Manager, SEO

Overview

At PGA TOUR Superstore, we’re always looking for enthusiastic, self-motivated, flexible individuals who will share a passion for helping transform our business. As one of the fastest growing specialty retailers, we’re dedicated to hiring selfless team players from different backgrounds to influence the growth of our organization. Part of the Arthur M. Blank Family of Businesses, PGA TOUR Superstore continuously strives to create a family culture for our Associates – driven by our vision to inspire people through golf and tennis.

Position Summary

PGA TOUR Superstore, the nation’s leader in specialty golf retail, is seeking a modern Manager of SEO to redefine what organic discovery means in the era of AI and Generative Search. In this role, you’ll manage and execute organic growth initiatives that connect traditional SEO with emerging discovery ecosystems like Google’s AI Overviews, ChatGPT, Perplexity, and Bing Copilot. Working closely with senior digital leaders, agency partners, and cross-functional teams, you’ll blend technical SEO, structured data, and content strategy to ensure that when golfers search for gear, expertise, or inspiration, PGA TOUR Superstore is the trusted answer.

Duties and Responsibilities:

• Evolving SEO Strategy for the AI Era:

  • Develop and lead a modern SEO strategy optimized for both traditional search engines and AI-driven discovery ecosystems (SGE, ChatGPT, Perplexity, Bing Copilot, etc.).

  • Understand how generative search surfaces content, entities, and expertise—and help position PGA TOUR Superstore as an authoritative voice in golf.

  • Partner with content, merchandising, and creative teams to develop conversational, context-rich content aligned with how golfers ask questions and seek advice.

  • Stay ahead of evolving search algorithms, AI training sources, and emerging best practices for discoverability in generative experiences.

• Technical & Structured Optimization:

  • Partner with developers and agency teams to ensure technical SEO best practices, including site speed, crawlability, and metadata optimization.

  • Implement schema markup and structured data strategies that enhance visibility in both traditional and AI-driven search results.

  • Maintain and evolve product, service, and content taxonomies to strengthen entity recognition and search relevance.

• Content, Authority & Brand Experience:

  • Collaborate with brand storytelling and merchandising teams to produce authoritative, experience-driven content—from buying guides and expert tips to brand features and event recaps.

  • Leverage E-E-A-T principles (Experience, Expertise, Authoritativeness, Trustworthiness) to enhance the retailer’s digital credibility.

  • Create a framework to identify and amplify golf expertise (fitters, instructors, ambassadors) as first-party brand voices that resonate in AI search contexts.

• Local Visibility & Listings Management:

  • Collaborate with agency partners on strategy, execution, and reporting for local visibility to ensure store information, hours, and services remain accurate and optimized.

  • Work cross-functionally with retail operations, customer experience, and brand teams to align listings updates, reputation management, and localized content opportunities.

• Measurement & Insights:

  • Define KPIs across traditional SEO metrics (organic sessions, CTR, conversion rate) and emerging SGE visibility signals.

  • Build dashboards that connect organic discovery to omni-channel sales—both online and in-store.

  • Conduct experimentation around AI-generated snippets, summaries, and entity recognition to future-proof visibility.

  • Coordinate between internal teams (content, development, creative) and vendors to ensure projects are aligned, executed efficiently, and measured accurately.

Qualifications and Skills Required:

• 7+ years of experience in SEO, with proven success driving growth in retail, eCommerce, or lifestyle brands.

• Deep understanding of search behavior, structured data, and the evolving landscape of AI and Generative Search.

• Experience collaborating with content, UX, and technology teams to deliver SEO and content excellence.

• Proficiency in tools such as Google Search Console, SEMrush, Ahrefs, Screaming Frog, Brightedge and emerging SGE/AI visibility platforms.

• Strong analytical mindset with the ability to translate data and insights into actionable growth strategies.

• Curiosity and enthusiasm for the future of search, and for helping golfers discover new ways to connect with the game.

• A modern SEO mindset rooted in data, powered by curiosity, and ready for the AI-driven future.

• A balance of technical depth and creative instinct.

• A love for golf—or at least for connecting passion-driven communities to products and expertise that elevate their experience.

Work Environment and Physical Requirements: 

• Must be able to stand and/or sit for extended periods of time as the job is completed primarily at a desk each day. Variable desk heights are offered so alternatively sitting and/or standing at the desk is optional. 

• Flexibility to work extended and varied hours as needed.

Other Duties:

Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Duties, responsibilities and activities may change at any time with or without notice.

PGA TOUR Superstores is an Equal Opportunity Employer, committed to a diverse and inclusive work environment.