SEO Manager - Sports Direct EU

About Frasers Group

Frasers Group is redefining retail by combining digital innovation with unique in-store experiences to offer the world's leading sports, premium, and luxury brands globally. The group includes notable brands such as Sports Direct, FLANNELS, USC, Frasers, and GAME. This position is based in either Shirebrook or London office.

Role Overview

As an SEO Manager responsible for Sports Direct's European websites, you will develop and implement SEO strategies to improve organic traffic and revenue. You will lead an SEO executive and collaborate with external partners to manage SEO performance across various European markets. Your role involves prioritizing projects based on data and performance to meet established KPIs.

Key Responsibilities

• Collaborate with the SEO Lead to create and execute the SEO roadmap for European sites, prioritizing projects that drive impactful results.
• Address technical SEO challenges such as crawlability, indexation, and page performance to enhance organic visibility.
• Utilize local keyword research and search trends to guide SEO content and ensure proper localization across markets.
• Monitor SEO KPIs across European countries, identifying and sharing opportunities for performance improvement.
• Generate regular analytical reports focusing on traffic, search rankings, and revenue growth through organic channels.
• Explore search trends and data to identify new growth prospects across European markets.
• Keep abreast of SEO industry advancements and disseminate relevant knowledge, tools, and techniques within teams.

Qualifications and Skills

• Fluency in English and at least one additional European language: French, Dutch, German, Spanish, or Danish (written and verbal).
• Substantial hands-on SEO experience, preferably in an eCommerce setting.
• Proven success in developing and executing SEO strategies that increase organic traffic and revenue.
• Strong expertise in technical SEO, including site architecture, crawlability, indexation, and performance optimization.
• Experience managing multi-language international websites, including knowledge of hreflang, geotargeting, and international SEO practices.
• Ability to work with localization and translation teams to efficiently scale content across languages and markets.
• Competence in keyword research, content planning, and performance analysis to fine-tune SEO efforts.
• Proficiency in reporting SEO outcomes such as traffic, ROI, and conversion statistics.
• Excellent analytical and problem-solving skills, adept at prioritizing multiple projects.
• Strong collaboration skills with cross-functional and international marketing and eCommerce teams.
• Good understanding of website usability, content optimization, and user experience from an SEO perspective.

Employee Benefits and Perks

• Frasers Champion Program: Monthly peer-nominated recognition scheme where 8 employees receive double pay for exemplifying company values.
• Retail Reconnect: Annual opportunity for head office employees to spend 1-2 days in stores or warehouses to gain frontline insights and improve workflows.
• Fearless 1200: Performance-based reward program linking company impact to compensation.
• Employee Wellness: Access to free gym classes, discounted club memberships, and the Frasers Fit well-being program supporting physical, financial, and mental health through training, nutrition, and lifestyle resources.
• Retail Trust Support: Free access to counseling, financial, legal support, and a 24-hour mental health helpline.

Hiring Process

The recruitment process includes an initial behavioral interview focusing on cultural fit, followed by one or two technical interviews potentially involving presentations or practical tasks to evaluate SEO skills.