The Director Omnichannel - Content is responsible for defining and executing a comprehensive digital content strategy that drives qualified traffic, conversion, revenue growth, and brand authority across all digital touchpoints. This leader oversees Content, SEO, Local, and Photo Studio teams to deliver a best-in-class digital customer experience. They will do this by closely collaborating with cross-functional partners such as Marketing, Merchandise, E-Catalog, and Product departments.
ESSENTIAL JOB FUNCTIONS
Own and execute the enterprise digital content strategy and multi-year roadmap aligned to revenue and category growth goals.
Lead and develop high-performing Content, SEO, Local, and Photo Studio teams; establish clear KPIs and performance standards.
Oversee the team providing strategy, direction and insights on search engine optimization (SEO) activities for website content including landing pages, product content, user generated content and local search initiatives as well as direction for IT work needed to improve SEO efforts and rank
Ensure all content is optimized for SEO, GEO and evolving search best practices.
Leverage analytics, A/B testing, and competitive analysis to continuously improve traffic quality, engagement, and online sales performance.
Direct and conduct regular competitive analysis to identify industry best practices and recommend action plans
Analyze performance and report regularly to stakeholders on key metrics and provide insights and recommendations for growth and best practices (organic rank, online sales by category, business plan initiative completion, etc.).
Establish analytics governance, reporting standards, and best practices to ensure accuracy, consistency, and timeliness of insights and deliverables (ex. organic rankings, category performance, revenue impact, and initiative progress.)
Collaborate directly with Marketing, IT, Merchandise, Electronic Catalog, Store Operations, DC Operations, Logistics and other cross-functional departments to achieve strategic objectives
Participate in the monthly advisory committee meetings for omnichannel initiative and tactics
Assist in the execution of Omnichannel initiatives as detailed in the 3-year strategic plan
Negotiate agreements and manage relationships with third party vendors
Contribute to the development and execution of the annual focus plan and omnichannel planning documents
Lead special projects and strategic initiatives as assigned by senior leadership.
Manage third-party vendors and agency partners to maximize performance and ROI.
Lead strategic projects and initiatives as directed by senior leadership.
SKILLS/EDUCATION/EXPERIENCE
REQUIRED
Ability to lead, develop, and manage teams.
Experience in Search Engine Optimization roles/teams
Experience with digital content/SEO tools (Google Search Console, BrightEdge, SEM Rush, etc.).
Ability to analyze and interpret data to inform content decisions and manage ROI.
Passionate about the customer with a strong interest in understanding and driving user behavior.
Excellent written, verbal, communication, organizational and proofreading skills.
Presents a professional company image and positive attitude.
Inquisitive and in constant pursuit of innovative ways to drive results; does not settle for the status quo.
Experience working with cross-functional teams with an ability to influence others internally and externally.
Ability to manage projects, be organized, and set clear priorities.
Excellent written verbal and communication skills.
Proactive, self-starter who is comfortable in a team-oriented work environment.
DESIRED
5-6 years in digital customer or user experience, digital business, development, etc. or equivalent.
Experience developing and executing integrated, cross departmental programs.
Analytical and process-oriented, comfortable working with large data sets and making data-driven decisions.
Proficiency in Content Management Systems (CMS) (e.g., WordPress, Adobe AEM, etc.)
Experience with specific marketing, research, and analytic tools: Google Analytics, Tag Manager, Domo, SQL, APT, SimilarWeb, Google Ads, etc.
Experience with web, sales, analytics tools (Google Analytics, FullStory, APT, DOMO, VOC, Tag Manager, etc.).
Automotive knowledge a plus.
O'Reilly Auto Parts has a proven track record of growth and stability. O'Reilly is full of successful career stories and believes in a strong promote-from-within philosophy, encouraging you to grow your career along with the organization.
Total Compensation Package:
• Competitive Wages & Paid Time Off Competitive Wages & Paid Time Off
• Stock Purchase Plan & 401k with Employer Contributions Starting Day One Stock Purchase Plan & 401k with Employer Contributions Starting Day One
• Medical, Dental, & Vision Insurance with Optional Flexible Spending Account (FSA) Medical, Dental, & Vision Insurance with Optional Flexible Spending Account (FSA)
• Team Member Health/Wellbeing Programs Team Member Health/Wellbeing Programs
• Tuition Educational Assistance Programs Tuition Educational Assistance Programs
• Opportunities for Career Growth Opportunities for Career Growth
O'Reilly Auto Parts is an equal opportunity employer. The Company does not discriminate on the basis of race, religion, color, national origin or ancestry (including immigration status or citizenship), sex, sexual orientation, gender identity, pregnancy (including childbirth, lactation, and related medical conditions,) age (40 and over), veteran status, uniformed service member status, physical or mental disability, genetic information (including testing or characteristics) or another protected status as defined by local, state, or federal law, as applicable.
Qualified individuals with a disability may be entitled to reasonable accommodation under the Americans with Disabilities Act. If you require a reasonable accommodation during the application or employment process, please send an email to: rar@oreillyauto.com or call (800) 471-7431 option , and provide your requested accommodation, and position details.
It started with a father and son - Charles Francis "C.F." and Charles H. "Chub" O’Reilly. Together they had the courage and confidence to venture out on their own. Along with 11 others who shared the same desire to offer great customer service and auto parts availability, the doors of O’Reilly Automotive, Inc. opened on December 2, 1957.
Now, more than 61 years later, the 77,000-plus team members at O’Reilly Auto Parts are proud of the company’s achievements over the years.
During our early years, we focused on sales and slow and steady growth. At the end of our first year, sales totaled $700,000, and by 1961 volume reached $1.3 million. For the first seven years of operation, there was one store in Springfield, MO, until the second opened in July 1964. In March 1975, annual sales volume rose to $7 million and a 52,000 square-foot facility was built in Springfield for the O’Reilly/Ozark warehouse operation. By that time, the company had nine stores, all located in southwest Missouri.
The long range plans and stability of the company were solidified by a public offering of company stock in April 1993. Since that time, the Company has grown through new store and distribution center openings, as well as numerous mergers and acquisitions. O’Reilly currently operates stores in 47 states, including Alaska and Hawaii, and distribution centers in 27 locations.
Dramatic changes in technology, inventory control, facilities, and sheer size mark the O’Reilly growth and success story. But, it is our spirit of teamwork - how important it was then and how important it remains - that drives our performance. The company’s values and culture that started with the original 13 employee/owners remain evident and strong as we expand and develop Team O’Reilly.
We serve two distinct customer bases - the professional (installer) customers who provide auto repair services to their customers (DIFM - do it for me), and retail "walk-in" customers (DIY - do it yourself). Our dual-market strategy continues to differentiate us from the competition and is a major factor in our ongoing success. Depending on a store’s professional versus retail customer mix, more than 95 percent of our locations have team members dedicated to our professional customers, offering them separate counters, phone lines, and a delivery fleet that totals 18,455 vehicles. We also have a professional sales team, consisting of territory sales managers and in-store sales specialists, responsible for calling on our professional customers and building sound business partnerships to ensure O’Reilly is the First Call for their auto parts needs.