Principal Performance Marketing Manager

About the Role

Key Responsibilities

• Champion technical GEO and SEO best practices organization-wide to bolster organic search traffic and meet rigorous business goals each year, including successfully influencing teams from ideation to execution.
• Provide deep technical GEO and SEO oversight and management of site architecture, platform migrations, technology decisions, crawling/rendering, subdomains, and more.
• Reimagine the TurboTax GEO and SEO 3-year strategy in partnership with x-BU SEO leaders, AI teams, Analytics, and more, aligning with short-term and long-term business objectives.
• Employ advanced GEO and SEO techniques for AI Overviews and LLMs, targeted for Gemini, ChatGPT, Perplexity, and other top AI tools.
• Develop and implement advanced GEO and SEO 1-year strategies for schema, multimedia, Core Web Vitals (page speed), and more.
• Partner with GEO and SEO content strategy teams across the org (SEO, PR/Comms, Customer Success, Tech, and others) to ensure best-in-class technical requirements are prioritized and implemented.
• Build and drive collaborative relationships across functions (engineering, web ops, design, strategy, analytics), ensuring GEO and SEO principles are integrated from design through coding.
• Lead with effective communication at the right altitude for different audiences, and actively seek feedback from internal and external stakeholders—including agency partners—to build trust and cooperation across teams.
• Analyze and interpret user behavior and search performance to evolve GEO and SEO strategy with data-backed insights.
• Collaborate closely with Analysts and Data Scientists to advance GEO measurement for actionable insights.
• Lead GEO and SEO tracking, refine attribution across devices (desktop, mobile web, mobile app), and help deliver insightful performance reporting.
• Lead GEO and SEO testing requirements, evangelizing best practices across teams for sitewide A/B, multivariate, geo and personalization tests from concept to implementation.
• Integrate seamlessly with the PPC team and broader digital marketing channels, employing a data-driven approach to maximize outcomes and ROI.
• Manage app store optimization strategies to maximize mobile app visibility and download rates.
• Inspire and effectively manage agency partners and contractors to deliver their best work for the TT SEO team.

Requirements

• 10-15+ years of hands-on, advanced technical SEO experience; PPC and Holistic Search familiarity a plus.
• 1+ years of hands-on GEO experience, optimizing for LLMs, AIOs, and more.
• BA/BS in Marketing, Business Administration, Computer Science, or a related field.
• Expertise in SEO tools like Google Search Console, Screaming Frog, GetStat, SEMRush, Adobe Analytics, and other key industry tools.
• Outstanding analytical and problem-solving skills with a proven ability to make decisions based on data.
• Strong entrepreneurial spirit with a documented record of innovation and a 'test & learn' approach, who leads by example.
• Exceptional communication skills, adept at offering and receiving constructive feedback to strengthen team and cross-departmental relationships.
• Highly organized and detail-oriented, with an ability to manage multiple priorities and align them with the organization’s strategic goals.
• Passionate about SEO with an ongoing commitment to staying on the cutting edge of search marketing trends.

Nice to Have

• Familiarity with PPC and holistic search strategies.