Role Overview

As Senior Organic Performance Manager, you will lead the development and execution of comprehensive organic growth strategies that enhance visibility, traffic, and engagement across search engines and AI-driven discovery platforms. You will work cross-functionally with Product, PR, Content, and Engineering teams to deliver sustainable, scalable growth aligned with our global vision.

Key Responsibilities
 

• Own and deliver the organic growth strategy across all English-speaking markets (UK, US, and emerging regions).

• Drive visibility and performance across both traditional search engines and generative AI platforms (e.g. LLM-powered search experiences).

• Manage, mentor, and develop a small team of SEO/Organic specialists

• Partner closely with Product and Engineering teams to influence technical SEO, site architecture, and platform evolution.

• Lead the creation, testing, and scaling of new organic growth initiatives, including seedling or experimental sites.

• Collaborate with the Global Digital PR teams to generate high-impact link acquisition, brand mentions, and citation strategies.

• Define and uphold best-in-class standards for content quality, EEAT, and organic performance.

• Develop and evolve performance measurement frameworks, including reporting across SEO and AI discovery channels.

• Conduct ongoing analysis, opportunity sizing, and competitive benchmarking to inform strategy.

• Champion innovation by identifying and implementing new tools, technologies, and methodologies in organic search and AI.

• Play a key role in agile workflows, enabling rapid testing, iteration, and feedback loops.

• Support the Global Director of Organic Performance in shaping long-term strategy, CMS evolution, and technology roadmap.

• Lead requirements gathering and refinement for SEO, content, and LLM optimisation initiatives.

• Participate in stakeholder and product meetings, ensuring organic considerations are embedded in all key decisions.

• Oversee SEO testing frameworks, including A/B testing, feature validation, and performance experimentation.

Skills and Experience
 

• Extensive experience in SEO and organic growth, ideally within competitive or regulated industries (e.g. betting, finance, iGaming).

• Strong understanding of modern search ecosystems, including Google algorithms, entity-based SEO, and AI-driven search experiences.

• Proven track record of delivering scalable organic growth across multiple markets.

• Experience managing and developing high-performing SEO or organic teams.

• Deep technical SEO knowledge, including site architecture, indexing, rendering, and performance optimisation.

• Strong familiarity with data analysis tools (e.g. GA4, Search Console, log analysis tools, rank tracking platforms).

• Experience working with product and engineering teams in agile environments.

• Knowledge of digital PR, link acquisition strategies, and brand authority building.

• Understanding of content strategy, EEAT principles, and semantic search optimisation.

• Experience with testing methodologies and performance experimentation frameworks.

• Commercial awareness and ability to align organic strategy with business objectives.

• Excellent communication and stakeholder management skills.

Personal Attributes
 

• Highly organised, proactive, and comfortable taking ownership of initiatives.

• Strategic thinker with a strong execution mindset.

• Naturally curious, with a passion for innovation in search and AI.

• Comfortable operating in a fast-paced, evolving environment.

• Strong problem-solving skills with attention to detail.