SEO Manager

Join our team at Helen of Troy and make an immediate impact on our trusted brands: OXO, Hydro Flask, Osprey, Braun, PUR, Vicks, Honeywell, Hot Tools, Drybar, Curlsmith, and Revlon. Together, we build innovative and useful products that elevate people's lives everywhere every day.

Look around your home, and you'll find us everywhere, in your kitchen, living room, bedroom, and bathroom. We are already making your everyday lives better. We are powered by knowledgeable, enthusiastic, and forward-thinking people committed to developing a culture of inclusion. Whether you are just starting your career or in need of a challenge, we recognize, develop, and empower talent!

Position: SEO Manager

Work Location: Poole Office (Hybrid) OR UK Remote

Type: Full time, Permanent

What you will be doing:

We re hiring an SEO Manager! Join our digital team to lead organic growth across our Magento and Shopify DTC platforms. In this role, you ll drive traffic, revenue, and brand visibility through technical SEO, on-page optimisation, and content strategy. You ll collaborate closely with merchandising, content, and engineering teams to maximise search performance and business impact.

Key Responsibilities

• Organic Performance Analysis & Reporting:
  Analysing and interpreting organic performance data (traffic, conversions, revenue) to identify trends, opportunities, and risks.
• Providing actionable commercial insights to improve product and category rankings, ensuring alignment with business goals.
• Monitoring and reporting on keyword visibility, share-of-voice, and SERP real estate using tools like Google Search Console, GA4, SEMrush, and Ahrefs.
• Developing and tracking key SEO KPIs to assess the performance of the DTC platform and inform strategic decisions.

Technical SEO Stewardship

• Conducting regular technical audits to resolve crawl, indexing, site speed, and structured data issues.
• Overseeing implementation and maintenance of HREFlang tags for accurate international and language targeting.
• Managing foundational SEO elements including sitemaps, robots.txt, canonicalization, and schema markup.
• Collaborating with engineering teams to ensure timely implementation of technical fixes.
• Developing strategies for internal linking, canonical tagging, and duplicate content mitigation.

Content & Category Optimisation

• Leading keyword research and mapping across PDPs, category pages, and informational content.
• Optimising meta tags, headers, and internal linking structures for SEO and user intent.
• Setting content standards for product detail and category pages to balance SEO impact with brand voice.
• Partnering with UX/UI and content teams to ensure SEO is integrated into the user experience.
• Creating detailed SEO briefs for blogs, landing pages, FAQs, and other site content.
• Analysing SERP features and “People Also Ask” trends to guide content ideation and gap analysis.
• Advising copywriters on SEO best practices including E-E-A-T, entity optimisation, and content freshness.
• Driving strategies to win featured snippets, position zero, and other rich results.

Generative Engine Optimisation (GEO)

• Monitoring emerging answer engine surfaces (Google AI Overviews, Bing Copilot, ChatGPT, etc.) to understand citation and authority signals.
• Optimising onsite and offsite content to increase brand visibility in AI-generated answers.
• Building and maintaining a prompt library for common consumer and brand queries, identifying gaps and inaccuracies.
• Collaborating with PR, social, and influencer teams to seed authoritative third-party mentions.
• Creating GEO dashboards to track impressions, citations, and traffic from generative answers, integrating these into overall organic growth reporting.

Skills and Qualifications needed to be successful in this role:

• 5+ Years of SEO/DTC experience in premium consumer goods businesses.
• Deep understanding of organic search metrics, technical SEO, and content optimisation.
• High level of expertise with SEO tools, GA4, and Adobe Analytics.
• Fluent in English (Fluency in French would be an asset but not critical)
• Excitement about joining a mid-size yet growing company with fast-growing brands!
• Authorized to work in the UK on a full-time basis

What do…