• Product Ownership & Strategy: Take full ownership of a flagship product, developing and executing the roadmap from launch through to scale, with autonomy over strategic decisions. • Team Building & Leadership: Build and scale a high-performing team from the ground up, recruiting the right talent and creating a culture of excellence and accountability. • SEO-Led Growth: Leverage deep SEO knowledge to drive organic traffic growth, ensuring the product achieves and maintains strong visibility across target keywords and markets. • Hands-On Execution: Work directly on critical tasks in the early stages from content optimization to technical implementation while transitioning to strategic oversight as the team grows. • Performance & Optimization: Own all key metrics, continuously testing, analyzing, and optimizing to maximize traffic, conversions, and revenue generation. • Cross-Functional Collaboration: Work closely with content, development, and marketing teams to ensure seamless execution and alignment with broader business objectives. • Innovation & Experimentation: Identify opportunities for growth, test new approaches, and implement learnings to stay ahead of the competition and search algorithm changes.

• Maintain and distribute accurate business information across local directories • Monitor and update listings for consistency and compliance • Manage large datasets and troubleshoot data discrepancies • Research, collect, and analyze data for local listing programs • Assist in implementing SEO strategies to improve organic search performance • Conduct keyword research and competitor analysis • Create content strategies aligned with SEO best practices • Collaborate with the content team to produce high-quality content

• Assist in managing core web properties SEO initiatives, including site architecture, keyword research, on-page optimization, content publishing (primarily on WordPress), and content optimization across multiple brands and websites within the Aya Healthcare portfolio • Work with editorial and marketing teams to drive SEO in content creation using Hub & Spoke Content Strategy, and conduct keyword research and analysis to identify high-value target keywords that competitors may be ranking for • Apply best practices in Google's E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) framework to ensure content quality and search visibility • Work with content team to develop high-quality content to address keyword needs and content gaps in site structure, optimizing for both traditional search and emerging AI-powered search experiences • Collaborate with web development teams to ensure SEO best practices are properly implemented throughout website content and technical infrastructure • Establish workflows for website auditing, editing, and sunsetting outdated and underperforming content to reduce index bloat and improve site health • Use web analytics, keyword research, and competitive insights to identify content opportunities such as AI Overviews that will contribute to traffic growth and website engagement • Monitor, maintain, and build programs that grow quality inbound links through strategic backlinking outreach, and continuously identify internal linking opportunities • Regularly monitor KPIs, success metrics, and other analytics to gauge SEO health, and track, report, and analyze organic website analytics to inform strategy • Evangelize the importance of SEO throughout the organization and stay current with the latest SEO trends, algorithm updates, Core Web Vitals, mobile usability standards, and AI/GEO developments

• Serve as the business strategist and product owner for the corporate website. • Overseeing user experience, managing development resources, and collaborating cross-functionally to drive organic growth. • Lead the strategy for site architecture and conversion paths; implement A/B testing and personalization to maximize lead capture. • Manage external agencies or internal developer resources to ensure timely delivery of features, technical updates, and QA processes. • Execute a holistic SEO strategy (technical, on-page, and off-page) to increase domain authority and organic traffic. • Champion the user journey, ensuring high-fidelity design implementation and intuitive navigation structures.