📌 Core Information
🔹 Job Title: SEO Manager - EU
🔹 Company: Frasers Group
🔹 Location: Amsterdam, North Holland, Netherlands
🔹 Job Type: Full-time, On-site
🔹 Category: Retail, E-commerce
🔹 Date Posted: 2025-07-28
🔹 Experience Level: 5-10 years
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Developing and implementing SEO strategies for European websites to drive organic traffic and revenue
- Managing an SEO executive and collaborating with the UK SEO team
- Liaising with external partners for tools and data support
- Monitoring and analyzing SEO performance across European markets
- Staying up-to-date with industry trends and best practices
ASSUMPTION: This role requires a strategic mindset, strong technical SEO skills, and experience managing international websites. The ideal candidate will be comfortable working in a matrix structure and collaborating with cross-functional teams.
📋 Key Responsibilities
✅ International SEO: Implement best practices across all EU sites, including hreflang, language targeting, canonicalization, and international URL structures to optimize indexation and avoid cannibalization.
✅ Collaboration: Act as the main liaison between EU teams and the UK SEO team, ensuring alignment with global strategy and leveraging shared tools, data, and initiatives.
✅ SEO Strategy Delivery: Work with the SEO Lead to define and execute the SEO roadmap for EU sites, ensuring a clear prioritization 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.
✅ Localization & Market Insights: Use local keyword research and search trends to guide SEO content plans and ensure effective localization across European sites.
✅ Performance Tracking: Monitor and benchmark SEO KPIs across EU markets, identifying opportunities and applying learnings across regions.
✅ Team Management: Line manage SEO Executives, providing guidance, development support, and clear performance expectations.
✅ Reporting & Analysis: Produce regular performance reports and insights, focusing on traffic, rankings, and revenue growth from organic search.
✅ Opportunity Identification: Analyze 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.
ASSUMPTION: This role requires a strong focus on data-driven decision making, continuous learning, and effective communication to collaborate with various teams and stakeholders.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Business, or a related field (or equivalent experience)
Experience: 5-10 years of hands-on experience in an SEO-focused role, ideally within an eCommerce environment
Required Skills:
- Proven track record of owning and delivering SEO strategies that drive organic traffic and revenue
- Strong technical SEO skills, including site architecture, crawlability, indexation, and performance optimization
- Experience managing international or multi-language websites, with a deep understanding of hreflang, geotargeting, and international SEO best practices
- Ability to analyze market-specific search trends and consumer behavior across key European regions
- Experience working with localization and translation teams to scale content effectively across multiple languages and markets
- Proficient in keyword research, content strategy, and performance analysis to inform and optimize 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 prioritize and manage multiple projects
- Comfortable collaborating with cross-functional and cross-border teams, particularly across marketing and eCommerce
- Strong understanding of web usability, content optimization, and user experience from an SEO perspective
Preferred Skills:
- Experience with SEO tools such as Google Search Console, SEMrush, Ahrefs, or similar
- Fluency in multiple European languages
- Experience working in a retail or eCommerce environment
ASSUMPTION: The ideal candidate will have a proven track record in SEO, experience working with international websites, and strong analytical skills to drive data-driven decision making.
💰 Compensation & Benefits
Salary Range: €60,000 - €80,000 per year (based on industry standards for an SEO Manager role in Amsterdam)
Benefits:
- Reward, Recognition, and Opportunities (Frasers Champion, Fearless 1000, Frasers Festival, CEO Sessions, Retail Reconnect)
- Competitive salary and benefits package
- Opportunities for professional growth and development
Working Hours: Full-time (40 hours per week), with flexibility for remote work as needed
ASSUMPTION: The salary range provided is an estimate based on industry standards for an SEO Manager role in Amsterdam. The actual salary may vary depending on the candidate's experience and skills.
📌 Applicant Insights
🔍 Company Context
Industry: Retail, E-commerce
Company Size: 10,001+ employees (Global), Medium-sized team in Amsterdam office
Founded: 1982 (London, UK)
Company Description:
- Frasers Group is a global powerhouse in the retail industry, with a portfolio of iconic brands including Sports Direct, Flannels, GAME, Jack Wills, Sofa.com, Evans Cycles, USC, and Everlast.
- The company started as a small store in Maidenhead in 1982 and has since grown to become a global leader in retail, with a strong focus on innovation and diversification.
- Frasers Group is committed to pushing the boundaries of traditional retail environments and improving product access to create a shopping environment that will be fit for purpose for many more years to come.
Company Specialties:
- Sports retail
- Premium and luxury brands
- E-commerce and digital innovation
- Store design and customer experience
Company Website: frasers.group
ASSUMPTION: Frasers Group is a well-established and forward-thinking company in the retail industry, with a strong focus on innovation and growth. The company offers a dynamic and challenging work environment with opportunities for professional development.
📊 Role Analysis
Career Level: Mid-level to senior, with potential for growth and progression within the company
Reporting Structure: Reports directly to the Sports SEO Lead in the UK head office, with support from external partners (Botify, Pi-datametrics)
Work Arrangement: Full-time, on-site role based in Amsterdam, with flexibility for remote work as needed
Growth Opportunities:
- Progression to a senior SEO role or management position within the company
- Expansion of responsibilities to include additional regions or brands within the Frasers Group portfolio
- Opportunities to work on high-impact projects and initiatives that drive business growth
ASSUMPTION: This role offers significant opportunities for professional growth and development within a dynamic and forward-thinking company in the retail industry.
