SEO / AI Growth Marketing Specialist

About Us

Propel (TSX: PRL) is the fintech company building a new world of financial opportunity by facilitating access to credit for consumers underserved by traditional financial institutions. Through its AI-driven platform, Propel evaluates customers in a more comprehensive way than traditional credit scores can. Our revolutionary fintech platform has already helped consumers access over one million loans and lines of credit and over one billion dollars in credit.

To build a new world of opportunity we bring together the brightest talent to help us build opportunities. We are entrepreneurs and believe in measuring success through results and growing within; talent and hard work never goes unnoticed. At Propel, we are here to change the way employees, customers and shareholders succeed together.

We are a team of passionate entrepreneurs, who foster curiosity and growth in our employees. Our culture is why we have been so successful and why our employees choose Propel to build their careers. It is also why we are one of North America’s fastest growing companies and a Best Place to Work.

Join us as we change the way employees, customers and shareholders succeed together.

About You

You thrive in a vibrant, entrepreneurial organization where your ideas are valued. You are motivated by goals, a self-starter, and enjoy wearing multiple hats in a fast-growing fintech environment.

You’re a handsâ on, dataâ driven digital marketer who loves unlocking organic growth in a complex, regulated environment like financial services. You’re equally comfortable deep in keyword analysis and dashboards as you are leading crossâ functional discussions and presenting to senior stakeholders.

Responsibilities

• Own the SEO/AIO/LLM/GEO roadmap with aggressive organic traffic and conversion growth targets
• Plan and execute onâ page, technical and offâ page SEO: keyword strategy, site architecture, internal linking, content optimization and schema markup
• Design and run AIâ driven optimization experiments (content variants, onâ site experiences, AIâ powered testing frameworks) to improve relevance, engagement and conversion
• Lead an integrated SEO + LLM + GEO strategy focused on improving search SOV, visibility and conversion across traditional search and AIâ powered experiences
• Develop and execute visibility strategies for LLM platforms and answer engines, ensuring our brands and products are accurately and prominently represented
• Design and manage GEO/localization strategies (localized landing pages, local content, GEOâ targeted experiences) to increase relevance and performance across key regions
• Translate competitive, keyword and SERP insights into clear briefs and requirements for content, UX/design, product and development teams
• Use tools such as SEMrush, GA4, Google Search Console, AI measurement/experimentation tools, and other SEO platforms to monitor performance, identify opportunities and prioritize initiatives
• Analyze performance across LLM, GEO and traditional SEO channels, including traffic, rankings, SOV, conversions, engagement, crawlability and Core Web Vitals, to surface highâ impact opportunities
• Partner with Analytics/BI and leverage advanced data tools (e.g., SQL, BI dashboards) for deeper cohort, device and funnel analysis
• Build and maintain dashboards and reports that track rankings, traffic, engagement and conversion across key segments and product lines
• Turn data and competitive research into insightâ led recommendations for content, product and broader marketing
• Propose and run structured A/B and multivariate tests on landing pages and content to improve organic performance and user experience
• Use enterprise SEO and site quality tools (e.g., Screaming Frog, SiteImprove, log analysis tools) to diagnose and prioritize technical improvements
• Act as the project lead for SEO/AIO/LLM/GEO initiatives, ensuring work is clearly scoped, wellâ documented and delivered on time
• Coordinate work across internal stakeholders (Marketing, Product, Analytics, Technology, Compliance, Creative/Design, Customer Experience) to ensure alignment and smooth execution
• Work within Agile workflows, using tools like JIRA to manage backlogs, sprint plans and crossâ functional dependencies
• Partner with social, content and brand teams to develop GEOâ aware and LLMâ friendly content that is consistent across web, search and social
• Manage dayâ toâ day collaboration with our SEO/linkâ building agency, including briefing, prioritization, quality control and performance tracking
• Maintain an upâ toâ date roadmap and campaign calendar, clearly communicating dependencies, timelines and status
• Ensure all optimizations and content adhere to brand, regulatory and compliance guidelines, especially in a financial services context
• Serve as the subjectâ matter lead for SEO and AIO within the Acquisition & Growth team – advising on best practices and coaching stakeholders on what “good” looks like
• Prepare regular, insightful updates and presentations for leadership, highlighting performance, key learnings, competitive insights and recommended next steps
• Clearly communicate complex technical and analytical topics in a concise, visual, decisionâ ready way for senior audiences
• Champion a testâ andâ learn mindset, helping the team move quickly, experiment thoughtfully and scale what works

