Senior Organic Search Manager

At tombola, we're looking for a Senior Organic Search Manager to lead our organic search strategy across the UK, Italy, and Spain.

This is a hands-on leadership role where you'll combine strategic thinking with execution, helping to grow one of our most valuable acquisition channels. You'll work across SEO, ASO, content, and technical optimisation, partnering with teams across Marketing, Product, Engineering, Brand, and Compliance to ensure organic search is embedded in how we build and grow our products.

You'll lead a small team, manage our agency partners, and use data and insight to influence business decisions, identify opportunities, and drive sustainable growth. If you're passionate about organic search, enjoy collaborating across disciplines, and thrive on delivering measurable commercial impact, we'd love to hear from you.

What you'll do

Strategy & commercial leadership

• Develop and deliver the organic search strategy across our Bingo and Casino brands in the UK, Italy, and Spain.

• Forecast traffic, conversions, and commercial impact, using data to inform investment decisions and demonstrate channel performance.

• Champion organic search across the business, ensuring SEO and ASO are considered early in product, content, and technical planning.

• Monitor industry developments, search algorithm changes, AI search trends, and competitor activity, translating insights into action.

Team leadership

• Lead, coach, and develop the Organic Search team, creating an environment where people can grow and perform at their best.

• Manage relationships with external SEO and ASO agency partners, driving high-quality delivery and continuous improvement.

• Foster a culture of testing, learning, and optimisation.

Technical SEO

• Own the technical SEO roadmap across our digital estate, including site architecture, crawlability, indexation, internal linking, Core Web Vitals, and page performance.

• Partner with Engineering, Product, and Design teams to ensure SEO best practice is embedded into releases, platform improvements, and new product launches.

• Prioritise technical opportunities based on commercial value and customer impact.

Content & ASO

• Own the onsite content roadmap across multiple markets, including blogs, landing pages, category pages, and content hubs.

• Shape content strategies around player intent, seasonal campaigns, game launches, and local market opportunities.

• Lead App Store Optimisation across iOS and Android, driving visibility and conversion through keyword, creative, and ratings strategies.

• Work closely with Brand, Design, Compliance, and Development teams to deliver engaging, compliant, and high-performing content.

Collaboration

• Partner with teams across Brand, Paid Media, CRM, Product, Engineering, Onboarding, and Compliance to ensure organic search supports wider acquisition and brand objectives.

• Share insights and recommendations with senior stakeholders, using data to influence strategic decision-making.

Skills & experience

Essential

• Significant experience leading SEO or Organic Search strategies, including experience in a senior or leadership role.

• Proven success growing organic traffic, visibility, and commercial performance, ideally across multiple markets or brands.

• Strong technical SEO knowledge, including site architecture, Core Web Vitals, JavaScript SEO, indexation, and migrations.

• Commercial mindset with experience forecasting performance and linking organic activity to business outcomes.

• Experience leading and developing teams, alongside managing external agency partners.

• Strong understanding of content strategy and how high-quality content supports search performance.

• Experience using GA4, Google Search Console, and leading SEO platforms such as Ahrefs, Semrush, or Sistrix.

• Excellent communication skills with the ability to influence senior stakeholders and explain complex topics clearly.

• Strong understanding of how AI is changing search and the opportunities it presents.

Desirable

• Experience within iGaming or another highly competitive, regulated industry such as finance, insurance, healthcare, travel, or marketplaces.

• Knowledge of gambling compliance requirements relating to SEO and digital marketing.

Why tombola?

At tombola, we combine creativity, technology, and data to create brilliant experiences for our players. Our Marketing team plays a vital role in driving sustainable growth, and you'll have the opportunity to shape the future of one of our most important acquisition channels.

You'll join a collaborative, supportive environment where ideas are encouraged, innovation is celebrated, and you'll have the autonomy to make a genuine impact while continuing to grow your career.