Search Engine Marketing Manager

Job Description

In this role, you will drive performance across organic and paid search for the Group's portfolio improving local visibility, customer acquisition, search efficiency and return on investment. The role combines local SEO delivery with the management of SEO and PPC agency partners, ensuring search strategies are delivered, performance is measured, and activity supports visibility, traffic, leads and revenue across the Group.

Key Responsibilities:

Search performance and strategy

• Drive organic and paid search activity, supporting visibility, traffic, leads and revenue growth.
• Help develop search strategies aligned to business objectives, brand priorities and customer acquisition goals.
• Identify opportunities to improve search efficiency, rankings, visibility and ROI.
• Monitor the impact of AI-powered search experiences, including Google AI Overviews, ChatGPT, Copilot, etc, adapting search strategies to maximise brand visibility and customer acquisition.

Local search management and execution

• Lead local SEO activity across 1,200+ locations and 85+ brands.
• Manage Google Business Profiles, Apple Maps and other directories.
• Create local SEO content, including landing pages and FAQs.
• Drive the social media team's Google Business Profile post strategy.
• Improve local search rankings, map visibility and customer engagement across priority brands and locations.
• Ensure local search activity is aligned to brand, customer and commercial priorities.

Agency management

• Manage SEO and PPC agency performance against agreed KPIs, budgets and objectives.
• Review, challenge and prioritise agency recommendations.
• Coordinate technical SEO, content and paid search initiatives with internal stakeholders.
• Ensure campaigns and optimisation activity are delivered effectively and measured appropriately.
• Hold agency partners accountable for performance, delivery, quality and value.

Analytics and reporting

• Monitor organic and paid search performance using tools such as SEMrush and Google Search Console.
• Produce performance reports, actionable insights and recommendations for stakeholders.
• Track rankings, traffic, conversions, leads, calls and revenue impact.
• Use data to identify optimisation opportunities and influence future search strategy.
• Translate performance data into clear, commercially focused actions.

Stakeholder collaboration and improvement

• Work with wider stakeholders to align search activity with wider priorities.
• Use search insight to influence content planning, local visibility improvements and customer acquisition activity.
• Support improvement across search processes, reporting, local SEO delivery and agency ways of working.
• Balance projects and priorities in a fast-paced environment

Skills, Knowledge & Experience:

• Experience in SEO, PPC or Search Engine Marketing roles.
• Strong local SEO and content optimisation experience.
• Understanding of multi-location SEO and Google Business Profile management.
• Working knowledge of Google Ads, Microsoft Ads, GA4, Google Search Console, SEMrush, Ahrefs or similar tools.
• Understanding of AI, Large Language Models and their impact on search, content discovery and digital marketing.
• Strong analytical capability, with ability to interpret performance data and identify recommendations.
• Experience managing organic and paid search activity within a commercial environment.
• Experience creating and optimising local SEO content, including landing pages, FAQs and location-led content.

CF00896