Leeds-based marketing agency 21 Degrees Digital has appointed search specialist Sarah Leeds as Head of SEO as the business looks to build on a period of growth and expand its senior team.
The appointment comes after the agency said it had surpassed £1m turnover and is targeting 40% growth in the year ahead, with further senior hires planned across paid media and performance.
Leeds joins the agency with more than fourteen years’ experience in search, having previously held senior roles at agencies including Search Laboratory, Semetrical, Intermarketing Agency and Brass, as well as in-house positions covering global brands and high-growth businesses.
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Her remit will include leading SEO strategy across the agency’s client portfolio and developing the SEO function as demand continues to increase.
Sarah Leeds said: “It’s a really exciting time to return to agency SEO, and I can’t think of a better place to do it. What stood out about 21 Degrees is how seriously they take joined-up marketing. SEO now connects brand and performance more than ever, especially as search becomes increasingly AI-driven.”
She said her approach focuses on commercial outcomes rather than traditional performance measures. “For me, SEO is about driving revenue, not just rankings. That means prioritising the pages and journeys where customers are actually ready to buy, and making sure brands are visible and trusted as search engines become answer engines. If you stay focused on the customer and deliver genuinely helpful experiences, you’re already halfway there.”
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Rory Mason, CEO of 21 Degrees Digital, said the appointment reflects the agency’s focus on strengthening senior capability as it grows. “We’ve always said growth only works if you bring the right people with you. Sarah’s experience, commercial mindset and collaborative approach make her a perfect fit for where we’re heading. As businesses navigate AI-driven changes in how customers discover brands, having senior search expertise in place is critical.”
He added: “2026 is about building momentum across the North and beyond, and appointments like this show we’re serious about delivering on the promises we’ve made to clients. We’re practising what we preach – investing in the best people so our clients see real outcomes.”
The agency said additional senior hires are planned in early 2026 as it continues to expand across Leeds, Manchester and Newcastle.
