SEO Lead

We're ASOS, the online retailer for fashion lovers all around the world.  We exist to give our customers the confidence to be whoever they want to be, and that goes for our people too. At ASOS, you're free to be your true self without judgement, and channel your creativity into a platform used by millions.  Everyone needs some help showing up as their best self. We're Disability Confident Committed - let our Talent team know if you need any reasonable adjustments throughout the recruitment process. 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.