Director of Organic Growth - SEO | AEO | CRO (Remote)

We believe that mental health is just as important as physical health. We recognize that mental health issues can be complex and multifaceted, and we are dedicated to treating the whole person, not just the symptoms.

We aim to create a world where mental health is no longer stigmatized or marginalized, but rather is embraced as an integral part of one's overall well-being.

We believe that by providing quality care that is both evidence-based and compassionate, we can empower individuals to take charge of their mental health and achieve their full potential. We are passionate about making a positive impact on the lives of those struggling with mental health issues and we strive to be a force for positive change in the field of mental healthcare.

Rula is a remote-first company. We currently hire in most U.S. states, with the exception of Hawaii.

Rula is fundamentally transforming mental healthcare access by seamlessly bridging the gap between quality care and insurance coverage. As Director of Organic Growth, you will steward the primary gateway to our ecosystem: our organic channels. Reporting to the Head of Brand & Integrated Marketing and serving as a key member of the Brand Leadership Team, you will architect the vision, multi-year roadmap, and bottom-line revenue impact across organic search, Answer Engine Optimization (AEO), and Conversion Rate Optimization (CRO) as a cohesive growth engine.

We are navigating a generational paradigm shift from legacy SEO to AI-mediated discovery—including LLMs, AI Overviews, and conversational search environments. You will define Rula’s market position in this new era, translating category-defining strategy into high-ROI Go-To-Market execution, business cases, and scalable growth across both consumer (patient) and provider segments.

• 10+ years of experience in organic search/SEO, with progressively senior ownership of strategy and measurable business outcomes; meaningful, hands-on experience in the discipline before moving into leadership
• 5+ years of people leadership experience, including building, developing, and growing a team
• 8+ years of deep, experimentation-grounded expertise in technical SEO and AI-native discovery across search engines, AI Overviews, answer engines, and LLM ecosystems (AEO), combined with proven proficiency owning or partnering on CRO programs that drive measurable conversion and revenue growth
• Comfort operating in a rapidly evolving landscape where best practices are still emerging, creating new frameworks for measuring and growing AI-driven discovery.
• Experience leveraging automation, AI, and programmatic approaches to scale content creation, optimization, and experimentation while maintaining quality.
• Experience building and scaling a GTM strategy around organic channels, including making the business case for investment and defending it with data
• Strong technical fluency in site architecture, structured data, and Core Web Vitals to build credible, peer-level partnerships with Engineering and Product—shaping shared roadmaps together and driving growth priorities into collective planning without needing to write code yourself
• Experience evaluating and selecting SEO, AEO, or CRO tooling and vendors at scale

While having the preferred qualifications enhances your candidacy, having all of them is not mandatory. We encourage all interested applicants to apply, even those who may not meet every preferred requirement.

• Experience building an AEO measurement approach or strategy from the ground up, given how new and undefined this space still is
• Familiarity with modern web technologies and search infrastructure, including JavaScript rendering, CMS architectures, APIs, schema markup, server-side rendering, edge rendering, and content delivery strategies.
• A visible point of view in the SEO/AEO/CRO space — through speaking, writing, or industry community involvement
• Category experience in high-consideration or emotionally sensitive purchase category and/or healthcare, digital health

We believe that diversity, equity, and inclusion are fundamental to our mission of making mental healthcare work for everyone. We are dedicated to having a culture of inclusion that will support our employees in feeling safe, seen, heard, and valued.