Job Description

Role Summary:

Free People is seeking a passionate and analytical Digital Marketing Associate Manager SEO to join our growing team. In this role, you will be responsible for developing and managing the SEO strategy for Free People, Free People EU, and FP Movement. You will work closely with several teams, including technology, merchandising, editorial and site experience. This role is perfect for individuals who love working with data, enjoy diving into trends and competitive data, and have a knack for turning complex information into actionable insights.

As a note: this role will be focused on driving the strategic direction for our SEO program but will have partners to assist with technical execution.

• Partner with Paid Media Associate Director to lead SEO efforts and serve as Free Peoples in-house organic search expert.
• Translate key business needs, category priorities, and industry trends into tangible plans for SEO activations and updates.
  • Evaluate keyword coverage for current or net-new themes, products and/or categories.
  • Identify gaps and areas of expansion to help build and bolster non-brand coverage.
• Own the SEO KPI framework and reporting suite. Help the overall digital marketing team understand performance trends across varying time frames (weekly, monthly, quarterly, etc.)
• Develop strong cross-team working relationship with merchandising partners. Help them understand rising trends and business opportunities and outline ways to bring them to life via SEO coverage.
• Partner with editorial and content teams on updates for items including SEO copy blocks, meta data, blog articles/videos, product titles, etc.
• Support ad-hoc keyword research, competitive deep dives, and SEO copywriting as needed.
• Coordinate with central SEO team on technical recommendations and roll outs. Work cross functionally on monthly site crawls and ensure any issues are addressed.
• Assist with site navigation updates, ensuring SEO best practices are accounted for.
• Stay up-to-date on SEO best practices, algorithm changes/roll outs, and overall SERP shifts. Inform internal stakeholders on how shifts in the industry may impact channel traffic levels or performance.

• Bachelors degree in marketing, business, or a related field.
• 4+ years of hands-on experience driving SEO strategy, ideally for an ecommerce or D2C brand (brand or agency experience welcome).
• Strong analytical skills with the ability to interpret and translate data into actionable proposals.
• Strong track record of leading multiple, complex projects simultaneously.
• Excellent verbal and written communication skills. Ability to influence cross-department business partners (Merchandising, Technology, Web Production, etc.)
• A passion for our business, an understanding of the Free People brand, and a desire to contribute to the company's growth and success.
• Experience with tools similar to:
  1. SEM Rush
  2. Screaming Frog
  3. Lumar
  4. Google Search Console
  5. Looker Studio
  6. Google Analytics
• An understanding of the Paid Search space and the push/pull relationship between organic and paid.

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URBN offers comprehensive Perks & Benefits to employees. Availability and eligibility to specific benefits may be subject to your location and employment status. Benefits include medical, dental, vision, PTO, generous employee discounts, retirement savings and much more! For additional information visit

URBN celebrates diversity and is committed to creating an inclusive environment for all employees. We are proud to provide equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, sex (including gender, pregnancy, sexual orientation, and gender identity or expression), religion, creed, age, physical or mental disability, national origin or ancestry, ethnicity, citizenship, service in the uniformed services, genetic information, or any other protected characteristic as established by law. We believe strongly in fostering a safe, fair and respectful work environment. To ensure compliance with our non-discrimination and anti-harassment policies, we offer anti-harassment training to managers and employees.

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