Requirements

Must Have

• 5–6 years focused on SEO/organic growth inâ house or with clients, including experience operating at enterprise scale and leading complex crossâ functional programs
• Proven track record driving measurable improvements in organic rankings, traffic and conversions
• Proven experience improving LLM/GEO visibility and traditional SEO performance (e.g., SOV, rankings, traffic, conversions)
• Experience partnering with or managing agencies/vendors for SEO, content and/or GEO initiatives (briefing, prioritization, performance management)
• Comfort influencing budgets, forecasts and prioritization based on expected impact, effort and cost
• Handsâ on experience with LLM and AI platforms (e.g., ChatGPT, Gemini, Perplexity) for content ideation, optimization and visibility, including designing effective prompts and evaluating AI outputs for brand and compliance fit
• Strong technical SEO expertise: crawlability, indexation, site architecture, structured data/schema, Core Web Vitals, and server log analysis
• Familiarity with tag management, basic HTML/CSS, and collaborating closely with development teams on technical SEO
• Strong practical experience with:
• SEMrush (or similar SEO platforms)
• Google Analytics 4 (GA4)
• Google Search Console
• AI and experimentation/measurement tools for website optimization and content performance
• Excellent analytical skills – comfortable working in spreadsheets, analyzing performance data, segmenting audiences, and building dashboards and visualizations
• Experience with CRO and experimentation tools (e.g., Optimizely, VWO, Google Optimize [legacy] or similar)
• Demonstrated ability to translate data and competitive research into clear recommendations that guide strategy and execution
• Strong project management skills with experience managing multiple workstreams, deadlines and stakeholders in parallel
• Experience working in an Agile environment and using JIRA to manage backlogs, sprints and implementation tracking
• Outstanding communication and collaboration skills, with the ability to influence without formal authority and work effectively across marketing, product, technology, agencies and compliance
• Comfort working in a fastâ paced, highâ growth, entrepreneurial environment, with a bias for action and continuous optimization

Niceâ toâ Have

• Experience with financial services or fintech brands
• Understanding of consumer lending/credit products and the challenges of working in a highly regulated environment

Benefits to Joining Propel

• Growth and opportunity – we pride ourselves on promoting from within
• Incredible company culture
• Competitive salary and health benefits
• Comprehensive vacation package
• Group health and dental benefits
• Group RRSP program
• Support for new parents
• Diverse and inclusive workplace

Hourly Range

$35.00 – $45.00/hr

Final compensation is determined by market conditions, location, and the candidate’s experience, skills, and education. This role may also be eligible for performance-based incentive programs and total compensation may include variable incentives, such as bonuses and commissions.

This posting is for an existing vacancy within our organization.

Our Culture

Propel brings together the brightest talent to build opportunities. We are entrepreneurs who measure success through results and growth from within; talent and hard work never go unnoticed. Our team fosters curiosity and growth, making Propel one of North America’s fastest-growing companies and a Best Place to Work.

Commitment to Diversity & Inclusion

Propel welcomes and encourages applications from all groups, including Indigenous peoples, women, visible minorities, persons with disabilities, people from gender and sexually diverse communities, and those with intersectional identities. Should you require accommodation throughout any stage of the recruitment and selection process, please specify your requirements when submitting your application and we will work with you to meet your needs.

AI Disclosure

We use AI to assist in reviewing applications and assessing candidates. These tools support our recruitment team, however, all hiring decisions are made by our trained hiring managers and recruitment professionals, not AI.

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