At a Glance
- Tasks: Lead the future of organic search and AI discovery across multiple platforms.
- Company: Join a dynamic, fast-growing company with a supportive culture.
- Benefits: Enjoy 33 days annual leave, health benefits, and a cycle-to-work scheme.
- Other info: Be part of a diverse team that values inclusion and innovation.
- Why this job: Make a real impact in a role that blends creativity with cutting-edge technology.
- Qualifications: 8-12 years in SEO with a strong grasp of AI and technical excellence.
Location: Remote UK, with occasional travel to the Head Office, Sheffield.
Hours: Full-time (37.5 hours per week)
Contract: Permanent
We are looking for an exceptional Director of Organic Search & AI Discovery to build the next generation of our organic acquisition engine. This role goes well beyond traditional SEO. You will own our visibility across Google Search, AI-powered search experiences (including AI Overviews and AI Mode), ChatGPT, Gemini, Perplexity, Claude, YouTube, Reddit, and emerging discovery platforms. You'll combine deep technical expertise, product thinking, AI, experimentation, and operational excellence to create a sustainable competitive advantage in organic growth. You will lead a high-performing global team, partner closely with Product, Engineering, Data, Growth and local marketing teams and continually redefine how we acquire customers through organic discovery. We're looking for someone who is intellectually curious, relentlessly experimental, commercially minded, and obsessed with staying ahead of where search is going - not simply reacting to where it has been.
Key Responsibilities:
- Search Strategy & Organic Growth: Own and execute the global Search & AI strategy, aligning organic growth initiatives with business objectives and customer acquisition goals. Develop a scalable roadmap to increase qualified organic traffic, revenue contribution and market share across priority markets. Build a culture of experimentation, continuously identifying new opportunities and testing ways to outperform competitors.
- AI Search, GEO & Technical Excellence: Lead our strategy for visibility and Generative Engine Optimisation (GEO) across AI-powered search experiences including Google AI Overviews, AI Mode, ChatGPT, Gemini, Perplexity and emerging AI discovery platforms. Own technical SEO excellence across site architecture, crawling, indexing, rendering, structured data, Core Web Vitals and scalable platform improvements. Drive entity optimisation, semantic search, internal linking and information architecture strategies that improve discoverability across both traditional search engines and AI systems.
- Content, Authority & Brand Discovery: Build a scalable content and authority strategy that strengthens organic authority, topical expertise and brand trust. Partner with Content, Brand and PR teams to create assets that earn attention across search engines, AI systems and the wider web.
- AI, Automation & Data-Driven Operations: Transform SEO operations through AI, automation and scalable systems. Leverage LLMs, AI agents and internal tooling to improve research, analysis, content workflows, technical optimisation and reporting. Build measurement frameworks that track organic performance, AI visibility, customer acquisition impact and commercial ROI. Use data and analytics to identify opportunities, prioritise investments and continuously improve performance.
- Organic Growth Beyond Google: Expand organic discovery beyond traditional search engines, across YouTube, Reddit social search and emerging platforms. Ensure the company is visible wherever customers are searching for information, solutions and recommendations.
- Leadership & Cross-Functional Influence: Build, mentor and develop a world-class Search & AI team with high standards of execution, curiosity and innovation. Partner closely with Product, Engineering, Data, Growth and local marketing teams to embed search thinking into company-wide initiatives. Communicate strategy, insights and performance clearly to executive stakeholders, translating complex search concepts into business outcomes.
Experience:
- 8–12+ years leading SEO or Organic Search at scale within high-growth digital businesses.
- Proven experience building and executing international SEO strategies across multiple markets.
- Demonstrated success navigating major Google algorithm updates and periods of significant industry change.
- Deep expertise across Technical SEO, Information Architecture, Entity Optimisation and Content Strategy.
- Strong understanding of GEO, AI search and LLM-powered discovery.
- Experience improving visibility across AI-powered discovery platforms alongside traditional search.
- Proven experience leveraging AI, LLMs and automation to transform SEO operations.
- Strong understanding of semantic search, information retrieval and knowledge graph concepts.
- Experience working closely with Engineering teams on large-scale technical implementations.
- Experience developing SEO products, internal tools or scalable automation workflows.
- Deep knowledge of Google Search Console, GA4, Ahrefs, SEMrush, Screaming Frog and enterprise SEO platforms.
- Commercially minded, with a strong understanding of how organic growth contributes to business performance.
In return for everything you can bring, we can offer you an exciting role in a fast-growing and dynamic business, with plenty of career opportunities. Here’s a couple of the things that make Twinkl a great place to be:
- A friendly, welcoming and supportive culture. We believe work should be fun and always put people before the process.
