- Job Title: Demand Generation Manager - SEO
- Company: Instawork
- Location: San Francisco, California, United States
- Job Type: Hybrid
- Category: Marketing
- Date Posted: April 18, 2025
🚀 Job Overview
Key aspects of this role include:
- AI-Optimized Discovery Funnel: Drive strategy and execution for traffic acquisition via traditional search, generative search, AI chatbots, and new answer engines.
- Content Strategy: Design content clusters that align with LLM preferences and drive lead nurturing. Collaborate with Growth and Product Marketing teams to create authoritative, schema-rich content.
- Brand Visibility: Ensure brand appearance in top citations and trusted sources used by AI tools by building relationships, improving topical authority, and leveraging structured data and knowledge graphs.
- Zero-Click Optimization: Develop strategies for visibility and engagement in zero-click environments, including summaries, answer cards, and AI-generated snapshots.
- Technical SEO: Lead technical audits to identify and address issues impacting Instawork’s search visibility and performance. Drive improvements in site speed, indexing, and structured data implementation.
- Programmatic SEO: Develop strategies that drive bottom-of-funnel traffic, leads, and revenue through AI-powered search methods.
ASSUMPTION: This role requires a strong understanding of AI-driven search trends and a proven track record in SEO and content strategy. The ideal candidate will be comfortable working in a dynamic, fast-paced environment and collaborating with cross-functional teams.
📋 Key Responsibilities
- AI-Optimized Discovery Funnel: Own the strategy and execution for traffic acquisition via traditional search, generative search, AI chatbots, and new answer engines.
- Content Strategy: Design content clusters that align with LLM preferences and drive lead nurturing. Collaborate with Growth and Product Marketing teams to create authoritative, schema-rich content.
- Brand Visibility: Ensure brand appearance in top citations and trusted sources used by AI tools by building relationships, improving topical authority, and leveraging structured data and knowledge graphs.
- Zero-Click Optimization: Develop strategies for visibility and engagement in zero-click environments, including summaries, answer cards, and AI-generated snapshots.
- Technical SEO: Lead technical audits to identify and address issues impacting Instawork’s search visibility and performance. Drive improvements in site speed, indexing, and structured data implementation.
- Programmatic SEO: Develop strategies that drive bottom-of-funnel traffic, leads, and revenue through AI-powered search methods.
ASSUMPTION: The ideal candidate will have a strong background in SEO, content strategy, and AI-driven search trends. They should be comfortable working in a dynamic, fast-paced environment and collaborating with cross-functional teams.
🎯 Required Qualifications
- Education: Bachelor's degree in Marketing, Communications, or a related field.
- Experience: 3+ years of SEO experience with a focus on demand generation and technical SEO expertise.
- Required Skills:
- Proven success in demand generation and awareness building through SEO.
- Expertise in technical SEO (site speed, indexing, structured data) and LLM optimization.
- Proficiency in HubSpot/Salesforce.
- Webflow expertise (nice-to-have: front-end development experience independent of Webflow, next.js, and Webflow alternatives).
- Portfolio showcasing AI search wins.
🎯 Preferred Qualifications
- Preferred Skills:
- Experience with generative AI tools (e.g., ChatGPT, Perplexity).
- Familiarity with AI-driven content strategies and LLM preferences.
💰 Compensation & Benefits
- Salary Range: $110,000 - $140,000 per year (for CA-based applicants)
- Benefits:
- Medical, dental, and vision plans with coverage beginning on the date of hire.
- Flexible paid time off.
- At least 8 paid company holidays annually.
- Home office stipend.
- Phone stipend.
- Commuter stipend.
- Supplemental pay on qualified leaves.
- Health savings accounts (HSA) contribution.
- Flexible spending plans.
- 401K plan.
- Discount program through Lumity.
ASSUMPTION: The salary range provided is based on industry standards for the role, experience level, and location. Final offer amounts may vary.
📌 Applicant Insights
🔍 Company Context
- Industry: Technology, Information and Internet
- Company Size: 501-1,000 employees
- Founded: 2016
- Company Description: Instawork is the leading flexible work app for local, hourly professionals. Its digital marketplace connects thousands of businesses and more than five million workers, filling a critical role in local economies.
- Company Specialties: Recruiting, technology, restaurants, hospitality, hiring, gigs, manufacturing, light industrial, warehousing, staffing, high volume, gig economy, app, ecommerce, supply chain, food & beverage, food service, staffing, events, fulfillment operations, logistics, hotels, venues, catering, and warehouse logistics.
📊 Role Analysis
- Career Level: Mid-level to senior-level marketing role with a focus on SEO and AI-driven search trends.
- Reporting Structure: This role reports directly to the Head of Marketing or a similar senior-level position within the marketing department.
- Work Arrangement: Hybrid work arrangement with an expectation of working in-office up to 5 days a week.
- Growth Opportunities: This role offers opportunities to grow within the marketing department and potentially take on more senior-level responsibilities as the company continues to expand its AI-driven search strategies.
🌍 Location & Work Environment
- Office Type: Hybrid work arrangement with an expectation of working in-office up to 5 days a week.
- Office Location(s): San Francisco, California, United States
- Geographic Context: San Francisco is a major tech hub with a high cost of living. The city offers a diverse range of cultural attractions, dining options, and outdoor activities.
- Work Schedule: Standard full-time work schedule with the expectation of working in-office up to 5 days a week.
ASSUMPTION: The ideal candidate for this role will be comfortable working in a hybrid work environment and have a strong understanding of the local job market and cost of living in San Francisco.
