Head of SEO

BettingJobs is partnering with a publicly listed leisure and entertainment group headquartered in Australasia as it expands its land-based operations, beginning with a strategic market entry into New Zealand. This growth initiative is expected to support wider international online expansion plans in the future.

As part of this journey, the business is seeking to appoint a Head of SEO to join its team in either Malta or London.

Key Responsibilities

• Develop and execute a comprehensive SEO strategy aligned with the company’s commercial growth objective.
• Build scalable frameworks for organic acquisition across multiple regulated jurisdictions.
• Lead technical SEO initiatives, ensuring optimal website architecture, crawlability, indexation, site performance, and user experience.
• Define and oversee content strategies designed to increase organic visibility, authority, and customer acquisition.
• Identify opportunities arising from AI-driven search experiences, generative search platforms, and emerging discovery channels.
• Collaborate closely with product, technology, UX, content, analytics, and acquisition teams to embed SEO best practices throughout the customer journey.
• Establish measurement frameworks, KPIs, and reporting structures to track performance and demonstrate business impact.
• Conduct competitor analysis, market research, and opportunity assessments to inform strategic decision-making.
• Manage external agencies, consultants, and strategic partners where required.
• Build and develop an SEO function capable of supporting international growth.

Requirements

• Significant SEO leadership experience within regulated online gaming, betting, casino, or related digital industry.
• Proven track record of delivering organic growth in highly competitive markets.
• Strong expertise across technical SEO, content strategy, digital PR, and authority‑building initiatives.
• Deep understanding of modern search ecosystems, including AI‑generated search experiences and emerging organic discovery channels.
• Experience working across multiple international markets and regulatory environments.
• Strong analytical mindset with the ability to translate data into actionable business insights.
• Experience collaborating with cross‑functional teams including product, engineering, UX, content, and commercial functions.
• Excellent stakeholder management and communication skills.
• Commercially focused with a strong understanding of customer acquisition and lifetime value drivers.

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