SEO/ASO Lead

IG Group is a FTSE 100 fintech operating across five continents, serving over 1.3m customers and handling billions of dollars in transactions – built on scale, trust, and proof. We didn't pivot to innovation; it's how we've always operated. What that means for the people who work here is real: genuinely complex problems to solve, the technology and resources to tackle them properly, and the kind of scope that's rare in established businesses. The bar is high – bring a curious and forward‑thinking mindset and we'll give you the platform to define what comes next. Join us at IG – the future gets built here.

Your team will sit within the UK Marketing team and have a SEO manager to support on day‑to‑day execution and two Content Editors who produce and optimise the editorial output across ig.com.

Your role in the Team’s Success

Success in this role means growing organic search and app store as measurable acquisition channels – driving high‑intention traffic that converts into accounts open and first trade. You will own the shift from traditional keyword search to AI‑driven discovery, ensuring IG shows up with authority wherever our customers are looking for answers whether that’s Google, the App Store, or a conversational AI tool. You will set the strategy for IG’s UK/IE markets, partner with the central SEO hub in Poland on technical execution.

What You’ll Do

• Own the full funnel from search to install to first trade.
• Run technical audits, brief and QA content, build internal link structures, and manage programmatic page templates, then connect every action to account opens and funded accounts, not just traffic.
• Identify the highest‑impact SEO and ASO opportunities, size them against commercial value, brief or build the work yourself, and get it live on a cycle of weeks, not months.
• Increase IG’s presence in AI Overviews, LLM citations.
• Use AI tooling daily to scale content production, automate technical checks, generate keyword clusters, and bridge gaps.
• Work directly with website manager on the headless CMS build, Core Web Vitals improvements, and structured data translating SEO requirements into engineering tickets that deliver.
• Report SEO/ASO performance weekly that connects organic rankings and app store keyword positions to conversion, and present findings to senior stakeholders with a clear recommendation and action plan, not just a summary.

Key Qualification Requirements

• 5+ years hands-on SEO & ASO experience.
• You think in revenue, pipeline, and account growth, not just rankings and impressions.
• You can articulate the business case for every initiative you run.
• You will be expected to move fast, make decisions with imperfect data, ship meaningful work every sprint, and measure everything against account opens and first trade growth not just rankings.
• You will be expected to think AI‑first: in how you work, how you build content at scale, and how you ensure IG is visible wherever our customers are searching on Google, in the App Store, and increasingly inside AI tools like ChatGPT, Perplexity, and Gemini.
• Strong technical SEO skills on crawl analysis, Core Web Vitals, hreflang, structured data, and the ability to work directly in a headless CMS environment alongside engineers without needing to be hand‑held.
• You are comfortable making prioritisation calls quickly, working in short sprints, and shipping imperfect‑but‑valuable work rather than waiting for a perfect brief.
• You understand content constraints on legal compliance aspect and know how to move fast within them — not use them as a reason to slow down.

How We Work

• Lead and inspire: Drives trust, alignment, and enthusiasm.
• Think big: Focus on the problems that most impact commercial outcomes.
• Champion the client: Understand and prioritise client’s needs.
• Deliver at pace: Push for fast, sustainable growth.
• Raise the bar: Take ownership, be accountable and share feedback.

The Perks

• Your growth fuels our success! Thrive with tailored development programs, mentoring opportunities with leaders, and clear career progression.
• Expand your network through committees, sports and social clubs.
• Enjoy extra time off for volunteering and community work.
• Competitive salary.
• Flexible Benefits Package on top of your salary (12%).
• Private medical cover for you and your family.
• Life insurance.
• Contribution to gym memberships.
• 25 days holiday, with 1 additional day off to celebrate your birthday and 2 additional days off a year for voluntary work (28 in total).
• The option to buy or sell holiday days.
• Unlimited access to the LinkedIn Learning Platform.
• A comprehensive global and local onboarding process.
• Employee‑led LGBTQ+, Women’s, Black and Parents & Carers networks with an annual budget for organising events & projects that foster an open, diverse and inclusive culture.
• Option to participate and create ESG initiatives based on IG Brighter Future Fund.
• Enhanced primary (maternity), secondary (paternity), and shared parental pay and leave, as well as a range of support and benefits for parents.