COMPANY OVERVIEW

KITS is a fast-growing, TSX-listed direct-to-consumer retailer of prescription eyewear, serving customers across Canada and the United States. By combining a seamless digital experience with vertically integrated manufacturing and rapid fulfilment, KITS is redefining how people access vision care — making high-quality eyewear stylish, accessible, and affordable at scale. We move fast, make decisions with data, and build teams that take ownership end to end.

SUMMARY

KITS is looking for a strategic, deeply technical Senior Manager, Organic Search to own how customers find us, whether that starts on Google or with an AI assistant. In this role, you'll set the organic search strategy across KITS and our brand portfolio and deliver it end-to-end. Running technical audits, writing implementation-ready specs, and briefing the content that earns rankings and citations; while building the programme that measures and grows how KITS shows up in AI-generated answers.

You'll work hand-in-hand with the Tech, Content, Brand, and PR teams, turning search opportunities into shipped work and shipped work into measurable visibility.

WHAT YOU'LL DO

Strategy & Ownership

- Own the organic search strategy end-to-end across all four properties — you set the direction and you're on the tools delivering it
- Build and maintain the multi-quarter organic roadmap, sequenced by expected impact, and defend prioritization to marketing leadership
- Partner with the Director, Site Experience to set organic performance targets, define how they're measured, and build the reporting that tracks against them
- Make the resourcing case for Tech capacity, content investment, tooling, and agency support, and manage vendors and day-to-day tooling spend within your budget
- Serve as the go-to point for anything affecting organic discoverability, from platform releases to site migrations to brand architecture decisions

Technical SEO Leadership

- Own the technical SEO roadmap and partner with Tech to ship it — writing implementation-ready specs and acceptance criteria, then QA'ing and validating changes post-deploy
- Monitor site health, indexation, and crawl efficiency across all properties using Google Search Console as the source of truth
- Own crawl-control and AI-crawler access strategy, keeping it current as new crawlers and standards emerge; changes to robots directives, canonical policy, and indexation rules are implemented by Tech under change control, with a documented pre-deploy check
- Drive structured data and schema strategy to strengthen how search engines and AI systems understand our products and brands
- Partner with Tech on site performance and Core Web Vitals, and measure the impact on organic visibility
- Review upcoming platform releases for search risk and provide a documented search-impact sign-off before release
- Own international and locale targeting best practices across our US and Canadian properties





Answer Engine Optimization (AEO / GEO)
- Execute the AI visibility programme against measurement standards agreed with Analytics and Brand, and diagnose what is driving performance
- Own the technical and structural work that determines how AI systems find, parse and represent KITS brands: entity clarity, canonical brand markup, and machine-readable product, pricing and specification data
- Analyze which third-party domains AI engines draw on in our categories, and translate that into prioritized content and outreach targets for Content and PR
- Own entity clarity and knowledge graph strategy — canonical brand naming, structured brand markup, and disambiguation across our brand portfolio
- Ensure our product, pricing, and specification data is machine-readable and parseable by AI systems and agent-driven shopping surfaces
- Surface emerging negative AI narratives to Brand, and execute the structural and content response Brand directs

Content & Growth
- Own keyword and prompt research, competitive gap analysis, and the content strategy that follows from it
- Write content briefs that specify target queries and prompts, required facts and entities, structure, and internal linking, and review published work against the brief and raise material gaps with the Content owner, who holds final call on voice and quality
- Work with Brand and UX on search-driven editorial content, on-site and off-site
- Maintain a documented log of what changed, when, and what happened, so results are defensible and learnings compound

Collaboration

- Drive execution through influence, building the working relationships with Tech, Content, Brand, UX, and PR that determine whether your roadmap ships or stalls
- Translate search requirements into the language each team works in: clear specs for developers, useful briefs for writers, practical requirements for designers
- Build alignment with partner teams by sharing the rationale and the data and making requirements clear and practical
- Flag blockers early and constructively, and escalate when a priority conflict genuinely needs a decision above you

Thought Leadership

- Be KITS' internal authority on search — maintain an evidence-based point of view on how search and AI discovery are evolving, and refresh it as the landscape moves
- Brief the executive team on material shifts in the search landscape and what they mean for the business, translating technical change into commercial implications
- Educate Marketing, Tech, Brand, and UX on how their decisions affect discoverability




- Evaluate emerging platforms, standards, and tools with rigour, separating meaningful developments from vendor claims
- Represent KITS externally in the search and AI-search community — industry events, publications, professional networks, and platform partner relationships

WHO YOU ARE

Must-Haves

- You've owned a search strategy end-to-end before, not just executed against someone else's plan — and you're just as comfortable running your own crawls as you are presenting to an executive audience.
- You bring 9+ years in SEO, organic growth, or search marketing, with demonstrated ownership of search strategy; multi-site, multi-market, or e-commerce experience strongly preferred
- You have expert knowledge of Google Search Console and Similarweb, and deep technical SEO capability: crawl analysis, indexation troubleshooting, structured data/JSON-LD, log-file analysis, Core Web Vitals, and international/locale targeting
- You've worked closely with Technology teams on technical SEO implementation, writing clear specs and partnering through build, QA, and deployment
- You have working knowledge of AEO/GEO practices — how LLMs retrieve, cite, and frame brands — and a credible point of view on where AI-driven search is heading
- You've proven you can influence and drive execution through teams you don't manage, and you build those relationships rather than burn them
- You're genuinely hands-on — comfortable running your own crawls, writing your own specs and briefs, and digging into the data yourself; this role has no direct reports and no one to delegate to
- You're comfortable presenting to and being challenged by an executive audience, and can translate technical detail into commercial narrative
- Bachelor's degree in Marketing, Business, Analytics, or a related field (or equivalent practical experience)

Nice-to-Haves
- Experience managing agencies or contractors
- Basic HTML/CSS or JavaScript familiarity
- French-language site experience
- Comfort using AI tools to accelerate research, analysis, and content workflows

COMPENSATION The expected annual salary range for this position is $87,900–$125,500. Placement within this range is determined based on relevant experience, skills and qualifications, as well as internal equity and our established compensation framework.

BENEFITS & PERKS

- Competitive compensation with performance-based bonus potential
- Comprehensive health, dental, and vision benefits
- Employee Share Purchase Plan (ESPP)
- Access to an on-site gym
- Company-paid lunch every day at HQ
- Discounts on KITS frames and contact lenses
- Opportunities for growth in a fast-moving, high-ownership workplace
- A team that takes the work seriously and doesn't take itself too seriously

KITS is proud to be an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.

📌 Senior Manager, Organic Search (SEO & AEO) (Vancouver)
🏢 KITS.COM (TSX:KITS)
📍 Vancouver