Digital Optimization Analyst - Search & SEO

SUMMARY

As the Digital Optimization Analyst at JOANN, you will play a pivotal role in helping to develop and execute top-tier strategies to optimize search campaigns globally, spanning JOANN.com and the JOANN mobile app. In this dynamic position, you will remain at the forefront of industry trends and best practices, leveraging your expertise to innovate tactics and align with our long-term strategic vision. Your responsibilities will encompass a comprehensive understanding of search engine optimizations, both on and off page, onsite search, browsing behavior, technical SEO, local SEO, and keyword research, as well as competitive analysis. You will influence the optimization of site taxonomy and attribution, pinpointing opportunities for site updates on both the backend and frontend to elevate traffic and enhance conversion rates. Acting as a customer advocate, you will champion initiatives that prioritize customer engagement and deliver a world-class omni-channel shopping experience.

JOB DUTIES

• Improves the onsite search & browse experience for joann.com and the mobile app by driving relevant results to help customers find what they want.
  • Using a third-party tool, this role will fine-tune and analyze the algorithm and results to show the most relevant products to increase conversion.
  • Identifies and fixes failed searches, creates and manages a library of synonyms for frequently misspelled products and keywords.

• Performs keyword research, site auditing and recommends on-page optimizations that align to the business objectives and the SEO strategy to grow organic search rankings and traffic.
  • Promotes best practices and monitoring of content to ensure it is SEO optimized.
  • Understands the SEM landscape and partners with digital marketing team to drive a comprehensive search strategy.

• Influences site navigation and taxonomy through research and understanding of customer journeys to ensure customers can easily find what they want on JOANN.com and the mobile app.

• Introduces new onsite search and navigation functionality to JOANN.com and the mobile app through collaboration with the platform product owner, marketing, campaign, and merchandising teams to create a best-in-class search experience.

• Works with 3rd party vendors and agencies to strategize and align on goals.

• Develops search measurement goals, dashboards, monitors search metrics and KPIs, and presents results.

• Keeps current with the latest ecommerce trends and technology to keep the site at the forefront and ahead of competition.
  • Contributes to the advancement of our website by supporting omni-channel initiatives, ecommerce & mobile app innovation.

EDUCATION & EXPERIENCE

Education Minimum: Bachelor's Degree in Merchandising, Business, Marketing, Communication

Education Preferred: Certifications in eCommerce reporting tools: Google Analytics, Quantum Metric, Constructor, SEMRush & MOZ

Experience Minimum: 4+ years of retail experience in eCommerce, Omni-Channel, Merchandising or Marketing

Experience Preferred: 2+ years of proven experience successfully driving search, browse or SEO and experience with keyword research tools (SEMrush, MOZ, Similar Web).

WORKING CONDITIONS

• This role requires in-person attendance 4 days a week at the Store Support Center (SSC) located in Hudson, OH. Flexibility to work remotely when requested is determined by management and business needs.
• Sit or stand at a workstation for extended periods while maintaining focus and productivity.
• Move around an office space and between buildings on a large campus, including reaching for files, retail product, supplies, or equipment, as well as the ability to adapt to various workstation setups.
• Work standard business hours and extended hours as needed based on task and project demands.
• Utilization of all communication styles - written, verbal, electronic options.
• Lift and carry office supplies, documents, retail product or equipment weighing up to 20 pounds as needed for tasks such as organizing or setting up workstations.

KNOWLEDGE, SKILLS & ABILITIES

• Understanding of SEO principles, search engine behaviors, and ranking systems.
• Proficiency in Google's Suite of products (Analytics, Search Console, Merchant Center, My Business).
• Technical fluency in AI, HTML/CSS, Basic JavaScript, WordPress, and common E-commerce CMS platforms. Familiar with Machine Learning concepts, Search fundamentals & Schema.
• Proficient in Microsoft O