🌍 Location & Work Environment
Office Type: Modern, collaborative office space in Amsterdam
Office Location(s): Trompenburgstraat 1079, 1079 Amsterdam, Netherlands
Geographic Context:
- Amsterdam is the capital and most populous city in the Netherlands, with a vibrant and multicultural atmosphere
- The city is known for its historic canals, world-class museums, and thriving nightlife
- Amsterdam is a major economic hub in Europe, with a strong focus on technology, finance, and creative industries
Work Schedule: Full-time (40 hours per week), with flexibility for remote work as needed
ASSUMPTION: The Amsterdam office offers a modern and collaborative work environment, with opportunities to work with a diverse and talented team of professionals in the retail industry.
💼 Interview & Application Insights
Typical Process:
- Online application and resume screening
- Behavioral interview with the Recruiter to assess cultural fit and alignment with company values
- Technical interview with the Hiring Manager to assess SEO skills and knowledge
- Final interview with the Hiring Manager and wider team, including a presentation or task to demonstrate skills in action
Key Assessment Areas:
- SEO knowledge and technical skills
- Data-driven decision making and analytical skills
- Collaboration and communication skills
- Cultural fit and alignment with company values
Application Tips:
- Tailor your resume and cover letter to highlight your relevant SEO experience and skills
- Prepare for behavioral interview questions by reflecting on your past experiences and accomplishments
- Research the company and industry to demonstrate your knowledge and enthusiasm for the role
ATS Keywords: SEO, International SEO, Technical SEO, E-commerce, Retail, Amsterdam, SEO Manager, SEO Strategy, SEO Performance, SEO Team, SEO Tools, SEO Collaboration, SEO Reporting
ASSUMPTION: The interview process for this role will focus on assessing the candidate's SEO knowledge and skills, as well as their cultural fit and alignment with the company's values and mission.
🛠️ Tools & Technologies
- SEO tools (e.g., Google Search Console, SEMrush, Ahrefs)
- Content management systems (e.g., Magento, Shopify)
- Data analysis tools (e.g., Google Analytics, Excel)
- Project management tools (e.g., Asana, Trello)
ASSUMPTION: The ideal candidate will have experience with a range of SEO tools and technologies, as well as strong analytical skills to drive data-driven decision making.
👔 Cultural Fit Considerations
Company Values:
- Think without limits
- Own it and back yourself
- Be relevant
Work Style:
- Dynamic and fast-paced work environment
- Collaborative and cross-functional team structure
- Focus on innovation, growth, and continuous improvement
Self-Assessment Questions:
- Do you have a proven track record of delivering SEO strategies that drive organic traffic and revenue?
- Are you comfortable working in a matrix structure and collaborating with cross-functional teams?
- Do you have strong technical SEO skills and experience managing international websites?
ASSUMPTION: The ideal candidate will be a strategic thinker with strong technical SEO skills, experience working in a matrix structure, and a proven track record of delivering SEO strategies that drive organic traffic and revenue.
⚠️ Potential Challenges
- Managing multiple stakeholders and collaborating with cross-functional teams
- Keeping up with industry trends and best practices in a fast-paced and dynamic environment
- Balancing regional independence with global SEO leadership
- Working in a matrix structure and managing an SEO executive
ASSUMPTION: The ideal candidate will be comfortable working in a matrix structure, balancing regional independence with global SEO leadership, and managing an SEO executive.
📈 Similar Roles Comparison
- This role is unique in its focus on the European market and collaboration with the UK SEO team
- Similar roles in other regions may have different reporting structures and responsibilities
- Career progression in this role may involve expanding responsibilities to additional regions or brands within the Frasers Group portfolio
ASSUMPTION: This role offers unique opportunities for professional growth and development within a dynamic and forward-thinking company in the retail industry.
📝 Sample Projects
- Implementing international SEO best practices across all EU sites to optimize indexation and avoid cannibalization
- Collaborating with the UK SEO team to align with global strategy and leverage shared tools, data, and initiatives
- Analyzing search trends and performance data to surface new growth opportunities within and across EU markets
ASSUMPTION: The ideal candidate will have experience with a range of SEO projects and initiatives, as well as strong analytical skills to drive data-driven decision making.
❓ Key Questions to Ask During Interview
- What are the key priorities for this role in the first 30-60-90 days?
- How does this role fit into the broader SEO strategy for the company?
- What opportunities are there for professional growth and development within the company?
- How does the company support work-life balance for its employees?
- What is the company's approach to diversity, equity, and inclusion?
ASSUMPTION: The ideal candidate will be proactive and curious, asking insightful questions to demonstrate their interest in the role and the company.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your relevant SEO experience and skills
- Prepare for behavioral interview questions by reflecting on your past experiences and accomplishments
- Research the company and industry to demonstrate your knowledge and enthusiasm for the role
- Follow up with the Recruiter one week after submitting your application to confirm receipt and inquire about next steps
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
