Director, Search Engine Optimization (SEO)

About the position

We are seeking a strategic, data driven, and savvy leader to own our SEO program. In this role, you'll own the end-to-end SEO strategy and execution, driving growth in both traffic and new customers through organic search. You'll also help connect search to sign-up by ensuring people land on the right content at the right moment - whether they're comparing platforms, learning about crypto, or ready to act. With strong transactional intent across key queries, this role is central to delivering on our business goals. You'll treat the Uphold website as the 'front door' for new users - guiding them seamlessly from discovery to sign-up. Day-to-day, you'll manage all core aspects of SEO - from technical improvements and content strategy to link-building and performance tracking. You'll work closely with product, marketing, and growth teams to define the strategy and bring it to life, while partnering with content leads to produce and optimize pages that increase visibility and drive meaningful engagement. You're both strategic and hands-on - able to connect editorial and product efforts to business outcomes. You know how to prioritise what matters, focus on impact, and ensure every piece of content serves a clear purpose. You thrive in fast-paced environments. You make smart, data-informed decisions. And you stay ahead of evolving search behaviour, algorithm updates, and emerging content formats.

Responsibilities

• Identify and unlock high-impact opportunities by auditing existing content, underutilized assets, and aligning evergreen topics with what people are searching for.
• Develop, execute, and continuously improve a data-driven SEO strategy to capture intent demonstrated through search.
• Work with content in planning, production sequencing, and optimization to maximize search visibility, traffic, and revenue.
• Own the monitoring, tracking, and optimization of all published content, ensuring sustained performance and iterative improvements.
• Drive on-page and off-page SEO strategies, including backlink acquisition, digital PR, and authority exchange initiatives.
• Monitor algorithm updates and proactively adapt strategies to maintain and improve rankings.
• Ensure content is structured for featured snippets, rich results, and emerging search trends.
• Maintain strict adherence to SEO and content guidelines, ensuring best practices are consistently applied.
• Develop frameworks for SME collaboration, integrating expert insights to enhance credibility and authority.
• Lead AI and automation adoption to improve content production efficiency and quality.
• Manage site audits, page speed optimization, structured data, and mobile-first indexing.
• Track key SEO KPIs to provide real-time insights and guide data-led experimentation using tools like organic traffic, rankings, conversions, CTR, etc.) using tools like Google Analytics, Google Search Console, and SEO platforms (Ahrefs, SEMrush).
• Conduct competitive analysis and SEO forecasting to refine growth strategy.
• Shape a clear SEO narrative for internal stakeholders, connecting organic performance to product adoption, content visibility, and brand awareness.

Requirements

• 10+ years of overall related experience with 5 - 8 years proven track record leading SEO-driven content strategies with proven organic growth results, including programmatic SEO and bulk content generation.
• Deep knowledge of SEO best practices, keyword research, content analysis, and backlink strategies.
• Proficiency in site architecture, crawlability, structured data.
• Proficiency in analytics tools like Google Analytics, SEMrush etc.
• Strong data analysis and forecasting skills, with the ability to translate performance insights into clear, prioritized action plans.
• Hands-on experience leveraging AI-driven content generation, workflow automation, and quality control tools.
• Strong experience working with UX, design, and tech teams.
• Strong budgeting and deadline management.
• Excellent leadership and collaboration skills, fostering a culture of collaboration and continuous improvement.
• Experience with ASO (app store optimisation).
• Availability to travel to meet with product and marketing teams in the US and abroad.

Nice-to-haves

• Professional Blockchain or crypto experience.
• Personal blockchain or crypto interest and experience.

Benefits

• An amazing work environment in a company that continues to grow, driven by extraordinary and passionate people that keep up innovating and challenging more each day.
• An international team, in a cutting edge field, working on the most fascinating projects.
• Growth and career opportunities, and the chance to be proactive and creative.
• A flexible and enthusiastic work environment that offers you snacks, a lot of coffee and other great benefits.
• Open and transparent culture - we get together on a weekly basis to share updates, strategic plans, and engage with each other informally over food and drinks.
• Interesting events that keep you connected with the team and celebrate our success.