Product Manager, SEO

  • 250 Bowie Ave, Toronto, ON M6E 2R9, Canada
  • Full-time

Company Description

Born in the North

Canada Goose was born in the Arctic, where the difference between life and death, quite literally, hangs by a thread. It’s the only place where we can fully understand the what the meaning of “cold” really is, and it’s why we do what we do. But it’s not for everyone. Some call the Arctic landscape relentless. Dark, dangerous and uninviting. We call it home. It’s also home to the people of the North – the foremost experts in cold. Just as the Italians know knits and the British know wool, northern communities know parkas. Like us, they embrace living off the land and have a strong and meaningful respect for nature. We honour them, never losing sight of the wisdom we can learn from their patience, resilience and deep connection to all that surrounds them.

Our Purpose - We inspire and enable all people to engage with the outside world.

At Canada Goose, nature is our North Star. We aren’t simply linked to nature – we’re guided and inspired by it. Our connection to the environment compels us to design functionally superior products so people can immerse themselves in the outside world. Our first parkas were made for northerners, those living in the coldest places on Earth. Today, our products continue to be designed for the extreme outdoors, but they’ve also been adapted for all aspects of modern life – past the four walls that shelter us and beyond our everyday experiences. Whether you’re crossing the rugged terrain of Antarctica or commuting in rush-hour during a downpour, we endure any extreme, observe every detail, and take the long view to make clothing that enables everyone to live out there, wherever “out there” is for them.

Our Core Belief - Greatness Is Out There

Canada Goose is more than a company that makes best-in-class outerwear. We’re a community that’s propelled forward by one core belief: greatness. Greatness has driven us to where we are today, and it’s always been at the heart of Canada Goose. It’s a journey, not a destination. Whether that means honouring traditional methods of craftsmanship, supporting explorers around the globe, or enabling people to discover more about the world, we’re moving towards something bigger than ourselves. Greatness is about making possibilities limitless, and creating your own definition of what it means to you here at Canada Goose.

Job Description

  • Key Responsibilities: 

    • Help define the short and long-term roadmap for SEO & Content: new features, and improvements that align to both the product strategy and the company strategy  

    • Develop and execute against global and local SEO strategies while tracking and analyzing performance across key markets. 

    • Define and implement the technical SEO strategy while identifying new opportunities to increase Organic search visibility across new and existing markets. 

    • Establish primary and secondary KPIs for the SEO program while ensuring key stakeholders have a strong understanding of how the search landscape continues to evolve. 

    • Partner with the Paid Acquisition team to establish a holistic search strategy that drives growth and creates synergies across Paid and Organic. 

    • Monitor keyword rankings and Organic search visibility across branded and unbranded search terms. 

    • Regularly analyze inbound and outbound link profiles to strengthen domain authority. 

    • Work with regional Marketing teams to ensure keyword priorities are correct and in-line with on-site optimization efforts. 

    • Manage and implement local SEO strategies across multiple regions and languages. 

    • Manage the global SEO Marketing budget. 

    • Requirements & Specifications: gather and document requirements from both external and internal sources, and convert into high-level and detailed feature specifications 

    • Analyze and track competitors and stay on top of industry and market trends  

    • Create and maintain product backlog and documentation for new features released 

    • Collaborate within the organization and continuously shares user insights to relevant lines of business  


    Experience, Education and Designations: 

    • An undergraduate degree or equivalent education and experience 

    • 5+ years managing a successful global SEO program 

    • Exceptionally strong technical SEO experience is required 

    • Experience with SEO tools including Google Analytics, Search Console, Pi Datametrics & Screaming Frog 

    • Multi-language, international E-commerce website experience 

    • Deep knowledge of crawling, link analysis & onsite audit tools 

    • Experience using a CMS and an understanding of the impact they have on SEO  

    • Deep knowledge of both onsite & offsite SEO  

    • Knowledge of HTML/CSS/SQL/Python are an asset 

    • Experience managing budgets and external agencies 

    • Experience working with cross functional teams to implement SEO enhancements 


    Knowledge, Skills and Attributes: 

    • Deep understanding of technical SEO 

    • Strong independent decision-making, organizational, planning and problem-solving skills 

    • Entrepreneurial, self-motivated, ambitious, detail-oriented, data driven and organized 

    • Exceptional attention to detail and committed to a high degree of accuracy 

    • Embrace continuous improvement by proposing new and/or better ways of doing things 

    • Strong writing, interpersonal and communication skills 

    • A continuous and determined learner who’s passionate about ecommerce and the digital space 

    • Experience with Salesforce Commerce Cloud & Salesforce Marketing Cloud an asset.  

    • Excellent skills with MS ADO, Confluence, JIRA, Product Plan or equivalent product management software. 

    • A commitment to learn, grow and inspire the team. 


    Working Condition: 

    • Currently Remote 

    • Hybrid Model (Office/Remote) 

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