Head of SEO

We require an accomplished and commercially minded SEO leader to set the direction, commercial strategy and future proposition for ICS's SEO service line. At ICS, the service line encompasses technical and on-page SEO, content strategy, off page SEO (including Digital PR), visibility across AI-led search and development of our own link marketplace.

Working through the SEO Lead and Digital PR Lead, the Head of SEO will establish priorities and standards, hold each discipline accountable for delivery and bring the service line together into effective client solutions.

Link building strategy and execution will be a core element of the role. Strong experience of link building strategies for iGaming and other regulated markets is essential.

Set and deliver a clear strategy for the SEO service line, ensuring that SEO, Digital PR, managed link building, the marketplace and AI-led search capabilities support client and business growth. The Head of SEO is accountable for the service line's commercial performance, proposition, standards and long-term development, while the SEO Lead and Digital PR Lead own discipline-specific delivery, people development and operational resource planning.

SEO Service Line Strategy

• →Define and communicate the strategy, proposition, roadmap and standards for the SEO service line, setting clear strategic priorities across technical and on-page SEO, content, Digital PR, managed link building, international search and AI-led search
• →Set service-line measurement and reporting expectations across organic performance, earned media, authority, link acquisition, brand visibility, AI citations and commercial outcomes.

Marketplace and Link Building Product Ownership

• →Own the strategic direction and commercial development of ICS’s managed link-building and authority offering, including the marketplace vision, proposition, roadmap and performance. 
• →Set marketplace standards for publisher quality, supply, pricing, customer experience, fulfilment and governance, ensuring sufficient high-quality inventory across priority languages, markets and sectors, particularly iGaming and other regulated industries.

Clients and Business Growth

• →Work closely with the Head of Client Strategy as a senior authority for key and prospective clients, leading conversations where service-line, commercial or complex cross-discipline expertise is required.
• →Working with the Head of Client Strategy to lead or support strategically important pitches, audits and proposals, ensuring solutions are differentiated, commercially viable and appropriately resourced.
• →Identify opportunities to grow client relationships through wider adoption of SEO, Digital PR, managed link building, the marketplace and emerging AI-led search services.

Commercial and Operational Leadership

• →Own the SEO service line's revenue, profitability, gross margin, conversion, efficiency and sustainable growth.
• →Work with Finance and Business Performance to manage budgets, forecasts, pipeline performance and decisions concerning team, product, publisher and technology investment.

Agency Contribution and Thought Leadership

• →Set and lead the service line's research, SEO testing and experimentation agenda, aligned with ICS’ positioning and marketing strategy, using results to improve client solutions and create credible case studies, whitepapers, roundtables, speaking opportunities and thought leadership across iGaming, regulated markets, Digital PR, authority growth, link building and AI-led search.

• Strong, demonstrable iGaming and regulated industries experience is an essential requirement for this role.

• Significant experience leading an SEO or organic-growth service line within an agency, consultancy or complex client-service environment.
• Deep strategic knowledge of SEO, authority development and link building, with sufficient breadth across technical SEO, content, international search, analytics and reporting to challenge and guide senior specialists.
• A strong strategic understanding of Digital PR, including its contribution to earned media, brand and topical authority, reputation, relevant links and search and AI visibility.
• Proven experience leading through senior specialists or functional Leads, setting direction while maintaining clear accountability for delivery and people management.
• Strong commercial leadership, including revenue, profitability, margin, pricing, packaging, budgeting, forecasting and investment decisions.
• Experience developing propositions, leading senior client relationships and contributing to significant new-business opportunities.
• The ability to own the direction and commercial performance of a digital proposition, product or marketplace.
• A practical understanding of AI-led search and responsible AI adoption, with the judgement to translate developments into client, product and operational priorities.
• Excellent communication, analytical and stakeholder-management skills, with the confidence to influence clients, specialists and company leadership.