SEO Manager - Earned Media

Bally's; Greater London; On-site; GBP 55,000 - 75,000; Full time

Benefits offered by this job

25 days annual leave

Health insurance

Home office allowance

Wellness or Gym allowance

Flexi-block abroad up to 4 weeks/year

Annual Summer and Christmas parties

Job summary

Bally’s Intralot seeks an SEO Manager - Earned Media to strengthen organic authority across UK and Spain. You will own the off-site SEO lifecycle, drive Digital PR strategies, and manage the link-building program with internal teams and external agencies to support sustainable growth.

Collaborating with the Technical SEO and Content teams, you’ll align earned media with commercial priorities, optimize AI-focused visibility, and ensure high-quality backlinks from authoritative sources across

Qualifications

• Experience in off-site SEO, Digital PR or link-building with high-quality backlinks.
• Proven Digital PR campaigns delivering earned coverage.
• Strong news sense and data-driven storytelling.

Responsibilities

• Own off-site SEO strategy for 8 venture websites with a forward-looking roadmap.
• Lead Spain off-site SEO with agency partners to plan earned media and link-building.
• Plan and execute Digital PR campaigns generating editorial coverage and backlinks.
• Provide data assets for PR campaigns in partnership with internal teams.
• Manage link-building agency and any freelance resources.
• Collaborate with compliance to ensure compliant PR concepts.
• Report on off-site performance including DA trends and traffic.
• Monitor competitor backlink activity and incorporate findings into plans.

Skills

Off-site SEO

Digital PR

Link-building

Agency management

GA4 analytics

Content collaboration

Tools

Ahrefs

Majestic

Google Search Console

Job description

Bally’s Intralot is a newly formed company established through the combination of Intralot and Bally’s International Interactive, positioning the group as a top iGaming operator and a leading global provider of lottery solutions.

Bally’s Intralot is uniquely positioned across digital online gaming markets, lottery,iLottery, and sports betting. Operating at the intersection of technology, regulation, and entertainment. We are optimally positioned tocapitaliseon strong global growth trends driven by digital adoption and regulatory expansion across lottery and iGaming markets.

More about the role

Reporting to the Director of Organic Search, the SEO Manager - Earned Media will play a key role in strengthening Bally’s organic authority and visibility across our UK and Spain ventures. The successful candidate will lead the strategic development of a more resilient and diversified off-site SEO presence, spanning Digital PR, earned media and visibility across influential third-party platforms including Reddit, Wikipedia and YouTube.

The role will own the full off-site SEO lifecycle, from strategy and campaign planning through to execution, performance reporting and agency management. This includes developing creative Digital PR campaigns, building high-quality earned media coverage and managing the link profile to protect quality and support sustainable organic growth.

Working closely with the Technical SEO Manager and SEO Content team, you will align off-site activity with the wider organic strategy, directing link acquisition and earned media towards the pages, topics and commercial priorities that matter most. The role will also manage the existing link-building agency and any new agency or freelance resource, acting as the in-house centre of expertise for all things off-site SEO.

So, what will you be doing?

