Director of Organic Growth

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.

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. Concurrently, you will oversee an always-on CRO framework, systematically refining high-intent conversion pathways to maximize patient acquisition and downstream clinical outcomes.

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) , 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

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/CRO space — through speaking, writing, or industry community involvement
• Category experience in high-consideration or emotionally sensitive purchase category and/or healthcare , digital health