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About the Role
Legend is seeking a Principal Organic Specialist to drive organic growth across its Sports brands. This role requires deep SEO expertise, innovative thinking, and a hands-on approach to identifying opportunities, experimenting with new ideas, and achieving measurable business results, particularly in the evolving landscape of AI search.
Responsibilities
- Identify high-impact opportunities and deliver SEO initiatives that improve visibility, traffic, and commercial performance.
- Bring fresh perspectives, question existing approaches, and introduce new ideas that move our SEO strategy forward.
- Explore, test, and develop approaches to AIO/AEO, helping us adapt to changing search behaviors and emerging platforms.
- Use data, competitive intelligence, and experimentation to uncover opportunities, prioritize investments, and demonstrate measurable impact.
- Take ownership of complex initiatives from strategy through execution, testing, and optimization, working closely with Product, Engineering, and Content.
- Share expertise, coach others, and encourage a culture of curiosity, experimentation, and continuous improvement.
Requirements
- Extensive SEO experience, working with large, complex, or content-heavy websites in highly competitive markets.
- A proven track record of delivering measurable organic growth, with clear examples of projects personally led and results achieved.
- Strong technical SEO fundamentals, including site architecture, crawling, indexation, on-page optimization, and performance analysis.
- Experience using SEO tools and data to uncover opportunities, diagnose issues, and inform decisions.
- A naturally curious, self-driven mindset with a genuine interest in experimenting, building, and testing new approaches.
- Knowledge of emerging AI search trends (AIO/AEO), with some practical experience exploring or testing opportunities in this space.
- Experience influencing stakeholders, sharing expertise, and coaching others, with the confidence to challenge existing thinking.
Skills
- SEO
- Technical SEO
- Site Architecture
- Crawling
- Indexation
- On-page Optimization
- Performance Analysis
- SEO Tools
- Data Analysis
- Competitive Intelligence
- Experimentation
- AI Search Trends (AIO/AEO)
- Stakeholder Management
- Coaching
- Sports Betting Marketing
- iGaming Marketing
- Affiliate Marketing
- Digital Publishing
Location
- Global
Work Type
- Full-time
Experience Level
- Principal
Salary/Compensations
- $114,000 CAD - $164,000 CAD
Benefits
- Super smart colleagues to work alongside and learn from.
- Engaging development opportunities at all levels.
- Tailored flexibility for your work-life balance.
- Annual discretionary bonus.
- Paid annual leave PLUS a well-deserved break to recharge your batteries during the festive season (offices closed between Christmas and New Year's).
- Exciting global Legend events.
- Extensive array of benefits and perks.
About the Company
- At Legend, we're building next-level player experiences.
- With 20+ years of proven success, we’re the world's leading Sports and Gaming marketing company.
- Our people are our edge. 600+ sharp, ambitious Legends across 22+ countries who move fast, learn quickly and win together.
- Here growth isn’t a perk, it’s the standard.
- We celebrate wins and create experiences that people talk about for years - for our players & for each other.
Equal Opportunity
- Legend is an Equal Opportunity Employer.
- We believe different perspectives help us grow and achieve more.
- We are dedicated to hiring and developing the most talented and diverse team- which includes individuals with different backgrounds, abilities, identities and experiences.
- If you require any reasonable adjustments throughout your application process, please speak to your Talent Partner or contact the team on talent@l1.com, and we'll do all we can to support you.