Manager, Digital Search & Website Strategy

Job Title: Manager, Digital Search & Website Strategy

Location:India (Remote/Hybrid)

Department: Global Marketing  

Reports To: Vice President, Global Marketing  

Position Summary

Caidya is seeking an experienced search marketing professional to own and execute our global search strategy across traditional search, paid search, AI-powered search experiences, and emerging discovery platforms. This is a highly autonomous, individual contributor role responsible for increasing qualified organic and paid visibility, improving lead generation, and positioning Caidya as a leading global CRO for biotech and biopharmaceutical companies.

This position will develop and execute SEO, SEM, AEO (Answer Engine Optimization), GEO (Generative Engine Optimization), technical search optimization, and content optimization strategies across multiple regions including North America, Europe, Latin America, and Asia-Pacific (including China where appropriate).

In addition to leading Caidya’s global search strategy, this position will serve as the primary marketing owner of the corporate website (www.caidya.com). The individual will be responsible for the day-to-day administration, optimization, and maintenance of the WordPress website, ensuring content remains current, pages are optimized for search and conversion, and the overall user experience supports Caidya’s commercial objectives.

Working closely with Marketing, IT, external web development partners, and regional stakeholders, this individual will manage routine website updates while identifying opportunities for continuous improvement in performance, usability, accessibility, and lead generation.

The ideal candidate is equally comfortable developing strategy, working inside analytics platforms, optimizing technical SEO, collaborating with content creators, managing agencies when needed, and measuring business impact. They will partner closely with the global marketing team.

This role does not include people management but requires significant leadership through influence across a global organization.

Primary Responsibilities

Global Search Strategy

• Own Caidya’s worldwide search strategy across organic, paid, AI-powered search, and emerging search channels.
• Develop annual and quarterly search roadmaps aligned with commercial objectives.
• Identify growth opportunities by therapeutic area, service line, geography, and buyer persona.
• Build search strategies supporting both enterprise branding and demand generation.

Website Management & WordPress Administration

Serve as the primary marketing owner for the Caidya corporate website (WordPress), including:

• Manage routine website maintenance and content updates across the global website.
• Publish and maintain webpages, landing pages, blog articles, thought leadership content, webinars, and campaign assets.
• Maintain page layouts using the WordPress content management system and approved page builders.
• Ensure consistent branding, messaging, navigation, and user experience across the site.
• Coordinate with IT and external web developers on larger website enhancements, plugin updates, security patches, integrations, and new functionality.
• Monitor website performance, uptime, broken links, accessibility, and technical issues.
• Optimize landing pages for lead generation and conversion.
• Maintain forms, CTAs, downloads, and marketing campaign pages.
• Support implementation of marketing technologies, including analytics, tracking scripts, CRM integrations, and marketing automation tools.
• Ensure SEO best practices are incorporated into all new and existing website content.
• Recommend ongoing improvements to site architecture, navigation, content organization, and user experience.
• Conduct periodic audits to identify outdated content and coordinate content refreshes with subject matter experts.
• Support multilingual website updates in collaboration with regional marketing teams.
• Maintain website documentation, publishing standards, and governance processes.

Search Engine Optimization (SEO)

Lead all aspects of technical and content SEO including:

• Technical SEO audits
• Crawl optimization
• Site architecture
• Core Web Vitals
• Schema markup
• Internal linking
• Metadata optimization
• International SEO
• hreflang implementation
• Index management
• XML sitemaps
• Redirect management

Develop optimization strategies for:

• Clinical research
• Early phase development
• Oncology
• Rare disease
• Cell & gene therapy
• CNS
• Medical devices
• Biometrics
• Regulatory
• Decentralized trials
• China clinical development
• Global CRO services

Answer Engine Optimization (AEO)

Develop strategies that improve visibility within AI-generated answers including:

• ChatGPT
• Google AI Overviews
• Gemini
• Perplexity
• Claude
• Microsoft Copilot

Optimize content for:

• Featured snippets
• Entity recognition
• Structured data
• Question-based search
• Knowledge graph visibility
• FAQ optimization
• Semantic search

Generative Engine Optimization (GEO)

Develop content specifically optimized for large language models and generative search experiences.

Responsibilities include:

• Entity optimization
• Content authority development
• Topic clustering
• E-E-A-T improvements
• AI citation optimization
• Brand mention strategy
• Knowledge graph development

Monitor how Caidya appears within AI-generated search responses and recommend improvements.

Search Engine Marketing (SEM)

Manage global paid search programs including:

• Google Ads
• Microsoft Ads
• Regional search platforms where appropriate

Responsibilities include:

• Campaign strategy
• Budget optimization
• Keyword research
• Landing page optimization
• Ad copy
• Conversion optimization
• A/B testing
• Performance reporting
• ROI optimization

Analytics & Reporting

Develop executive dashboards measuring:

• Organic traffic
• Keyword rankings
• Share of voice
• AI search visibility
• Qualified lead generation
• Conversion rates
• Pipeline influence
• Paid campaign performance
• Return on ad spend
• Website engagement
• Attribution

Provide monthly executive reporting with actionable recommendations.

Content Collaboration

Partner with content marketing to:

• Build keyword strategies
• Develop content clusters
• Create pillar pages
• Optimize blogs
• Improve service pages
• Support thought leadership
• Enhance landing pages
• Identify new content opportunities

International Search

Support search strategies across:

• North America
• Europe
• Latin America
• APAC

Partner with regional teams to optimize multilingual content and international SEO.

Experience with Chinese digital ecosystems (Baidu and local content strategies) is preferred but not required.

Marketing Technology

Serve as the search expert for platforms such as:

• GA4
• Google Search Console
• Google Tag Manager
• Looker Studio
• SEMrush
• Ahrefs
• Screaming Frog
• BrightEdge
• Similarweb
• Google Ads
• Microsoft Ads
• Marketo and SalesForce
•  WordPress CMS administration
• Elementor (or comparable page builder)
• HTML/CSS editing
• Website accessibility (WCAG)
• Website performance optimization
• CDN and caching concepts
• Cookie management and consent platforms

Evaluate and recommend emerging AI-powered search tools.

Qualifications

Required

• Bachelor’s degree in Marketing, Business, Communications, or related discipline
• 7–10+ years of progressive SEO/SEM experience
• 5+ years in B2B marketing
• Experience marketing complex professional services or life sciences organizations
• Proven success improving organic traffic and qualified lead generation
• Strong technical SEO expertise
• Experience managing paid search campaigns
• Experience using enterprise SEO platforms
• Strong analytical and reporting skills
• 3–5+ years of experience administering WordPress websites in a business environment.
• Experience publishing and maintaining content within WordPress.
• Familiarity with HTML and CSS sufficient to troubleshoot and make minor website modifications.
• Experience coordinating with external web development partners.
• Experience implementing SEO best practices within WordPress.
• Experience with website analytics, tag management, and conversion tracking.
• Ability to independently prioritize work and execute with minimal supervision
• Excellent communication skills

Preferred

Experience within:

• CRO
• Pharmaceutical
• Biotechnology
• Healthcare
• Medical technology
• Clinical research