Director of Organic Growth

About the role

Rula is at the forefront of transforming mental healthcare by facilitating connections between individuals and the appropriate care and insurance solutions. As the Director of Organic Growth, you will spearhead the strategic direction and execution of our primary growth channels, significantly impacting our revenue streams. This pivotal role will see you shaping the way individuals discover and access the services offered by Rula.

Key facts

What you'll do

• Formulate and execute a comprehensive multi-year strategy and roadmap aimed at fostering organic growth through search optimization, AI-enhanced discovery, and conversion rate improvements.
• Lead a holistic organic strategy that emphasizes site architecture, structured data, and optimizing visibility in new AI-driven search environments.
• Establish a robust framework for continuous conversion rate optimization to boost patient acquisition and enhance clinical outcomes.
• Work in close collaboration with Engineering, Product, and Design teams to advocate for technical investments that enhance site discoverability and performance.
• Ensure that all initiatives related to organic growth adhere to healthcare regulations, including HIPAA and WCAG compliance.
• Build, mentor, and expand a high-performing team focused on organic growth while managing relationships with external agency partners.
• Oversee P&L responsibilities related to organic growth, including forecasting, budget management, and ROI analysis, while tracking essential metrics such as market share and customer acquisition costs.
• Analyze market trends and user behavior to inform strategic decisions and optimize growth initiatives.
• Develop and implement training programs for team members to stay updated with the latest trends and technologies in organic growth.
• Collaborate with marketing teams to ensure cohesive messaging and branding across all organic channels.
• Monitor and report on the effectiveness of organic growth strategies, making data-driven adjustments as necessary.

Requirements

• At least 10 years of experience in organic search and SEO, demonstrating a successful history of strategic leadership and measurable business impact.
• A minimum of 5 years in roles that involve leading and developing teams effectively.
• More than 8 years of practical experience in technical SEO and AI-driven discovery across various search engines, AI platforms, and large language model ecosystems, with proven success in conversion rate optimization initiatives.
• Familiarity with the fast-paced digital landscape, developing innovative methods for assessing and enhancing AI-driven discovery.
• Expertise in leveraging automation, AI, and programmatic techniques to scale content initiatives while ensuring high quality.
• Experience in crafting and scaling go-to-market strategies for organic channels, including the ability to build and defend business cases with data.
• Strong technical knowledge of site architecture, structured data, and Core Web Vitals, enabling effective collaboration with engineering and product teams.
• Proven experience in selecting and managing SEO, AEO, or CRO tools and vendors effectively.

Nice to have

• Experience in developing an AI answer engine optimization (AEO) measurement framework from inception.
• Knowledge of contemporary web technologies, including JavaScript rendering, CMS architectures, APIs, schema markup, and server-side rendering.
• A recognized presence within the SEO, AEO, or CRO communities through public speaking, writing, or active industry participation.
• Background in the healthcare or digital health sectors, or experience in industries requiring high emotional consideration.

Skills & tools

• SEO
• AEO
• CRO
• Technical SEO
• AI-driven discovery
• Structured data
• Site architecture
• P&L management
• Data analysis
• Team leadership

Practical notes

• This role is entirely remote, available to candidates located within the United States. Rula is currently hiring in most states, with the exception of Hawaii.
• The benefits package includes comprehensive health insurance (medical, dental, vision), a 401(k) plan, generous paid time off, parental leave, and an Employee Assistance Program.
• Employees benefit from a quarterly stipend for team-building activities, a home office stipend for new hires, and a monthly allowance for internet or cell phone expenses.
• A monthly wellness stipend is provided, along with year-round wellness initiatives to support employee well-being.

About the company

Rula is a feminine given name of Arabic origin.