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About the Role

As AEO/GEO Lead, you will define and execute Frasers Group’s AI Search strategy, ensuring products and content are easily discovered, retrieved, cited, and recommended across AI-powered platforms like ChatGPT, Google AI Overviews, Gemini, Perplexity, and Copilot. This role drives AI visibility through optimization of content, structured data, entity architecture, and product information, while partnering with Trading and Product teams to enhance feeds and AI-readable attributes. It also focuses on measuring AI performance through testing, analytics, and reporting, providing commercial insights and shaping the long-term strategy for success in an AI-first retail discovery and conversational commerce landscape.

Responsibilities

• Define and execute AEO/GEO strategy across all brands, focusing on AI retrieval, citations, recommendations, and discoverability across LLM-powered platforms.
• Analyze and improve how Frasers Group content and products are retrieved, interpreted, cited, and recommended across ChatGPT, Google AI Overviews, Gemini, Perplexity, Copilot, and emerging AI discovery platforms.
• Drive AI visibility and coverage across platforms where products and content appear, including conversational search, AI shopping experiences, and agentic commerce environments.
• Define best practices for Product pages (PDPs), Category pages (PLPs), editorial content, buying guides, structured data, entity optimisation, semantic content architecture, and AI-readable content frameworks.
• Develop scalable strategies for structured data, entity SEO, product attribute enrichment, and knowledge graph alignment to improve AI retrieval and citation accuracy.
• Partner with Trading, Feed, and Product teams to optimize Google Merchant Center feeds, product data, and AI-readable product attributes.
• Ensure consistency across PDPs, feeds, structured data, and external signals to strengthen AI trust and retrieval accuracy.
• Define frameworks to measure AI impact across visibility, citations, engagement, traffic, and revenue.
• Implement scalable experimentation and testing methodologies (e.g., control groups, AI visibility testing, and retrieval analysis).
• Deliver clear, commercially focused reporting and insights for SLT and key stakeholders.
• Stay ahead of developments across AI search, conversational commerce, shopping agents, and evolving customer discovery behaviours.
• Define how Frasers Group wins in an AI-first discovery landscape and shape the long-term roadmap for AI-driven retail discovery.

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.
• 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.

Skills

• SEO
• Technical SEO
• Content Strategy
• Entity Optimisation
• eCommerce SEO
• Search Intent
• Product Data
• GSC
• GA4
• Botify
• Ahrefs
• Analytics
• AI / LLM platforms
• AI search ecosystems
• ChatGPT
• Gemini
• Perplexity
• Copilot
• Claude
• AEO
• GEO
• AI visibility optimisation
• AI retrieval strategies
• Feed optimisation
• Google Merchant Center
• Entity SEO
• Structured data
• Experimentation

Benefits

• Frasers Champion scheme
• Retail Reconnect program
• Fearless 1200 reward program
• Frasers Fit wellbeing program (free gym classes, discounted memberships, training, nutrition, and lifestyle advice)
• Free access and support from the Retail Trust charity (24-hour wellbeing helpline, wellness hub, counselling, financial/legal support)

About the Company

• 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.
• Our vision – we are building the planet's 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: Own it and back yourself, Think without limits, Be relevant.