Head of SEO

About the Role

We are looking for a Head of SEO to lead and transform the existing SEO function within an international iGaming group, with a primary focus on African markets.

This is a strategic leadership role for someone who can challenge existing approaches, audit the current setup, and build a scalable, data-driven organic acquisition strategy across multiple B2C brands.

You will take ownership of SEO performance end to end — from technical infrastructure, content, and authority building to organic acquisition, FTDs, and revenue. The role also includes expanding our presence across emerging AI-driven search platforms.

The goal is to build a transparent, performance-oriented SEO function where strategy, team structure, and budgets are driven by measurable business impact.

Key Responsibilities

• Audit the existing SEO strategy, team structure, workflows, websites, content, link-building activities, budgets, and overall performance.
• Develop and implement an SEO strategy across brands and GEOs, aligned with business objectives.
• Restructure the SEO team, processes, and infrastructure where needed to improve efficiency and scalability.
• Establish end-to-end performance tracking, connecting rankings and visibility with organic traffic, registrations, FTDs, and revenue.
• Lead Technical SEO, Content SEO, Off-page SEO, Link Building, and Digital PR as an integrated growth function.
• Collaborate closely with Product, Content, PR, and BI teams to drive organic growth.
• Leverage brand assets, partnerships, and PR opportunities to strengthen organic visibility and domain authority.
• Develop strategies for Google AI Overviews, AI Search, and LLM-driven search and discovery.
• Manage SEO budgets and evaluate performance based on acquisition, commercial contribution, ROI, and payback — not activity-based metrics alone.
• Identify growth opportunities, eliminate ineffective practices, and continuously improve SEO performance through data-driven decisions.

Requirements

• Strong hands-on SEO background with experience as a Head of SEO, SEO Lead, or in a comparable leadership role.
• Deep expertise in Technical SEO, Content SEO, Off-page SEO, Link Building, and Digital PR.
• Proven experience managing, developing, and restructuring SEO teams.
• Experience in competitive international markets; iGaming or gambling experience is a strong advantage.
• Ability to connect SEO performance with business metrics, including registrations, FTDs, revenue, ROI, and payback.
• Strong analytical skills and experience working with BI, product analytics, and first-party data.
• Solid understanding of attribution and the ability to distinguish incremental SEO growth from changes driven by brand demand, product performance, promotions, or other channels.
• Practical understanding of AI Search, Google AI Overviews, LLM visibility, and Generative Engine Optimization (GEO).
• Ability to independently audit complex SEO ecosystems, challenge existing assumptions, and make strategic decisions based on data.

This Role Is Not a Fit If You

• Focus primarily on the volume of published content, acquired backlinks, or launched websites rather than business outcomes.
• Rely heavily on PBNs, satellite sites, or paid link placements without evaluating their commercial impact and long-term sustainability.
• Measure success through rankings, impressions, and traffic without connecting performance to registrations, FTDs, and revenue.
• Rely exclusively on tools such as Google Search Console, Ahrefs, or Semrush without deeper business and conversion analytics.
• Focus solely on traditional SEO without adapting to the evolving AI search landscape.
• Prefer maintaining existing processes rather than challenging and improving them.
• Are not comfortable getting hands-on with data, infrastructure, and team performance when required.

What We Offer

• Leadership of an established SEO function with the mandate and autonomy to transform it.
• The opportunity to reshape team structure, workflows, tools, and SEO infrastructure.
• Work across multiple B2C brands and international GEOs, primarily in Africa.
• Access to a strong internal BI infrastructure and first-party business data to build meaningful SEO performance analytics.
• Close collaboration with PR teams, with opportunities to leverage brand assets, partnerships, and major campaigns to drive organic visibility.
• Budgets to scale strategies and initiatives backed by measurable results.
• The opportunity to build a modern SEO function focused on both traditional Google Search and emerging AI-driven search channels.