Organic Search Manager

Job Description

tombola is Britain’s biggest bingo brand and one of Europe’s most distinctive online gambling operators.

Organic search plays a key role in how players discover tombola, what they read, and how they perceive the brand before engaging with paid channels. This role will take ownership of the organic channel end-to-end across the UK, Italy and Spain.

This is a hands-on management role with significant commercial impact. It combines strategy, delivery and leadership — shaping the organic roadmap, guiding a team, managing agency partnerships, and driving measurable growth across traffic, rankings, conversion and revenue.

What you'll be doing

Strategy & commercial performance

• Set and deliver the organic growth strategy across bingo and casino, aligned to acquisition and revenue targets

• Own forecasting, tracking and reporting across key organic metrics including traffic, rankings, conversion and incremental revenue

• Use data and insights to inform decisions, leveraging tools such as GA4, Search Console and SEO platforms

• Apply a structured test-and-learn approach across content, metadata, templates and internal linking

Team & agency leadership

• Lead, coach and develop the Organic team, creating an environment where people can do their best work

• Manage external SEO and ASO agency partners, ensuring high-quality output and strong collaboration

Content, blog & onsite

• Own the onsite content roadmap and editorial calendar across all markets

• Oversee blog content, landing pages, category and game pages to ensure alignment with strategy

• Shape content around player intent, seasonal trends, new game launches and local search behaviours

• Collaborate with Brand, Design, Compliance and Development teams to deliver content that performs and meets regulatory requirements

SEO & ASO

• Lead technical SEO, on-page optimisation and link-building strategy in partnership with the agency

• Conduct keyword, competitor and content gap analysis to identify high-value opportunities

• Plan and deliver App Store Optimisation strategies across iOS and Android platforms

Cross-functional collaboration

• Work closely with teams across Brand, Planning, Digital, Onboarding and Compliance

• Ensure organic activity is aligned with wider marketing and brand initiatives

What we're looking for

• A commercial, data-led mindset with the ability to connect organic performance to revenue outcomes

• Proven experience growing organic traffic and revenue in competitive or regulated industries (e.g. gambling, finance, insurance, health)

• Strong understanding of search intent and user behaviour

• Experience leading teams and managing agency relationships effectively

• Hands-on SEO expertise across technical, on-page and content, with working knowledge of ASO

• Confidence using tools such as GA4, Search Console and leading SEO platforms (e.g. SEMrush, Ahrefs, Sistrix)

• Strong project management skills, with the ability to manage multiple priorities across markets

• Confidence to challenge existing approaches and drive improvements based on data

• Strong written communication skills and an eye for high-quality content

Nice to have

• Familiarity with CMS platforms (e.g. Umbraco)

• Understanding of compliance requirements within regulated industries

• A degree in marketing, English, communications or a related field (not essential)