Sr. Specialist SEO

PURPOSE & OVERALL RELEVANCE FOR THE ORGANIZATION

The SEO Sr. Specialist is part of the SEO practice within the LAM eCommerce organization. This role goes beyond technical optimization: it sits at the intersection of organic search, consumer intelligence, and data-driven decision-making.

The ideal candidate understands SEO as a window into consumer behavior — a signal layer that, when well-read, informs not only traffic strategy but broader business decisions. They are technically grounded, intellectually curious, and comfortable working with automation and AI tools to scale impact beyond the manual capacity of traditional SEO roles.

This role contributes directly to organic revenue growth across eCommerce sites in Latin America, while acting as an internal SEO consultant to site merchandising, content, and marketing teams.

KEY RESPONSABILITIES

SEO Execution & Technical Ownership

-    Own the eCommerce SEO KPIs for LAM: define, monitor, and report performance to the line manager, markets and digital organization.
-    Leverage existing SEO and web analytics tools (SEO analytics platforms, Google Search Console, proprietary toolsets) to identify and capture channel growth opportunities.
-    Align with the Global SEO Technical team on the execution of technical SEO priorities: structured data/schema, crawl management, indexability audits, Core Web Vitals, and site architecture — acting as the local point of contact, not the sole executor.
-    Own on-site content optimizations and internal linking strategies to improve organic visibility, topical relevance, and crawl efficiency across LAM eCommerce pages
-    Keep key stakeholders informed on relevant changes in the search industry, including algorithm updates, AI-driven search shifts, and emerging formats (SGE, GEO, zero-click trends).

Consumer Intelligence & Business Orientation
-    Use organic search data as a consumer intelligence layer: translate search trends, demand signals, and behavioral patterns into insights for marketing and merchandising teams.
-    Build and maintain reports and dashboards that connect SEO performance to business outcomes—not just traffic, but visibility, engagement, and revenue contribution—and act on the insights not only from an SEO perspective, but also through influencing other stakeholders.
-    Participate in cross-functional planning by contributing a consumer-first, search-informed perspective to content, product, and campaign decisions.

Automation, AI & Tooling
-    Actively explore and implement AI-powered tools and workflows that improve SEO productivity: from content briefs and keyword clustering to automated reporting and anomaly detection.
-    Bring a technology-forward mindset to the team — proactively identifying opportunities to automate repetitive tasks and build scalable processes.
-    Stay ahead of the curve on how AI is transforming organic search (generative search, AI Overviews, conversational engines) and what that means for adidas LAM's digital visibility.

Collaboration & Stakeholder Communication
-    Team up with eCommerce LAM counterparts: Web Analytics, Digital Visual Merchandising, Content, and Paid Traffic teams to create synergies and drive revenue through organic channels.
-    Collaborate with the Global SEO team to align on priorities and implement best practices locally.
-    Communicate SEO strategy and performance to non-technical stakeholders clearly and compellingly — translating data into narratives that drive decisions.
-    Identify and engage key stakeholders in local markets to drive offsite initiatives, leveraging global frameworks and processes for the LAM region.

KEY RELATIONSHIPS

-    SEO Sr. Manager LAM (direct manager)
-    Global SEO Team (technical and content leads)
-    Country Digital lead
-    Analytics
-    Site Merchandising
-    Brand / Digital Marketing
-    CRM
-    Paid Traffic (synergies across channels)

KNOWLEDGE, SKILLS AND ABILITIES

Core SEO & Digital
-    Familiarity with technical SEO concepts: schema/structured data, crawl budget, indexation, log file analysis, Core Web Vitals. Deep expertise is not required; a strong ability to learn and execute rapidly is.
-    Hands-on experience with generative AI tools applied to digital workflows (content generation, analysis, automation, or reporting)
-    Working knowledge of web analytics platforms (Google Analytics, Adobe Analytics) and search performance tools (Google Search Console, Screaming Frog, Semrush, Ahrefs or equivalent).
-    Understanding of how organic search intersects with other digital channels: paid media, content, CRM, etc.

Data, Automation & Technology
-    Strong data literacy: ability to read, interpret, and communicate insights from large datasets without needing to be a data scientist.
-    Comfort with AI-assisted workflows and genuine curiosity about how automation can improve digital marketing outputs.
-    Experience or willingness to learn prompt engineering, AI content tools, and no-code / low-code automation platforms (e.g., Make, Zapier, Looker Studio, or similar).
-    Ability to build and maintain dashboards or reports that translate raw data into clear business narratives.

Soft Skills & Mindset
-    Growth mindset: a genuine drive to learn, adapt, and evolve — especially as search and AI landscapes shift rapidly.
-    Critical thinking: ability to question assumptions, connect dots across disciplines, and propose solutions beyond the obvious.
-    Effective communication: comfortable translating technical SEO topics to non-technical stakeholders at various organizational levels.
-    Strategic vision: capacity to see beyond individual tasks and understand how SEO contributes to broader business goals.
-    Collaborative by nature: able to build trust and work productively across functions and cultures.
-    Self-starter: capable of managing projects autonomously with minimal supervision, and comfortable operating under pressure.
-    Native or advanced Spanish speaker. Fluent in English (written and verbal).

Additional Valued Attributes (Non-Excluding):
-    Genuine affinity with sports culture, streetwear, or fashion trends — someone who naturally understands the adidas brand from a consumer perspective.
-    Interest in digital culture, content trends, and how consumer identity is shaped by media, music, and lifestyle.
-    Experience in an eCommerce environment.
-    Familiarity with the LAM consumer landscape and regional search behavior nuances.

Requisite Education and Experience / Minimum Qualifications:
-    University degree in Business, Marketing, Data science, or a related discipline.
-    1–2 years of SEO work experience, Data or Digital Marketing either in-house or at an SEO/digital agency.
-    Demonstrated experience with data and analytics tools.
-    Experience in eCommerce or performance-oriented digital environments is a plus.
-    No team management required; leadership potential and cross-functional influence are strongly valued.