About this role
The SEO Lead owns the vision, strategy, and execution of organic search performance across ASOS, ensuring our sites are discoverable, understandable, and competitive across traditional search engines and emerging generative platforms (LLMs / GEO).
This role leads a multi-disciplinary SEO function spanning technical 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 with Product, Engineering, Marketing, Digital Trade, UX, Editorial, and Commercial teams to 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 team while 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. That’s why our approach to working together includes spending at least 3 days a week in the office. It’s 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.
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 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.