Senior SEO Manager (GEO/LLMs)

FairPlay Sports Media; Leeds; Hybrid; GBP 70,000 - 110,000; Full time

Benefits offered by this job

Sky HD package & broadband

PureGym membership

Healthcare with Bupa

Pension with company contribution

Training fund

Unlimited holiday

Job summary

FairPlay Sports Media is seeking a Senior Organic Performance Manager to drive growth across search engines and AI discovery platforms. You will collaborate with Product, PR, Content, and Eng teams to deliver scalable growth aligned with our global vision.

You will lead a small SEO team and own the organic growth strategy across UK, US, and emerging markets, focusing on EEAT and performance measurement across channels. A hybrid/remote role from the UK is supported.

Qualifications

• Extensive experience in SEO and organic growth within competitive or regulated industries.
• Strong understanding of modern search ecosystems and AI-driven search experiences.
• Proven track record of delivering scalable organic growth across multiple markets.
• Experience leading high-performing SEO teams.
• Deep technical SEO knowledge including site architecture and performance optimization.

Responsibilities

• Own and deliver organic growth strategy across English-speaking markets (UK, US, emerging regions).
• Drive visibility across traditional search engines and AI platforms (LLM-powered).
• Mentor and develop a small team of SEO/Organic specialists.
• Collaborate with Product and Engineering to influence technical SEO and site architecture.
• Lead creation, testing, and scaling of new organic growth initiatives and experiments.
• Partner with Global Digital PR to generate high-impact link acquisition and brand mentions.
• Define EEAT standards and measure performance across SEO and AI discovery channels.
• Conduct opportunity sizing, competitive benchmarking and innovation in tools and methodologies.
• Participate in agile workflows to enable rapid testing and feedback loops.
• Support Global Director of Organic Performance in shaping long-term strategy and CMS evolution.

Skills

SEO strategy

Team leadership

Generative AI understanding

Technical SEO

GA4 / Analytics

Education

Bachelor's degree in Marketing / Analytics

Tools

GA4

Search Console

Rank tracking tools

Job description

We’re a sports media network, focused on building and nurturing a portfolio of highly engaged and connected communities of sports fans and bettors to create value for our partners.

We empower sports fans with real-time intelligence, premium independent content, and unique tools so they can compete in the sports betting game.

FairPlay Sports Media is a collection of market-leading brands including Oddschecker, WhoScored, SuperScommesse, FairPlay Technologies and Confido. In addition, FairPlay has a vast network across the sports tech and media industries through partnerships with Reach, Fox Sports, Gazzetta dello Sport, DAZN, SportsGrid and The Jockey Club, amongst others.

iGaming is one of the fastest-growing and most technologically innovative sectors, and we\'re on top of our game, powered by market-leading technology and driven by brilliant people.

We champion diversity and operate an open and inclusive culture while remaining focused, fast-paced and always making sure to have fun along the way.

So why not join us at FairPlay and be part of something bigger...

About the Role

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.

Location: This role can be performed on either a fully remote or hybrid basis from our London office. To be considered, you must be based in the UK (including Scotland) and have the right to work in the UK.

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.

What you’ll get back from us

Alongside being challenged daily and taking a real interest in your development, you will also receive:

• Subsidised Sky HD package, broadband and discounted Sky Talk.
• Free PureGym membership.
• Free healthcare with Bupa, life assurance and income protection.
• Pension scheme with up to 9% contribution from the company.
• £1,000 training fund each financial year to spend on your professional development.
• Unlimited holiday plan.

Equal opportunity employment. Non-discrimination in recruitment, compensation, development and promotion. Inclusive leadership and respectful workplace behaviours.

If you need any accommodations during the recruitment process, please let us know.