Head of SEO (Organic, Gen AI, SERP)

Title: Head of SEO (Organic, Gen AI, SERP) – Remote or Hybrid in UK

Location: UK Remote or Hybrid (Monthly travel to London HQ)

Description

PetLab Co. is the world leader in DTC pet supplements with 50%+ market share, 9-figure revenue, and ambitious global expansion plans. We’re looking for a forward-thinking, analytically sharp, and strategically minded individual to step into a next-generation organic search leadership role. This is not your traditional Head of SEO position. At PetLab Co., we’re redefining how organic visibility is approached in the modern search landscape—and we need a trailblazer to lead the charge.

The successful candidate will own the evolution of SEO into what we’re calling Organic Search & AI Visibility. This person will not only drive performance for classic SEO metrics but will own our presence across all components of the Search Engine Results Page (SERP)—from generative AI results to social video snippets, forums, and shopping modules.

You’ll be tasked with ensuring that, when someone searches for terms like “Probiotic for Dogs”, PetLab Co. dominates every relevant touchpoint—our owned pages, user forums, generative AI summaries, social videos, third-party blogs, and shopping results. You’ll help define the next chapter of organic growth, blending SEO expertise with content, AI fluency, and cross-channel collaboration.

Key Responsibilities:

• Own PetLab Co.'s entire organic search strategy across traditional SEO, AI-generated results, and SERP real estate.
• Track, analyze and optimize how our brand appears across all elements of the modern SERP (owned content, AI answers, videos, forums, editorial, shopping).
• Lead a roadmap for generative engine optimisation (GEO) visibility—ensuring our brand is contextually represented in AI-summarized answers.
• Coordinate with content, social, community, and influencer teams to create high-impact assets that influence SERP placements.
• Monitor and improve our presence in third-party editorial, UGC platforms, and forum mentions (e.g., Reddit, Quora, niche pet forums).
• Optimize our organic shopping presence across key marketplaces and listings.
• Own tooling, reporting and data visibility around all facets of our SERP performance.
• Guide technical SEO implementation in collaboration with product and engineering teams.
• Educate the business on emerging search trends and build internal alignment around the future of organic visibility.

Who Will You Report Into?

Hi, I’m Forest, and I am the VP of Marketing here at PetLab Co. As the nature of search changes dramatically, so too must our strategy. We’ve seen firsthand how the SERP has shifted—from being dominated by traditional links to now showcasing AI results, video, community discussion, shopping modules and more.

This role is essential because we believe organic visibility is no longer about just optimizing your own pages—it's about ensuring your brand wins across every organic surface on the SERP. We need someone who deeply understands SEO but is just as curious and strategic about where search is heading.

You’ll work closely with myself, our content team, social strategists, Digital PR & Affiliate specialist, and product teams to shape the future of PetLab Co.'s organic growth engine. You’ll need to be hands-on, fast-moving, collaborative, and full of ideas.

Ideal Candidate Profile

• 5+ years in SEO, with at least 2 years in a leadership or ownership role.
  Strong understanding of technical, on-page, and off-page SEO.
• Proven experience optimizing across multiple organic SERP components—not just owned-site links.
• Up-to-date with the latest trends in generative search, AI-influenced rankings, and Google’s evolving page structure.
• Comfortable navigating ambiguity and creating systems for new spaces like Generative Engine Optimisation.
• Experience working cross-functionally with creative, social, PR, and content teams.
• Able to think strategically, act tactically, and communicate clearly.
• An innovative thinker with a strong grasp of content strategy and organic acquisition.

Company Culture & Work Environment

At PetLab Co., we pride ourselves on being collaborative, data-driven, and passionate about making a real impact. We operate in a high-growth environment where ideas move fast, and results matter. You’ll be surrounded by driven, intelligent people who share your obsession with performance and innovation.

We believe the best ideas win—no matter where they come from. We test constantly, learn rapidly, and build with intention. If you love experimentation, own your results, and want to work on truly unique challenges at the cutting edge of organic search, you’ll feel right at home.

Responsibilities Breakdown

• Strategy (30%) – Define and iterate the vision for holistic organic visibility across traditional SEO and the evolving SERP landscape.
• Execution (25%) – Manage SEO campaigns, content production, implement initiatives, conduct audits, and improve technical health.
• AI/Generative SEO (20%) – Lead the strategy for optimizing brand presence in AI-driven search experiences and generative SERPs.
• Cross-functional Input (15%) – Provide guidance across content, social, PR, community and product teams to ensure alignment.
• Analysis (10%) – Track performance, report on rankings, AI appearance, content impact, and test results across all organic surfaces.

Requirements

• Extensive experience in traditional SEO (technical, content, and offsite).
• Deep understanding of the changing nature of search and AI integrations
• Familiarity with tools like Google Search Console, Ahrefs, as well as AI-monitoring and visibility platforms.
• Strong analytical skills and the ability to draw insights from complex data sets.
• Experience working in fast-paced DTC, ecommerce, or subscription-based environments.
• Hands-on mindset—willing to get deep into strategy, tooling, and execution.
• Strong written and verbal communication skills, including stakeholder management and reporting.

Benefits

• Private Health Care through Vitality
• Generous Annual Leave - 28 days + public and bank holidays
• Flexible Working Hours – We focus on results and trust people to manage their time, whether working from home, while travelling, or in the office!
• Help@Hand – Employee Assistance Programme
• Royal London Pension Scheme – We offer a workplace pension scheme with one of the UK’s leading providers of group pensions. With an employer contribution of 5%!
• Enhanced Maternity / Paternity / Adoption Leave – because time with new family members is important!
• Nursery Salary Sacrifice Scheme
• Generous Learning and development budget – We always want you to keep learning.
• Puppy Therapy – working in partnership with Paws in Work to provide a boost of oxytocin twice a year.
• Generous Learning and development budget – We always want you to keep learning.
• Free breakfast, fruits and snacks – refuel and revitalise with free munchies in the office.
• Working Environment – dogs are welcome!
• Life Assurance – In the event of your death, while employed by us, your chosen beneficiaries will be provided with a tax-free lump sum equivalent of four times your basic salary.
• Discount Vouchers & Gym Memberships – get discounts at a whole range of retailers and gym memberships through our provider, WellHub.
• Electric Vehicle Scheme – Employees sacrifice salary in return for a new electric car, typically saving 30-40% of costs through income and tax and national insurance.
• Give Back Day – An extra day off in the year to volunteer plus a £50 contribution to your chosen charity.
• Health Cash Benefit – We offer the bronze package with enables you to claim a certain amount of cashback when you pay for something that is health related, i.e dental

Diversity & Inclusion Statement

PetLab Co. is an equal opportunity employer that is committed to diversity and inclusion. We encourage all applications irrespective of gender, race, sexual orientation, religion, age, nationality, marital status, and disability. We believe that diversity is at the heart of innovation and we welcome passionate candidates from all backgrounds.