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Sports Direct Logo Sports Direct · IT - Software Development

Aeo/Geo Lead

United Kingdom, London · Job Posted June 29, 2026
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Job Description

At Frasers Group we're rethinking retail. Through digital innovation and unique store experiences, we're serving our consumers with the world's best sports, premium and luxury brands globally. As a leader in the industry, we're elevating the retail experience for our consumers through our collection of established brands, including Sports Direct, FLANNELS, USC, Frasers, and GAME.

Job Responsibility

  • Own AI Search Strategy (AEO/GEO)
  • Data & Feed Optimisation
  • Measurement & Experimentation

Requirements

  • Strong SEO background across technical SEO, content strategy, entity optimisation, and large-scale eCommerce SEO
  • Experience in large-scale eCommerce environments
  • Understanding of search intent, content strategy, and product data
  • Experience with GSC, GA4, and SEO tools (e.g. Botify, Ahrefs)
  • Strong analytical mindset with ability to translate data into business impact
  • Experience working cross-functionally with Product, Engineering, Editorial, Analytics, and Trading teams

Nice to have

  • Experience with AI / LLM platforms and AI search ecosystems (ChatGPT, Gemini, Perplexity, Copilot, Claude, etc.)
  • Hands-on experience with AEO, GEO, AI visibility optimisation, or AI retrieval strategies
  • Feed optimisation (Google Merchant Center)
  • Knowledge of entity SEO, structured data, and experimentation

What we offer

  • Frasers Champion
  • Retail Reconnect
  • Fearless 1200
  • Frasers Fit
  • Retail Trust
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