Job Title: SEM Manager

Department: Performance Marketing

Reporting to: Head of Performance Marketing

Location: Gibraltar

Role Purpose:

BoyleSports is looking for an experienced SEM Manager to drive organic growth and visibility across our Sportsbook & Gaming verticals. This role is perfect for someone passionate about staying ahead of Google’s evolving algorithms while delivering a clear SEO roadmap that maximizes visibility, engagement, and ROI.

You will be responsible for shaping and executing BoyleSports’ SEM strategies for our products, continuously improving organic performance across multiple platforms. This includes optimizing site rankings, enhancing app store discoverability, and ensuring best practices in technical SEO, ASO, content strategy, link acquisition, and traffic analysis.
As the SEM Manager, you’ll lead the SEO and ASO roadmap, collaborate with key stakeholders, and ensure seamless execution in line with business priorities.

Key Responsibilities:

Develop & implement a best-in-class SEO strategy to drive organic growth and ROI for 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 gaming verticals.

Conduct technical SEO audits to improve crawlability, indexation, and search engine visibility, working closely with development teams to implement fixes.

Leverage data and insights to optimize content strategy, keyword targeting, and user experience for better 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 broader marketing goals.

Work with product owners and stakeholders to ensure SEO best practices are embedded across all gaming-related pages and assets.

Monitor performance metrics and report on KPIs, providing actionable insights to senior marketing teams.

Qualifications and Educational Requirements:

• 3+ years of hands-on SEO experience, with a good understanding of iGaming.
• Deep knowledge of SEO & ASO, including search engine algorithms, ranking factors, and app store optimization strategies.
• Technical SEO expertise – Strong understanding of site architecture, indexation, structured data, and crawl budget optimization.
• Proficiency in SEO tools like Google Search Console, GA4, Ahrefs, SEMrush, Screaming Frog, and AppAnnie.
• Basic knowledge of HTML, CSS, JavaScript to support technical SEO recommendations.
• Strong analytical skills with experience using Google Sheets/Excel for data analysis and reporting.
• Experience in the Sports Betting or Gaming industry is a strong advantage.
• Proven track record of managing SEO budgets, negotiating agency contracts, and delivering performance-driven results.
• Comfortable working on multiple projects simultaneously, prioritizing based on business impact.
• Strong communication skills, with the ability to translate complex SEO insights into clear recommendations for stakeholders.
• Fluent in English, both written and spoken.

Specialist Skills and Experience Required:

• Minimum of 3 years hands-on SEO experience, with a proven track record of optimizing websites across multiple SEO disciplines (technical, content, links).
• Strategic mindset with the ability to translate complex SEO challenges into actionable insights for business owners and stakeholders.
• Proven ability to manage multiple projects and collaborate across teams while maintaining a strong focus on business priorities and objectives.
• Demonstrated track record of budget ownership and accountability for performance-driven SEO metrics.
• Experience in agency management and contract negotiation, ensuring maximum value and ROI from external partnerships.
• Exceptional analytical skills, with the ability to interpret data, identify trends, and present insights in a clear and impactful manner.
• Strong ability to work both independently and collaboratively, demonstrating initiative and ownership of SEO projects.
• Thrives in a fast-paced, high-growth environment, adapting quickly to evolving priorities and industry changes.