SEO PR Specialist

As the SEO PR Specialist, you will earn Catena Media coverage and links across the US media landscape. Reporting to the SEO Off-Page Team Lead, you will turn our data, our analysts, the legislative agenda and the American sports calendar into stories national, regional and industry journalists actually want to publish - and that build the authority our brands need to rank. The remit is broad: bringing new legislation and regulation to a wider audience, organizing interviews with industry leaders, and partnering with industry associations, advocacy groups, publishers and operators on the topics that matter in our markets. Sports will be a big part of the job, but far from all of it. This is a role for someone who already has the contacts, knows what lands on a news desk, and understands the difference between a placement that looks good in a coverage report and one that moves the needle in search.
YOUR CHALLENGE:
Plan and deliver the digital PR calendar across our US brands, mapped against the legislative and regulatory calendar, major industry events, and the NFL, NBA, MLB and NHL seasons
Turn legislation and regulation into stories: explain new bills, state launches, court rulings and regulatory changes across online casino, sweepstakes, sports betting and prediction markets for national, regional and trade audiences
Organize interviews with industry leaders, from operator executives to policymakers and analysts, and turn them into coverage, features and expert content
Partner with industry associations, advocacy groups, publishers and operators on joint research, campaigns and commentary across the topics that matter in our markets
Develop data-led story angles from proprietary and public data: state handle and revenue figures, market and player trends, odds movement, and original survey research
Pitch directly to journalists, editors and producers across national and regional news, business and policy desks, sports media, gaming trade press, and podcasts
Build, maintain and grow a working network of media relationships, and be the person the team comes to when we need a story placed quickly
Position Catena Media’s writers and analysts as expert sources on legalization, regulation and the US gaming market, and manage inbound media requests
Run the reactive newsroom: monitor breaking regulatory, industry and sports news and turn commentary around while the story is still live
Commission and brief the assets a campaign needs - data pulls, visuals, landing pages - working with content, design and analytics
Manage press release drafting, wire distribution and syndication where it genuinely adds value, and recognize when it doesn’t
Secure placements that carry SEO value, and be able to make the case for a followed, in-context link when negotiating with a publisher
Monitor unlinked brand mentions and convert them into links where possible
Work with the Off-Page Specialist to align campaign targets, target pages and anchor text with the wider off-page plan
Track and report on coverage volume, link quality, referring domains, share of voice and brand mentions, and feed the results back into the next campaign
Ensure all outreach and coverage meets responsible gambling, state-level advertising and affiliate disclosure requirements
Support campaigns in new markets as the team’s remit grows
Any other ad hoc tasks which may be assigned by management from time to time
TO DO IT, YOU WILL NEED:
4+ years experience in digital PR, media relations or communications, in-house or agency side
An established network of US journalist and editor contacts across news, business, policy and sports desks and the gaming trade press, with placements you personally secured that you can point to
A clear understanding of the compliance sensitivities of promoting gambling products in the US, and the judgment to know where the lines are
Strong working knowledge of the US gaming landscape across online casino, sweepstakes, sports betting and prediction markets: state-by-state regulation, the legislative process, the major operators and the industry bodies that shape the debate
A natural instinct for what makes a story, whether it starts in a state legislature, a boardroom or a stadium, paired with the discipline to check whether the data actually supports it
Comfortable with data analysis, survey design and data storytelling
Understanding of how PR creates SEO value - link quality, anchor text, followed versus nofollowed links, and why placement on the page matters
Experience with media databases and monitoring tools such as Muck Rack, Cision, Prowly or Roxhill, alongside SEO tools such as Ahrefs
Exceptional written English, with a natural command of US news, business and sports idiom
Comfortable balancing shifting priorities while under deadline, maintaining attention to detail
Able to work US business hours and flex around the news and sports calendar, including occasional evening and weekend moments around major events and legislative deadlines
Direct experience doing PR for an online gambling, sports betting or affiliate business (strongly preferred)
Experience with broadcast or podcast placements (advantage)
Experience working with industry associations, advocacy groups or public affairs teams on policy-led campaigns (advantage)
Experience running creator or influencer partnerships alongside traditional media (advantage)

Employment type
Full time

Work arrangement
No