Head of SEO & Organic Growth at Betfred | Manchester, UK

Betfred

Head of SEO & Organic Growth

Manchester, UK (Unknown)

Salary Not AvailableSenior Level7+ years expFull time

Posted 6 weeks ago

Top 1% of applicants do these two things.

The other 99% submit and hope. You're about to do something different.

Job Summary

Own and drive the multi-market SEO program with a focus on sustainable organic growth, cross-functional alignment and revenue impact.

Growth Infrastructure: Set strategy and governance for technical and on-page SEO, site health, and cross-team execution.
Content Engine: Scale multi-market content aligned to search demand, brand positioning and conversion signals.
Leadership & Ops: Build a high-performing team, manage budgets, reporting, and senior stakeholder communication.

Job Description

Responsibilities

Own and evolve the enterprise SEO strategy to drive sustainable, long-term organic traffic growth, customer acquisition and revenue across key markets.
Lead, mentor and develop the team, including article copywriters and SEO specialists, creating a high-performance culture with clear objectives, accountability and progression.
Set the strategic direction for technical, on-page and off-page SEO, ensuring best practice is consistently implemented across all platforms, products and content journeys.
Develop and scale high-performing content strategies across betting and gaming categories, aligning search demand, brand positioning and commercial priorities.
Constantly identify new opportunities to align content, technical SEO, UX and conversion performance to optimise organic growth and improve the quality of traffic.
Act as the senior SEO lead for the business, influencing cross-functional stakeholders and ensuring SEO is embedded into product, development, content and performance marketing plans.
Manage relationships with internal content teams, external agencies and affiliate partners to maximise organic visibility, authority and return on investment.
Monitor algorithm updates, competitor activity and wider industry trends, adapting strategy at pace to protect and grow rankings in a highly competitive SERP landscape.
Collaborate with product and development teams to improve site architecture, page performance, crawlability, indexation and overall technical health.
Manage and deliver to agreed KPs, clearly communicate performance, risks, opportunities and strategic priorities to senior stakeholders and demonstrate tangible revenue associated to SEO.

Requirements

Minimum 7+ years in SEO, including significant experience in a senior or head-of-function role within the Online Gaming, Casino or Sports Betting sector.
Proven leadership experience managing and developing high-performing teams, with the ability to lead specialists across content, copywriting, technical SEO and strategy.
Strong track record of building and delivering multi-market SEO strategies that increase organic visibility, qualified traffic, conversion and revenue in regulated markets.
Proven experience ranking for high-value, high-competition keywords in highly competitive search environments.
Strong budget management skills
Expert knowledge of site architecture, Core Web Vitals, PageSpeed, schema markup, internal linking, indexation management and mobile-first indexing.
Advanced proficiency in Google Analytics 4, Google Search Console and industry tools.
Demonstrated ability to influence and coordinate across cross-functional departments including PPC, Product, UX, Content and Technology.
Exceptional analytical and commercial skills, with the ability to translate complex SEO data into clear, actionable business strategies for non-technical stakeholders.
Experience presenting performance, strategic recommendations and investment cases to senior leadership with confidence and credibility.

Preferred

Working knowledge of HTML, CSS and JavaScript in relation to SEO implementation and technical constraints.
Professional SEO or Digital Marketing qualifications.
A background in a digital agency environment managing major iGaming accounts.
Experience owning departmental planning, resource allocation and prioritisation within a fast-paced, commercially driven business.

Betfred

Betfred is a leading betting and gaming company that has been at the forefront of the industry for over 50 years. With over 1300 shops and 9500 employees, we are constantly pushing ourselves to innovate and improve, and we are always on the lookout for the best talent to join our team.In 2019, we entered the US sports betting market as Betfred Sportsbook, and we now operate in 10 states. We have also recently established a new presence in South Africa, with over 50 betting halls, and we own a majority stake in Lottostar, South Africa's largest online betting company.At Betfred, our mission is to provide our customers with the best possible service, products and experience while ensuring responsible gambling. We believe our employees are our greatest asset and we are committed to providing them with the training and development they need to succeed. We offer a range of career opportunities, from retail positions in our shops to roles in our head office.We are also dedicated to giving back to the communities in which we operate. Through our Betfred Supports initiative, we support a range of charities and community initiatives.Join us on our journey and be a part of the Betfred team.

Founded in 1967

Warrington, England, GBR

3.7K employees

betfredcareers.com