Senior SEO Manager

Job Description

Company 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

ASOS is seeking a highly skilled & commercially-focused Senior SEO Manager, responsible for ASOS’s SEO & GEO content strategy, owning a programme of continuous on-site optimisation, and driving measurable improvements in organic traffic and revenue. You will work with teams across the business and an external agency to oversee ecommerce optimisations in 10 languages.

As search continues to evolve from traditional rankings to AI-driven and generative discovery experiences, you will ensure ASOS maintains and grows its visibility across all surfaces. You will design and run structured SEO experiments, validate results, and build reporting needed to communicate performance clearly to executive stakeholders.

The Details

• Define and own the SEO & GEO content strategy across ASOS’s global web estate, aligning priorities with commercial objectives and seasonal trading calendars.
• Stay ahead of algorithm developments, AI-driven search changes, and competitor movements. Diagnosing performance fluctuations and proactively adapting strategy.
• Lead the end-to-end delivery of SEO content programmes: briefing, production, localisation, and performance review.
• Apply advanced knowledge of Google's EEAT framework to guide content quality, structure, and editorial standards across the site.
• Design and run a continuous programme of SEO A/B and multivariate tests, covering content formats, page templates, metadata, and on-site elements.
• Apply data driven analysis to evaluate your work, ensuring decisions are grounded in robust evidence.
• Conduct keyword research and gap analysis, identifying growth opportunities across categories, markets, and AI-led discovery surfaces.
• Partner with the SEO Product team to feed content insights & opportunities into the technical and product roadmap.
• Define and track KPIs including keyword ranking growth, content coverage, organic traffic and organic revenue. Building dashboards and reporting for both operational and executive audiences.
• Act as an SEO authority for editorial, marketing, retail, and trading teams, surfacing search trends, third-party brand demand, and content opportunities. Ensuring SEO insight informs wider commercial decisions.
• Leading SEO involvement in campaigns and key trading moments, partnering with brand and creative teams to maximise organic visibility.

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

• Strong commercial awareness, understanding how SEO drives business value and can connect channel performance to revenue impact.
• Proven experience in working with a large-scale, consumer-facing digital environment, e-commerce preferred.
• Familiarity with AI-driven and generative search experiences, and how they differ and intersect with traditional SEO.
• Deep expertise in SEO content strategy, from brief to production to performance analysis.
• Highly data literate, with experience building dashboards and automated reports that surface meaningful insight.
• Demonstrable experience designing and evaluating SEO experiments.
• Proficiency with SEO tooling & analytics platforms; Adobe Analytics, Botify, Nozzle, and BI tools like PowerBi.
• Outstanding communicator, able to simplify complex SEO topics for non-specialist audiences and present confidently to senior leadership.
• Experienced in creating and presenting campaign and programme reports that clearly demonstrate strategy and ROI.

Additional Information

BeneFITS’

• Employee discount (hello ASOS discount!)
• Employee sample sales
• 25 days paid annual leave + an extra celebration day for a special moment
• Performance related bonus
• 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.