Head of Organic Growth

$184,000 - $255,990/Yr

Gartner - Austin, TX

Full-time - Senior

Austin, TX

10,001+ employees

Professional, Scientific, and Technical Services

About the position

GDM helps small to medium size business buyers find the right software and services to accelerate their growth while helping vendors find their best clients. The Head of Organic Growth will drive and develop a global, multi-brand content creation and SEO strategy that leverages GDM software and service reviews, proprietary analysis and data, and other core Gartner content assets to grow organic traffic across all GDM properties, including Capterra, Software Advice, GetApp, and Upcity. This leader is responsible for leading the overall content strategy, identifying the VIP keywords that buyers use to discover and make decisions about software and services, ensuring that GMD's content creation investments have a positive ROI, and tracking and analyzing ongoing performance. The leader will also drive strategy for offsite content (e.g. content distributed through partner channels, video content published on Youtube), thought leadership content to drive media coverage of GDM, proprietary branded content based on GDM methodologies, a guest writer program to extend our expertise and use influencers to drive traffic, content for social channels and life cycle marketing (e.g. e-mail), public relations strategy, a backlink and vendor promotion program for GDM badges and awards, and a global content creation team that focuses on creating content for local markets and managing our strategy for translating content. Additionally, this leader will be responsible for understanding and codifying best practices and staying on top of changes in Google and Microsoft's search algorithms, paying particular attention to how new AI chat interfaces and AI generated content impact organic growth strategies. Successful candidates will have a passion for serving small to medium size business customers globally, interest in technology and how it impacts business success, expertise in creating high-quality digital content at scale, proven success in developing strategy for B2B and content-intensive brands, expert analytical skills in understanding what content is driving organic success, strong people leadership skills, a proven ability to collaborate with other senior leaders, and strong general management acumen.

Responsibilities

• Collaborate with GDM leaders to develop SEO strategies based on business priorities, aligning each program with GDM's broader business strategy
• Ensure that our sites deliver high-value, unique content that provides differentiated value to buyers and demonstrate our Expertise, Authority & Trust
• Identify the most critical keywords across all categories that GDM covers and win the top three positions in the organic search results list
• Identify and codify SEO and content creation best practices that ensure that traffic growth continues as AI powered search interfaces and AI generated content changes what is necessary to win in organic search
• Ensure Content and Marketing teams are aligned on an editorial plan that meets both our audience needs and ensures effective promotability to local or global media
• Partner with Buyer Experience team to identify all content elements required to drive a superior user experience and ensure the content team delivers the highest quality content according to an agreed upon publishing schedule
• Partner with Buyer Experience and Engineering teams to develop an optimized site structure and site interlinking strategy
• Partner with Buyer Experience and Engineering teams to conduct SEO tests alongside A/B experience tests to ensure that new released experiences grow traffic and conversion rate
• Support acquisition of quality traffic by ensuring tests and recommendations don't negatively impact Vendor Conversion Rate (vCVR) or Qualification Rate metrics
• Identify and implement marketing initiatives with local and global stakeholders to increase brand awareness and traffic to our sites
• Develop and execute a global content strategy, within and across brands, that increases user engagement, brand awareness, and brand/site differentiation for our global and local sites
• Ensure the delivery of high-quality content that meets the needs of target audiences and is a core part of the buyer/user experience and journey on our global and local sites
• Champion, coach and ensure the on-time creation and delivery of high-quality and engaging multi-media content to ensure we meet the needs of our target audiences (small businesses and software vendors)
• Drive publication of insightful thought leadership content based on Gartner proprietary data
• Identify opportunities to generate unique content leveraging our proprietary data and more than 2 million user reviews
• Maintain content integrity, independence, and objectivity by leveraging and sharing best practices and approaches with Gartner Enterprise Content, where feasible
• Innovate and improve branded content to establish it as a leading resource for small to medium size business buyers and indispensable for software vendors
• Formulate and execute change initiatives that will keep our teams, systems, and content on the leading edge
• Ensure that the business is fully leveraging core Gartner R&A content, data sources, and methodologies within established guidelines

Requirements

• 10+ years of SEO strategy and content creation in competitive b-to-b and/or b-to-c marketplaces
• Comprehensive understanding of content strategy, production and digital publishing tools
• Expert user of Google Search Console, Google Analytics/Tag Manager, BrightEdge, DeepCrawl and Majestic
• Proven ability to track and analyze SEO performance and use data driven insights to prioritize content creation efforts
• BA in Business, Marketing or equivalent work experience, MBA degree preferred
• Extensive experience in strategy formulation, business planning and strategy execution
• Ability to synthesize complex ideas into simple, concise value statements and core messages that drive increased revenue and increased market awareness
• Comprehensive understanding of competitive markets and how to build/maintain marketing strategies to reach target markets
• Expertise to create and execute a strategic communications plan for various stakeholders / audiences
• Strategic leadership skills; ability to craft and articulate a clear, consistent vision and implement effective operating plans
• Demonstrated ability to create quantitative based business analysis and develop clear business strategies that optimize the growth and profitability of the business
• Demonstrated experience collaborating with product, user experience, and technology teams and working across functional units.

Benefits

• Paid time off
• 401(k) matching