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.
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.
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.
