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SEO and Audience Development Manager

Natural Diamond Council

Remote (Must reside in tri-state area of New York, New Jersey, Connecticut)
posted November 5, 2021

The mission of the Natural Diamond Council (NDC) is to advance the integrity of the modern diamond jewelry industry and augment consumer awareness and desirability. As the ultimate luxury good, a billion-year-old miracle of nature and recovered by a global industry that's rooted in sustainability and innovation, the NDC presents the world of natural diamonds to the modern consumer through its new brand (launched June 2020), Only Natural Diamonds,, an authoritative digital content destination on all things natural diamonds.

The content conveys the exciting and culturally relevant happenings within and around the world of natural diamonds, reimagined diamond education, as well as presents the social and global benefits and commitments that are inherent to the sector. The brand also develops one to three global advertising campaigns a year.

The Council comprises seven members, approximately 75 percent of the world’s rough diamond production. With 35 operations in eight countries across four continents, NDC
members positively impact the livelihood and environments of millions of people. The NDC also offers diamond professionals, from retailer to manufacturer to designer, resources from education, marketing materials, trend reports, industry news, and more (

To join the NDC is to join a well-supported, exciting, entrepreneurial, creative and pioneering organization that has a global mission and impact. The culture prioritizes collaboration, agility, transparency, impact and empathy.

The NDC has offices in New York, Shanghai, Mumbai, Antwerp, and London.

Primary Role Responsibilities

The SEO and audience development specialist will advise on digital best practices for SEO performance and growth as well as execute initiatives that introduce the brand's content to new readers and builds loyalty with existing readers. The role will work alongside the media and performance marketing lead and be responsible for developing and executing content and distribution strategies across both owned and paid media channels, particularly across SEO, email, partnerships, among other avenues, to engage and convert audiences.

Success in this role will be measured based on meeting our growth key performance indicators (KPIs), increased traffic to, newsletter growth, improved SERP rankings, and audience retention.

Key Performance Metrics:

  • Website visits
  • Search engine impressions and arrivals
  • Inbound links
  • Web to email conversion rate
  • Email circulation
  • Retention rate

Reports to media and performance marketing lead and day-to-day works with content creators, including editors and web producers, to effectively repurpose content for distribution and promotion across our owned and paid channels.

Primary Responsibilities

SEO and Web Content:

  • Lead and execute on SEO strategy via content optimization, keyword research and management, and backlink building to meet site visit goals.
  • Assist web and content team by optimizing pieces for SEO.
  • Oversee updates and refreshes of content archives.
  • Work with media and performance marketing lead to conduct competitive analyses to inform editorial, product and business decision making, with an eye toward digital media trends.
  • Define and build keyword lists using a mix of proprietary tools, analytics data, and pay-per-click data.
  • Identify new areas for opportunity across the site and strategic updates of existing content based on keyword analysis and research, using Ahrefs, SEMRush, Google Analytics, Google Search Console and other tools as needed to increase search traffic and page rankings.
  • Manage and improve organic search engine performance and goal setting based on clickthrough rates, traffic and conversions.
  • Report on SEO strategy and content on a monthly, quarterly and annual basis, and provide best practice recommendations to foster growth, strategy and content development.

Audience Development:

  • Work with media and performance marketing lead to create, manage and optimize audience acquisition campaigns, using both paid and organic strategies and budgets, to recruit and capture new audience via owned platforms (e.g., web, email) and unowned channels (e.g., native ads, search, social media) with a focus on quality conversions.
  • Identify and implement opportunities to grow our newsletter list size and optimize performance of email products by suggesting content and subject line best practices, maintaining sweeps and list hygiene best practices, and more.
  • Manage traffic growth opportunities, such as newsletter link exchanges and syndicated content partnerships.


  • Three-plus years of experience in audience development, marketing, or related role with an understanding of audience development strategies
  • Deep understanding of SEO and distributions channels such as email and social
  • Proven experience implementing SEO and audience development strategy with positive results
  • Experience with SEMRush, Google Analytics, and Google Search Console; Google Ads is a plus
  • Familiarity with Wordpress and project management tools is a plus
  • Remote role. Reside in tri-state area of New York, New Jersey, Connecticut to commute to New York City office for meetings

Interested candidates should email resume to