French SEO Content Lead

Trainline, London

We make train travel easy

Trainline is an innovative, tech business with a mission to make travel as simple, seamless and affordable as possible. We’re proud to be Europe’s leading independent train and coach platform and rank among the highest-rated travel and ticketing apps globally. Today, we offer our customers travel to thousands of destinations in and across 45 countries in Europe and beyond. That’s more than £2.7 billion in ticket sales annually, and over 80 million visits to our apps and websites each month.
Our culture is central to our success. We’re driven to sustain our phenomenal growth from recent years, and this means we’re always working closely and collaboratively to turn our ideas into reality. It’s this sense of pace, innovating and improving pretty much everything we do, that makes Trainline so exciting and unique - we truly believe our work has a genuine impact and will change travel for the better.

Being highly visible in search engines is critical to the success of Trainline. As such, you will join the established SEO team to drive the performance and growth of Trainline in international markets working alongside your colleagues in PR, Social Media, PPC, Affiliate and CRM. The role is a hybrid content development and inbound marketing role with a goal to increase the visibility of Trainline in major search engines for both domestic and international customers aligned with our global content strategy.
The role requires applicants with a passion for digital marketing, content and creative thinking who wish to have full responsibility of a small team and the end-to-end delivery of content for the Trainline website – from ideation, data-driven research, copywriting, page-building using a CMS (alongside our in-team designers) through to publishing, performance monitoring and optimisation. Your strategic thinking means you can develop a market SEO-first content strategy that is scalable, effective and uses innovative techniques to create ideas outside of the norm.
Key Responsibilities
Content Development and Optimisation
·       Create and publish content and landing pages, primarily in French (also in English or other languages you are fluent writing in) using data to drive growth aligned with business goals
·       Have a proactive approach to content production – finding and implementing content opportunities at scale
·       Optimise Trainline landing pages to match the searches within your local market and understand our audience and their needs with a personal touch
·       Provide writing and production quality control to ensure content is consistent, and developed in line with brand and legal guidelines
·       Manage a small freelancer network and production workflow
Keyword & Competitor Research/Analysis
·       Use keyword research and data tools to optimise SEO-specific web pages towards highly searched terms
·       Identify trends, opportunities and gaps in the market
·       Monitor competitor performance in local search engines and feed insights into your localised marketing strategy
·       Monitor ranking performance for key search terms, and cross-reference data to analyse site performance with commercial metrics
·       Run the weekly and quarterly performance reviews for the French Market - Measuring and reporting on performance, and running cause and effect analysis to derive action plans
Commercial and Market Growth
·       Understand commercial targets and OKR’s for your market, and planning and delivering on inter- and intra-market initiatives with the primary objective of hitting and exceeding these targets
·       Understand the different customer types that exist in your markets and how to target them effectively
·       Shaping and executing the market strategy to solve complex SEO problems that can have a material difference to our commercial performance
·       Identify and plan web-based product features targeted at conversion

Squad Management
·       Motivate, engage and inspire your team to deliver exceptional work that is customer first, data-led and accurate
·       Plan, organise and report on the output of your content executives working within a designated French SEO content squad
·       Contribute to the content direction and strategy set out by the SEO Content Manager and Head of SEO
·       Support the SEO Content manager in setting short term team goals that contribute to the full year growth plan and global content strategy
·       Manage the daily/weekly/monthly deliverables assigned to the content squads using project management frameworks and best-practices
·       Work collaboratively with other content squad leaders to align and share assets and ideas
·       Support squad members in their personal development and training through 1-2-1’s
·       Actively identify and rectify inefficiencies in your team and make improvements to workflows to maximise velocity and output
·       Build working relationships with colleagues in other disciplines within the business, including paid channels, to ensure an integrated approach to content initiatives and campaigns

What you will bring
·        An SEO-first approach to content 
·        Fluent French speaker and writer (multilingual + English preferred)
·        Excellent written, grammatical and verbal communication skills
·        Very high attention to detail and strong copywriting/proofing ability
·        Ability to manage commercial expectations and report on KPI’s
·        Ability to think outside the box and think strategically
·        Positive attitude, flexible, and can work collaboratively
·        Enjoys and is comfortable working in a fast-paced environment
·        Enthusiastic, energetic and creative
·        Strong team leader, and actively brings ideas to the table
·        Project and task management skills
·        Results-oriented and strong sense of ownership of projects
·        Proficient in various SEO research and performance tools
·        Proficient in Google Analytics or similar
·        Previous experience in client or agency-side SEO-focussed role essential
·        Previous experience in developing travel content (desired, but not essential)
Note: This role is the equivalent of an agency-side SEO Account Manager or Senior AM position (dependent on agency size and previous experience).

About Trainline

We are a one-stop shop for train travel. Every day, we bring together routes, fares and journey times from train companies in 24 countries so our customers can easily buy train tickets and save time, hassle or money. We help our customers stay one step ahead so they don’t have to, from helping them buy the best ticket for their journey to giving them live, personalised travel information on the go via our app.

Want to learn more about Trainline? Visit Trainline's website.