SEO Manager

Role Overview

We are hiring a Senior Manager Organic Growth to lead our efforts across SEO, AEO, GEO, and App Store Optimization (ASO).

This role owns how users discover us organicallyacross search engines, AI-powered answer systems, generative engines, and app stores. The expectation is not execution alone, but strategy, leadership, experimentation, and measurable business impact. We are looking for a leader who can not only lead, but get hands on and execute.

The Ideal Candidate Is

• A master SEO
• A forward-looking search strategist
• An exceptional marketer
• Someone who can future-proof organic growth in an AI- and app-first world
  
  

Core Responsibilities

• End-to-End Organic Strategy Ownership
• Own the entire organic acquisition charter across:
• Web search (SEO)
• Answer engines (AEO)
• Generative engines / LLMs (GEO)
• App Stores (ASO Google Play & Apple App Store)
• Define annual and quarterly organic growth roadmaps aligned with business OKRs.
• Translate organic visibility into revenue, installs, qualified demand, and long-term brand equity.
• Move beyond rankings and installs to incrementality, efficiency, and compounding growth.
• SEO Mastery (On-page, Off-page & Technical)
  

Technical SEO

• Lead technical SEO across:
• Crawlability, indexation, site architecture
• Core Web Vitals, page speed, mobile-first indexing
• JavaScript SEO, faceted navigation, pagination
• Canonicals, redirects, structured data, schema at scale
• Partner with product and engineering to bake SEO into releases.
• Conduct regular audits, log-file analysis, and proactive issue resolution.
  

On-Page & Content SEO

• Drive intent-led SEO strategy across:
• Ecommerce category & product pages (PLPs, PDPs)
• Informational and mid-funnel content
• Build scalable frameworks for:
• Topic clusters
• Internal linking
• Content depth and freshness
• Ensure content is optimised for users, search engines, and AI systems.
  

Off-Page SEO

• Lead ethical, scalable authority and link-building strategies.
• Build topical authority and trust signals through digital PR, partnerships, and content-led initiatives.
• Monitor backlink health, competitive authority gaps, and brand mentions.
• Ecommerce SEO Excellence
• Proven experience ranking high-intent ecommerce pages, not just blogs.
• Deep understanding of:
• Category taxonomy
• Filters and faceted navigation
• Duplicate content challenges
• SEO-friendly merchandising
• Balance SEO performance with UX, conversion, and revenue goals.
• App Store Optimization (ASO)
• Own ASO strategy for Google Play Store and Apple App Store.
• Drive app discovery and installs through:
• Keyword research and optimisation
• App titles, descriptions, short descriptions, subtitles
• Visual assets (icons, screenshots, videos) in collaboration with design
• Optimise for:
• Store rankings
• Conversion rates (CVR)
• Ratings and reviews velocity
• Run experiments on:
• Store listing variants
• Messaging and positioning
• Align ASO with SEO, brand, and performance marketing for unified organic growth.
• Track and report on organic installs, keyword rankings, and retention impact.
• AEO (Answer Engine Optimisation)
• Own visibility across:
• Featured snippets
• People Also Ask
• Voice search
• Knowledge panels
• Build systems for:
• Question-based content
• Structured answers
• Schema-led optimisation
• Measure success beyond clicksbrand recall and answer ownership.
• GEO & LLM Visibility (Future of Search)
• Lead the organisation's approach to Generative Engine Optimisation (GEO).
• Develop strategies to improve visibility and citations across:
• ChatGPT
• Gemini
• Perplexity
• Copilot and similar LLMs
• Focus on:
• Entity optimisation
• Brand authority signals
• Source credibility and citation likelihood
• Stay at the forefront of AI-led search evolution and educate internal teams.
• Analytics, Measurement & Reporting
• Define what success means for organic beyond vanity metrics.
• Track and report on:
• Organic traffic, rankings and revenue
• Assisted conversions
• App installs and CVR
• Share of voice (search & app stores)
• Build dashboards that leadership can rely on.
• Use tools such as:
• Google Search Console, GA4
• Ahrefs / Semrush
• App Store Connect, Google Play Console
• Internal BI tools
• Crawling tools
• Leadership & Influence
• Act as the organic growth thought leader within marketing.
• Mentor and upskill SEO, ASO, and content team members.
• Influence product, engineering, design, brand, and PR teams.
• Represent organic growth in leadership forums with confidence and clarity.
  

Must-Have Qualifications

Experience & Impact

• 57+ years of deep, hands-on experience in SEO.
• Proven experience driving ecommerce SEO growth.
• Demonstrable, metric-backed wins (traffic, revenue, installs, rankings).
  
  

SEO & ASO Expertise

• Strong mastery across on-page, off-page, technical SEO.
• Hands-on experience with App Store Optimization.
• Ability to scale organic growth across web and app ecosystems.
  
  

AI & Search Evolution

• Actively experimenting with AEO and GEO.
• Strong understanding of how AI and LLMs are reshaping discovery.
• Comfortable operating without playbooks.
  
  

Marketing Mindset

• Thinks like a marketer first, channel expert second.
• Understands user intent, messaging, funnels, and conversion.
• Can tie organic efforts directly to business outcomes.
  
  

Good-to-Have

• Experience in large marketplaces or high-scale consumer brands.
• Exposure to international SEO or multi-language ASO.
• Prior experience building or restructuring organic growth teams.
• Thought leadership: speaking, writing, or community involvement.
  
  

Skills: seo,aeo and geo,app store optimization,on-page, off-page,llms