Director of Organic Growth - SEO | AEO | CRO (Remote)

Rula is fundamentally transforming mental healthcare access by seamlessly bridging the gap between quality care and insurance coverage. As Director of Organic Growth, you will steward the primary gateway to our ecosystem: our organic channels. Reporting to the Head of Brand & Integrated Marketing and serving as a key member of the Brand Leadership Team, you will architect the vision, multi-year roadmap, and bottom-line revenue impact across organic search, Answer Engine Optimization (AEO), and Conversion Rate Optimization (CRO) as a cohesive growth engine. We are navigating a generational paradigm shift from legacy SEO to AI-mediated discovery—including LLMs, AI Overviews, and conversational search environments. You will define Rula’s market position in this new era, translating category-defining strategy into high-ROI Go-To-Market execution, business cases, and scalable growth across both consumer (patient) and provider segments.

Responsibilities

Steward the primary gateway to Rula's ecosystem: organic channels; Architect the vision, multi-year roadmap, and bottom-line revenue impact across organic search, Answer Engine Optimization (AEO), and Conversion Rate Optimization (CRO) as a cohesive growth engine; Define Rula's market position in the shift from legacy SEO to AI-mediated discovery; Steer full-funnel organic strategy—driving site architecture innovation, enterprise-grade structured data, and dominant share-of-voice in zero-click environments; Oversee an always-on CRO framework, refining high-intent conversion pathways to maximize patient acquisition; Act as strategic co-owner alongside Engineering, Product, and Design leaders to identify technical investments; Orchestrate alignment across PR, Lifecycle, Clinical, and Compliance teams ensuring HIPAA, WCAG, and healthcare regulatory compliance; Build, mentor, and scale a high-performing organic growth organization; Hold direct P&L accountability for growth forecasting, capital allocation, and ROI; Distill complex performance data into executive narratives

Requirements

10+ years of experience in organic search/SEO, with progressively senior ownership of strategy and measurable business outcomes; meaningful, hands-on experience in the discipline before moving into leadership; 5+ years of people leadership experience, including building, developing, and growing a team; 8+ years of deep, experimentation-grounded expertise in technical SEO and AI-native discovery across search engines, AI Overviews, answer engines, and LLM ecosystems (AEO), combined with proven proficiency owning or partnering on CRO programs that drive measurable conversion and revenue growth; Comfort operating in a rapidly evolving landscape where best practices are still emerging, creating new frameworks for measuring and growing AI-driven discovery; Experience leveraging automation, AI, and programmatic approaches to scale content creation, optimization, and experimentation while maintaining quality; Experience building and scaling a GTM strategy around organic channels, including making the business case for investment and defending it with data; Strong technical fluency in site architecture, structured data, and Core Web Vitals to build credible, peer-level partnerships with Engineering and Product—shaping shared roadmaps together and driving growth priorities into collective planning without needing to write code yourself; Experience evaluating and selecting SEO, AEO, or CRO tooling and vendors at scale

Nice to have

Experience building an AEO measurement approach or strategy from the ground up; Familiarity with modern web technologies and search infrastructure, including JavaScript rendering, CMS architectures, APIs, schema markup, server-side rendering, edge rendering, and content delivery strategies; A visible point of view in the SEO/AEO/CRO space — through speaking, writing, or industry community involvement; Category experience in high-consideration or emotionally sensitive purchase category and/or healthcare, digital health

Benefits

100% remote work environment; Attractive pay and benefits: Full transparency of pay ranges regardless of where you live in the United States; Comprehensive health benefits: Medical, dental, vision, life, disability, and FSA/HSA; 401(k) plan access; Generous time-off policies: Including 2 company-wide shutdown weeks each year for self-care; Paid parental leave: Available for all parents, including birthing, non-birthing, adopting, and fostering; Employee Assistance Program (EAP); Quarterly department stipend: Fun team-building activities or in-person gatherings; Community and employee resource groups; Home office stipend: New hire home office stipend & $50 monthly stipend to help cover internet or cell phone expenses; Wellness at Rula program: Year-round wellness initiatives and a $50/month wellness stipend