• Developing and owning the off-site SEO and AEO strategy across 8 venture websites globally, with a clear roadmap of forward-planned activities.
• Leading the off-site SEO strategy for Spain, working with the Content & SEO Strategist for Spain and agency partners operating in the market to plan and execute earned media and link-building activity.
• Planning and executing Digital PR campaigns that generate high-quality, editorially earned coverage and backlinks from relevant, authoritative sources.
• Surfacing first-party data assets in partnership with internal teams, ensuring the agency has access to data-led stories and insights to fuel PR campaigns.
• Identifying and activating earned media and link-building opportunities connected to wider marketing activity, from go-to-market campaigns around major sporting events and our Nottingham Forest FC sponsorship to brand licensing partnerships with Virgin and Hasbro.
• Building and managing Bally’s presence on key third-party platforms including Reddit, Trustpilot, Wikipedia and YouTube, improving brand visibility and organic discovery across search and AI channels.
• Establishing Bally's citation presence across the sources that inform AI-generated search answers, to improve brand visibility and discoverability within ChatGPT, Gemini, Google AI Mode, AI Overview and emerging AI assistants.
• Maintaining the link profile with regular audits, identifying opportunities and mitigating risk through spam link monitoring and disavow file submissions.
• Directing link prospecting and outreach, identifying and prioritising the highest-value link opportunities aligned to commercial and content priorities.
• Managing the relationship with our link-building agency and specialist Digital PR or freelance support, ensuring quality, strategic alignment and value for money.
• Working with the content team to identify and brief link-worthy assets, ensuring off-site campaigns are connected to on-site content and commercial priorities.
• Partnering with Compliance to develop PR campaign concepts that are ambitious and compliant, bringing the creativity to find workable routes within regulatory boundaries and the tenacity to advocate for strong ideas.
• Collaborating with the Technical SEO Manager on reporting, AI workflow development and technical requirements that underpin off-site performance.
• Tracking and reporting on off-site performance, including link acquisition, domain authority trends, search and AI assistant visibility, traffic and the commercial impact of earned media activity.
• Monitoring competitor backlink profiles and earned media activity, incorporating findings into strategy and campaign planning.
• Applying AI tools thoughtfully to improve outreach efficiency, content ideation and campaign analysis without compromising quality or authenticity.

And what will you need?

• Experience in off-site SEO, Digital PR or link-building, with a demonstrable track record of high-quality backlinks and editorial coverage.
• Proven experience planning and executing Digital PR campaigns, with results in securing earned coverage from relevant, authoritative publications.
• A strong news sense and creative instinct, with the ability to find compelling angles in data, cultural moments and brand assets, and a clear understanding of what makes a story shareable and coverage earnable.
• Excellent understanding of link profile management, including backlink auditing, disavow processes and risk identification.
• Strong familiarity with off-site platforms and communities such as Reddit, Trustpilot and YouTube, and their role in organic and AI search visibility.
• Experience with SEO and link analysis tools such as Ahrefs, Majestic and Google Search Console as well as outreach and PR tools.
• Confident managing agency and freelance partnerships, able to align partners around clear expectations, hold them to account and challenge constructively where quality, delivery or strategic direction falls short.
• Strong analytical skills with the ability to work with GA4 or similar tools to report on campaign performance and demonstrate brand and commercial impact.
• Background in iGaming, sports betting or a comparable regulated digital environment (desirable).

What benefits will you get?

• 25 days annual leave, plus the bank holiday allowance.
• Health insurance.
• Home office allowance.
• Wellness or Gym allowance.
• Flexi-block policy allowing you to work abroad for up to four weeks a year.
• Annual Summer and Christmas parties.

DNA / Values

At Bally’s Intralot we are driven by a set of core values that we like to call our DNA. We strive to embody our DNA and keep them at the heart of everything we do!

WeWin as One, we succeed together - across every location and every function. We collaborate openly, raise each other up, and share the wins. We'rePowered by Curiosity, we ask questions, challenge assumptions and make space to learn and innovate. We haveFun with Purpose, we bring creativity, energy and joy to how we work and what we deliver, because when people enjoy what they do, the work is better for everyone. Our teamsEmbracethe Possibility, when opportunity appears, we act. When the unexpected hits, we adapt. We don’t wait for change - we move towards it. At Bally's Intralot, weGuardthe Game, we protect what matters most, fair play for our players, integrity for our partners, and accountability in everything we do.

Equal Opportunities

At Bally’s Intralot, we are committed to promoting equal opportunities in employment and working conditions. Diversity, Equity and Inclusion are important to us, and we encourage a culture where everyone can be themselves at work. We believe passionately that employing a diverse workforce is central to our success, this is our superpower. We do not discriminate against employees or job applicants on the basis of race, colour, nationality, ethnic or national origin, age, sex or sexual orientation, gender reassignment, religion or belief, marital or civil partner status, pregnancy or maternity, political opinion or disability.