This role goes beyond conventional SEO, with responsibility for growing organic traffic, revenue and brand visibility across search engines, AI-powered experiences, and generative discovery platforms. You will shape and execute strategies spanning technical SEO, content optimisation, digital PR, Generative Engine Optimisation (GEO), and AI innovation, ensuring our brands are discoverable wherever customers search, browse and ask to deliver measurable commercial impact.
Responsibilities
* Grow organic traffic, revenue and share of search in line with forecasts and commercial objectives
* Lead SEO and organic discovery strategy across traditional search, AI-powered search experiences and emerging LLM ecosystems
* Develop and execute on-site, off-site and Generative Engine Optimisation (GEO) strategies to improve visibility in search engines, AI overviews, conversational search and LLM-driven recommendations
* Identify opportunities to increase brand and product visibility across evolving discovery surfaces including organic search, AI assistants and shopping ecosystems
* Own category, sub-category and campaign optimisation in line with seasonality, trade priorities and customer demand trends
* Conduct competitor analysis, keyword gap analysis, search intent research and emerging trend discovery to inform strategy
* Develop scalable content strategies including editorial, evergreen, FAQ, expert-led and LLM-friendly content formats designed for both rankings and AI citation
* Lead PR and content teams on authority-building and digital PR campaigns to strengthen off-site signals, backlinks and brand mentions
* Drive experimentation in AI and automation, using new tools and technologies to improve efficiency, scale content opportunities and surface insights
* Monitor, analyse and improve technical SEO performance through regular audits of crawl health, Core Web Vitals, structured data, indexing, internal linking, site architecture, XML sitemaps and robots directives, ensuring best practice across all sites.
* Work closely with development and product teams to prioritise technical opportunities and resolve issues
* Own reporting across organic performance, AI visibility opportunities, experimentation results and innovation roadmaps, sharing actionable insight with the wider business
Qualifications
* Stay ahead of industry changes across search, AI, algorithms and emerging organic discovery trends
* Proven experience in SEO, organic growth or search strategy (in-house or agency)
* Strong understanding of technical, content and off-site SEO best practice
* Experience developing strategies that drive both traffic growth and commercial performance
* Interest in emerging search behaviours, AI-powered discovery, LLM visibility and Generative Engine Optimisation (GEO)
* Experience using AI and automation tools to scale analysis, content or innovation initiatives
* Strong analytical mindset with confidence interpreting performance data and translating insight into action
* Confident reporting on KPIs including traffic, rankings, revenue, share of search and broader visibility metrics
* Advanced experience with tools such as Google Search Console, GA4, Screaming Frog, SEMrush and similar platforms
* Working understanding of HTML, CSS, JavaScript and their impact on search performance
* Experience with structured data and schema optimisation
* Strong copywriting and content strategy skills
* Experience working on eCommerce websites
* Excellent stakeholder management and cross-functional collaboration skills
* Highly organised, proactive and commercially minded
* Cross collaboration across paid search knowledge desirable
* Retail or fashion experience desirable
* Experience with AI search monitoring, entity optimisation or digital PR strategies desirable
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