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SEO Manager

  • Job Reference:0000015939
  • Date Posted:10 May 2024
  • Employer:LEGO
  • Location:Boston, MA, USA
  • Workplace:Hybrid
  • Specialism:Analytics / Content Marketing / SEO
  • Job Type: Full Time
  • Salary:$97,400 - $146,200 USD / Year

Are you ready to deliver a meaningful, material impact on the growth of the LEGO Group while advocating for the importance of SEO?

Come join this incredible team and showcase how critical SEO is to achieving our strategic objectives as a brand and organization!

Core Responsibilities

  • Partners closely with Digital Merchandising, Paid Search, Global SEO, and other key partners within the LEGO Group to optimize content, improving our product visibility and item rank across major E-Commerce marketplaces (e.g., Amazon).
  • Conducts keyword research from a variety of internal and external/third-party sources (e.g., Helium10, Vendor Central, SimilarWeb, et al.) to inform the PDP content optimization process and drive strong SERP relevance.
  • Draws insights on shopper search behavior via keyword and competitive research, continuously reviewing retailer sites to assess opportunities, identify new trends, and develop innovative SEO recommendations.
  • Collects, analyzes, and derives actionable insights from data pertaining to SEO performance and product discoverability (e.g., share of voice); provides routine reporting on KPI progress and SEO project advancement within the organization.
  • Analyzes, QAs, and implements PDP content written for SEO purposes.
  • Collaborates closely with SEM counterparts on the Americas B2B Search Team to drive collective efficiencies, identify keyword gaps, and run experiments.
  • Develops nuanced versions of PDP content for individual retailers and markets, ensuring copy is optimized for different algorithms, platforms, and local languages.

Play your part in our team succeeding 

Algorithms evolve fast – but our Search Marketing team moves faster!

In this newly created role on our growing Search Marketing team within Americas eCommerce, the SEO Manager is an exciting opportunity to help shape the ongoing and rapid evolution of our SEO function. Working closely with the Sr. Manager of SEO, paid search counterparts, and other eComm partners at the LEGO Group, the SEO Manager will be responsible for developing and implementing strategies that drive online, organic discoverability across B2B marketplaces like Amazon,, and

In addition to owning day-to-day, tactical SEO responsibilities (e.g., keyword research, PDP content optimization) the SEO Manager will also play a key role in reporting/analytics, experimentation, and helping drive increased alignment between paid and organic search strategies.

The SEO Manager will report to the Director of Search Marketing, Americas eCommerce alongside a regional team of SEO + SEM experts.

Do you have what it takes?

  • Minimum of 3+ years of experience in SEO and E-Commerce, ideally on B2B marketplaces and retailers like Amazon, Target, and Walmart
  • Functional expertise with technical SEO, SEO copywriting, and keyword research
  • Deep understanding of search algorithms and the relationship between SEO + SEM
  • Analytical and experienced using both quantitative and qualitative data to find opportunities and implement data-driven strategies
  • Self-starter who can flex between critical thinking and tactical execution
  • Strong interpersonal skills with a record of collaborating successfully with both internal partners and external agencies/customers/vendors
  • Excellent communication and presentation skills to effectively storytell and advocate for SEO to internal audiences of varying technical/SEO knowledge
  • Curious, positive, and collaborative – thrives best on a team, in a fun environment!
  • Experience working with SEO tools such as SimilarWeb, Helium10, SEMRush, et al. preferred
  • Experience with CPG or Toys & Games, a plus
  • Bachelors Degree in Marketing or a related field preferred or equivalent experience

The salary for this position has a range of $97,400 – $146,200 USD based on anticipated responsibilities, market benchmarks, and organizational constraints. The LEGO Group carefully considers a wide range of compensation factors, including but not limited to prior experience, skills, expertise, location, internal equity, and other considerations permitted by law. The comprehensive remuneration details, inclusive of benefits, will be communicated upon finalization of the employment offer.

New Location Update

The current work location for this role is 501 Boylston Street, Boston, MA. In 2025, we will transition to our new permanent office location at 1001 Boylston Street, Boston, MA. Specific move dates for roles are to be determined and communicated in 2024.

Hybrid working model

Our workplace enables our LEGO® colleagues to be and do their best at work. Introducing a flexible way of working through a hybrid working model is a great example of how we live up to our ambition. This 3 day in the office hybrid working model will exemplify our People Promise by embracing the different life situations of our colleagues.