Principal Organic Specialist

Canada·TorontoFull-timelead

Other

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Quick Summary

Requirements Summary

Identify high-impact opportunities and deliver SEO initiatives that improve visibility, traffic and commercial performance. Challenge and innovate: Bring fresh perspectives,

Technical Tools

Other

At Legend, we're building next-level player experiences. With 20+ years of proven success we’re the world's leading Sports and Gaming marketing company.

Our people are our edge. 600+ sharp, ambitious Legends across 22+ countries who move fast, learn quickly and win together. Here growth isn’t a perk, it’s the standard. You’ll stretch, level-up and carve out a career as bold as the products we build. We celebrate wins and create experiences that people talk about for years - for our players & for each other. If you’re ready to shape the future of player experience and enjoy the ride while you do it, this is where you’ll thrive.

Legend is hiring a Principal Organic Specialist to help shape the future of organic growth across our Sports brands.

We're looking for someone who brings deep SEO expertise, fresh thinking and the drive to challenge existing approaches. You'll identify opportunities others might miss, experiment with new ideas and turn insights into measurable business results.

As AI continues to reshape search, you'll help us explore emerging opportunities and evolve our SEO strategies. You'll join an experienced SEO team, bringing fresh thinking, initiative and a hands-on approach to driving results, while sharing your expertise and helping others grow.

This is a hands-on role for someone who enjoys solving complex problems, testing ideas and making things happen - not just recommending what others should do.

In this role, we value diverse perspectives and encourage you to apply even if you don't meet every qualification listed.

Drive organic growth: Identify high-impact opportunities and deliver SEO initiatives that improve visibility, traffic and commercial performance.
Challenge and innovate: Bring fresh perspectives, question existing approaches and introduce new ideas that move our SEO strategy forward.
Shape the future of AI search: Explore, test and develop approaches to AIO/AEO, helping us adapt to changing search behaviours and emerging platforms.
Turn insights into results: Use data, competitive intelligence and experimentation to uncover opportunities, prioritize investments and demonstrate measurable impact.
Lead from the front: Take ownership of complex initiatives from strategy through execution, testing and optimization, working closely with Product, Engineering and Content.
Elevate the team: Share expertise, coach others and encourage a culture of curiosity, experimentation and continuous improvement.

Extensive SEO experience, working with large, complex, or content-heavy websites in highly competitive markets.
A proven track record of delivering measurable organic growth, with clear examples of projects you've personally led and the results achieved.
Strong technical SEO fundamentals, including site architecture, crawling, indexation, on-page optimization and performance analysis.
Experience using SEO tools and data to uncover opportunities, diagnose issues and inform decisions.
A naturally curious, self-driven mindset with a genuine interest in experimenting, building and testing new approaches.
Knowledge of emerging AI search trends (AIO/AEO), with some practical experience exploring or testing opportunities in this space.
Experience influencing stakeholders, sharing expertise and coaching others, with the confidence to challenge existing thinking.

Nice to Have:

Experience in sports betting, iGaming, affiliate marketing or digital publishing.
Experience leading small teams or mentoring SEO professionals.

1st: Initial Chat with Talent Partner (30 mins via Zoom)

2nd: Interview with our team, Interviewer 1 and Interviewer 2 (1 hour video via Zoom)

3rd: Task - Interviewer 1 and Interviewer 2 (Hiring Manager) (1 hour video via Zoom)

4th: Final interview with our team, Interviewer 1 and Interviewer 2 (1 hour video via Zoom)

Super smart colleagues to work alongside and learn from.

Engaging development opportunities at all levels.

Tailored flexibility for your work-life balance.

Annual discretionary bonus to reward your efforts.

Paid annual leave PLUS a well-deserved break to recharge your batteries during the festive season! Our offices are closed between Christmas and New Year's, allowing you to enjoy downtime without dipping into your annual allowance.

Exciting global Legend events, where we unite in person to ignite our shared passion and unveil the exciting strategies for the year ahead!

Unlock your full potential by joining the Legend team. To support you on this journey, we provide an extensive array of benefits and perks, as outlined in our global offerings above. For country specific benefits please reach out to your talent partner.

Salary range: $114,000 CAD - $164,000 CAD

Legend is an Equal Opportunity Employer, but that’s just the start. We believe different perspectives help us grow and achieve more. That’s why we’re dedicated to hiring and developing the most talented and diverse team- which includes individuals with different backgrounds, abilities, identities and experiences. If you require any reasonable adjustments throughout your application process, please speak to your Talent Partner or contact the team on talent@l1.com, and we'll do all we can to support you.