Organic Growth Specialist

What you’ll be doing

Build organic as a revenue channel

• Own organic customer acquisition across Lending, Business Banking and Personal Savings — measured by organic-attributed account openings, deposit inflows, and lending enquiries, not just traffic
• Set and track KPIs: organic sessions, keyword rankings, answer engine share of voice across ChatGPT, Perplexity, Gemini and Claude, organic conversion rate, and organic-sourced revenue
• Report on organic channel performance, ROI, and investment recommendations to senior leadership

Build content production systems at scale

• Design and maintain automated content pipelines: topic input → competitive research → structured brief → AI-assisted draft → image sourcing → branded formatting → human review queue → publication
• Build AI agents that accelerate every stage of the pipeline — research, drafting, formatting, monitoring, reporting
• Every pipeline includes a human-in-the-loop compliance checkpoint before publication — OakNorth is FCA-regulated
• Continuously improve pipeline quality: measure draft-to-publish acceptance rate, compliance revision cycles, and time-to-publish

Own OakNorth’s visibility in AI answer engines

• Build and execute the AEO strategy across all three product lines, ensuring OakNorth is cited by ChatGPT, Perplexity, Google AI Overviews, Claude and Copilot for high-intent queries
• Structure content using answer-first writing, self-contained 200–400 word blocks, question-phrased headings, comparison tables, and FAQ schema to maximise AI citation rates
• Implement and maintain structured data markup (FAQPage, FinancialProduct, Article, Organization schema with nested @id references) across product pages and key content
• Build question fan-out architectures: for each target query, map and create content for the 10–20 sub-questions an AI engine would generate in response
• Manage AI crawler access — robots.txt, llms.txt, ClaudeBot, GPTBot, PerplexityBot — and ensure critical content is crawlable and server-side rendered

Drive traditional SEO performance

• Own keyword research, on-page SEO, metadata, internal linking and content structure across all three product lines
• Build and maintain pillar-and-cluster content architectures, ensuring each landing page targets a topic cluster, not a single keyword
• Monitor Core Web Vitals, crawlability and indexation. Escalate technical issues to the product and engineering team with clear prioritisation
• Own Bing Webmaster Tools verification and optimisation alongside Google Search Console — Bing is the underlying index for ChatGPT and Copilot

Build offsite citation authority

• Execute an offsite citation strategy: identify which source types appear in AI answers for OakNorth’s target queries and develop strategies to appear in each
• Lead OakNorth’s Reddit and UGC presence — transparent, helpful contributions to relevant communities that earn genuine citations in AI answers
• Build OakNorth’s entity presence: Wikidata, Organisation schema with sameAs arrays, consistent brand description across directories and industry platforms
• Work closely with the PR team to develop a co-citation strategy — earn mentions alongside established brands in industry roundups, press coverage, and comparison pieces

Measure, experiment and defend

• Set up and run answer tracking across ChatGPT, Perplexity, Gemini and Claude — measuring share of voice and citation frequency for priority questions
• Design and run proper AEO experiments: test and control question groups, 2-week baselines, specific interventions, reproducible results
• Monitor for misinformation and outdated citations in AI answers. Deploy corrective content rapidly when needed
• Own content freshness: flag and prioritise updates when rates change, products launch, or FCA rules update
• Track LLM-attributed conversions via post-conversion surveys and branded search volume increases

Ensure compliance and accuracy

• Ensure FCA financial promotion disclosures are woven into AI-extractable content blocks — not buried in footers that AI engines ignore
• Verify all rate claims, product terms and eligibility statements in content before publication
• Apply risk-tiered approval routing: know which content can publish fast and which needs compliance sign-off
• Work closely with the compliance team to ensure AEO optimisation never creates misleading snippets when extracted out of context

What we’re looking for

What we’re looking for

• SEO and AEO fluency. You can explain how ChatGPT decides what to cite. You know the difference between RAG and parametric knowledge. You can describe an offsite citation strategy and explain why breadth of citations beats a single top ranking. You’ve optimised content that was subsequently cited by AI answer engines and can show the results.
• You’ve built content production pipelines. Not managed one. Not briefed an agency to build one. You’ve wired together tools — n8n, Make, Zapier, custom scripts — to automate multi-step content processes from research through to publication. Show us.
• 3–7 years in SEO/organic growth with demonstrable results — specific numbers on traffic growth, ranking improvements, or organic revenue attribution
• Technical SEO capability: schema markup, structured data, site architecture, crawl optimisation, Core Web Vitals
• Working knowledge of AI-assisted content creation — prompt engineering, RAG grounding, quality assurance for AI-generated drafts
• Data-driven mindset: comfortable with Google Search Console, GA4, Ahrefs/SEMrush, and answer tracking tools
• Ability to run structured experiments with proper control groups
• Strong commercial instinct — connects search work to customer acquisition and revenue, not just traffic metrics
• Experience in financial services, fintech, or another regulated industry is a plus but not essential

Why join OakNorth

• High ownership — you will shape the organic acquisition strategy and build the systems yourself, not inherit someone else’s approach
• A bank with genuine product differentiation — multi-entity banking, zero payment fees, dedicated relationship managers, and a £13bn+ lending track record. Strong products make organic growth easier.
• You will work with a dedicated content writer who handles editorial quality and compliance review — your job is to build the system and drive the results
• Influence at speed: a challenger bank at this scale moves faster than an incumbent and you will see the impact of your work quickly
• A marketing team that takes craft seriously, has compliance infrastructure in place, and is investing in organic as a genuine growth channel

Benefits and perks

• 25 days holiday
• Hybrid working
• Personalised benefits — opt in to what matters to you
• Subsidised private medical insurance with Bupa
• Enhanced maternity and paternity leave
• Wellbeing and social events
• In-house barista bar in London office
• Volunteering time off
• Salary sacrifice schemes: cycle to work, nursery, gym, electric car