Local SEO Manager Multi-Location Retail - US Client

Job Title: Local SEO Manager (Multi-Location Retail)

Role Type: Dedicated to One Major Brand (Not an agency role juggling multiple clients). Scope: 48+ Locations (US Retail) Tools: BrightLocal, Uberall, GA4, GTM, GSC, SEMrush

The Mission

We are looking for a Technical Local SEO expert to take full ownership of the map visibility for a single, rapidly growing retail brand. You wont be juggling 10 different clients with different demands. Instead, you will go deep on one brand with 48+ locations, turning their Local SEO Grids (7x7) from Red to Green.

You will own the strategy and technical pipeline from the website location page to the Google Map Pack, collaborating with our dedicated Web Development team to execute the on-page work.

Key Responsibilities (The Needle Movers)

1. Grid & Map Pack Optimization (The Core Task)

• 7x7 Grid Strategy: Monitor rankings weekly using BrightLocal. If our store ranks #1 on Main St. but drops to #7 just 1 mile east, you diagnose why and develop the strategy to fix it.
• Gap Analysis: You understand that standard syncing isnt enough. You will identify where our automated listings fall short and use BrightLocal to manually build high-authority, niche-specific citations that the automated API misses.
• Suspension & Error Management: Immediately troubleshoot and resolve GMB suspensions or duplicate listings to protect the brands visibility.

2. On-Page Location Strategy (The Collaborative Bridge)

• Dev Collaboration & Auditing: You are the architect; the Web Developer is the builder. You will provide specific technical requirements to our Shopify Developer for our individual location pages.
• Schema & Technical Specs: You define the Local Business Schema (JSON-LD), URL structures, and meta-data rules. You audit the Developer’s work to ensure the implementation is pixel-perfect for search bots.
• Content Strategy: You provide the strategy for headers (H1s), Title Tags, and hyper-local content (driving directions, landmarks) for the development team to implement.

3. Tracking & Data Integrity (The Proof)

• GA4 & GTM: Ensure every GMB link is properly tagged with UTMs. Use Google Tag Manager to track specific micro-conversions (Directions, Calls, Menu Clicks) so we can prove the ROI of your work.
• Reporting: Translate raw data into clear insights. "Traffic dropped because of X, so I instructed the Dev team to fix Y."

4. Ecosystem Management (Uberall + BrightLocal)

• Core Sync (Uberall): Manage the Uberall dashboard for our 48 locations to ensure baseline NAP consistency across major aggregators. Ensure business hours and holiday closures are synchronized instantly.
• High-Value Citation Building (BrightLocal): Go beyond the "standard" feed. Execute manual citation campaigns via BrightLocal to secure unstructured citations and high-value directories that are critical for competitive 7x7 grids.
• (Note: Review responses are handled by a separate support team; your focus is purely on data health and ranking signals).

Required Tech Stack (Must Have)

• Primary Management: Experience with Uberall (or similar enterprise platforms like Yext/Moz).
• Citation & Grids: BrightLocal (Must be proficient in Grid Reports and Citation Campaigns).
• Analytics: GA4 (Custom reports), GTM (Tag implementation), GSC.
• SEO Tools: SEMrush (Site Health/Keywords).
• CMS: Familiarity with Shopify (ability to audit code/structure and brief Developers; coding proficiency not required).