💼 Interview & Application Insights
- Typical Process: The interview process typically involves an initial phone or video screen, followed by multiple on-site or video interviews with key stakeholders, including the hiring manager and other senior-level team members. A final interview may include a presentation or case study component to assess the candidate's strategic thinking and problem-solving skills.
- Key Assessment Areas: Candidates should be prepared to discuss their SEO strategies, AI-driven content strategies, and technical SEO expertise. They should also be ready to provide examples of their past successes in demand generation and awareness building through SEO.
- Application Tips:
- Tailor your resume and cover letter to highlight your relevant SEO experience, AI-driven search strategies, and technical SEO expertise.
- Include specific examples of your past successes in demand generation and awareness building through SEO.
- Prepare for behavioral interview questions that focus on your problem-solving skills, strategic thinking, and ability to work collaboratively in a dynamic, fast-paced environment.
- Familiarize yourself with Instawork's mission, values, and company culture to demonstrate your fit for the role and organization.
🛠️ Tools & Technologies
- Webflow
- HubSpot
- Salesforce
- Google Analytics
- SEMrush or similar SEO tools
- AI-driven content generation and optimization tools (e.g., Frase, Copy.ai)
👔 Cultural Fit Considerations
- Company Values: Instawork's core values include Bias for Action, Act Like an Owner, Always Be Learning, and Empathy, Trust, Candor. Candidates should be able to demonstrate how their personal values align with these principles.
- Work Style: Instawork values a dynamic, fast-paced work environment where employees are encouraged to take initiative, collaborate effectively, and continuously learn and adapt. Candidates should be comfortable working in a rapidly evolving industry and be open to feedback and growth opportunities.
⚠️ Potential Challenges
- Role-Specific Challenges: This role requires a strong understanding of AI-driven search trends and a proven track record in SEO and content strategy. The ideal candidate will be comfortable working in a dynamic, fast-paced environment and collaborating with cross-functional teams.
- Company-Specific Challenges: Instawork is a rapidly growing startup with a high-paced work environment. Candidates should be comfortable working in a fast-paced, evolving industry and be open to feedback and growth opportunities.
- Location-Specific Challenges: San Francisco has a high cost of living, which may impact the candidate's overall compensation package and quality of life. Candidates should be prepared to negotiate their salary and benefits package accordingly.
📈 Similar Roles Comparison
- Role Differentiation: This role focuses on AI-driven search trends and LLM optimization, while similar roles may focus more on traditional SEO strategies or specific industry verticals. This role also requires a strong understanding of technical SEO and a proven track record in demand generation and awareness building through SEO.
- Industry-Specific Context: The AI-driven search landscape is rapidly evolving, and this role requires a strong understanding of AI-driven search trends and a proven track record in SEO and content strategy. The ideal candidate will be comfortable working in a dynamic, fast-paced environment and collaborating with cross-functional teams.
📝 Sample Projects
- AI-Optimized Content Strategy: Develop a content strategy that aligns with LLM preferences and drives lead nurturing. Collaborate with Growth and Product Marketing teams to create authoritative, schema-rich content that appears in LLM training sets, featured snippets, and retrieval-augmented generation contexts.
- Zero-Click Optimization: Develop strategies for visibility and engagement in zero-click environments, including summaries, answer cards, and AI-generated snapshots. Optimize content for generative search and AI chatbot interactions to drive downstream conversions.
- Technical SEO Audit: Lead a comprehensive technical SEO audit to identify and address issues impacting Instawork’s search visibility and performance. Drive improvements in site speed, indexing, and structured data implementation to enhance user experience and organic search rankings.
❓ Key Questions to Ask During Interview
- Role-Specific Questions:
- How does this role fit into the overall marketing strategy for Instawork?
- What are the key priorities for this role in the first 30, 60, and 90 days?
- How does this role collaborate with other marketing teams and stakeholders within the organization?
- Company-Specific Questions:
- How does Instawork support the professional development and growth of its employees?
- What are the key challenges and opportunities facing Instawork in the next 1-2 years?
- How does Instawork measure the success of its marketing campaigns and initiatives?
- Industry-Specific Questions:
- How does Instawork stay ahead of the rapidly evolving AI-driven search landscape?
- What are the key trends and developments in AI-driven search that Instawork is currently exploring?
- How does Instawork approach partnerships and collaborations with other technology companies and industry players?
📝 Key Questions to Ask During Interview
- Role-Specific Questions:
- How does this role fit into the overall marketing strategy for Instawork?
- What are the key priorities for this role in the first 30, 60, and 90 days?
- How does this role collaborate with other marketing teams and stakeholders within the organization?
- Company-Specific Questions:
- How does Instawork support the professional development and growth of its employees?
- What are the key challenges and opportunities facing Instawork in the next 1-2 years?
- How does Instawork measure the success of its marketing campaigns and initiatives?
- Industry-Specific Questions:
- How does Instawork stay ahead of the rapidly evolving AI-driven search landscape?
- What are the key trends and developments in AI-driven search that Instawork is currently exploring?
- How does Instawork approach partnerships and collaborations with other technology companies and industry players?
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through [this link](https://www.instawork.com/jobs).
- Tailor your resume and cover letter to highlight your relevant SEO experience, AI-driven search strategies, and technical SEO expertise.
- Prepare for behavioral interview questions that focus on your problem-solving skills, strategic thinking, and ability to work collaboratively in a dynamic, fast-paced environment.
- Familiarize yourself with Instawork's mission, values, and company culture to demonstrate your fit for the role and organization.
- Follow up with the hiring manager or HR representative within 7-10 business days after your initial application to confirm receipt and express your interest in the role.
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
