Company 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.
Why join us?
Our vision – we are building the worlds most admired and compelling brand ecosystem
Our purpose – we are elevating the lives of the many with access to the world’s best brands and experiences
At Frasers Group, we fear less and do more. Our people are forward thinkers who are driven to operate outside of their comfort zone to change the future of retail, embracing challenges along the way. The potential to elevate your career is massive, the experience unrivalled. To be able to make the most of it you need to live and breathe our principles:
- Think without limits - Think fast, think fearlessly, and take the team with you
- Own it and back yourself - Own the basics, own your role and own the results
- Be relevant - Relevant to our people, our partners and the planet
Are you ready to join the Fearless?
Job Description
The SEO site manager is responsible for strategy, performance and execution of SEO for Frasers Groups Sports Direct European Websites. Managing an SEO exec and reporting into the Sports SEO Lead in the UK head office, with support from external partners (Botify, Pi-datametrics), you will be responsible for managing the EU websites and increasing organic traffic and revenue by way of information architecture improvements, content management, and SEO techniques. You will be data-driven and performance minded, ensuring projects are prioritised accordingly and optimised to meet KPIs.
Key Responsibilities:
- International SEO – Implement best practices across all EU sites, including hreflang, language targeting, canonicalisation, and international URL structures to optimise indexation and avoid cannibalisation.
- Collaboration with the UK Head Office – Act as the main liaison between EU teams and the UK SEO team, ensuring alignment with global strategy and leveraging shared tools, data, and initiatives.
- SEO Strategy Delivery – Work with the SEO Lead to define and execute the SEO roadmap for EU sites, ensuring a clear prioritisation of impactful projects.
- Technical SEO – Identify and resolve site-level technical issues (e.g. crawlability, indexation, page performance) that impact organic visibility across European markets.
- Localisation & Market Insights – Use local keyword research and search trends to guide SEO content plans and ensure effective localisation across European sites.
- Performance Tracking – Monitor and benchmark SEO KPIs across EU markets, identifying opportunities and applying learnings across regions.
- Team Management – Line manage SEO Executives, providing guidance, development support, and clear performance expectations.
- Reporting & Analysis – Produce regular performance reports and insights, focusing on traffic, rankings, and revenue growth from organic search.
- Opportunity Identification – Analyse search trends and performance data to surface new growth opportunities within and across EU markets.
- Industry Best Practice – Stay up to date with industry changes and share relevant learnings, tools, and techniques with internal teams.
Qualifications
Hands-on experience in an SEO-focused role, ideally within an eCommerce environment.
Proven track record owning and delivering SEO strategies that drive organic traffic and revenue.
Strong technical SEO skills, including site architecture, crawlability, indexation, and performance optimisation.
Experience managing international or multi-language websites, with a deep understanding of hreflang, geotargeting, and international SEO best practices.
Ability to analyse market-specific search trends and consumer behaviour across key European regions (e.g. Germany, France, Netherlands, Spain).
Experience working with localisation and translation teams to scale content effectively across multiple languages and markets.
Proficient in keyword research, content strategy, and performance analysis to inform and optimise SEO campaigns.
Skilled in reporting and presenting results, including traffic performance, ROI, and conversion metrics.
Excellent problem-solving and analytical skills with the ability to prioritise and manage multiple projects.
Comfortable collaborating with cross-functional and cross-border teams, particularly across marketing and eCommerce.
Strong understanding of web usability, content optimisation, and user experience from an SEO perspective.
Key Behaviours Required:
Comfortable working in a matrix structure, balancing regional independence with global SEO leadership.
Clear and confident communicator who can align international and UK stakeholders behind a shared SEO vision
Continuously and proactively improves the quality of service delivered.
Willingly takes the initiative and suggests new approaches.
Provides vision and clear direction to inspire individuals and engages the team to deliver excellence.
An advanced understanding of SEO and Google's ranking algorithm.
Competent implementing on-page and off-page SEO techniques.
Analytical and able to make data-driven decisions to prioritise projects and optimise content to improve KPIs.
Experienced using content management systems.
Strong written and communication skills.
Working under pressure and to tight deadlines
Additional Information
Please note this role is office based in Amsterdam and we do not provide Visa sponsorship.
Along with your benefits package we also offer a wide range of perks for our colleagues:
Reward, Recognition and Opportunities
Frasers Champion- Our employees are at the heart of our business and we ensure individuals are recognised every single month for their hard work. Frasers Champion is a peer nominated scheme where 8 winners will receive double their pay for a month where they have thought without limits, owned it or been relevant.
Fearless 1000 – By October 2025, we want our share price to hit £10. If that happens for 30 or more consecutive trading days, all colleagues across the business will receive a bonus! The top 1000 performers in the company will receive unprecedented bonuses, worth from £50,000 to £1million! Senior leaders across the business nominate these performers twice a year for embodying our core values and delivering exceptional performance*.
*subject to terms and conditions
Frasers Festival – An event like no other! Frasers Festival is our celebration for Head Office and Retail Staff across the UK and Europe – hosting a MEGA brand village, guest speakers from the world's biggest brands, evening entertainment, the ultimate Frasers Fearless Fitness Challenge and much more.
CEO Sessions – Once a quarter we offer 20 employees the opportunity to attend our “CEO Sessions” ran by our CEO and leadership team. Employees have the chance to connect, network and submit questions around specific topics such as our Sports or Luxury business.
Retail Reconnect – In order to build the planets most admired and compelling brand ecosystem, all employees must understand our business, product and customers. Each financial year, Head Office employees will gain insights by spending two days in one of our stores or the Warehouse. The goal is to learn how the work you do impacts our teams on the frontline, and to bring ideas back to the office which will improve how we work.
What’s next?
Our Recruitment Team will be reviewing applications and all candidates will receive a response, whether you are successful or unsuccessful. Shortlisted applicants may be asked to confirm a few key details before being booked in for a first stage interview with the Recruiter- this will be behaviourally focussed and centred around how you align with our Culture and Values. If successful we anticipate two further interview stages with the Hiring Manager/wider team which will be more technically focussed and could include a presentation/task so we can see your skills in action.
