SEO Lead

The SEO Lead owns the vision strategy and execution of organic search performance across ASOS ensuring our sites are discoverable understandable and competitive acrosstraditional search engines and emerging generative platforms (LLMs / GEO). 

This role leads a multi-disciplinary SEO function spanningtechnical SEO and content optimisation and acts as the central point of accountability for organic growth visibility and search-driven acquisition. The SEO Lead partners closely withProduct Engineering Marketing Digital Trade UX Editorial and Commercial teamsto embed search considerations into how the business builds markets and scales its digital experiences. 

The Details 

Scope & Impact 

• Enable search engines and LLMs to crawl index interpret and rank ASOS websites effectively 
• Drive sustainable non-brand traffic growth across PLPs PDPs and editorial surfaces 
• Protect and grow organic visibility during platform changes feature launches and migrations 
• Represent SEO at a senior level influencing prioritisation investment and roadmap decisions 

Strategy & leadership 

• Define and own the end-to-end SEO and GEO strategy covering technical SEO content digital PR and LLM readiness 
• Set clear priorities success metrics and roadmaps aligned to commercial and customer goals 
• Elevate SEO maturity across the business by introducing new capabilities processes and ways of working 
• Act as the senior voice of SEO internally clearly articulating risks opportunities and trade-offs 

Team & ways of working 

• Lead and develop a team split across technical SEO and content SEO ensuring clear ownership accountability and progression 
• Ensure tech and content managers maintain robust outcome-led roadmaps and requirements 
• Improve team operating model documentation and knowledge sharing 
• Manage and maximise value from agency and supplier relationships 

Product tech & platform partnership 

• Work closely with Product and Engineering to embed SEO into product discovery design and delivery 
• Own SEO requirements for site architecture faceted navigation crawl efficiency internal linking and indexation 
• Partner with the dedicated SEO Product development teamwhile monitoring wider product initiatives for SEO risk and opportunity 
• Ensure SEO considerations are built into experimentation UX changes and platform evolution 

Content marketing & brand collaboration 

• Shape scalable content and copy strategies across PLPs PDPs and editorial including AI-assisted copy expansion 
• Partner with Marketing PR and Social teams on Digital PR and Social x SEO initiatives 
• Ensure consistent brand exposure and performance across search ecosystems 
• Support international and localisation requirements across markets 

Data reporting & GEO 

• Own organic search performance measurement diagnostics and reporting 
• Level up SEO data and insight capabilities including data warehousing and tooling 
• Lead visibility tracking across traditional SERPs and LLM-driven discovery surfaces 
• Use insights to inform investment decisions prioritisation and experimentation 

We believe being together in person helps us move faster connect more deeply and achieve more as a team. Thats why our approach to working together includes spending at least 3 days a week in the office. Its a rhythm that speeds up decision-making helps ASOSers learn from each other more quickly and builds the kind of culture where people can grow create and succeed. 

Qualifications :

About You

• Proven experience leading SEO strategy for large complex high-traffic websites 
• Strong technical SEO expertise (crawlability indexation site architecture faceted navigation)
• Experience working deeply with Product and Engineering teams in agile environments 
• Strong stakeholder management skills with the ability to influence senior decision-makers 
• Data-driven mindset with experience translating insights into clear actions and outcomes 
• Experience managing teams and external agencies 
• Experience scaling content and copy through automation or AI-assisted workflows 
• Exposure to GEO LLM optimisation or search beyond traditional SERPs 
• Experience in international / multi-market SEO 
• Familiarity with Digital PR and authority-building strategies 

Additional Information :

BeneFITS  

• Employee discount (hello ASOS discount!)  
• Employee sample sales  
• 25 days paid annual leave an extra celebration day for a special moment  
• Discretionary bonus scheme  
• Private medical care scheme  
• Flexible benefits allowance - which you can choose to take as extra cash or use towards other benefits 
• Opportunity for personalised learning and in-the-moment experiences that enable you to thrive and excel in your role. 

Why take our word for it Search #InsideASOS on our socials to see what life at ASOS is like. 

Remote Work :

No

Employment Type :

Full-time