Off Site SEO Manager Job Central London area,City of Westminster England UK,Marketing / Advertising / PR

Location: City of Westminster

Bally's Intralot is a newly formed company established through the combination of Intralot and Bally's International Interactive, positioning the group as a top iGaming operator and a leading global provider of lottery solutions.

Bally's Intralot is uniquely positioned across digital online gaming markets, lottery,iLottery, and sports betting. Operating at the intersection of technology, regulation, and entertainment. We are optimally positioned tocapitaliseon strong global growth trends driven by digital adoption and regulatory expansion across lottery and iGaming markets.

More about the role

Reporting to the Director of Organic Search, the Off-Site SEO Manager will play a key role in strengthening Bally's organic authority and visibility across our UK and Spain ventures. The successful candidate will lead the strategic development of a more resilient and diversified off-site SEO presence, spanning Digital PR, earned media and visibility across influential third-party platforms including Reddit, Wikipedia and You Tube.

The role will own the full off-site SEO lifecycle, from strategy and campaign planning through to execution, performance reporting and agency management. This includes developing creative Digital PR campaigns, building high-quality earned media coverage and managing the link profile to protect quality and support sustainable organic growth.

Working closely with the Technical SEO Manager and SEO Content team, you will align off-site activity with the wider organic strategy, directing link acquisition and earned media towards the pages, topics and commercial priorities that matter most. The role will also manage the existing link-building agency and any new agency or freelance resource, acting as the in-house centre of expertise for all things off-site SEO.

So,

what will you be doing?

Developing and owning the off-site SEO and AEO strategy across 8 venture websites globally, with a clear roadmap of forward-planned activities.
Leading the off-site SEO strategy for Spain, working with the Content & SEO Strategist for Spain and agency partners operating in the market to plan and execute earned media and link-building activity.
Planning and executing Digital PR campaigns that generate high-quality, editorially earned coverage and backlinks from relevant, authoritative sources.
Surfacing first-party data assets in partnership with internal teams, ensuring the agency has access to data-led stories and insights to fuel PR campaigns.
Identifying and activating earned media and link-building opportunities connected to wider marketing activity, from go-to-market campaigns around major sporting events and our Nottingham Forest FC sponsorship to brand licensing partnerships with Virgin and Hasbro.
Building and managing Bally's presence on key third-party platforms including Reddit, Trustpilot, Wikipedia and You Tube, improving brand visibility and organic discovery across search and AI channels.
Establishing Bally's citation presence across the sources that inform AI-generated search answers, to improve brand visibility and discoverability within ChatGPT, Gemini, Google AI Mode, AI Overview and emerging AI assistants.
Maintaining the link profile with regular audits, identifying opportunities and mitigating risk through spam link monitoring and disavow file submissions.
Directing link prospecting and outreach, identifying and prioritising the highest-value link opportunities aligned to commercial and content priorities.
Managing the relationship with our link-building agency and specialist Digital PR or freelance support, ensuring quality, strategic alignment and value for money.
Working with the content team to identify and brief link-worthy assets, ensuring off-site campaigns are connected to on-site content and commercial priorities.
Partnering with Compliance to develop PR campaign concepts that are ambitious and compliant, bringing the creativity to find workable routes within regulatory boundaries and the tenacity to advocate for strong ideas.
Collaborating with the Technical SEO Manager on reporting, AI workflow development and technical requirements that underpin off-site performance.
Tracking and reporting on off-site performance, including link acquisition, domain authority trends, search and AI assistant visibility, traffic and the commercial impact of earned media activity.
Monitoring competitor backlink profiles and earned media activity, incorporating findings into strategy and campaign planning.
Applying AI tools…