Senior SEO Strategist

Senior SEO Strategist Lead Nicokick’s SEO strategy at Haypp Group and drive scalable organic growth and revenue through high-impact, AI-powered initiatives - while contributing to our mission of harm reduction! HAYPP GROUP At Haypp Group, we’re driven by a higher purpose to address one of the world’s biggest public health crises: how to put an end to smoking. Globally, there are still more than 1 billion active smokers, and every year around 8 million people die from largely preventable, smoking-related diseases. Our goal is to empower adult nicotine users to make less harmful choices and, in doing so, save lives. We do this by being the go-to online retailer for safer nicotine alternatives. Haypp Group is one of the Nordic region’s leading e-commerce retailers when it comes to safer nicotine alternatives with 17 digital storefronts and an established presence in 7 countries. Nicotine pouches (snus) were invented in Sweden, so it makes sense that this is where our head office is based—but the US is by far our fastest growing market. Over the years, we’ve served millions of customers through our dedicated US site Nicokick, with that number steadily increasing. With around 280 team members spread between Europe and the US, we’re now in the process of scaling our local operations in Arlington, Virginia. There’s no doubt that we are an innovative, fast-moving company on a strong growth trajectory. At Haypp Group, you’ll experience the perks of a Scandinavian-American workplace without having to move overseas. We are an open-minded organization with energy and drive, where ideas are welcomed from all levels and you’re valued for being you. THE ROLE As we continue expanding in the U.S. market, we’re looking for a Sr. SEO Strategist to lead the organic growth strategy for Nicokick and drive scalable, high-impact SEO initiatives. In this role, you’ll own the SEO roadmap end-to-end—defining strategy, prioritization, and execution across technical SEO, content, and authority building to maximize organic visibility and long-term growth. You’ll drive a holistic SEO approach and partner closely with Product, Tech, Content, and Performance Marketing to ensure SEO is embedded in all decisions impacting organic performance. Strong technical SEO expertise is essential, as you’ll contribute to and lead discussions around complex initiatives such as site architecture, localization, and performance. You’ll also leverage automation and AI to scale SEO efforts and support and mentor junior team members. This is a full-time role based in Arlington, Virginia. WHAT YOU WILL DO • Own and define the SEO strategy and roadmap, based on impact vs. effort • Drive a holistic SEO strategy across technical, content, and authority initiatives • Set KPIs and track performance against traffic, revenue, and acquisition goals • Own competitor and market analysis to identify growth opportunities • Drive the technical SEO roadmap in collaboration with Product and Tech • Ensure SEO is proactively integrated into product, tech, and content decisions • Lead keyword research and search intent analysis • Collaborate with Content on strategy and optimization efforts • Oversee on-page, technical, and off-page SEO, including audits and link-building • Drive scalability through processes, automation, and AI workflows • Monitor performance and continuously optimize based on data • Stay up to date with SEO trends and algorithm changes • Mentor and support junior SEO team members WHAT WE ARE LOOKING FOR • 5+ years of experience in SEO, preferably within e-commerce • Strong expertise across technical SEO, content, and on-page optimization • Deep technical SEO knowledge (site structure, performance, indexing) • Experience with complex SEO initiatives (e.g., localization, page speed, large-scale sites) • Hands-on experience with tools such as Google Search Console, Ahrefs, SEMrush, or similar • Proven ability to drive organic growth and connect SEO to business impact • Experience with competitor and market analysis • Strong analytical and data-driven mindset • Experience or interest in AI, automation, and scalable SEO workflows • Strong collaboration skills and ability to influence cross-functional teams A BONUS IF YOU ALSO BRING • Experience working with AI tools and automation in SEO workflows • Experience in fast-growing or performance-driven e-commerce environments • Previous experience mentoring or leading junior team members • Familiarity with CMS platforms used in e-commerce YOU WILL PROBABLY THRIVE HERE IF YOU • Enjoy owning strategy while staying close to execution • Are passionate about SEO and the evolving search landscape • Like combining data, creativity, and technology to drive growth • Thrive in a fast-paced, collaborative, and entrepreneurial environment WHAT WE OFFER We are a value-driven company with our values—We team up, Innovation Drives Us, Inclusion and Non-Hierarchy, and Going the Extra Mile—at the heart of everything we do. With us, you can expect a collaborative environment where people support each other and where your voice is always heard. We welcome ideas from all levels, embrace new ways of working, and encourage experimentation. At Haypp Group, you’ll feel safe, appreciated, and challenged at the same time. We foster an open and inclusive culture where you’re valued for who you are. On top of that, we offer generous vacation allowance, comprehensive health benefits, and a culture that supports both balance and ambition. SEND US YOUR APPLICATION TODAY! If this sounds like a place where you would want to contribute and grow, let us know you’re interested by submitting your application. Haypp Group is committed to equality and diversity, and we welcome applications from all qualified individuals regardless of ethnicity, religion, age, gender, sexual orientation, disability, and marital status. If you have any questions about the role, feel free to reach out to our responsible recruiter Anna Persson at [email protected] . We look forward to hearing from you! Department Acquisition Locations Washington DC, Arlington Remote status Hybrid About Haypp Group US Haypp Group is one of the Nordic region’s leading e-commerce retailers when it comes to safer nicotine alternatives with 17 digital storefronts and an established presence now in 7 countries. Nicotine pouches (snus) were invented in Sweden, so it makes sense that this is where our head office is based, but the US is by far our fastest growing market. Over the years, we’ve served millions of customers through our 2 dedicated US sites - Nicokick and Northerner - with that number steadily increasing.