SEO Content Manager/Lead

About ZAVA

We believe healthcare should be accessible, dependable and affordable for everyone. Now part of Hims & Hers Health, Inc., one of the fastest-growing digital health companies in the world, we’re entering an exciting new chapter as we expand our reach and accelerate our impact.

Our team of Doctors, Engineers, Patient Care Advisors, Pharmacists, Marketers, Product Managers, UX Designers, Commercial, and Operations Specialists work together to build digital healthcare that truly fits around our patients’ lives.

The pandemic changed how people access care, and we’ve led the way by providing over 14 million consultations across the UK, Germany, France, Spain, and Ireland. More patients than ever turn to us for help with weight loss and other conditions that can be safely treated online. We’re evolving our service to make care even more personal, supportive and effective.

We’re doing more than providing healthcare. We’re empowering people to take control of their health, and with the support of Hims & Hers, we’re scaling our vision to become a global leader in digital healthcare.

About the role

The digital healthcare market is a very exciting and competitive space that has seen considerable growth over the last few years.

A 12-month FTC to own SEO & GEO strategy for one of our brands and promote best practice across multiple disciplines throughout the business. This role sits within the marketing team, working closely with content, product, markets, PR, as well as external agencies.

What you’ll own

• Own the content strategy and roadmap for the brand across multiple markets (UK as primary), ensuring content is useful, authoritative, differentiated and aligned to commercial priorities, not simply volume-led production.

• Bring a strong, well-informed sense of what great content looks like, with the editorial judgement to shape and elevate content to a high standard, strong information hierarchy, clear search-intent match, and pages built to convert as well as rank. Hands-on writing is a nice-to-have; what’s essential is the ability to influence and support the content team to get there.

• Partner with our content and clinical teams to deliver outstanding, E-E-A-T-compliant medical content, briefing on page elements that build trust and engagement.

• Identify and prioritise content and organic growth opportunities, including new services, products, categories, content propositions and search journeys, using market, competitor and search-demand insight. You should easily be able to explain why an opportunity is or isn’t worth pursuing.

• Understand and act on the difference between content that drives traffic and content that drives leads or orders, making prioritisation calls on that basis rather than optimising for volume alone.

• Support on new service launches and content experiences. You will be able to put plans together on how to capture demand across the full customer journey, from discovery and education through to high-intent transactional searches.

• Plan and lead digital PR and content marketing campaigns end-to-end from idea through pitching/distribution to measurable results.

• Work with the content team and/or agencies, creating briefs, quality-controlling and keeping output consistent and on-brand.

• Work hands-on in the CMS day-to-day, and partner with Product to improve the CMS/editor experience for the wider content team.

• Build and present clear performance reporting to stakeholders, tying content and organic growth activity back to commercial outcomes.

• Work closely with Product, Medical/Clinical, Engineering, UX, Brand and Marketing teams to ensure organic search and content are considered from proposition and product development through to launch and optimisation.

• Develop and execute an integrated SEO and organic growth strategy spanning technical SEO, content, digital PR/content marketing, service/product discovery and AI search/Generative Engine Optimisation (GEO), feeding into the technical SEO roadmap.

• Develop our AI search strategy (GEO), ensuring services, expertise and propositions are accurately understood, surfaced and recommended across AI search experiences such as ChatGPT, Google AI Overviews and Gemini, and build a practical understanding of how AI search retrieves, evaluates, cites and recommends information.

• Develop scalable content and SEO frameworks, templates and processes that can be adapted across markets without creating unnecessary duplication or compromising local relevance.

• Monitor competitors and the wider search landscape, identifying changes in SERPs, consumer behaviour, AI search and competitor strategy that could create opportunities or risks.

• Act as the organic content and organic growth subject-matter expert for the brand, educating and influencing stakeholders and raising the overall level of content and SEO maturity across the organisation.

• Collaborate on broader marketing projects and campaigns, supporting commercial teams to align activity where necessary and share best practice execution.

What we’re looking for

• Demonstrable experience leading content strategy for a commercial website, with a track record of shipping content that moved business metrics, not just traffic.

• Excellent editorial judgement and a strong, well-informed sense of what great search content looks like and performs, able to shape, edit and brief content to a high standard, with clear information hierarchy and intent match.

• Hands-on writing is a bonus, not a requirement; what matters is the ability to influence and support the content team to get there.

• Proven experience running successful digital PR / content marketing campaigns.

• Strong understanding of search intent, keyword research, information architecture, content briefs, optimisation and content performance analysis.

• Experience developing and managing large-scale content strategies, including the ability to distinguish between content that generates traffic and content that generates meaningful business value (leads/orders).

• Experience working closely with content teams and/or agencies.

• Hands-on confidence working in CMS day-to-day; ideally has worked with Product to improve the CMS or editor experience.

• Comfortable building and presenting performance reports to non-specialist stakeholders.

• Excellent communicator; you will work closely with Medical, Product, Brand and senior stakeholders.

• Organised, able to work individually and as a team across multiple workstreams and deadlines.

• Demonstrable experience working in SEO, with working knowledge of technical SEO (crawling, indexation, site architecture, redirects, schema.org, hreflang, sitemaps, etc.) enough to brief, quality-check, create a gap analysis or pinpoint weaknesses on our current site.

• Ability to build strategic SEO/GEO recommendations from a blank slate and work with product teams through to successful implementation.

• Understand other acquisition channels, specifically Content and PPC.

• Proficiency in web analytics software and common SEO tools; excellent analytical skills and meticulous attention to detail with tools such as Google Search Console, GA4, Ahrefs/Semrush, Screaming Frog and Looker/BI tools.

• Naturally passionate and curious about content, SEO, GEO and growing a business organically.

Nice to have, but not at all essential

• Experience with CMS migrations.

• Experience with CRO testing.

• Hands-on programming experience such as building a website/blog.

• Experience with automation & scripting (i.e. with advanced Excel or Python).

• Knowledge of how front-end languages can help maximise SEO (HTML, CSS, JavaScript).

• Deeper technical SEO or GEO/AI search optimisation experience.

• Experience in an online healthcare business or growing start-up.

Our Values

• Humble: You listen and take on feedback; you’re kind and caring to those around you.

• Inquisitive: You question the status quo and dare to do things differently.

• Resilient: You embrace change and face challenges.

• Macher: You are innovative and rise above to improve, develop and deliver.

• Collaborative: You actively share ideas and work together to drive goals as a team.

Benefits from the day you join:

• 33 days per annum pro-rata (inclusive of public and bank holidays)

• Your birthday (or another day) off

• Health & Personal Leave

• Company pension scheme

• Free access to Wellness Cloud, advice, counselling, and corporate discounts

• Healthcare cashback plan through SimplyHealth

• 20% off ZAVA products & services for you and your friends and family

• MacBook Pro + equipment

• Remote / Hybrid working and flexi hours

• Flexible bank holidays – take the ones that matter the most to you

Additional benefits following the probation period:

• £500 training budget per year

• Vitality Private Health Insurance + Vitality discounts & headspace membership

• Workplace Nursery Salary Sacrifice Scheme

• Pension Salary Sacrifice Scheme

• Holiday entitlement increases with tenure

• Company sabbatical after 2 years

• Opportunity to work from overseas for 2 months each year

• Gift vouchers after 3, 5, and 10 years of service

• Season ticket loan

• Cycle to work scheme
  

We are an equal opportunities employer and welcome applications from all backgrounds. If you require any reasonable adjustments as part of the recruitment process, please let us know. Every application is reviewed by a member of the hiring team.