The 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.
/01 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.
/02 Job 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
/03 Additional Info
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.
what our people say
what our people say
what our people say
what our people say
what our people say
what our people say
what our people say
what our people say
what our people say
what our people say
what our people say
what our people say
what our people say
what our people say
what our people say
what our people say
Meet The Team
Meet Geeta Gohil -
Commercial @ ASOS
Meet Ian Amer -
Commercial @ ASOS
Meet Mui Abdul -
Commercial @ ASOS
Working at ASOS has made me realise how much I feel like I belong here. It’s exciting and refreshing. The authenticity and inclusivity ASOS has makes it even better to work here. Everyday is a different day; I am learning new things, meeting new people and be involved in so many amazing buying projects.
I love ASOS for two main reasons – firstly because as a company it is never afraid to try something new or challenge the way we work; we really have the autonomy to push ourselves in new directions.
ASOS is incredibly inclusive which means so much to me as a queer Black woman. There are so many opportunities here beyond your role, so you can really boost and build your dream career here. And the people! I’m inspired everyday by my colleagues, the creativity here is unparalleled!
Geeta Gohil
Commercial @ ASOS
Working at ASOS has made me realise how much I feel like I belong here. It’s exciting and refreshing. The authenticity and inclusivity ASOS has makes it even better to work here. Everyday is a different day; I am learning new things, meeting new people and be involved in so many amazing buying projects.
Ian Amer
Commercial @ ASOS
I love ASOS for two main reasons – firstly because as a company it is never afraid to try something new or challenge the way we work; we really have the autonomy to push ourselves in new directions.
Mui Abdul
Commercial @ ASOS
ASOS is incredibly inclusive which means so much to me as a queer Black woman. There are so many opportunities here beyond your role, so you can really boost and build your dream career here. And the people! I’m inspired everyday by my colleagues, the creativity here is unparalleled!
our business values
our business values
our business values
our business values
our business values
our business values
our business values
our business values
our business values
our business values
our business values
our business values
our business values
our business values
our business values
our business values
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We are Customer First
We couldn’t be ASOS without our customers.
Across every behaviour, value, and all that we do, we see everything through our customers’ eyes. That means never taking anything for granted and always zeroing in on every single detail. So we can always bring our best as a team, and our customers can have an amazing experience, every time.
We are Authentic
We work together to be honest, transparent, and our full authentic selves.
This is our ASOS. Our culture, built on collaboration and togetherness, and supported by what’s real and honest. We know that we win bigger when we win as a diverse team. That means celebrating our differences and using them to help us stand out from the crowd, without losing our authenticity and individuality.
We are Brave
We challenge each other to aim high and reach our potential.
Doing nothing gets us nowhere. We may be proud of everything we’ve done so far, but there’s still so much more to explore. We believe we can always be wiser, faster, stronger, bigger, braver, kinder…so asking ‘why’ isn’t just a question, it’s a necessity. We use our voice to drive us forward, speaking up on the things our people and customers care about and using our curiosity to create possibility.
We are Creative
We know innovation leads to inspiration – it’s what makes us stronger
Change is in our DNA. By acting fast and staying one step ahead of the curve, we can be a leader, not a follower. But for our products and platform to be innovative, they have to be fuelled by creative passion and a deep understanding of our customers and our people.
We always Deliver
We couldn’t be excellent without evidence – so whatever we’re doing, we have proof of why we’re doing it.
It takes facts and data to tell our stories and help us make our decisions in the most effective way possible. This means we can do what we say and own what we do, no matter how long it takes us to do it. We aren’t about nonsense ifs, buts and maybes, we’re about creating an ASOS that’s built for future success on delivered success.
Our Benefits
Employee Discount
The most asked-about benefit! As an ASOSer, you’ll receive an exclusive employee discount. You can also nominate a family member or friend to share your discount with.
Pension
Retirement might not be on your mind right now, but it’s important to prep for it. We offer matched contributions up to 5% to help you save.
Private Medical Care scheme
If you join our Private Medical Care scheme, you’ll get fast and effective access to medical cover.
Bonus
What we achieve is always a team effort. That’s why we offer a discretionary bonus scheme which rewards you based on our group financial and strategic performance.
Celebratory Day!
Get an extra day off in addition to the 25 days of annual leave you get! Spend it celebrating the big days in life, whether it’s birthdays, cultural holidays, weddings and anything else.
Shuttlebus Service (if you're based in our Leavesden office)
It’s more of a work perk, but we offer a free shuttlebus between Watford station and our office in Leavesden.
Sample Sales
We’ve always got fun things happening in our offices, but the one ASOSers get most excited about is our sample sales. Plus, all proceeds from the sample sale get donated to the ASOS Foundation, which helps our charity partners abroad.
Career Development
You’ll have the opportunity for personalised learning and in-the-moment experiences to create a dynamic and agile learning environment that empowers you to thrive and excel in your role.
Summer Hours
We finish at 3pm on Fridays in June, July and August!! This perk doesn’t mean a dip in your salary – it just gives you extra freedom to enjoy those summer weekends however you want.
Location
Our HQ in London
Our HQ in Camden was once a cigarette factory – now, the iconic Art Deco building has been completely renovated with spacious office areas, ASOS Studios (where we shoot all our products), beauty rooms and a free gym. There’s also a subsidised canteen and café.