defined editorial review process preferred
• Working knowledge of web accessibility standards, including WCAG preferred
• Ability to travel 0% - 25%

This amount is what we reasonably believe we will pay for the position; however, offer amounts may vary based on factors such as geographic location, relevant education, experience, qualifications, skills, shift, or any collective bargaining agreements.