SEO / GEO Manager

Responsibilities

• Design and deliver end-to-end organic growth strategies across traditional SEO and emerging AI-driven search, tailored to the needs of our Health, Wellness, General Merchandise, and Beauty categories.
• Lead our Generative Engine Optimisation (GEO) strategy, optimising content, entities, and structured data so Boots is accurately represented, cited, and recommended in AI-generated answers.
• Identify and prioritise new growth opportunities across web, app, and in-store journeys, using both traditional search data and generative AI search insight.
• Run technical SEO and AI-search readiness audits that identify what is holding back crawlability, indexability, and LLM visibility, and prioritise fixes based on impact.
• Act as a key point of contact for trading and category teams, helping them understand search and AI-driven demand and what it means for their plans.
• Work closely with content, social, digital PR, Product, Engineering, UX, and UI teams to improve discoverability and customer experience.
• Ensure strong technical foundations, including site architecture, URL structure, page speed, structured data, mobile optimisation, semantic markup, and AI-readiness signals.
• Look at how SEO and GEO work gets done today and find opportunities to work smarter through better briefing, clearer processes, and automation.
• Build and orchestrate agentic workflows that scale and automate SEO and GEO delivery across Boots.
• Use tools including Google Search Console, Google Analytics 4, Screaming Frog, Lumar, Pi Datametrics, and Sistrix, alongside emerging GEO and AI-search monitoring tools.

Requirements

• Bachelor’s degree in marketing, Computer Science, or a related field.
• Minimum of 5 years of hands-on technical SEO experience, preferably in a retail or e-commerce environment.
• In-depth knowledge of HTML, CSS, JavaScript, and other web technologies.
• Experience in AI search optimisation and Generative Engine Optimisation (GEO).
• Experience managing large enterprise retail websites and delivering impactful organic growth initiatives across traditional and AI-driven search.
• Proficiency with enterprise SEO and analytics tools.
• Strong analytical skills and the ability to provide actionable insights.
• Strong written and verbal communication skills.
• Proven project management skills with the ability to lead multiple projects simultaneously.

Preferred

• Understanding of user experience (UX) and its impact on SEO and GEO.
• AI fundamentals certification (Google or Microsoft).
• Experience monitoring and measuring brand presence and citations in generative AI search platforms.
• Product management experience on large digital transformation projects.
• Familiarity with AI-driven SEO and GEO tools and techniques.
• Experience working on Salesforce Commerce Cloud Technology Stack.

Benefits

• Boots Retirement Savings Plan
• Discretionary annual bonus
• Generous employee discounts
• Enhanced maternity/paternity/adoption leave pay and gift card for anyone expecting or adopting a child
• Flexible benefits scheme including option to buy additional holiday, discounted gym membership, life assurance, activity passes, and much more
• Access to free, 24/7 counselling and support through TELUS Health, our Employee Assistance Programme