Search (SEO) Lead

Critical Mass; Scotland; On-site; GBP 50,000 - 70,000; Full time

Job summary

A digital marketing agency in Scotland is seeking an SEO Lead to develop and execute innovative SEO strategies for global brands. The ideal candidate will have over 6 years of SEO experience and lead a team to deliver actionable insights and improve performance. Strong analytical skills and team management experience are essential. This role is a contract position until March 30, 2026, offering a dynamic environment with opportunities for growth.

Qualifications

• 6+ years of SEO experience.
• Experience leading and managing a team of SEO specialists.
• Excellent communication skills.
• Deep understanding of technical SEO.
• Strong analytical skills to interpret data.

Responsibilities

• Own the definition and execution of SEO strategies.
• Lead a team of SEO strategists to improve performance.
• Collaborate with teams to implement SEO best practices.
• Conduct SEO audits and competitive analyses.
• Optimize social search channels for visibility.

Skills

SEO experience

Team leadership

Data storytelling

Performance improvement

Ecomm/retail SEO strategy

GEO and AI search optimization

Project management

Proficiency in SEO tools

Analytical skills

Tools

SEMrush

Google Analytics

Tableau

Job description

In this role, you’ll own the development and delivery of smart, data-driven SEO strategies for leading global brands.

As SEO Lead, you understand that search marketing is at the core of a customer‑centric digital strategy. You combine analytical thinking with creative problem‑solving to help clients stand out in an ever‑changing search landscape. You’ll translate data and insights into actionable strategies that improve visibility, drive qualified traffic, and deliver measurable business results.

You’ll lead day‑to‑day SEO strategy and execution, partnering closely with cross‑disciplinary teams to ensure that SEO best practices are embedded across all touchpoints. You’ll also mentor junior team members, manage client relationships, and help lead strategies around AI search, content optimization, and evolving SERP experiences.

Above all, you’ll be a trusted strategic partner—someone who can connect technical details to business goals and drive performance through collaboration, innovation, and continuous improvement.

This is a contract role until March 30, 2026.

You Will

• Own the definition, execution, and optimization of holistic search strategies for a global brand
• Lead and manage a team of SEO strategists in achieving measurable performance improvements
• Deliver actionable insights to clients through insightful, visually compelling reports (including strategic recommendations)
• Use search data (in conjunction with other research sources) to understand user intent, drive content strategies, and identify business opportunities for clients
• Represent the Search practice within the organization, serving as a strategic thought leader, entrepreneur, advocate, and educator
• Lead and implement AI Search Optimization/GEO strategies
• Define success metrics and translate SEO results to business objectives
• Collaborate with content, technology, creative and analytics teams to incorporate SEO strategies and best practices
• Deliver actionable insights and strategic recommendations to clients through insightful, visually compelling reports
• Optimize social search channels (e.g. YouTube, TikTok) to maximize brand and content visibility across the digital landscape
• Align paid and organic search strategies to maximize cost efficiencies and holistic brand visibility
• Conduct regular SEO audits and competitive analyses
• Effectively convey SEO concepts and success stories in a concise and easy‑to‑understand manner
• Develop frameworks and processes to systematically track and improve search performance
• Advise on technical website development to maximize search indexability and visibility, including JavaScript SEO and accessibility considerations
• Define search‑driven guidelines and requirements for page content, copy, page speed, accessibility, indexability, structured markup, site architecture, URL structure, page titles, meta descriptions, headings, anchor text, internal linking, site maps, etc.
• Pitch and implement new search projects and service offerings
• Monitor, analyze, and report on search results and performance to both internal and external stakeholders
• Keep current with the latest digital trends and changes in the search marketing landscape, identifying new opportunities for clients (e.g. AI search, ML‑driven automation, visual search, voice search, social search, etc.)

You Have

• 6+ years of SEO experience
• Experience leading and managing a team of SEO specialists
• Excellent written and verbal communication, with strong presentation and data storytelling skills
• Track record of driving measurable performance improvements
• Ecomm/retail SEO strategy and experience (e.g. optimizing product/category pages, optimizing shopping feeds, etc.), with a systematic approach that has driven measurable results and incorporates
• Experience with GEO and AI search optimization for both AI Overviews and LLMs (ChatGPT, Perplexity, Gemini, AI Mode, etc.)
• Experience with global brands and international SEO, including strategies for multiple regional sites, languages, etc.
• Strong project management and organizational skills, with the ability to drive progress and manage multiple projects and deadlines simultaneously
• Experience defining and documenting internal processes and best practices to improve SEO implementation
• Deep understanding of search engine algorithms, ranking factors, SEO best practices, and technical SEO
• Proficiency in third‑party SEO/SEM tools, such as SEMrush, BrightEdge, Ahrefs, ScreamingFrog, etc.
• Proficiency in data analytics and visualization tools, such as Google Analytics, Google Data Studio, Adobe Analytics, Google Search Console, Tableau, etc.
• Experience with GEO/AI search tracking tools, such as Profound, BlueFish, BrightEdge AI Catalyst, etc.
• Strong Excel skills, including pivot tables, vlook‑ups, and comfort working with large datasets
• Strong analytical skills, with the ability to interpret data, identify trends, and make data‑driven decisions
• Experience developing and executing content strategies that improve brand visibility, traffic and engagement through content creation and optimization
• A proactive, self‑starter attitude
• Experience with testing and leveraging AI tools (ChatGPT, etc.) for SEO tasks and workflows
• Experience with paid search/SEM, or experience driving integrating SEO/SEM strategies and workflows

You May Have (ideal but not required)

• Experience managing paid search, PPC, or SEM campaigns – or experience integrating SEO/SEM strategies
• Local SEO/Google Business Profile experience

Critical Mass is an equal opportunity employer.

The Critical Mass Talent Acquisition team will only communicate from email addresses that use the URLs criticalmass.com, omc.comand us.greenhouse-mail.io. We will not use apps such as Facebook Messenger, WhatsApp, or Google Hangouts for communicating with you. We will never ask you to send us money, technology, or anything else to work for our company. If you believe you are the victim of a scam, please review your local government consumer protections guidance and reach out to them directly.

If U.S. based: https://www.consumer.ftc.gov/articles/job-scams#avoid
If Canada based: https://www.canada.ca/en/services/finance/consumer-affairs.html
If U.K. based: https://www.gov.uk/consumer-protection-rights
If Costa Rica based: https://www.consumo.go.cr/educacion_consumidor/consejos_practicos.aspx