Experience:
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This is a player-coach role.
Each channel has its own website and its own buyer. We are hiring one person to own organic growth architecture across all of them. You will report directly to the owner.
The portfolio
Four properties live today, three more launching over the next year
B2B lead generation
E-commerce conversion
Very few people are genuinely strong at both. We would rather you tell us honestly which half is your strength than claim equal mastery of each we will build the other side around you.
One thing to understand about the B2B side:
The problem you're being hired to solve
Several hundred SKUs, seven properties, and the same product sometimes belongs on more than one site.
Get the architecture wrong and you split authority across properties you own, publish duplicate content against yourself, and build seven content programmes instead of one. Get it right and a single structured catalogue produces product, category, procedure and cross-reference pages across every property that needs them.
Your first deliverable is the architecture decision, not a content calendar.
What you'll own
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Portfolio architecture.
What lives where, how properties interlink, URL and canonicalisation policy, and how the same SKU can appear on an institutional site and a storefront without cannibalising either. This is the first and most consequential thing you will do. -
Programmatic page generation.
Several hundred SKUs across orthopedics, imaging, womens health, dental, protective apparel and cleanroom. You will design a system that generates and maintains product, category, procedure and cross-reference pages from a structured catalogue — not hand-written pages, and not a template someone fills in manually. -
AI search visibility (GEO).
Our buyers search by specification, part number and competitor cross-reference — precisely the queries AI assistants now answer directly instead of returning links. You will own our citation rate in AI answers: measuring where we are and are not cited, structuring content for extraction, and reporting share of voice against competitors. This is a core responsibility, not an experiment. -
Technical SEO across every property
— site structure, internal linking, schema, crawl management, log analysis, Core Web Vitals, on both WordPress and Shopify. -
Launch SEO for three new properties,
built on the shared architecture rather than as three separate projects. -
Original product content at scale.
Every page must be written from scratch, in our own voice. We expect AI-assisted production, and we expect you to control its two failure modes: near-identical copy across product variants, and claims we cannot substantiate. In a regulated category, what a page says about a product is a compliance question as well as a ranking one. -
Migration hygiene.
Products are moving between our properties. Redirects, equity preservation and duplicate-content prevention are part of the job. -
Build the team as we grow.
You will hire and manage writers and specialists as the programme expands. You set the standard and review the output.
Must have
- 7–10 years in SEO, with at least 3 owning strategy rather than executing someone else’s plan
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Demonstrated programmatic or templated SEO at scale.
You have built a system that generated hundreds or thousands of pages from structured data. Be ready to walk through one in detail — what the data source was, how pages were generated, how quality was maintained, and what it produced. -
Generative engine optimisation (GEO).
Not familiarity — hands-on work. You have tracked brand citations in AI answers (ChatGPT, Perplexity, Google AI Overviews, Claude), worked to improve them, and can name the tooling you used and what changed. Everyone now claims GEO on a CV; we will ask you to walk through it on the first call. If your GEO work is recent rather than extensive, say so — we would rather have an honest account and a strong technical foundation than an inflated claim. - Deep technical SEO: information architecture, canonicalisation, structured data, crawl management, redirect strategy
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Experience across multiple sites, markets or brands
— not a single property - Hands-on with both WordPress and Shopify
- Strong in either B2B lead-generation SEO or e-commerce SEO, and competent in the other
- Expert with Google Search Console, GA4, Screaming Frog, and Ahrefs or SEMrush
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Still hands-on.
You personally run the audits, write the specs, and work in the tools. We will ask what you built or fixed yourself in the last 60 days — if the answer is strategy decks and team reviews, this is not the right role for you. - Experience hiring and managing writers or SEO contractors, and reviewing their output to a standard
- Excellent spoken and written English. You will be on live calls with US stakeholders
- Able to own outcomes with minimal supervision across a time difference
Nice to have
- Healthcare, medical device or another regulated industry where claims are constrained
- Google Merchant Center and product feed optimisation
- Experience in a multi-brand or holding-company portfolio
- SQL, Python or scripting for catalogue and data work
Who this is not for
Link builders, content writers, or specialists who have only ever run one site or one channel. We are not looking for someone to execute a keyword plan — we need someone who can design an architecture across seven properties and defend the decisions to a skeptical owner.
How we'll evaluate you
1. Application with current CTC, expected monthly contractor fee, and notice period
2. 30-minute video call in English
Paid exercise, approximately 8 hours.
4. Final call with the owner
Apply with
Your CV, plus a short note covering:
- One programmatic SEO system you built — the data source, how pages were generated, and what it produced
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Your GEO work, specifically.
Which brand, which AI platforms, what you measured, what tooling you used, and what changed. Be straight about the depth of it — a modest but real example beats a vague claim, and we will check. - Which you are stronger at, B2B lead-generation SEO or e-commerce SEO, and why
- In two or three sentences: how you would stop the same product cannibalising itself when it appears on both a B2B site and an e-commerce storefront
Applications that do not address these four points will not be reviewed.
