AEO/GEO Lead

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.

Why join us?

Our vision – we are building the worlds 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:

• Think without limits – Think, think fast, think fearlessly
• Own it and back yourself - Own the basics, own your role and own the results
• Be relevant - Relevant to our people, our partners and the planet

Are you ready to join the Fearless?

Job Description

The Role:

As AEO/GEO Lead you'll be responsible for defining and executing Frasers Group’s AI Search strategy, ensuring products and content are easily discovered, retrieved, cited, and recommended across AI-powered platforms such as ChatGPT, Google AI Overviews, Gemini, Perplexity, and Copilot. The position drives AI visibility through optimisation 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 how Frasers Group succeeds in an AI-first retail discovery and conversational commerce landscape.

Key Responsibilities:

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.

2. Data & Feed Optimisation

• 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.

Qualifications

Essential

• 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

Desirable

• 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

Additional Information

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 planets 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. Fearless 1200 links how we perform to how we're rewarded – check out the video link to find out more -

Employee Welfare

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 its 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.

What’s next?

Our Recruitment Team will be reviewing applications and all candidates will receive a response, whether you are successful or unsuccessful. Shortlisted applicants may be asked to confirm a few key details before being booked in for a first stage interview with the Recruiter - this will be behaviourally focussed and centred around how you align with our Culture and Values. If successful we anticipate one or two further interview stages with the Hiring Manager/wider team which will be more technically focussed and could include a presentation/task so we can see your skills in action.