SEO Manager

As our SEO Manager, you own the SEO function for the group. Reporting to the Head of Performance Marketing, you set the SEO and AI search visibility strategy across every brand and region, lead the SEO team, and remain hands-on in the technical work that matters most.
You will be given commercial outcomes, not instructions. When you are handed a revenue, category or market target, you are expected to come back with the diagnosis, the strategy, the roadmap, the resourcing and the timeline to deliver it. You will decide what the team works on, and defend those decisions with data.
This role suits a senior operator with at least seven years in SEO, including time leading a team or a function. You should be the most capable SEO practitioner in the business and the person accountable for the organic numbers. The person who succeeds here reads the business, the sites and the data, forms their own view of where the opportunity is, and drives it without needing to be directed.
This is a functional and strategic leadership role. You operate at a high level and independently drive SEO results for all Zeder brands. The Head of Performance Marketing sets the direction and holds you to account for delivering against it. Day-to-day decisions about how the work gets done are yours.
1. Functional Ownership & Accountability
- Own organic search performance across all Zeder brands and all 15 regional websites, weighted to the USA and Australia as priority markets.
- Hold full accountability for the organic numbers: revenue, sessions, rankings, share of voice and AI citation presence.
- Own the SEO roadmap end to end. Decide what gets worked on, in what order, and why, then defend that decision and adjust it as the data changes.
- Convert commercial outcomes into an SEO plan. Given a revenue, category or market target, return with the strategy, workplan, resourcing and timeline to hit it.
- Own the SEO tool stack and its budget, and make the case for what the function needs to perform.
2. SEO Strategy
- Build and maintain a documented SEO strategy per brand and per region, refreshed quarterly, with a clear view of where each site can realistically win and where it cannot.
- Set the pillar and cluster architecture, keyword mapping and internal linking model across the portfolio.
- Manage brand overlap and keyword cannibalisation for Zeder's product categories that appear against each other in the same search results.
- Make the trade-offs: which sites get investment, which categories get content, which technical debt gets fixed first.
- Bring opportunities to the business before you are asked for them. Finding the opportunity is the job, not an addition to it.
- Own the SEO input into new market launches, new site builds and platform changes, rather than optimising only what already exists.
3. AI Search Visibility & Generative Engine Optimisation (GEO)
- Set and own the AI search visibility strategy across ChatGPT, Claude, Perplexity, Copilot, Google AI Overviews and AI Mode.
- Define the measurement model: tracked prompts and topics, share of voice, citation source analysis and competitive benchmarks. Report on it as a channel with targets, not as an experiment.
-Determine what content, page structure, structured data and authority signals actually get Zeder brands cited, and build the programme that delivers them.
- Improve entity clarity and trust signals (E-E-A-T alignment) across priority pages and brand properties.
- Stay ahead of how AI search is changing and tell the business what it means before it shows up in the numbers.
4. Team Leadership & Management
- Lead the SEO specialists day to day: workload, priorities, quality standards and capability.
- Break strategy into briefs and tasks specific enough to be actioned without re-explanation, and manage them through to completion in Asana.
- Coach and develop the team's technical and strategic skill, and build succession so the function does not depend on one person.
- Brief the Performance Marketing Coordinators on content requirements and the web development team on technical tickets, and hold both to delivery.
- Define the support structure the function needs to execute your strategy, make the case for it, and contribute to hiring and role design as the function grows.
- Get output through the team. Use your support team members to execute the programme rather than absorbing the delivery load yourself, while keeping the senior work in your own hands.
5. Hands-On Technical Execution
- Personally lead the difficult technical work: crawl and indexation analysis, [protected info] and canonical strategy, hreflang across regions, structured data, site architecture, migrations and Core Web Vitals.
- Diagnose ranking and visibility problems yourself, from data, and return with a root cause and a fix rather than a theory.
- Work directly in Ahrefs, Google Search Console, GA4 and the site platform. Every recommendation traces back to data in the tools.
- Specify technical work precisely enough that developers can implement it without ambiguity, then QA the result.
- Build the first version of anything the team has not done before, then convert it into a documented, repeatable process they can run.
6. Independent Operation & Initiative
- Read the sites, the data, the product range and the market, and return with your own priorities.
- Make decisions inside your remit without escalating. Escalate what is commercially significant, risky or cross-functional, and bring a recommendation when you do.
- Self-serve on context from documentation, dashboards, project boards and past work rather than waiting to be briefed.
- Own the SEO documentation, standards and process so the function runs without the Head of Performance Marketing inside it.
7. Reporting, Stakeholder Management & Influence
- Report monthly on performance by brand and region: what moved, why, what you are doing about it and what you need.
- Present strategy and results directly to senior stakeholders, including at leadership level.
- Flag risks early, with the commercial impact quantified.
- Set the SEO standard the wider business builds to. Where development, eCommerce or content decisions damage organic performance, raise it and get it onto the roadmap.
- Work with the paid media, content and eCommerce teams so organic and paid decisions support each other.
In addition to the duties listed above, the position holder must carry out tasks assigned by the supervisor that are essentially related to duties.