Senior SEO Manager

HAYPP GROUP addresses one of the world’s biggest problems – how to end smoking. There are 1.1 billion smokers globally and around 8 million deaths annually linked to smoking‑related diseases. Our mission is to reduce this dramatically by accelerating the shift to smoke‑free alternatives. Haypp Group is one of the Nordics’ leading e‑commerce groups, operating eleven store brands across seven countries, serving more than 1 million active consumers. Through brands such as Snusbolaget.se, Northerner.com, and Nicokick.com, we sell nicotine pouches, Swedish‑style snus, and disposable vapes online. With headquarters in Stockholm and around 300 employees, we are a fast‑growing, innovative company on a global expansion journey, driving both commercial growth and societal impact.

As Senior SEO Manager for the UK market, you will own and shape the full customer acquisition strategy for one of Haypp Group’s most important growth markets. You will play a key role in a growing UK‑based commercial and marketing team, while also being part of a wider group of acquisition and SEO specialists across all Haypp markets. SEO is our core strategic growth lever, but this role takes a holistic view on acquisition—combining organic search with paid media, content, digital PR, affiliates, social, and emerging AI‑driven discovery channels. A key part of the role is adapting to the rapidly changing search landscape shaped by AI, LLMs, and zero‑click behaviour, ensuring continued visibility and growth across all discovery surfaces. You will work closely with product, tech, CRM, content, PR, and commercial teams, acting as the main acquisition stakeholder for the UK market. While execution is supported by our Central SEO & Paid Marketing Centre of Excellence, you will define local priorities, strategy, budget direction, and performance outcomes. This is a hands‑on, commercially driven leadership role where you balance strategic ownership with operational depth, while also managing and developing at least one direct report (SEO Specialist). You will be part of the UK commercial leadership team.

KEY RESPONSIBILITIES

• Own and drive the end‑to‑end customer acquisition strategy for the UK market
• Define the holistic acquisition mix across SEO, PPC, content, affiliates, PR, social, and emerging channels
• Translate business goals into clear acquisition plans, priorities, and budget allocations
• Own and evolve the UK SEO strategy (technical SEO, content, and off‑page) with a strong focus on visibility in both traditional and AI‑driven search
• Conduct SEO analysis, audits, and performance tracking to identify growth opportunities
• Act as the key SEO and acquisition stakeholder across product, tech, and commercial teams
• Collaborate with central CoEs to implement best practices while adapting execution to UK market needs
• Define acquisition budgets and ensure efficient investment across channels in collaboration with Paid Marketing CoE
• Monitor, analyse, and report on acquisition performance, translating insights into actionable growth strategies
• Stay ahead of search evolution, including AI impact, algorithm changes, and shifting user behaviour
• Manage and mentor at least one direct report (SEO Specialist), supporting development and prioritisation

WHAT WE WANT FROM YOU

To succeed in this role, we believe you have:

• 6+ years of experience in SEO and/or digital acquisition roles (preferably e‑commerce or regulated industries)
• Strong expertise in SEO (technical, content, keyword strategy, and off‑page)
• Experience working across multiple acquisition channels (SEO, paid media, content, affiliates, etc.)
• Strong commercial mindset with ability to connect traffic, conversion, and revenue
• Experience in budget planning, forecasting, and performance analysis
• Strong analytical skills (Google Analytics, Search Console, and SEO tools such as Ahrefs, SEMrush, Screaming Frog)
• Experience working in matrix organisations and collaborating with centralised teams
• Ability to operate in ambiguity and evolve from channel specialist to market owner
• Experience managing or mentoring team members
• Understanding of UK consumer behaviour and digital landscape
• Fluency in English

BONUS QUALIFICATIONS

• Experience in international or multi‑market SEO
• Experience with integrated acquisition strategies across SEO, paid, and content
• Experience in regulated or restricted product categories

WHAT WE OFFER

We are a value‑driven company with our values We team up, Innovation Drives Us, Inclusion and Non‑Hierarchy, and Going the Extra Mile at the heart of everything that we do. You will find a culture that values teamwork, inclusivity, and celebrates achievements, while providing a challenging and exciting environment. Haypp Group is committed to equality and diversity. We welcome applications from all qualified individuals regardless of background.