Director of SEO

Job Description

Company Description

LassoMD is a dental marketing and technology company. We manage the full patient-acquisition lifecycle for practices - SEO, paid advertising, website design, content, and social media - backed by PatientLoop, our proprietary platform for lead management and ROI reporting that syncs with practice management systems. We are a team of roughly 65+ people, self-funded, and growing.

About the Role

We are hiring a Director of SEO to lead and scale the team responsible for organic search results across our client base. This is a hands-on leadership role. You will own the structure, process, and quality standards for a team of 7 SEO specialists and managers, and you will be accountable for the search outcomes our clients renew on.

Search is changing faster than it has in a decade. Local ranking factors, AI-generated answers, and zero-click results are reshaping what good SEO means for a single-location dental practice and for a multi-location group. We want a leader who has a clear point of view on that shift and can turn it into a repeatable process a team can execute at volume.

What You'll Own

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• Team leadership and development. Managing, coaching, and performance managing the SEO team. Building the career matrix, training, and enablement programs that keep the team current and give people a path to grow into.
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• Process and quality. Defining how the team works, from deliverable standards and QA cadence to how AI fits into research, production, and review. Making quality consistent across a large book rather than dependent on individuals.
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• Capacity and segmentation. Deciding how the team is organized against different customer profiles, whether by account or by function, and building a capacity model that ties account load to the headcount plan instead of setting it after hiring.
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• Search strategy. Owning our approach to local SEO and AI-search visibility, and the standards for enterprise and multi-location clients.
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• Cross-functional partnership. Working with Client Success and Paid Ads on cohesive strategies, and stepping directly into high-value client relationships, escalations, and renewal-risk conversations when they need it.
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• Reporting. Building reporting that determines account load and priorities, and presenting performance to senior leadership in terms of retention and revenue, not only search metrics.
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What We're Looking For

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• Experience directly managing an SEO team of 5 or more people
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• Expert-level knowledge of best practices for local SEO and AI-search visibility, including Google Business Profile and local listing management at scale
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• Experience running SEO for the SMB segment at volume, across a large base of concurrent accounts
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• Experience managing enterprise or multi-website, multi-location clients
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• A history of performance managing team members, building inter-team culture, and developing a career matrix that you used to promote and grow people
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• Experience building training and enablement programs that keep a team on the cutting edge
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• Experience defining and optimizing team process and workflows, including incorporating AI into SEO workflows
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• Experience segmenting a team by account versus function, and by customer profile
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• Experience with customer base reporting mechanisms to determine account load and priorities
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• Strong working experience with Jira or a comparable project management system
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• Experience partnering closely with Client Success and Paid Ads teams on cohesive client strategy
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• Comfort stepping in and directly managing a high-value or VIP client
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• Comfort presenting data to senior leaders, and the ability to produce clean, defensible reporting on demand
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Nice to Have

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• Dental industry or closely adjacent industry experience
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• Experience with pod-organizational structures, for example assigning one SEO manager to an Account Director
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• Agency-side experience managing a high volume of concurrent accounts
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• Experience with integrated organic and paid search strategy
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• Familiarity with dental practice website platforms, PMS integrations, and healthcare directory ecosystems
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We're about being transparent here at LassoMD. This is what success looks like in your first year:

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• Full ownership of the team and its objectives within the first 60 days
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• A deep understanding of the client book: which accounts are performing, which are at risk, and where SEO is the deciding factor in whether a client renews
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• Trusted working relationships with each SEO specialist and manager, and with the Account Directors they support
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• A clear view of process and quality gaps, with a prioritized plan to address them
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• Comfortable pitching ideas to the GM on where the team and other departments could work more closely or differently to improve SEO performance and client satisfaction
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• Documented deliverable standards and a QA cadence in place, so quality is consistent across the book rather than dependent on individuals
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• A capacity model tied to the headcount plan, so account load is a deliberate decision instead of a consequence of hiring
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• A defined point of view on AI-search visibility, translated into what the team actually produces
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• Reporting that shows account load and priorities on demand, without being rebuilt by hand each month
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• An employee-centric career matrix created and actively used, evolving as the company grows, with real promotion paths demonstrated
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• A team structured to absorb client growth without quality slipping
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• A repeatable playbook for enterprise and multi-location clients
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• SEO performance reported to leadership in retention and revenue terms alongside search metrics
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• Trusted to step directly into VIP client relationships and escalations
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Compensation

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• Base salary range: $115,000 - $135,000
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• Additional compensation through discretionary performance incentives, which may be awarded on a monthly, quarterly, or annual basis based on individual and company performance
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• Benefits: Health, Dental, Vision, Unlimited PTO, and 401k
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