Senior Manager - Content and Organic Search

📋 Description

• • Lead and strategically scale Kin's website content and organic search presence by managing a dedicated content and SEO team, driving process improvements, and fostering a culture of high performance and continuous learning.
• • Develop and execute a comprehensive content strategy that spans SEO, brand awareness, mid-funnel conversion, and product-specific narratives, ensuring alignment with Kin's overall marketing objectives and business growth.
• • Transform existing content assets, brand voice guidelines, proprietary data, and subject-matter expertise from insurance and home loans into a cohesive and powerful content engine designed to educate, inform, and positively influence homeowner perceptions.
• • Take a hands-on approach to content creation, including writing and editing high-impact pieces such as SEO pillar pages, cluster articles, comparison content, data journalism-style storytelling, long-form guides, one-pagers, briefs, and detailed product explainers.
• • Mentor and manage a small, high-output team comprising a senior editor, a copywriter, and a senior SEO manager, fostering their professional development and ensuring the team's success.
• • Collaborate closely with SEO, Product, and Growth Marketing teams to ensure content is strategically aligned with target keyword intent, relevant funnel stages, and critical conversion goals, maximizing its effectiveness.
• • Champion a data-driven approach to content, obsessively measuring performance using key metrics to continuously optimize content for traffic quality, user engagement, and measurable pipeline impact.
• • Partner with the legal department to guarantee all content is accurate, compliant with industry regulations, and upholds Kin's commitment to clear and straightforward communication.
• • Provide essential copy editing and review support for growth marketing initiatives and internal communications, ensuring consistency and quality across all messaging.
• • Coordinate with internal marketing communications partners, including owners of organic and paid channels, to develop and optimize content calendars, identifying and promoting high-value content and timely topic ideas.
• • Work in tandem with the design team, employer brand initiatives, and other internal stakeholders to strengthen Kin's brand voice and ensure cohesive messaging across all platforms, ultimately driving brand preference and customer conversion.
• • Manage the publication of content on Kin's website, providing actionable feedback and insights to improve the Content Management System (CMS) and unlock greater scalability.
• • Establish and refine robust processes to ensure all content on kin.com remains current, accurate, and maximally impactful for homeowners.
• • Leverage cutting-edge AI tools, such as Gemini and ChatGPT, to enhance team efficiencies, explore new content formats, and drive innovation in content creation and optimization.
• • Drive Kin's visibility and authority by ensuring the company's content ranks prominently at the top of relevant organic search results and question-answering platforms, including Google, ChatGPT, Gemini, and Claude.
• • Oversee the entire content operation across the full customer funnel, refining Kin's editorial and SEO/GEO strategy, managing production, and directly linking content efforts to tangible business outcomes.
• • Foster a culture of experimentation, identifying and scaling successful content strategies while learning from and iterating on less successful tests.
• • Conceive, execute, and publish multiple data-driven studies that garner significant media coverage and establish Kin as a thought leader.
• • Enhance Kin's share-of-voice within emerging AI search results, positioning the company as a go-to resource for homeowners seeking information.
• • Become the recognized internal expert on Kin's web content and organic search performance, cultivating strong cross-functional relationships to ensure content success.
• • Actively contribute to the development and refinement of Kin's content guidelines, emphasizing clear headings, bullet points, and summaries to aid AI model comprehension and expertise surfacing.
• • Develop strategies to optimize content for the 13+ states Kin operates in, ensuring homeowners can easily find locally relevant information to inform their home and financial decisions.
• • Maintain a deep understanding of Google's 'Helpful Content' and 'Your Money or Your Life' (YMYL) guidelines, applying this knowledge to optimize content for search engines and user trust.
• • Demonstrate a strong growth mindset, a willingness to actively participate in all aspects of the role, and a commitment to taking ownership and driving results.
• • Utilize familiarity with CMS systems and analytics tools to inform content strategy and performance measurement.