Job Description
Our SEO team are looking for an experienced and skilled SEO and GEO Manager to build our organic visibility and drive organic traffic growth for LEGO.com. The role is responsible for developing and implementing strategies that improve search engine and LLM visibility as part of a close-knit SEO team and by collaborating with stakeholders across the business.
This role comes with a strong degree of ownership and visibility within the company and is a great opportunity for a thoughtful and enthusiastic SEO professional to really make a mark on a global website.
Key Responsibilities:
SEO strategy development and implementation: Contribute to and execute on comprehensive SEO strategies to improve organic rankings and drive website traffic and conversions.
GEO optimization: Maintain and expand a test and learn approach to GEO and collaborate with stakehodelers across business functions such as PR, social media, and affiliates to improve our LLM visiblity and traffic for LEGO.com.
SEO consultancy and collaboration: Act as an internal consultant on SEO impact and projects for Product and Content teams throughout The LEGO Group, supporting work by providing advice, upskilling teams, forecasting impact, and providing reporting on both campaigns and SEO projects.
Localization: Work with stakeholders around the world to improve localization across APAC, EMEA, and AMS markets to boost organic and overall performance.
Analytics and reporting: Monitor and analyze website performance using tools like Adobe Analytics, Google Search Console, Ahrefs, SEMRush.
Play your part in our team succeeding
LEGO Retail is a fast-paced, energetic team which is focused on building up the LEGO Brand’s own ecosystem, with a sharp focus on eCommerce and audience-first brand building experiences. This role comes with a strong degree of ownership and visibility within the company and is a great opportunity for a thoughtful and enthusiastic SEO professional to really make a mark on a global website.
Do you have what it takes?
Strong, demonstrable experience in planning and delivering SEO projects, ideally on large websites.
A thorough understanding of the SEO and eCommerce retail landscape and the levers for genuine impact.
Enthusiasm for learning more about GEO and ideally a grounding in the basics in this area.
Extensive reporting and forecasting experience.
Ability to work independently to apply SEO knowledge across a variety of tasks and areas.
Ability to communicate well and handle conflicts in negotiation with a variety of stakeholders.
Ability to lead, drive, and deliver on multiple campaigns and projects at once.
Applications are reviewed on an ongoing basis. However, please note we do amend or withdraw our jobs and reserve the right to do so at any time, including prior to any advertised closing date. So, if you're interested in this role we encourage you to apply as soon as possible.
What’s in it for you?
Here is what you can expect:
Family Care Leave - We offer enhanced paid leave options for those important times.
Insurances – All colleagues are covered by our life and disability insurance which provides protection and peace of mind.
Wellbeing - We want our people to feel well and thrive. We offer resources and benefits to nurture physical and mental wellbeing along with opportunities to build community and inspire creativity.
Colleague Discount – We know you'll love to build, so from day 1 you will qualify for our generous colleague discount.
Bonus - We do our best work to succeed together. When goals are reached and if eligible, you'll be rewarded through our bonus scheme.
Workplace - When you join the team you'll be assigned a primary workplace location i.e. one of our Offices, stores or factories. Our hybrid work policy means an average of 3 days per week in the office. The hiring team will discuss the policy and role eligibility with you during the recruitment process.
Children are our role models. Their curiosity, creativity and imagination inspire everything we do. We strive to create a diverse, dynamic and inclusive culture of play at the LEGO Group, where everyone feels safe, valued and they belong.
The LEGO Group is highly committed to equal employment opportunity and equal pay and seeks to encourage applicants from all backgrounds (eg. sex, gender identity or expression, race/ethnicity, national origin, sexual orientation, disability, age and religion) to apply for roles in our team.
The LEGO Group is fully committed to Children’s Rights and Child Wellbeing across the globe. Candidates offered positions with high engagement with children are required to take part in Child Safeguarding Background Screening, as a condition of the offer.
Thank you for sharing our global commitment to Children’s Rights.
Just imagine building your dream career.
Then make it real.
Join the LEGO® team today.
Skills Required
- Proven experience planning and delivering SEO projects on large websites
- Thorough understanding of SEO and eCommerce retail landscape
- Experience with localization across APAC, EMEA, and AMS markets
- Experience using Adobe Analytics, Google Search Console, Ahrefs, SEMrush
- Extensive reporting and forecasting experience
- Ability to work independently and apply SEO knowledge across varied tasks
- Strong communication and stakeholder management skills, including conflict negotiation
- Ability to lead and deliver multiple campaigns and projects simultaneously
- Enthusiasm for GEO and grounding in GEO basics
The LEGO Group Compensation & Benefits Highlights
The following summarizes recurring compensation and benefits themes identified from responses generated by popular LLMs to common candidate questions about The LEGO Group and has not been reviewed or approved by The LEGO Group.
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Fair & Transparent Compensation — Pay is generally positioned as competitive across many roles and markets, with benchmarking against local markets and an expressed commitment to equal pay. Total compensation is often framed as stronger when considering the full package rather than base salary alone.
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Parental & Family Support — Paid parental leave is described as notably expansive, with substantial fully paid time for primary and secondary caregivers and additional paid caregiver leave. Leave is also described as continuing to accrue other rewards such as vacation and bonus eligibility during the leave period.
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Wellbeing & Lifestyle Benefits — Benefits are described as extending beyond core insurance into mental health and wellbeing support, including assistance programs, mindfulness resources, ergonomic setups, and fitness-related offerings. Brand-specific lifestyle perks such as sizable product discounts are highlighted as a meaningful part of the overall rewards experience.
The LEGO Group Insights
What We Do
We are the LEGO Group, the company behind the world’s most loved LEGO® bricks. Our brand name derived from the two Danish words Leg Godt, which mean “Play Well”. We’ve been sparking imaginations and inspiring the builders of tomorrow since 1932. This is our mission and what motivates our colleagues around the world every day. Today, we remain proudly family-owned with headquarters in Billund, Denmark. We have regional hubs in Boston, USA; London, UK; Shanghai, China; and Singapore, as well as 7 manufacturing facilities around the world. These places are home to 28,000+ colleagues in everything from design and engineering to digital technology and marketing. Together we learn, imagine and build – creating play experiences that are sold in over 130 countries worldwide. A purposeful and responsible global brand where creativity helps to inspire builders all around the world. Just imagine being part of that!
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