Director of Organic Growth

About the role

Rula is revolutionizing mental healthcare by connecting people with the right care and insurance. As the Director of Organic Growth, you will lead the strategy and execution for our primary entry points, driving significant revenue. You will be a key leader shaping our approach to how people discover and access Rula.

Key facts

What you'll do

• Develop and implement a multi-year vision and roadmap for organic growth across search, AI-driven discovery, and conversion optimization.
• Drive full-funnel organic strategy, focusing on site architecture, structured data, and maximizing visibility in emerging AI search environments.
• Oversee a continuous conversion rate optimization framework to enhance patient acquisition and clinical outcomes.
• Collaborate closely with Engineering, Product, and Design teams to influence technical investments that improve discoverability and site performance.
• Ensure all organic growth initiatives are compliant with healthcare regulations, including HIPAA and WCAG.
• Build, mentor, and scale a high-performing organic growth team and manage agency partnerships.
• Manage P&L accountability for organic growth forecasting, budget allocation, and ROI, tracking key metrics from market share to customer acquisition cost.

Requirements

• A minimum of 10 years of experience in organic search and SEO, with a proven track record of strategic leadership and business impact.
• At least 5 years of experience leading and developing teams.
• 8 or more years of hands-on expertise in technical SEO and AI-native discovery across search engines, AI overviews, and LLM ecosystems, coupled with demonstrated success in CRO programs.
• Experience in a rapidly evolving digital landscape, creating new methods for measuring and growing AI-driven discovery.
• Proficiency in using automation, AI, and programmatic methods to scale content efforts while maintaining quality.
• Experience developing and scaling go-to-market strategies for organic channels, including building business cases and defending them with data.
• Strong technical understanding of site architecture, structured data, and Core Web Vitals to effectively partner with engineering and product teams.
• Experience selecting and managing SEO, AEO, or CRO tools and vendors.

Nice to have

• Experience creating an AI answer engine optimization (AEO) measurement approach from the ground up.
• Familiarity with modern web technologies such as JavaScript rendering, CMS architectures, APIs, schema markup, and server-side rendering.
• A recognized presence in the SEO, AEO, or CRO community through speaking, writing, or industry involvement.
• Experience in healthcare or digital health sectors, or in categories requiring high consideration or emotional sensitivity.

Skills & tools

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

Practical notes

• This is a fully remote position within the United States. Rula currently hires in most U.S. states, excluding Hawaii.
• Benefits include comprehensive health coverage (medical, dental, vision), 401(k), generous paid time off, paid parental leave, and an Employee Assistance Program.
• Employees receive a quarterly department stipend for team building, a home office stipend for new hires, and a monthly stipend for internet or cell phone expenses.
• A monthly wellness stipend and year-round wellness initiatives are provided.