Senior SEO Executive - Sports Direct EU

FRASERS GROUP; Greater London; On-site; GBP 45,000 - 70,000; Full time

Benefits offered by this job

Frasers Champion

Retail Reconnect

Fearless 1200

Job summary

Frasers Group is seeking a Senior SEO executive to lead strategy, performance and execution of SEO for Sports Direct EU websites. You will report to the Sports SEO Lead in the UK head office and collaborate with external partners to drive organic traffic and revenue.

You will prioritise projects, optimise information architecture, content and technical SEO while tracking KPI benchmarks across European markets and providing regular performance insights to stakeholders.

Qualifications

• Hands-on SEO experience, ideally in ecommerce.
• Strong technical SEO skills: architecture, crawl, indexation, and performance.
• Experience with multi-language sites and hreflang guidance.
• Ability to work with localisation teams to scale content.

Responsibilities

• Develop and deliver the EU SEO roadmap with prioritised projects.
• Identify and fix site-wide technical issues affecting crawlability and indexation.
• Guide localisation and market insights to optimise SEO content plans.
• Track and benchmark KPIs across EU markets and report findings.
• Analyse trends to surface growth opportunities in regions.
• Collaborate with cross-functional teams across marketing and ecommerce.

Skills

SEO Strategy

Technical SEO

Localization

International SEO

Keyword research

Analytics

Cross-functional

Job description

At Frasers Group we're rethinking retail. Through digital innovation and unique store experiences, we're serving our consumers with the world's best sports, premium and luxury brands globally. As a leader in the industry, we're elevating the retail experience for our consumers through our collection of established brands, including Sports Direct, FLANNELS, USC, Frasers, and GAME.

Why join us?

Our vision - We are building the planet's most admired and compelling brand ecosystem

Our purpose - We are elevating the lives of the many with access to the world's best brands and experiences

At Frasers Group, we fear less and do more. Our people are forward thinkers who are driven to operate outside of their comfort zone to change the future of retail, embracing challenges along the way. The potential to elevate your career is massive, the experience unrivalled. To be able to make the most of it you need to live and breathe our principles:

• Own it and back yourself - Own the basics, own your role and own the result
• Think without limits - Think, think fast, think fearlessly
• Be relevant - Relevant to our people, our partners and the planet

Are you ready to join the Fearless? The Role:

The Senior SEO executive is responsible for strategy, performance and execution of SEO for Sports Direct European Websites. Reporting into the Sports SEO Lead in the UK head office, with support from external partners (Botify, Pi-datametrics), you will be responsible for managing the EU websites and increasing organic traffic and revenue by way of information architecture improvements, content management, and SEO techniques. You will be data-driven and performance minded, ensuring projects are prioritised accordingly and optimised to meet KPIs.

Key Responsibilities

• SEO Strategy Delivery - Work with the SEO Lead to execute the SEO roadmap for EU sites, ensuring a clear prioritisation of impactful projects.
• Technical SEO - Identify and resolve site-level technical issues (e.g. crawlability, indexation, page performance) that impact organic visibility across European markets.
• Localisation & Market Insights - Use local keyword research and search trends to guide SEO content plans and ensure effective localisation across European sites.
• Performance Tracking - Monitor and benchmark SEO KPIs across EU markets, identifying opportunities and applying learnings across regions.
• Reporting & Analysis - Produce regular performance reports and insights, focusing on traffic, rankings, and revenue growth from organic search.
• Opportunity Identification - Analyse search trends and performance data to surface new growth opportunities within and across EU markets.
• Industry Best Practice - Stay up to date with industry changes and share relevant learnings, tools, and techniques with internal teams.

Perks & Benefits

• Frasers Champion - Our employees are at the heart of our business and we ensure individuals are recognised every single month for their hard work. Frasers Champion is a peer nominated scheme where 8 winners will receive double their pay for a month where they have lived the Frasers Group values.
• Retail Reconnect - In order to build the planets most admired and compelling brand ecosystem, all employees must understand our business, product and customers. Each financial year, head office employees will gain insights by spending one to two days in one of our stores or the warehouse. The goal is to learn how the work you do impacts our teams on the frontline, and to bring ideas back to the office which will improve how we work.
• Fearless 1200 - Fearless 1200 is our way of recognising our growth. It's bold, ambitious, and designed to reward colleagues across the business for living our values and delivering impact. Fearless 1200 links how we perform to how we're rewarded - check out the video link to find out more - https://www.youtube.com/watch?v=O0qmvJofMew

Employee Welfare

• Frasers Fit - Our Everlast Gyms Team are on a mission to make our workforce the best, and fittest on the planet! We run free gym classes for employees as well as discounted memberships to our clubs. Frasers Fit is our wellbeing programme which aims to support and improve colleagues Physical, Financial & Mental wellbeing. The app is accessible for every employee and includes training, nutrition and lifestyle advice- all completely free.
• Retail Trust - We know that its not just about physical health, mental wellness is equally important which is why all of our employees get free access and support from the Retail Trust charity. This includes a 24 hour wellbeing helpline, wellness hub, counselling and financial/legal support.

Please note: Fluency in English and at least one of the following languages is required for this role, both written and verbal - French, Dutch, German, Spanish, or Danish.

• Hands-on experience in an SEO-focused role, ideally within an eCommerce environment.
• Strong technical SEO skills, including site architecture, crawlability, indexation, and performance optimisation.
• Experience managing international or multi-language websites, with a deep understanding of hreflang, geotargeting, and international SEO best practices.
• Experience working with localisation and translation teams to scale content effectively across multiple languages and markets.
• Proficient in keyword research, content strategy, and performance analysis to inform and optimise SEO campaigns.
• Skilled in reporting and presenting results, including traffic performance, ROI, and conversion metrics.
• Excellent problem-solving and analytical skills with the ability to prioritise and manage multiple projects.
• Comfortable collaborating with cross-functional and cross-border teams, particularly across marketing and eCommerce.
• Strong understanding of web usability, content optimisation, and user experience from an SEO perspective.