Marketing.

Head of SEO We are seeking a senior, hands-on Head of SEO to define and deliver the organic search strategy for an established online casino business as it transitions into a regulated market and undergoes a full platform rebuild. This is a pivotal role responsible for protecting and growing existing organic performance while ensuring the new platform is built on best-practice SEO foundations from the outset. The Head of SEO will own strategy across technical SEO, migration planning, content, digital PR, AI-driven search optimisation, reporting, and long-term capability development. This is a senior leadership role, but not purely managerial. The business requires someone who can set clear direction, influence Product and Technology decisions, and remain close enough to execution to deliver hands-on work in a lean environment. The ideal candidate will combine strategic leadership with deep, modern SEO expertise. Experience in highly competitive, regulated industries—particularly gambling or gaming—would be highly advantageous. Key Responsibilities SEO Strategy & Organic Growth Define and own the end-to-end SEO strategy and roadmap. Protect and grow existing organic visibility, rankings, and traffic during platform rebuild and regulatory transition. Identify and prioritise growth opportunities across brand, non-brand, content, technical SEO, and authority building. Embed SEO into broader acquisition strategy, working closely with Product, Marketing, Data, Content, UX, and Compliance teams. Monitor competitor activity and market trends to inform ongoing optimisation and opportunity identification. Technical SEO, Platform Rebuild & Migration Own all SEO requirements for the platform and front-end rebuild. Ensure the new site is architected with strong SEO foundations, including crawlability, indexation, site structure, internal linking, structured data, canonicalisation, page speed, Core Web Vitals, and mobile-first performance. Lead end-to-end SEO migration planning, including URL mapping, redirect strategy, metadata, content preservation, risk mitigation, and post-launch monitoring. Conduct regular technical SEO audits and ensure issues are prioritised and resolved effectively. Partner closely with Product, Engineering, platform providers, and front-end teams to embed SEO requirements early in the development lifecycle. Content, On-Site Optimisation & AI Search Define the SEO content strategy across key areas including casino pages, game categories, educational content, responsible gambling, brand trust, promotions, and commercial landing pages. Optimise existing content and define requirements for new content within the rebuilt platform. Establish clear content frameworks covering quality, search intent, internal linking, and structured optimisation. Prepare the business for evolving search behaviour, including AI-driven search, generative engines, and answer-based discovery models. Leverage AI tools to improve research, planning, and workflow efficiency while maintaining quality, compliance, and brand integrity. Digital PR, Authority & Off-Site SEO Define and lead the digital PR and link acquisition strategy to build authority in a highly competitive market. Collaborate with Brand, PR, Content, and external partners to develop campaigns that support both visibility and credibility. Monitor backlink profile quality and manage off-site SEO risk. Ensure all authority-building activity is sustainable, compliant, and appropriate for a regulated environment. Analytics, Reporting & Performance Define SEO KPIs across visibility, rankings, traffic, acquisition, conversion, content performance, and technical health. Work with Data and Analytics teams to develop robust SEO reporting using tools such as Google Search Console, GA4, Snowflake, Power BI, and other SEO platforms. Deliver regular performance insights and actionable recommendations to senior stakeholders. Use data to prioritise initiatives and continuously refine the SEO roadmap. Team, Partners & Capability Building Act as a hands-on SEO lead in the short term, delivering directly without reliance on a large team. Define the future SEO operating model, including in-house capabilities and external agency or specialist support. Manage SEO agencies, freelancers, and digital PR partners where required. Build SEO capability and awareness across Product, Content, UX, Technology, and Marketing teams. Support the evolution of a lean, scalable SEO function over time. Compliance & Brand Trust Ensure all SEO activity aligns with gambling regulations, advertising standards, and responsible gambling requirements. Work closely with Legal, Compliance, and Responsible Gambling teams to ensure content accuracy and approval where necessary. Support the development of high-trust content that enhances brand credibility during regulatory transition. Proactively mitigate SEO-related regulatory, reputational, or customer protection risks. Required Experience Significant SEO experience, ideally in a senior in-house role within a competitive digital environment. Strong technical SEO expertise, including site architecture, migrations, structured data, crawl and indexation management, performance optimisation, and mobile-first SEO. Proven experience managing large-scale site migrations or platform rebuilds. Strong content SEO experience, including keyword strategy, content architecture, search intent mapping, and quality frameworks. Understanding of AI search, generative search experiences, and evolving organic discovery trends. Experience working cross-functionally with Product, Engineering, UX, Content, Analytics, Marketing, and Compliance teams. Strong analytical skills with the ability to translate SEO data into commercial insight. Experience managing agencies, budgets, tools, or external partners. Proficiency with tools such as Google Search Console, GA4, Screaming Frog, Ahrefs, Semrush, Botify, Lumar, Power BI, or equivalent platforms. Experience in gambling, gaming, financial services, travel, marketplaces, or other regulated/highly competitive sectors is highly desirable. Key Skills & Capabilities Strategic thinker with strong hands-on execution ability. Deep technical SEO expertise. Strong commercial awareness and prioritisation skills. Comfortable operating in a lean, fast-moving environment. Ability to influence Product and Technology decisions. Strong stakeholder management across technical and commercial teams. Data-driven, pragmatic, and outcome-focused approach. Clear and confident communicator with senior stakeholders. Curiosity and understanding of AI, automation, and the future of search. Ability to build long-term capability, not just manage day-to-day activity.

