Industry
Digital Media
Client
Eniro Group
Year
2023–2025
Role
Head of SEO · Product Specialist · AI Automation
Head of SEO · Product Specialist · AI Automation
Overview
Eniro Group is one of Scandinavia's largest digital media and local search companies, operating directories, map services, and digital advertising products across Sweden, Norway, Denmark and Finland. As Head of SEO, the role spanned organic strategy at a group level, product management for SEO tooling, and leading the implementation of AI-driven automation in content and data processes.
Challenge
Managing SEO across multiple brands, domains and languages at scale requires both strategic clarity and operational systems. Manual processes for content production, rank tracking, and reporting were limiting growth. The business needed a product-led SEO approach backed by automation.
Approach
We restructured the SEO function around product thinking — building internal tooling, automating content pipelines with AI, and creating a centralised data layer for cross-brand reporting. As Product Specialist, we defined and prioritised the SEO product roadmap across all brands. AI automation was applied to local listing optimisation, meta generation, and competitive gap analysis — reducing manual work by over 60%.
Results
Multi-brand
SEO across SE, NO, DK, FI
−60%
Reduction in manual SEO tasks
AI-powered
Content & data pipelines
3 roles
Head of SEO · PM · AI Lead
Next Project
Swedbank