AI Search & Conversion Strategy Assistant Manager

Here at Discount Tire, we celebrate the spirit of our people with extraordinary pride and enthusiasm. Our business has been growing for more than 60 years and now is the best time in our history to join us. We are opening more locations every year and we are always looking for qualified individuals to join us in our growth. We are a company that promotes from within, both in our retail and corporate operations.

The AI Search & Conversion Strategy Assistant Manager is responsible for leading Discount Tire's organic growth and AI-driven acquisition strategy across SEO, Generative Engine Optimization (GEO), Answer Engine Optimization (AEO), and Conversion Rate Optimization (CRO).

This role leads a focused team of three specialists and serves as the strategic architect of how Discount Tire wins in traditional search, AI-powered discovery environments, and end-to-end digital conversion paths. As AI reshapes how customers research, evaluate, and purchase, this leader will ensure Discount Tire remains discoverable, authoritative, and optimized across evolving customer journeys.

A visionary role on the leading edge of the current (and future) digital landscape, this role is tasked with staying on top of and ahead of the latest trends in funnel and conversion rate optimization, SEO, GEO, AEO, user experience design/research, content creation/marketing, and external communications. Ultimately, this position serves as the champion and driving force of Discount Tire's web monetization efforts, and advocates for the user's ease of use and ability to transact regardless of their position in the conversion funnel and purchase path.

Focusing primarily on developing strategies that attain and monetize new web audiences through funnel e-Commerce optimization techniques that consider all users and customers of the Discount Tire brand(s), the Assistant Manager will synthesize how digital interactions fit into broader consumer activities while articulating digital concepts and solutions in a clear and compelling way to stakeholders and subject matter experts of any level within the organization.

The ideal candidate also has a finger on the pulse of the automotive industry and can confidently make quick decisions that capitalize on current and news events as they relate to Discount Tire's CX/EX business initiatives and objectives.

Essential Duties and Responsibilities:

• AI-Driven Search & Acquisition Strategy
  • Develop and execute Discount Tire's SEO, GEO and AEO roadmap to ensure leadership in AI-powered discovery and traditional search.
  • Architect structured, entity-based content strategies optimized for generative AI environments.
  • Drive optimization for high-intent local search paths (e.g., 'tires near me') across evolving AI and search interfaces.

• Conversion Rate Optimization (CRO)
  • Establish governance for structured data, schema, semantic clarity, and knowledge graph alignment.
  • Lead end-to-end funnel optimization across key revenue-driving digital paths.
  • Identify and prioritize friction points in appointment scheduling, product selection, and checkout.
  • Partner with UX and analytics teams to design and implement A/B and multivariate testing strategies.
  • Drive measurable improvements in conversion rate, revenue per session and average order value.

• AI & Emerging Technology Integration
  • Evaluate and integrate emerging AI tools and workflows that improve acquisition efficiency, content velocity and optimization insights.
  • Develop testing frameworks for AI-generated content performance
  • Monitory industry shifts in search behavior and proactively adapt strategy.

• Leadership & Cross-Functional Influence
  • Lead and develop a high-performing team focused on SEO/GEO/CRO
  • Partner with product, UX, engineering, analytics and paid media teams to align organic and AI discovery strategy with business objectives.
  • Communicate performance insights and strategic direction clearly to executive leadership.

• Performance & Analytics
  • Define KPIs across organic traffic, AI referral sources, conversion performance and revenue attribution.
  • Build executive-level reporting tying search and AI visibility to measurable business o outcomes.
  • Drive accountability through data-driven prioritization.

Qualifications:

• 5+ years of experience in SEO, organic growth or digital acquisition
• 2-3 years of leadership or functional management experience
• Demonstrated experience with technical SEO and structured data implementation
• Working knowledge of Generative Engine Optimization (GEO) or AI search ecosystem dynamics
• Strong understanding of search intent modeling and entity-based content architecture
• Proven success driving measurable conversion improvements in enterprise eCommerce environments
• Experience working in multi-location retail or service-based business preferred
• Successful track record of brokering contracts with vendors, agencies, contractors that maximize value while economizing interdepartmental budgets.
• Exceptional written, verbal, and presentation skills.
• Strong strategic, managerial, and analytical skills; the ability to analyze data and make thoughtful recommendations or decisions without hesitation while integrating and directing OMNI's diverse skillsets and disciplines as needed.
• Ability to work in a self-directed, fast-moving, results-oriented environment while managing multiple projects and strategies simultaneously.
• Intermediate level Microsoft Office skills (PowerPoint, Word, Outlook)
• Intermediate level Microsoft Excel skills
• Highly proficient with topic-based research platforms
• Entrepreneurial spirit and passion for interactive technologies, specifically mobile and online.
• Proven ability to challenge the status quo and deliver innovative ideas that result in improving the bottom line of Discount Tire across digital and storefront experiences.
• Strong project management and business planning skills with the ability to manage deliverables, expectations, budgets and schedules across multiple teams, direct reports, and vendors.
• Proven collaboration, facilitation, and negotiation skills.
• The demonstrated ability to build effective relationships with internal and external customers, endorsees, and business partners is crucial.
• Troubleshooting and organizational skills with a can-do attitude and the ability to adjust to changing requirements are essential.
• Actively educates OMNI team members on web conversion opportunities.

Educational Requirements:

Bachelor's degree in Business Administration or related field or equivalent work experience required.

Work Days

Normal work days are Monday through Friday. Occasional Saturdays and Sundays may be necessary.

Work Hours

Normal work hours are 8:00 a.m. to 5:00 p.m. Additional hours may be necessary.

Discount Tire provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state, or local law.

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