AEO​/GEO Lead

Job Description

1. Own AI Search Strategy (AEO / GEO)

• Define and execute AEO/GEO strategy across all brands, focusing on AI retrieval, citations, recommendations, and discoverability across LLM-powered platforms.
• Analyse 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 our 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 optimise 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.

3. Measurement & Experimentation

• 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.

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.

Along with your benefits package we also offer a wide range of perks for our colleagues:

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 lived the Frasers Group values.

Retail Reconnect – In order to build the planet’s 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 one to 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.

Fearless 1200 – Fearless 1200 is our way of recognising our growth. It’s bold, ambitious, and designed to reward colleagues across the business for living our values and delivering impact.

Frasers Fit – Our Everlast Gyms Team are on a mission to make our workforce the best, and fittest on the planet! We run free gym classes for employees as well as discounted memberships to our clubs. Frasers Fit is our wellbeing programme which aims to support and improve colleagues Physical, Financial & Mental wellbeing. The app is accessible for every employee and includes training, nutrition and lifestyle advice - all completely free.

Retail Trust – We know that it’s not just about physical health, mental wellness is equally important which is why all of our employees get free access and support from the Retail Trust charity. This includes a 24 hour wellbeing helpline, wellness hub, counselling and financial/legal support.