At a Glance
- Tasks: Lead the AI Search strategy and optimise content for AI platforms.
- Company: Frasers Group, a dynamic retail leader embracing AI innovation.
- Benefits: Competitive salary, wellness programmes, and unique recognition schemes.
- Other info: Collaborative culture with opportunities for personal and professional growth.
- Why this job: Shape the future of retail with cutting-edge AI technology and strategies.
- Qualifications: Strong SEO background and experience in eCommerce environments.
The predicted salary is between 59400 - 72600 £ per year.
The Role:
As AEO/GEO Lead you'll be responsible for defining and executing Frasers Group's AI Search strategy, ensuring products and content are easily discovered, retrieved, cited, and recommended across AI-powered platforms such as ChatGPT, Google AI Overviews, Gemini, Perplexity, and Copilot. The position drives AI visibility through optimisation of content, structured data, entity architecture, and product information, while partnering with Trading and Product teams to enhance feeds and AI-readable attributes. It also focuses on measuring AI performance through testing, analytics, and reporting, providing commercial insights and shaping the long-term strategy for how Frasers Group succeeds in an AI-first retail discovery and conversational commerce landscape.
Key Responsibilities:
- Own AI Search Strategy (AEO / GEO) Define and execute AEO/GEO strategy across all brands, focusing on AI retrieval, citations, recommendations, and discoverability across LLM-powered platforms. Analyse and improve how Frasers Group content and products are retrieved, interpreted, cited, and recommended across ChatGPT, Google AI Overviews, Gemini, Perplexity, Copilot, and emerging AI discovery platforms. Drive AI visibility and coverage across platforms where our products and content appear, including conversational search, AI shopping experiences, and agentic commerce environments. Define best practices for Product pages (PDPs), Category pages (PLPs), editorial content, buying guides, structured data, entity optimisation, semantic content architecture, and AI-readable content frameworks. Develop scalable strategies for structured data, entity SEO, product attribute enrichment, and knowledge graph alignment to improve AI retrieval and citation accuracy.
- Data & Feed Optimisation Partner with Trading, Feed, and Product teams to optimise Google Merchant Center feeds, product data, and AI-readable product attributes. Ensure consistency across PDPs, feeds, structured data, and external signals to strengthen AI trust and retrieval accuracy.
- Measurement & Experimentation Define frameworks to measure AI impact across visibility, citations, engagement, traffic, and revenue. Implement scalable experimentation and testing methodologies (e.g. control groups, AI visibility testing, and retrieval analysis). Deliver clear, commercially focused reporting and insights for SLT and key stakeholders. Stay ahead of developments across AI search, conversational commerce, shopping agents, and evolving customer discovery behaviours. Define how Frasers Group wins in an AI-first discovery landscape and shape the long-term roadmap for AI-driven retail discovery.
Essential
- Strong SEO background across technical SEO, content strategy, entity optimisation, and large-scale eCommerce SEO.
- Experience in large-scale eCommerce environments.
- Understanding of search intent, content strategy, and product data.
- Experience with GSC, GA4, and SEO tools (e.g. Botify, Ahrefs).
- Strong analytical mindset with ability to translate data into business impact
- Experience working cross-functionally with Product, Engineering, Editorial, Analytics, and Trading teams
Desirable
- Experience with AI / LLM platforms and AI search ecosystems (ChatGPT, Gemini, Perplexity, Copilot, Claude, etc.).
- Hands-on experience with AEO, GEO, AI visibility optimisation, or AI retrieval strategies.
- Feed optimisation (Google Merchant Center).
- Knowledge of entity SEO, structured data, and experimentation
Along with your benefits package we also offer a wide range of perks for our colleagues:
- 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 access
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AEO/GEO Lead employer: Frasersgroup
Flannels is an exceptional employer that fosters a vibrant and inclusive work culture, where every team member is valued and encouraged to thrive. With a focus on personal growth and development, employees benefit from ongoing training and the opportunity to engage with the latest in designer fashion. Located in a dynamic retail environment, Flannels offers a unique chance to connect with customers and make a meaningful impact every day.
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We think this is how you could land AEO/GEO Lead
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We think you need these skills to ace AEO/GEO Lead
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✨Brush Up on Your Statistics
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✨Prepare for Case Studies
Expect to encounter real-world case studies during the interview. We might be asked how we’d approach a data problem or analyse a dataset to extract insights. It's essential to think out loud and demonstrate our problem-solving process so that the interviewer can see our logical thinking in action.
