Company: Consumer Genius Inc. (CGI)
Location: Calgary, AB (hybrid) — open to remote for the right candidate
Type: Full-time, senior leadership
About CGI
Consumer Genius is a performance marketing and lead generation company operating a portfolio of consumer brands across Canada, the UK, and the US — including Loanz, LendingArch, CarsFast, and Canadian Life Rates. We connect millions of consumers a year with lending, automotive, and insurance products, generating $2B+ in annual application volume. We win by acquiring high-intent users at scale and converting them more efficiently than anyone else in our verticals.
Paid media has been our engine. We're now building organic into a first-class acquisition channel — and we're hiring a Head of SEO to own it.
The Role
You'll own SEO as a P&L-impacting growth channel across a multi-brand, multi-geo portfolio. This is a build role, not a maintenance role: you're setting strategy, standing up the function, and being measured on qualified organic lead volume — not vanity rankings. You'll operate in regulated, YMYL (Your Money Your Life) verticals where Google's E-E-A-T bar is high, the content has to be accurate and compliant, and the upside for getting it right is enormous.
What You'll Own
- Channel strategy & P&L. Build the organic acquisition roadmap across all brands and geographies; forecast and deliver against qualified-lead and revenue targets.
- Technical SEO at scale. Site architecture, crawlability, Core Web Vitals, indexation, and structured data across a large domain portfolio and multiple platforms.
- Content & E-E-A-T. Lead a content engine for YMYL financial, auto, and insurance topics that earns trust signals, satisfies regulatory constraints, and ranks.
- AI / answer-engine visibility (GEO) & LLM rankings. Own how our brands show up inside AI assistants — ChatGPT, Gemini, Perplexity, Claude, and Google AI Overviews. Track our visibility, citation share, and "ranking" within LLM answers for high-intent queries, and build a strategy to improve it the way we'd improve classic SERP rankings. This is a first-class objective, not an afterthought.
- Leverage AI to scale the function. Build AI into the day-to-day — copywriting (landing pages, meta titles/descriptions, on-page and ad copy), long-form content production, keyword and SERP analysis, technical audits, internal linking, schema generation, reporting, and workflow automation — to do the work of a much larger team. We expect our Head of SEO to be ahead of the curve on AI tooling and to operationalize it across the function.
- Authority & links. Build a defensible, white-hat authority strategy (digital PR, partnerships, programmatic where appropriate) suited to financial-services scrutiny.
- Programmatic & local SEO. Scale templated, high-quality landing experiences for rate/product/geo-intent queries that feed the lead funnel.
- Measurement. Stand up attribution and reporting that ties organic to applications and revenue, not just sessions and keywords.
- Team & vendors. Hire and lead a small SEO/content team; manage agencies, freelancers, and tooling spend.
- Cross-functional partnership. Work closely with paid media, dev/engineering, compliance, and brand to make organic a flywheel multiplier, not a silo.
What We're Looking For
- 7+ years in SEO with demonstrable ownership of organic as a revenue/lead-gen channel (not just rankings or traffic).
- Track record scaling organic in YMYL / regulated verticals — financial services, insurance, lending, legal, or similar.
- Deep technical SEO chops: you can speak credibly to crawl budget, rendering, schema, log-file analysis, and site migrations, and brief engineers precisely.
- Experience managing multi-brand and/or multi-domain portfolios across more than one geography (Canada/UK/US a strong plus).
- A modern, AI-era view of search: comfortable with AI Overviews, generative engines, and how organic visibility is shifting.
- Familiarity with LLM rank/visibility tracking — measuring and improving how brands are cited and ranked inside AI assistants (e.g. Profound, Peec, Otterly, or similar tooling).
- Hands-on with AI tooling — you actively use LLMs and AI-powered SEO/content/automation tools to multiply your output, and you can build repeatable AI workflows for your team.
- Strong content judgment — you know what earns E-E-A-T in a sensitive vertical and what gets a financial site penalized.
- Fluent in the tooling: GSC, GA4, Ahrefs/Semrush, Screaming Frog, and at least one rank/visibility platform; SQL or solid data literacy a plus.
- A builder's mindset: comfortable being the first/most senior SEO hire, setting process from scratch, and being measured on outcomes.
Nice to Have
- Performance marketing or lead-gen agency background.
- Experience working alongside paid media teams (organic + paid synergy).
- Familiarity with UK FCA / financial-promotion or other regulated-content constraints.
- Hands-on with programmatic SEO at scale and large domain management.
Success in the First 12 Months
- 30 days — Full technical + content audit across priority brands; baseline organic-to-lead reporting established.
- 90 days — Prioritized roadmap live; quick technical wins shipped; content engine and team/vendor plan in place.
- 6 months — Measurable lift in qualified organic leads on at least two core brands; AI/answer-engine strategy in market with LLM-visibility baselines and rankings tracked.
- 12 months — Organic established as a forecastable, accountable acquisition channel with a clear path to scaling lead volume.
What We Offer
- High-ownership role with direct line of sight to revenue and the founders.
- A profitable, fast-growing company with real traffic, real budget, and real data to work with.
- The chance to build a function from the ground up rather than inherit someone else's playbook.
Pay: $37,264.42-$90,118.44 per year
Benefits:
- Dental care
- Employee stock purchase plan
- Extended health care
- Paid time off
- Vision care
- Work from home
Work Location: Remote
