SEM Manager
BoyleSports is looking for an experienced SEM Manager to drive organic growth and visibility across its Sportsbook and Gaming verticals. This role is designed for a professional who is passionate about staying ahead of evolving search engine algorithms while delivering a clear SEO roadmap that maximises visibility, engagement, and return on investment.
The successful candidate will shape and execute BoyleSports' SEM strategies across its products. This involves continuously improving organic performance across multiple platforms, ranging from optimising site rankings and app store discoverability to ensuring best practices in technical SEO, ASO, content strategy, link acquisition, and traffic analysis. The SEM Manager will own the SEO and ASO roadmap, collaborate with key stakeholders, and ensure seamless execution in line with business priorities.
- Develop and implement a best-in-class SEO strategy to drive organic growth and ROI across BoyleSports' products (Sports Betting, Casino/Games, Live Casino, Bingo, Poker and more).
- Manage On-Page and Off-Page SEO to improve visibility, rankings, and engagement across all verticals.
- Conduct technical SEO audits to improve crawlability, indexation, and search visibility, working closely with development teams to implement fixes.
- Leverage data and insights to optimise content strategy, keyword targeting, and user experience for stronger organic performance.
- Oversee link acquisition strategies, including backlink profile audits and campaign management, to strengthen domain authority.
- Collaborate with cross-functional teams (Affiliates, PPC, Social, Brand, Content, Development, PR) to align SEO efforts with wider marketing goals.
- Work with product owners and stakeholders to embed SEO best practices across all gaming-related pages and assets.
- Monitor performance metrics and report on KPIs, providing actionable insights to senior marketing teams.
- 3+ years of hands-on managerial SEO experience, with a good understanding of iGaming (required).
- Proven track record of optimising websites across multiple SEO disciplines (technical, content, links) (required).
- Deep knowledge of SEO & ASO, including search engine algorithms, ranking factors, and app store optimisation strategies (required).
- Technical SEO expertise, including strong understanding of site architecture, indexation, structured data, and crawlability optimisation (required).
- Demonstrated budget ownership and accountability for performance-driven SEO metrics (required).
- Experience in agency management and contract negotiation, ensuring maximum value and ROI from external partnerships (required).
- Proficiency in SEO related tools such as Google Search Console, GA4, Ahrefs, SEMrush, Screaming Frog, and AppAnnie (required).
- Basic knowledge of HTML, CSS, and JavaScript to support technical SEO recommendations (required).
- Strong analytical skills, with experience using Google Sheets/Excel for data analysis and reporting (required).
- Experience in the Sports Betting or Gaming industry (nice-to-have).
- Strategic mindset, with the ability to translate complex SEO challenges into actionable insights for business owners and stakeholders (required).
- Ability to work well both independently and collaboratively, showing initiative and ownership of SEO projects (required).
- Ability to thrive in a fast-paced, high-growth environment, adapting quickly to evolving priorities and industry changes (required).
- Fluent in English, both written and spoken (required).
BOYLE Sports is an international sports betting and gaming company, with an extensive online business and retail portfolio. Founded by John Boyle in 1982, the Irish family-owned firm has grown to become Ireland’s largest and most successful independently-owned bookmaker and has over 390 shops across Ireland and the UK. Its Head Office is located on the outskirts of Dundalk in the Republic of Ireland and the company currently employs over 2,700 employees across Ireland, the UK and Gibraltar. BOYLE Sports offers a world class betting and gaming experience with a ‘Customer First’ approach, committed to bringing customers closer to the action. Its mission is boosted by a rich sponsorship portfolio – the company is a proud principal sponsor of West Ham United Football Club and it stays at the heart of the action all year round by backing some of sport’s most prestigious events, including the Irish Grand National, the Irish Greyhound Derby and the World Grand Prix of Darts.