Sr. Specialist Search Engine Optimization

Supports the growth of organic search visibility, traffic and revenue across Emerging Markets eCommerce, with a focus on onsite content, technical SEO, internal linking, offsite authority and AI/generative search visibility. The postholder 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. It requires a strong mix of technical SEO knowledge, eCommerce understanding, analytical thinking and the ability to communicate SEO impact clearly to both digital and non-digital stakeholders.

• Support the development and execution of SEO strategies to grow organic traffic and revenue across Emerging Markets eCommerce.
• Identify growth opportunities across priority categories, franchises and product listing pages, including 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.
• Conduct technical SEO audits covering crawling, indexation, rendering, canonicalisation, internal linking, structured data, site speed and Core Web Vitals, and analyse Google Search Console, log file and crawling data to diagnose issues and prioritise fixes.
• Work with global product, platform and development teams to resolve technical SEO issues, improve site health and support SEO requirements for platform changes, site releases, page templates, redirects, URL structures and international SEO considerations.
• Address duplicate content, cannibalisation and crawl efficiency issues across large-scale eCommerce sites.
• Work with internal teams and external agencies to scale SEO content optimisation across multiple markets and languages, develop digital PR and GEO initiatives, and identify publisher, media and partner opportunities that strengthen visibility across search engines and AI platforms.
• Analyse citation, mention and visibility trends across AI search platforms and generative search tools.
• Monitor organic performance across markets, categories and page types, and measure and report the impact of SEO activities and projects, explaining what changed, why it changed and what actions are recommended next.
• Run SEO split tests, pre/post analysis and causal impact analysis to validate the impact of SEO changes and initiatives, and use search data to generate insights that guide decision-making across teams such as PR, Sports Marketing, Merchandising and Business Units including Running and Football.
• Explain the impact of SEO on business objectives, use data and clear business rationale to influence stakeholders and prioritise SEO initiatives, and work cross-functionally with global and market teams to create synergies, address opportunities and drive revenue.
• Build and maintain best practice toolsets and frameworks that drive scalability and executional excellence, and improve SEO ways of working across Emerging Markets through scalable processes for audits, content optimisation, reporting and market support.
• Stay updated on changes in search, eCommerce SEO, AI search, technical SEO and analytics, and translate relevant 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 to 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.

The company states that it strongly believes embedding diversity, equity and inclusion into its culture and talent processes gives its employees a sense of belonging and its brand a real competitive advantage.