Virtue Vets
Search Engine Optimization Specialist
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About Virtue Vets
Virtue Vets is a premium veterinary group building a new standard of pet care across London. We combine clinical excellence with a design-forward, hospitality-led experience for pets and pet parents. Our architecturally designed clinics reflect the same care we put into every consultation, delivering a premium experience from the moment you walk through the door.
We are scaling fast, with plans to grow to 50 UK locations and expand internationally, and we are looking for exceptional people who want to help shape what modern veterinary care looks like.
Purpose of the Role
We are looking for a Performance Marketing Manager to own paid media, SEO and performance-driven content across our growing clinic network. This is a hands-on, execution-focused role spanning campaign strategy, budget management, keyword research, reporting and copywriting.
You will report to the CMO and work closely with the broader marketing team to turn strategy into measurable results. You will also work with Clinical teams and subject matter experts to translate clinical information into copy that builds trust, and with designers and developers to keep our website performing well.
Key Responsibilities
The following responsibilities are intended to describe the general nature of the role and are not exhaustive.
Paid Media & Performance Marketing
- Own and manage Google Ads and Meta Ads campaigns across all clinic locations and service lines.
- Develop campaign structure, budget allocation and bid strategy.
- Continuously test and optimise ad copy, creative and targeting.
- Track and report on ROAS, CPA and other core performance KPIs.
- Identify underperforming campaigns quickly and take action.
SEO & Organic Growth
- Develop and deliver our SEO strategy to grow organic traffic.
- Conduct keyword research and identify content and technical opportunities.
- Optimise existing pages and create new landing pages informed by search data.
- Monitor rankings and search performance, and act on new opportunities.
AI Search & GEO
- Optimise content for AI-powered search and generative engines (GEO), including tools such as ChatGPT, Perplexity and Google AI Overviews, alongside traditional SEO.
- Keep up to date with changes in search behaviour, AI search and GEO best practice.
- Help shape our content and SEO strategy for the future of search.
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Content & Copywriting
- Tell compelling stories that bring our clinics, people and services to life, alongside writing high-performing copy for ads and landing pages.
- Write clear, engaging copy across both brand storytelling and performance channels, from website content to paid campaigns.
- Use AI tools to write efficiently and at pace, while maintaining quality and brand voice.
- Translate clinical information into simple, trustworthy copy for pet owners.
Reporting & Analytics
- Build and maintain reporting across paid, SEO and content performance.
- Present clear, data-backed insights and recommendations to the CMO.
- Use analytics platforms such as GA4, Looker Studio and Google Search Console to guide decisions.
Website & Digital
- Partner with designers and developers to improve website performance and conversion.
- Ensure content across the site is accurate, on brand and up to date.
Collaboration
- Work with our clinical teams to develop educational content.
- Partner with Operations and other teams to promote new services, clinic launches and business initiatives.
We recognise that no job description can capture every aspect of a role. As Virtue Vets continues to grow, responsibilities may evolve to meet the needs of our patients, clients and business.
Knowledge, Skills and Experience
Essential
- Minimum four to five years' experience in performance marketing, ideally managing Google Ads and Meta Ads for a multi-location, healthcare, hospitality or high-growth consumer business.
- Proven experience owning SEO strategy and delivering measurable improvements in organic traffic and rankings.
- Strong copywriting and storytelling skills, able to write both brand content and high-performing ad and landing page copy.
- Comfortable using AI tools to support content creation and improve efficiency.
- Highly analytical, with experience using GA4, Looker Studio, Google Search Console and SEO tools such as SEMrush or Ahrefs.
- Experience managing campaign budgets, bid strategy and performance reporting.
- Understanding of AI search optimisation, GEO and emerging search trends.
- Excellent written English with exceptional attention to detail.
- Strong organisational skills with the ability to manage multiple campaigns and projects at once.
- Commercially aware and confident using data to identify issues and opportunities.
- Comfortable working in a fast-paced, high-growth environment.
- Right to work in the UK without sponsorship.
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Desirable
- Google Ads and/or Meta Blueprint certification.
- Experience in healthcare, veterinary, hospitality or another customer-focused industry.
- Experience using CMS platforms such as WordPress or Webflow.
- Basic HTML knowledge.
- Experience working within a multi-site or clinic-based business.
- Experience working in a startup or scale-up environment.
Personal Attributes
We're looking for someone who:
- Is highly analytical and enjoys using data to guide decisions.
- Is a strong, versatile writer who can move between storytelling and performance copy.
- Takes ownership and follows things through to completion without needing to be chased.
- Has exceptional attention to detail and executes precisely.
- Is commercially minded and confident managing budgets.
- Is highly organised and able to manage multiple priorities at once.
- Communicates clearly and builds trust easily with people across the business.
- Thrives in a fast-paced, rapidly evolving scale-up environment.
Success in the Role
People who thrive in this role:
- Build a paid media and SEO engine that drives measurable, cost-efficient growth across the clinic network.
- Deliver clear, data-backed reporting that shapes marketing and business decisions.
- Produce copy and content that balances brand storytelling with strong campaign performance.
- Continuously test and improve campaigns, catching issues and opportunities early.
- Build scalable marketing systems that support the business as it grows.
- Consistently demonstrate the Virtue Vets Success Pillars.
Job Description Review
This job description outlines the main responsibilities and requirements of the role. It is not intended to be an exhaustive list and may be reviewed and amended from time to time to meet the needs of the business.
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