SEO Manager - Sports Direct EU

Location: Poland St, London, UK

Employment type: Full-time

Company

Frasers Group operates a retail brand ecosystem spanning sports, premium, luxury, fashion, and gaming brands, including Sports Direct and hirify.global.

What you will do

• Define and execute the SEO roadmap for Sports Direct European websites with the SEO Lead.
• Identify and resolve technical SEO issues affecting crawlability, indexation, page performance, and organic visibility.
• Use local keyword research and search trends to guide content plans and localisation across European markets.
• Monitor SEO KPIs, traffic, rankings, revenue, ROI, and conversion metrics across EU markets.
• Produce performance reports and identify new growth opportunities from search and performance data.
• Manage an SEO executive and collaborate with internal teams and external partners.

Requirements

• Fluency in English and at least one of French, Dutch, German, Spanish, or Danish is required, both written and verbal.
• Hands-on experience in SEO, ideally in an eCommerce environment.
• Experience owning and delivering SEO strategies that increase organic traffic and revenue.
• Strong technical SEO knowledge, including site architecture, crawlability, indexation, and performance optimisation.
• Experience with international or multilingual websites, hreflang, geotargeting, localisation, and translation workflows.
• Strong keyword research, content strategy, reporting, analytical, prioritisation, and cross-functional collaboration skills.

Culture & Benefits

• Recognition programmes including Frasers Champion and Fearless 1200.
• Head office employees spend one to two days each financial year in a store or warehouse to understand frontline operations.
• Free gym classes, discounted gym memberships, and access to the Frasers Fit wellbeing programme.
• Free access to Retail Trust wellbeing support, including a 24-hour helpline, counselling, and financial and legal support.

Hiring process

• Initial recruiter interview focused on behaviour and alignment with company culture and values.
• One or two additional interviews with the hiring manager and wider team.
• Later stages may include a technical presentation or practical task.