SEO Manager - Sports Direct EU

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. This role can be based either at our Shirebrook or London office.

Why join us? 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
- Own the basics, own your role and own the result Think without limits
- Think, think fast, think fearlessly Be relevant
- Relevant to our people, our partners and the planet Are you ready to join the Fearless?

Job Description

The Role:

The SEO site manager is responsible for strategy, performance and execution of SEO for 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-data metrics), 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:

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.

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

Please note:

Fluency in English and at least one of the following languages is required for this role, both written and verbal
- French, Dutch, German, Spanish, or Danish. Please indicate on your application which of these languages you are fluent in.

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.

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…