At a Glance
- Tasks: Lead SEO strategy and execution to boost ASOS's organic search performance.
- Company: Join ASOS, a global fashion retailer that celebrates individuality and creativity.
- Benefits: Enjoy 25 days annual leave, private medical care, and flexible benefits.
- Other info: Collaborative office culture with opportunities for personal growth.
- Why this job: Make a real impact on how millions discover fashion online.
- Qualifications: Proven SEO leadership experience and strong technical expertise required.
The predicted salary is between 56700 - 69300 £ per year.
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 with Product, 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 #Inside ASOS on our socials to see what life at ASOS is like.
SEO Lead employer: ASOS
ASOS, the parent company of TOPSHOP and TOPMAN, is an exceptional employer that fosters a vibrant and inclusive work culture in the heart of London. With a strong commitment to employee growth, you will benefit from personalised learning opportunities and a supportive environment that encourages creativity and innovation. Enjoy competitive benefits such as generous annual leave, private medical care, and exclusive employee discounts, all while being part of a dynamic team dedicated to shaping the future of fashion.
StudySmarter Expert Advice🤫
We think this is how you could land SEO Lead
✨Show Your Creative Side
In marketing communications, standing out is key. Get creative with your application! Consider designing a mini-campaign or pitch that highlights your skills and understanding of the brand. Tailor it for ASOS and show them what you can bring to the table.
✨Engage in Marketing Communities
Get involved in local or online marketing communications groups. Check out platforms like Meetup for events and workshops. Networking here can lead to hidden job openings and valuable insights into the industry trends—this is where we often discover what companies like ASOS are looking for.
✨Leverage Social Media
Use platforms like LinkedIn and Twitter to showcase your passion for marketing communications. Share insights, articles, and your own content that resonates with the industry. Tagging or interacting with ASOS on these platforms can catch the eye of recruiters and show you're genuinely interested in them.
✨Attend Industry Events
Keep an eye out for marketing conferences and workshops. These are great places to meet potential employers face-to-face and make connections that could land you a full-time role at ASOS. Bring your business cards and be prepared to chat about how you can contribute!
We think you need these skills to ace SEO Lead
Some tips for your application 🫡
Craft an Impactful Cover Letter:Your cover letter is your chance to shine! Focus on your passion for marketing communications and how your previous experiences can benefit ASOS. Make sure to mention specific campaigns or projects you’ve worked on that showcase your creativity and strategic thinking.
Showcase Your Writing Skills:As you're diving into a marketing communications role, your writing ability is crucial. Include samples of your work, like blog posts, press releases, or social media campaigns in your application. This lets us see your style and how you engage with different audiences.
Tailor Your CV to Marketing:Your CV should highlight relevant marketing skills and experiences! Include specific tools or platforms you’ve used, like Google Analytics or social media management software. Mention any certifications or workshops related to marketing that you've completed – they can give you an edge!
Demonstrate Your Understanding of ASOS:Show us that you’ve done your homework! In your application, briefly mention what you admire about ASOS’s marketing approach or any recent campaigns that caught your attention. This can reveal your enthusiasm for the role and your genuine interest in joining our team!
How to prepare for a job interview at ASOS
✨Showcase Your Creative Campaigns
Get ready to flaunt your portfolio! Include examples of previous marketing campaigns you've worked on, especially those that showcase your creativity and strategy. Recruiters at ASOS will be keen to see how you conceptualise and execute campaigns, so highlight any measurable outcomes to back up your claims.
✨Know Your Digital Tools Inside Out
If you’re heading into a marketing-communications role, make sure you're comfortable discussing key digital marketing tools like Google Analytics, HubSpot, or Hootsuite. Expect some technical questions about how you've used these tools in the past, as they'll want to gauge your hands-on experience and how you analyse data to drive marketing decisions.
✨Be Ready for Scenario-Based Questions
At ASOS, they may throw some scenario-based questions your way, aimed at testing your problem-solving skills in real-life marketing situations. Think through potential challenges you’ve faced, how you navigated them, and be prepared to discuss your thought process and outcome.
✨Demonstrate Your Passion for Marketing
As you’re applying for a full-time position, show that you're not just looking for a job, but a career in marketing. Talk about the latest trends in marketing communications, your favourite campaigns, and why they inspire you. Your enthusiasm can really make you stand out and demonstrate that you’re committed to growing within the field.
