Nicole Jolma

Achieved significant improvements in SEO and digital marketing strategies for a major online vacation rental management platform in North America. Enhanced technical optimization and drove cross-functional initiatives, resulting in a more efficient AI-driven workflow within a 30 million monthly visit ecosystem.

Enterprise SEO & AI-Driven Search

• Lead enterprise SEO strategy for a 100K+ page ecosystem, driving measurable organic growth across technical SEO, content architecture, structured data, and AI-driven search visibility.
• Lead the evolution of Vacasa's SEO approach for AI-powered discovery (SEO, AEO/GEO, LLM-based search) through structured data enhancements, content clustering, and SERP experimentation.
• Developed scalable workflows for AI-assisted keyword research, competitive analysis, content strategy & optimization, and testing across templates and page types.

Technical SEO & Cross-Functional Execution

• Partner with Product, Engineering, and Analytics teams to implement large-scale technical improvements, including indexation, crawl optimization, schema, page speed, Core Web Vitals, and overall site hygiene.
• Build and maintain large-scale reporting frameworks in GA4, Tableau, Brightedge, Conductor, and Oncrawl to measure SEO performance and inform executive strategy.
• Drive brand authority and off-site visibility through multi-channel marketing efforts (SEO, content, PR, design, brand, email, social, & paid).

Team Leadership & Operations

• Presented insights, performance metrics, and strategic plans to senior leadership, turning complex data into actionable recommendations.
• Manage a high-performing digital marketing team across SEO, SEM, brand, email, content, and design—ensuring cohesive strategy across every stage of the funnel.

• Implemented targeted SEO initiatives, crafted engaging content, and executed public relations campaigns to boost organic acquisition and brand visibility for a travel metasearch startup.
• Optimized international SEO visibility through strategic technical enhancements, comprehensive content development, and targeted link-building initiatives.
• Designed comprehensive strategies for content and social media, focusing on high-intent traveler segments and acquisition objectives.
• Oversaw PR agency partnerships to enhance earned media placements in prominent travel and business publications.

• Secured two promotions through leadership in major technical projects and delivering impactful SEO performance improvements.
• Developed and implemented a comprehensive SEO program for Vacasa, establishing foundational strategies.
• Executed full site migration and redesign, achieving an 98% rating of 'good' pages in core web vitals assessment.
• Formulated and implemented organic strategies to enhance traffic growth by over 40% annually and optimize bottom-funnel conversion rates.
• Designed comprehensive SEO content frameworks tailored to user intent lifecycle, optimizing for revenue generation.
• Collaborated with engineering and product teams to integrate SEO requirements into website and feature development processes.
• Optimized website visibility on a global scale by integrating international SEO frameworks, focusing on localized site development and technical SEO compliance.

• Managed and executed global SEO, SEM, and social media campaigns, driving brand awareness for enterprise B2B SaaS and multinational organizations.
• Oversaw complex SEO programs across EMEA, APAC, and North America to drive multi-million-dollar acquisition initiatives.
• Executed comprehensive site migrations and redesigns, enhancing technical SEO for B2B SaaS clients in pharmaceutical, e-commerce, unified communications, and software sectors.
• Spearheaded integrated marketing campaigns encompassing paid search and social media to enhance pipeline growth and engagement.
• Facilitated collaboration between UX, analytics, and development teams to drive conversion rate optimization and enhance user experience.