Responsibilities - SEO strategy ownership & execution: Own and drive SEO as a measurable growth channel by translating the wider SEO strategy into testable frameworks and execution plans across content, copywriting, digital merchandising, and campaigns; support the SEO Manager in delivering the SEO content roadmap by driving execution, meeting timelines, and prioritising effectively. - Content optimisation & search opportunity discovery: Optimise commercial and editorial content through recommendations and rewrites to maximise visibility, engagement, traffic, and conversion; conduct keyword research, competitor benchmarking, and in‑SERP analysis to identify opportunity areas and inform strategy. - Experimentation, testing & innovation: Develop, implement, and optimise test‑and‑learn frameworks to evaluate SEO initiatives and content performance; collaborate with technical SEO and engineering teams to plan, execute, and communicate SEO tests and experiments; stay ahead of algorithm updates, AI search developments, and international search trends. - Performance analysis, forecasting & attribution: Monitor in‑depth SEO performance including site health, content decay, keyword cannibalisation, and emerging search opportunities; forecast and model SEO performance versus plan, identify gaps, risks, and opportunities, and track SEO contribution and attribution to campaigns, content initiatives, and business outcomes. - Reporting, dashboards & data quality: Design, automate, and maintain SEO reporting dashboards providing timely and accurate visibility across branded and non‑branded traffic, conversions, and KPIs; monitor and report weekly and monthly on sessions, impressions, clicks, CTR, engagement, device, keyword, and category trends; ensure data accuracy and consistency across all platforms and tools. - Insights, stakeholder engagement & cross‑functional partnership: Translate complex search and market data into actionable insights, visualisations, and strategic recommendations; provide search insights to brand, trading, marketing, product, editorial, and technical teams (including weekly trade meetings); support campaign planning and optimisation, embed SEO best practices into wider workflows, tailor communication for stakeholders, and proactively identify risks, opportunities, and efficiency improvements.