Sr. Specialist Search Engine Optimization

This role supports the growth of organic search visibility, traffic and revenue across adidas Emerging Markets eCommerce. It focuses on improving SEO performance across onsite content, technical SEO, internal linking, offsite authority, and AI or generative search visibility. The role works closely with regional, global and local market stakeholders to identify SEO opportunities, translate search insights into clear recommendations, and support the execution of scalable initiatives across multiple markets.

• Support the development and execution of SEO strategies to grow organic traffic and revenue, identifying growth opportunities across priority categories, franchises, product listing pages and non-brand search demand.
• Conduct keyword research, search intent analysis and competitor reviews to inform product listing page optimisation, content recommendations and internal linking priorities.
• Work with internal stakeholders to develop and execute digital PR, GEO and partner opportunities that strengthen organic and AI visibility, and analyse citation, mention and visibility trends across AI search platforms.
• Monitor organic performance across markets, categories and page types, providing clear insights on what is driving growth or decline.
• Conduct technical SEO audits and analyse Google Search Console, log files, crawling data and site performance reports to diagnose issues and prioritise fixes, including duplicate content, cannibalisation and crawl efficiency.
• Work with global product, platform and development teams to resolve technical SEO issues, improve site health and support SEO requirements for platform changes, releases, templates, redirects, URL structures and international SEO.
• Work with internal teams and external agencies to scale SEO content optimisation across multiple markets and languages.
• Measure and report the impact of SEO activities and projects, run SEO split tests, pre/post and causal impact analysis, and explain what changed, why and recommended actions.
• Use search data to generate insights for teams such as PR, Sports Marketing, Merchandising and Business Units including Running and Football, and influence stakeholders with data and business rationale to prioritise SEO initiatives and secure support.
• Work cross-functionally with global and market teams to create synergies, address opportunities and drive revenue.
• Build and maintain best practice toolsets and frameworks, improve SEO ways of working across Emerging Markets, and stay updated on search, eCommerce SEO, AI search, technical SEO and analytics to translate changes into practical recommendations.

• 4+ years of experience in technical SEO, in-house or at a leading digital agency.
• University degree in the field of Business or equivalent.
• Experience with digital marketing in a brand environment.
• Experience working with Agile development teams.
• Experience in an eCommerce environment.
• Strong understanding of technical SEO, including crawling, indexation, canonicalisation, redirects, rendering, structured data, internal linking and page speed.
• Understanding of international SEO considerations, including URL structures, localisation, hreflang and multi-market site performance.
• Experience with SEO tools such as GSC, Keyword Planner, Screaming Frog, Ahrefs and AI tracking tools.
• Experience with reporting tools such as Google Analytics, Adobe Analytics, Looker Studio, Power BI or similar.
• Experience with eCommerce SEO, especially product listing pages, faceted navigation, category pages, metadata, content optimisation and internal linking.
• Understanding of causal impact analysis and SEO testing.
• Experience conducting SEO technical audits, log file analysis and JavaScript SEO.
• Fluent English, both verbally and written.
• Good communication skills, comfortable presenting in person and remotely.
• Ability to work efficiently in a cross-functional organisation and develop collaborative relationships with stakeholders from digital and non-digital disciplines at all levels.

• Understanding of AI search, generative search, answer engines or GEO/AEO measurement is a plus.

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