Director of Organic Growth - SEO, AEO

At Rula, we are a remote-first company that believes 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.

About the Role

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 and Answer Engine Optimization (AEO) 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.

Strategic Scope & Execution

Unlocking our next phase of growth demands blending technical domain authority with a relentless experimentation culture. You and your team will steer full-funnel organic strategy—driving site architecture innovation, enterprise-grade structured data, and dominant share-of-voice in zero-click environments.

Because organic growth at this level relies heavily on platform performance, you will act as a peer and strategic co-owner alongside Engineering, Product, and Design (EPD) leaders to identify technical investments that improve discoverability, site performance, and conversion, influencing shared roadmap priorities while respecting clear ownership boundaries.. You will also orchestrate alignment across PR, Lifecycle, Clinical, and Compliance teams—ensuring all growth mechanisms are technically robust, clinically authoritative, and fully compliant with HIPAA, WCAG, and healthcare regulatory standards.

Leadership & Commercial Accountability

As an enterprise growth leader, you will build, mentor, and scale a high-performing organic growth organization alongside an elite agency network, recruiting, developing, and retaining exceptional talent while fostering a culture of experimentation, accountability, and continuous learning. You hold direct P&L accountability for growth forecasting, capital allocation, and ROI—rigorously tracking metrics from AI answer-engine market share down to CAC, LTV, and net revenue contribution. Ultimately, you will distill complex performance data into compelling executive narratives that shape C-suite decision-making and influence company-wide investments in content, product, and brand.

Required Qualifications

• 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)

• 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 and AEO tooling and vendors at scale

Preferred Qualifications

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 space — through speaking, writing, or industry community involvement

• Category experience in high-consideration or emotionally sensitive purchase category and/or healthcare, digital health

We're serious about your well-being! As part of our team, full-time employees receive:

• 100% remote work environment: Working hours to support a healthy work-life balance, ensuring you can meet both professional and personal commitments (must be based in United States, currently not hiring in Hawaii)

• Attractive pay and benefits: Full transparency of pay ranges regardless of where you live in the United States

• Comprehensive health benefits: Medical, dental, vision, life, disability, and FSA/HSA

• 401(k) plan access: Start saving for your future

• Generous time-off policies: Including 2 company-wide shutdown weeks each year for self-care (for most employees)

• Paid parental leave: Available for all parents, including birthing, non-birthing, adopting, and fostering

• Employee Assistance Program (EAP): Supporting your mental and physical health

• Quarterly department stipend: Fun team-building activities or in-person gatherings

• Community and employee resource groups: Participate in groups that celebrate employee identity and lived experiences, fostering a sense of community and belonging for all

• Home office stipend: New hire home office stipend & $50 monthly stipend to help cover internet or cell phone expenses

• Wellness at Rula program: Year-round wellness initiatives and a $50/month wellness stipend

Our team

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.