A leading digital marketing agency within the I-Gaming sector is looking for a PPC Manager to lead a growing team. You will be highly driven and used to working in a fast paced environment. You will have I-Gaming experience and be hands on setting up, running, optimizing and reporting  PPC campaigns for multiple brands in multiple territories and juristications. You will also have team management experience where you have developed team members and enabled people to grow and develop both in person and remote. If this sounds like your next move then please get in touch for more information.

Pentasia is partnering with a fast-growing, licensed online casino operator to identify a Director of CRM, Loyalty & Player Reinvestment. This is a high-impact leadership role responsible for shaping and executing the strategic vision across customer lifecycle management, retention, loyalty programs, and player reinvestment. The successful candidate will own how promotional spend is deployed across the player base ensuring optimal balance between engagement, profitability, and long-term player value. This position sits at the intersection of marketing, analytics, and commercial strategy, offering significant ownership and influence within a scaling organization. Key Responsibilities CRM & Lifecycle Strategy Own end-to-end customer lifecycle strategy from acquisition through long-term retention Design and optimize lifecycle journeys including onboarding, first-to-second deposit conversion, engagement, churn prevention, and reactivation Define promotional cadence, trigger-based journeys, and reinvestment thresholds Continuously analyze performance to improve retention and player lifetime value Player Reinvestment Strategy Lead the overall framework for promotional reinvestment and bonus allocation Develop clear strategies for distributing incentives across segments and value tiers Establish governance for all promotional mechanics including bonuses, free spins, free play, and loyalty incentives Balance generosity with commercial sustainability and profitability Segmentation & Offer Governance Develop sophisticated player segmentation frameworks aligned with value and behavior Define eligibility criteria for campaigns, rewards, and VIP treatments Ensure reinvestment is efficiently directed toward high-value and high-potential players Partner with data teams to enhance predictive modeling and value scoring Implement controls to reduce bonus abuse and optimize spend efficiency Loyalty & VIP Strategy Design and evolve loyalty and VIP programs, including tier structures and reward systems Optimize engagement, retention, and player experience within VIP segments Collaborate with VIP and customer teams to enhance service models and retention outcomes Drive continuous improvement based on player behavior and program economics Bonus Economics & Budget Management Own CRM and reinvestment budgets in collaboration with Finance and Marketing Develop forecasting models and performance frameworks for promotional spend Monitor key metrics including bonus cost, redemption, bonus drag, and ROI Ensure reinvestment strategies support both short-term revenue and long-term value growth Campaign Strategy & Execution Oversight Translate strategy into clear campaign briefs for operational teams Define targeting, offer structures, objectives, and success metrics Ensure delivery aligns with broader lifecycle and player value strategy Cross-Functional Collaboration Partner with Acquisition, Product, Analytics, VIP, Compliance, and Operations teams Align CRM strategies with business goals and product roadmap priorities Support responsible gaming initiatives through eligibility and segmentation frameworks Ensure compliance with regulatory requirements across all promotions Requirements Essential Experience 5+ years in CRM, lifecycle marketing, retention, or loyalty 2+ years leading CRM strategy, loyalty programs, or reinvestment functions Proven experience developing customer lifecycle and segmentation strategies Strong understanding of player value, retention economics, and LTV Experience managing budgets and measuring campaign profitability Advanced analytical skills with ability to interpret behavioral and performance data Preferred Experience Background in iGaming, online casino, sports betting, or similar regulated/subscription industries Familiarity with key gaming KPIs (GGR, NGR, bonus cost, retention, LTV, etc.) Experience designing and scaling loyalty or VIP programs Exposure to CRM platforms such as XtremePush or similar tools Understanding of responsible gaming frameworks and regulatory environments Key Competencies Strategic thinker with strong commercial acumen Data-driven decision maker with attention to detail Strong communicator capable of translating strategy into execution Highly collaborative with the ability to influence stakeholders Comfortable operating in a fast-paced, high-growth environment Success Metrics Performance in this role will be measured across: Player retention (30/60/90 day) Deposit conversion rates (FTD to repeat) Reinvestment ROI and incremental revenue Bonus efficiency and cost control Churn reduction and reactivation success Loyalty and VIP engagement levels Growth in overall player lifetime value Why Apply? This is a rare opportunity to take ownership of CRM and reinvestment strategy within a high-growth operator. You will play a pivotal role in shaping how the business acquires, engages, and retains its player base while directly influencing long-term profitability and customer value