Sr. Marketing Manager, SEO

About the Role

As a Senior SEO Manager, you will be instrumental in shaping Kraken's global SEO strategy, partnering with cross-functional teams to enhance organic visibility. This role is key to ensuring Kraken is discovered, understood, and trusted by a diverse global audience, from crypto natives to new investors.

Responsibilities

• Define and own the global SEO vision for Kraken’s product portfolio across web, app, and ecosystem integrations.
• Develop scalable, data-backed SEO and AEO/GEO strategies to drive user acquisition, engagement, and retention.
• Partner with product, content, engineering, analytics, and design teams to embed organic growth principles into the product development lifecycle.
• Lead AI-first SEO initiatives, adapting to Search Generative Experience (SGE) and answer engine optimization opportunities.
• Build systems for entity optimization, structured data, and topical authority across Kraken’s digital properties.
• Oversee technical SEO health at scale, including crawling, rendering, indexing, Core Web Vitals, and dynamic content handling.
• Provide strategic leadership and mentorship to SEO specialists and cross-functional contributors.
• Deliver executive-level reporting and insights, translating complex SEO metrics into actionable narratives.
• Collaborate with Localization and Regional Growth teams to expand global reach through regionalized search strategies.
• Partner with Brand, Content, and PR teams to strengthen Kraken’s E-E-A-T signals.
• Monitor competitive, algorithmic, and market trends to ensure Kraken stays ahead of industry shifts.

Requirements

• 7+ years of experience in SEO leadership, preferably in FinTech, Crypto, or high-scale e-commerce.
• Deep expertise in technical and programmatic SEO, including structured data and large-scale site architectures (>1M pages).
• Advanced understanding of AI-driven search (AEO/GEO) and semantic SEO, including entity-based optimization and LLM-integrated search behaviors.
• Proven success influencing product and engineering teams to implement SEO-driven growth at a system level.
• Strong analytical skills, fluent in GA4, GSC, BigQuery, DeepCrawl, Mixpanel, and BI tools.
• Experience driving international SEO and working with localization pipelines across multiple languages and markets.
• Demonstrated leadership in cross-functional environments, including mentoring and scaling SEO strategy.
• Familiarity with E-E-A-T frameworks, digital PR, and content authority development in a regulated industry.
• Genuine passion for Bitcoin, crypto, and decentralized finance, with an understanding of Web3 ecosystems.

Nice-to-Haves

• Experience building or optimizing AI-integrated search experiences (e.g., SGE, Bard, Gemini, ChatGPT).
• Familiarity with SEO automation frameworks, LLM workflows, and agentic tools to scale impact.
• Product management or growth experimentation background, with a systems-thinking approach.
• Experience using Kraken products and articulating how SEO can enhance product discovery.