My SWAR version almost does what your vectorization algorithm description does - just that the SWAR-code looks rather gnarly because the compiler isn't auto-generating the vector code for you, it's hand-coded in C by me and I'm limited to 64 bits at a time.
With vectorization, I think the way to go is to have two nested loops, an outer advances by 32 * 255 elements at a time, and an inner one that loads 32 bytes, compares each character to 's', and accumulates on 8 bit lanes.
Then in the outer loop you do an horizontal sum of the 8 bit accumulators.