Company Description

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.

Job Description

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.

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.

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