SEO Lead

ASOS; Greater London; Hybrid; GBP 90,000 - 120,000; Full time

Benefits offered by this job

25 days paid annual leave

Discretionary bonus scheme

Private medical care scheme

Flexible benefits allowance

Personalised learning opportunities

Job summary

ASOS is seeking an SEO Lead to own the vision, strategy, and execution of organic search performance across ASOS, ensuring sites are discoverable and competitive across traditional engines and generative platforms.

You will lead a multidisciplinary function spanning technical SEO and content optimisation, partnering with Product, Engineering, Marketing, Editorial, and Commercial teams to embed search into how we build and scale digital experiences.

Qualifications

• Proven experience leading SEO for large, high-traffic sites.
• Strong technical SEO expertise: crawlability, indexation, site architecture.
• Experience partnering with Product and Engineering in agile settings.
• Excellent stakeholder management and ability to influence senior leaders.
• Data-driven with translating insights into actions.
• Experience managing teams and external agencies.
• Experience scaling content and copy via automation or AI.
• Exposure to GEO, LLM optimisation, or non-traditional search.
• International/multi-market SEO experience.
• Familiarity with Digital PR and authority-building strategies.

Responsibilities

• Define and own end-to-end SEO and GEO strategy including technical SEO, content, and LLM readiness.
• Set priorities, metrics, and roadmaps aligned to business goals.
• Elevate SEO maturity with new capabilities, processes, and ways of working.
• Represent SEO at a senior level and communicate risks and opportunities.

Skills

SEO strategy

Technical SEO

Product and Engineering collaboration

Stakeholder management

Data-driven mindset

Team leadership

GEO/LLM optimisation

International / multi-market SEO

Digital PR

Content optimisation

Tools

Agile environments

Job 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 acrosstraditional search engines and emerging generative platforms (LLMs / GEO).

This role leads a multi-disciplinary SEO function spanningtechnical 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 withProduct, Engineering, Marketing, Digital Trade, UX, Editorial, and Commercial teamsto 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
• 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 teamwhile 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

• 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.