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.