Head of SEO, Petlab
Organic, Gen AI, SERP
Salary not provided
Ahrefs
Senior and Expert level
London
Remote from UK
More information about location
Food and supplements for pets
Be an early applicant
Food and supplements for pets
101-200 employees
HealthcareB2CRetailFoodPetsWellbeingeCommerce
Be an early applicant
Salary not provided
Ahrefs
Senior and Expert level
London
Remote from UK
More information about location
101-200 employees
HealthcareB2CRetailFoodPetsWellbeingeCommerce
Company mission
To maximise the health and well-being of every pet.
Role
Who you are
- 5+ years in SEO, with at least 2 years in a leadership or ownership role
- Strong understanding of technical, on-page, and off-page SEO
- Proven experience optimizing across multiple organic SERP components—not just owned-site links
- Up-to-date with the latest trends in generative search, AI-influenced rankings, and Google’s evolving page structure
- Comfortable navigating ambiguity and creating systems for new spaces like Generative Engine Optimisation
- Experience working cross-functionally with creative, social, PR, and content teams
- Able to think strategically, act tactically, and communicate clearly
- An innovative thinker with a strong grasp of content strategy and organic acquisition
- Extensive experience in traditional SEO (technical, content, and offsite)
- Deep understanding of the changing nature of search and AI integrations
- Familiarity with tools like Google Search Console, Ahrefs, as well as AI-monitoring and visibility platforms
- Strong analytical skills and the ability to draw insights from complex data sets
- Experience working in fast-paced DTC, ecommerce, or subscription-based environments
- Hands-on mindset—willing to get deep into strategy, tooling, and execution
- Strong written and verbal communication skills, including stakeholder management and reporting
What the job involves
- We’re looking for a forward-thinking, analytically sharp, and strategically minded individual to step into a next-generation organic search leadership role
- This is not your traditional Head of SEO position
- At PetLab Co., we’re redefining how organic visibility is approached in the modern search landscape—and we need a trailblazer to lead the charge
- The successful candidate will own the evolution of SEO into what we’re calling Organic Search & AI Visibility
- This person will not only drive performance for classic SEO metrics but will own our presence across all components of the Search Engine Results Page (SERP)—from generative AI results to social video snippets, forums, and shopping modules
- You’ll be tasked with ensuring that, when someone searches for terms like “Probiotic for Dogs”, PetLab Co
- Dominates every relevant touchpoint—our owned pages, user forums, generative AI summaries, social videos, third-party blogs, and shopping results
- You’ll help define the next chapter of organic growth, blending SEO expertise with content, AI fluency, and cross-channel collaboration
- Own PetLab Co.'s entire organic search strategy across traditional SEO, AI-generated results, and SERP real estate
- Track, analyze and optimize how our brand appears across all elements of the modern SERP (owned content, AI answers, videos, forums, editorial, shopping)
- Lead a roadmap for generative engine optimisation (GEO) visibility—ensuring our brand is contextually represented in AI-summarized answers
- Coordinate with content, social, community, and influencer teams to create high-impact assets that influence SERP placements
- Monitor and improve our presence in third-party editorial, UGC platforms, and forum mentions (e.g. , Reddit, Quora, niche pet forums)
- Optimize our organic shopping presence across key marketplaces and listings
- Own tooling, reporting and data visibility around all facets of our SERP performance
- Guide technical SEO implementation in collaboration with product and engineering teams
- Educate the business on emerging search trends and build internal alignment around the future of organic visibility
- Hi, I’m Forest, and I am the VP of Marketing here at PetLab Co. As the nature of search changes dramatically, so too must our strategy. We’ve seen firsthand how the SERP has shifted—from being dominated by traditional links to now showcasing AI results, video, community discussion, shopping modules and more
- This role is essential because we believe organic visibility is no longer about just optimizing your own pages—it's about ensuring your brand wins across every organic surface on the SERP. We need someone who deeply understands SEO but is just as curious and strategic about where search is heading
- You’ll work closely with myself, our content team, social strategists, Digital PR & Affiliate specialist, and product teams to shape the future of PetLab Co.'s organic growth engine. You’ll need to be hands-on, fast-moving, collaborative, and full of ideas
- Strategy (30%) – Define and iterate the vision for holistic organic visibility across traditional SEO and the evolving SERP landscape
- Execution (25%) – Manage SEO campaigns, content production, implement initiatives, conduct audits, and improve technical health
- AI/Generative SEO (20%) – Lead the strategy for optimizing brand presence in AI-driven search experiences and generative SERPs
- Cross-functional Input (15%) – Provide guidance across content, social, PR, community and product teams to ensure alignment
- Analysis (10%) – Track performance, report on rankings, AI appearance, content impact, and test results across all organic surfaces
Salary benchmarks
Our take
Petlab Co is a direct-to-consumer pet supplement company. Founded by serial entrepreneur brothers, Christopher and Andrew Masanto, it has become one of the fastest-growing pet company in the USA.
Petlab Co’s focus on environmentally friendly pet food and probiotic supplements had a built-in market already, and that community has grown exponentially through digital marketing prowess.
The company has expanded its global presence by launching in Canada & Europe, with support from HSBC UK. Petlab Co is now focused on growing its team and targeting new audiences. Its products continue to win international pet food awards like the dog dental care product of the year at the Pet Innovation Awards 2024.
Steph
Company Specialist at Welcome to the Jungle
Insights
18% employee growth in 12 months
Company
Company benefits
- Home Office Stipend
- Pet Friendly Office
- Collaborative Working Space
- Flexible working hours
- Company Equipment - You choose between a mac or a PC!
- Audible subscriptions - We love to promote and encourage personal & professional development so we couldn't be happier to pay for audio-books subscriptions of your choice on Amazon
- Employee Assistance Programme - We make sure our team is covered for a range of different circumstances personally and professionally, and have an employee assistance program that provides a complete support network of expert advice for the ultimate work/home life balance
- Pension Scheme - contributions towards your pension scheme!
- Cycle to work Scheme - Who doesn't love a brisk cycle into work! We have secure bike storage with a service lift and entrance dedicated to our wonderful cyclists
Company HQ
London, UK
Leadership
Christopher Masanto
(CEO & Co-Founder)Currently Investor at Oura, Spiritual Gangster and Seed Health.
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