Pine Labs - Manager - Search Engine Optimization

Pine Labs - Manager - Search Engine Optimization (5-9 yrs

About Pine Labs:

Pine Labs is a CommerceOS company powering payments and commerce for merchants across India, Southeast Asia, the Middle East, and Africa. Our products span in-store POS, online payment gateway, fintech APIs, credit, and prepaid solutions. We work with hundreds of thousands of merchants and process billions of dollars in transactions annually.
About the role:
We are looking for a Manager, Organic Marketing to own Pine Labs organic, AI-search, and website growth end to end - strategy and execution. You will set the direction across technical SEO, AEO and GEO, and programmatic content, build the roadmap, and then ship it through our SEO agency. You own the outcome: organic traffic, search and AI-search visibility, and qualified organic pipeline.
This is a strategy-and-execution role for a sharp operator. You will decide what to build and why it matters commercially - and you will also be the one who spots the broken canonical, the thin programmatic template, and the missing LLM citation. You set the quality bar for the internal work and for the agency, and you hold everyone, including the agency, to it.
Key responsibilities:
Strategy and ownership:
- Own the organic, AEO, and GEO strategy and roadmap across Pine Labs verticals - In-store/POS, Online Payments, Setu, Credit+, and Prepaid.
- Prioritise initiatives by commercial intent, category ownership, ranking feasibility, and organic pipeline - not keyword volume alone.
- Connect every initiative to ICP, funnel stage, and a clear business objective.
- Define the measurement framework and set the quality bar for all organic output, internal and agency.
Technical SEO:
- Own and execute technical SEO across Pine Labs digital properties: schema, indexation, crawl, internal linking, canonicalization, and site architecture.
- Run crawls and audits, own the fix roadmap, and drive it to closure with engineering and the agency.
- Monitor Core Web Vitals, page speed, and indexation health across multiple domains and geographies.
AEO and GEO (AI search visibility):
- Own Pine Labs visibility strategy across ChatGPT, Perplexity, Gemini, Claude, AI Overviews, and other LLM surfaces.
- Track citation share against category benchmarks; identify entity, structure, and authority gaps and close them.
- Direct the content team on answer-ready formats, entity optimization, structured data, and machine-readable product positioning.
Programmatic SEO:
- Own the programmatic strategy and build the engine: keyword clusters, page templates, the data layer, internal linking, and indexation control.
- QA programmatic output for thin content, duplication, and index bloat before it ships.
- Monitor performance by template and iterate on what earns traffic and qualified intent.
Agency partnership:
- Own the SEO, AEO, and GEO agency relationship: set direction, govern execution quality, and run monthly reviews and accountability.
- Write sharp, specific briefs; review every deliverable against the quality bar; and push back where work is thin, off-scope, or wrong.
- Catch data and quality issues - deprecated tools, copy-paste errors, scope creep, unverified metrics - before they reach leadership.
Reporting and analytics:
- Own organic reporting across GA4, Search Console, and Ahrefs or SEMrush.
- Report rankings, traffic, citation share, and organic pipeline contribution to leadership with clear, honest numbers - no vanity metrics.
- Translate data into prioritised next actions and a clear narrative, not just a tracker.
What we are looking for:
- 5 to 7 years in SEO, with hands-on technical SEO and programmatic content experience.
- Able to both set strategy and execute it - writes narratives and roadmaps, not just trackers.
- A sharp, detail-obsessed operator who catches what others miss and does not take work at face value.
- Strong analytical command of GA4, Search Console, and Ahrefs or SEMrush.
- Experience owning or governing SEO agencies and holding them to a high bar.
- Comfortable partnering with content, design, product, and engineering to get work shipped.
- A builder mindset, comfort with ambiguity, and a bias toward fast, accountable execution.
- Hands-on experience with AI-search / LLM visibility (AEO and GEO).
Good to have:
- B2B SaaS, fintech, or payments background.
- Multi-domain or international SEO exposure across markets like UAE, Singapore, US, or Southeast Asia.