Principal Organic Specialist (SEO/AI)

Location: Toronto, Canada; hybrid

Salary: CAD 114,000–164,000 annually

Company

hirify.global is a sports and gaming marketing company building player experiences across its sports brands, with more than 20 years of experience and over 600 employees across 22+ countries.

What you will do

• Identify and deliver high-impact SEO initiatives that improve visibility, organic traffic, and commercial performance.
• Challenge existing approaches and introduce experiments that advance SEO strategy.
• Explore, test, and develop approaches to AIO/AEO as search behavior and platforms evolve.
• Use data, competitive intelligence, and experimentation to prioritize opportunities and demonstrate measurable impact.
• Own complex initiatives from strategy through execution, testing, and optimization in collaboration with Product, Engineering, and Content.
• Share expertise, coach others, and support continuous improvement across the SEO team.

Requirements

• Extensive SEO experience with large, complex, or content-heavy websites in highly competitive markets.
• Proven record of delivering measurable organic growth, including projects personally led and achieved results.
• Strong technical SEO fundamentals covering site architecture, crawling, indexation, on-page optimization, and performance analysis.
• Experience using SEO tools and data to identify opportunities, diagnose issues, and inform decisions.
• Curiosity, self-direction, and a genuine interest in experimenting, building, and testing new approaches.
• Knowledge of emerging AI search trends such as AIO/AEO, with practical experience exploring or testing opportunities.
• Experience influencing stakeholders, sharing expertise, and coaching others, with confidence to challenge existing thinking.

Nice to have

• Experience in sports betting, iGaming, affiliate marketing, or digital publishing.
• Experience leading small teams or mentoring SEO professionals.

Culture & Benefits

• Hybrid work with flexibility designed to support work-life balance.
• Development opportunities and opportunities to learn from experienced colleagues.
• Annual discretionary bonus.
• Paid annual leave and a company-wide festive-season break when offices close between Christmas and New Year’s.
• Global hirify.global events bringing employees together in person.
• Equal-opportunity workplace with reasonable adjustments available during the application process.

Hiring process

• Initial 30-minute Talent Partner chat via Zoom.
• One-hour team interview via Zoom, followed by a one-hour task interview with the interviewers and Hiring Manager.
• Final one-hour team interview via Zoom.