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 DescriptionThe SEO Lead owns the vision, strategy, and execution of organic search performance across ASOS, ensuring our sites are discoverable, understandable, and competitive across traditional search engines and emerging generative platforms (LLMs / GEO).
This role leads a multi-disciplinary SEO function spanning technical 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 teams to 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
Product, tech & platform partnership
- 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 team while 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.
QualificationsAbout 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
BeneFITS’
- Employee discount (hello ASOS discount!)
- 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.
Skills Required
- Proven experience leading SEO strategy for large, complex, high-traffic websites
- Strong technical SEO expertise, including crawlability, indexation, site architecture, and faceted navigation
- Experience working deeply with Product and Engineering teams in agile environments
- Strong stakeholder management skills and ability to influence senior decision-makers
- Data-driven mindset and 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 or multi-market SEO
- Familiarity with Digital PR and authority-building strategies
ASOS Compensation & Benefits Highlights
The following summarizes recurring compensation and benefits themes identified from responses generated by popular LLMs to common candidate questions about ASOS and has not been reviewed or approved by ASOS.
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Wellbeing & Lifestyle Benefits — Feedback suggests perks like a sizable, shareable product discount, access to sample sales, free gym access, and on-site amenities are valued. Such lifestyle-oriented benefits are frequently highlighted as standout aspects of the package.
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Leave & Time Off Breadth — Feedback suggests employees benefit from substantial annual leave with bank holidays and an extra celebratory or birthday day off, with summer early finishes referenced in some contexts. This breadth of time-off options supports work-life balance.
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Healthcare Strength — Feedback suggests access to a private medical care scheme is a core part of the package. This contributes to a perception of strong healthcare support.
ASOS Insights
What We Do
We exist to give people 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 judgment, and channel your creativity into a platform used by millions. Whatever your role, asos will encourage you to be you, fulfilling your creative potential with our global reach. Push boundaries, and challenge expectations. We’re determined to succeed, so we’ll trust you to deliver. Help drive our journey to becoming the global fashion destination for 20-somethings At ASOS our 3,000+ employees are immersed in the creative worlds and have a truly entrepreneurial attitude. Our ASOSers are authentic, brave, creative and disciplined to the core and find ways to blend our passion for fashion with cutting edge technology. Sound up your street? Join us.