- Diversity, inclusion and belonging - our Employee Network Program includes working groups for LGBTQ+, People of Colour, Disabilities (visible and invisible), Women in Tech and Working Parents.
- From day 1 - Westfield Health, 33 annual leave days per year (pro-rata) inclusive bank holidays, a "Me" day each year, a charity day each year and Twinkl subscriptions.
- Quarterly company awards programme.
- Seasonal events.
- Cervical and Prostate screening.
- Company sick pay after 3 months of service.
- After probation - cycle-to-work scheme.
- Long-term service reward - Life insurance, enhanced pension contribution, enhanced maternity pay, enhanced adoption pay and enhanced paternity pay, long service award, long service annual leave.
Director of Organic Search & AI Discovery in Sheffield employer: Twinkl Educational Publishing
Twinkl Educational Publishing is an exceptional employer that prioritises employee well-being and professional growth. With a vibrant work culture that fosters creativity and collaboration, employees enjoy generous benefits such as 33 days of paid time off and enhanced parental leave, making it an ideal place for those seeking meaningful and rewarding careers in the educational sector across Latin America and Spain.
Contact Details:
Twinkl Educational Publishing Recruitment Team
StudySmarter Expert Advice🤫
We think this is how you could land Director of Organic Search & AI Discovery in Sheffield
✨Show Your Creative Side
In marketing communications, standing out is key. Get creative with your application! Consider designing a mini-campaign or pitch that highlights your skills and understanding of the brand. Tailor it for Twinkl Educational Publishing and show them what you can bring to the table.
✨Engage in Marketing Communities
Get involved in local or online marketing communications groups. Check out platforms like Meetup for events and workshops. Networking here can lead to hidden job openings and valuable insights into the industry trends—this is where we often discover what companies like Twinkl Educational Publishing are looking for.
✨Leverage Social Media
Use platforms like LinkedIn and Twitter to showcase your passion for marketing communications. Share insights, articles, and your own content that resonates with the industry. Tagging or interacting with Twinkl Educational Publishing on these platforms can catch the eye of recruiters and show you're genuinely interested in them.
✨Attend Industry Events
Keep an eye out for marketing conferences and workshops. These are great places to meet potential employers face-to-face and make connections that could land you a full-time role at Twinkl Educational Publishing. Bring your business cards and be prepared to chat about how you can contribute!
We think you need these skills to ace Director of Organic Search & AI Discovery in Sheffield
Some tips for your application 🫡
Craft an Impactful Cover Letter:Your cover letter is your chance to shine! Focus on your passion for marketing communications and how your previous experiences can benefit Twinkl Educational Publishing. Make sure to mention specific campaigns or projects you’ve worked on that showcase your creativity and strategic thinking.
Showcase Your Writing Skills:As you're diving into a marketing communications role, your writing ability is crucial. Include samples of your work, like blog posts, press releases, or social media campaigns in your application. This lets us see your style and how you engage with different audiences.
Tailor Your CV to Marketing:Your CV should highlight relevant marketing skills and experiences! Include specific tools or platforms you’ve used, like Google Analytics or social media management software. Mention any certifications or workshops related to marketing that you've completed – they can give you an edge!
Demonstrate Your Understanding of Twinkl Educational Publishing:Show us that you’ve done your homework! In your application, briefly mention what you admire about Twinkl Educational Publishing’s marketing approach or any recent campaigns that caught your attention. This can reveal your enthusiasm for the role and your genuine interest in joining our team!
How to prepare for a job interview at Twinkl Educational Publishing
✨Showcase Your Creative Campaigns
Get ready to flaunt your portfolio! Include examples of previous marketing campaigns you've worked on, especially those that showcase your creativity and strategy. Recruiters at Twinkl Educational Publishing will be keen to see how you conceptualise and execute campaigns, so highlight any measurable outcomes to back up your claims.
✨Know Your Digital Tools Inside Out
If you’re heading into a marketing-communications role, make sure you're comfortable discussing key digital marketing tools like Google Analytics, HubSpot, or Hootsuite. Expect some technical questions about how you've used these tools in the past, as they'll want to gauge your hands-on experience and how you analyse data to drive marketing decisions.
✨Be Ready for Scenario-Based Questions
At Twinkl Educational Publishing, they may throw some scenario-based questions your way, aimed at testing your problem-solving skills in real-life marketing situations. Think through potential challenges you’ve faced, how you navigated them, and be prepared to discuss your thought process and outcome.
✨Demonstrate Your Passion for Marketing
As you’re applying for a full-time position, show that you're not just looking for a job, but a career in marketing. Talk about the latest trends in marketing communications, your favourite campaigns, and why they inspire you. Your enthusiasm can really make you stand out and demonstrate that you’re committed to growing within the field.
