SEO Manager

We are seeking a technical E-commerce SEO Manager to lead organic search strategy across both jdsports.com and finishline.com. In this role, you will manage our core search foundation (technical SEO, on-page optimization, content, local presence) for traditional search engines, while driving our GEO and AEO strategies across emerging AI platforms. This individual should effectively exhibit JD Sports North America's core values of Customer, People, Winning, Community, and Financial Responsibility in everything they do by performing the following main duties:

Key Responsibilities
Technical SEO & Engineering Alignment

Maintain technical site health including faceted navigation, canonicalization at scale, indexation strategies and CWV across large, multi-brand product catalogs.

Implement and manage advanced structured data.

Audit and optimize rendering, out-of-stock logic, faceted URLs and site architecture.

Partner directly with web dev and product teams to write technical tickets, define acceptance criteria, conduct QA and embed SEO into release cycles.

On-Page SEO & Category Optimization

Perform keyword research and intent mapping for core categories and products.

Audit and maintain programmatic metadata rules for product and category pages, while manually optimizing high-value category pages.

Optimize category page copy to align with primary and secondary search intent.

AI Search Strategy

Develop strategies to maximize brand visibility, citation share and product. recommendations across AI search platforms.

Optimize content and site structure for RAG retrieval in AI shopping engines.

Content & Information Gain

Fully own content hub strategy and execution, managing the editorial calendar from ideation to publication.

Produce unique, data-backed content designed to capture high-intent queries and get cited in AI search.

Local SEO Strategy

Oversee Google Business Profiles, local citations and store locator page performance across our retail footprint.

Align local search signals with localized product availability and regional buyer intent.

Partner with Store Operations to align local search performance with in-store execution.

Internal Advocacy & Leadership

Translate technical SEO requirements into direct revenue impact to earn leadership buy-in, engineering resources and tools budget.

Collaborate with product, merchandising and engineering teams to embed SEO best practices into broader business workflows.

Educate internal stakeholders on the state of search, e-commerce trends and the business impact of AI search shifts.

Manage, mentor and support direct reports, setting clear quarterly KPIs, performance expectations and professional growth plans.

Guide daily work, task prioritization and project accountability across both domains.

Manage external vendor partnerships and resources.

Measurement & Business Intelligence

Own organic performance reporting across jdsports.com and finishline.com, connecting SEO and GEO initiatives to revenue and traffic KPIs.

Build and maintain executive dashboards that translate search performance into business impact for leadership.

Report on technical health metrics as leading indicators of downstream performance.

Present regular performance reviews with forward-looking recommendations.

Requirements & Qualifications

4+ years of hands-on e-commerce SEO experience managing large-scale sites, faceted navigation and modern platforms.

2+ years of experience managing direct reports

Deep expertise in technical SEO paired with a solid understanding of how LLMs and AI platforms retrieve, parse and cite information.

The "SEO Champion" Mindset: Influential, proactive and collaborative. Proven record of building revenue-driven business cases and securing priority in engineering sprints.

Enterprise search and crawling tools

Exposure to emerging GEO tracking tools

Experience with Conductor Intelligence & Web Monitoring (preferred, not required)

Experience with RioSEO & Local Manager (preferred, not required)

Physical Demands
The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Sit for more than 6 hours per shift

Use hands to finger, handle and feel

Reach with hands and arms

Talk and/or hear

Walk or move from one location to another

Periodically may need to climb, balance, stoop, kneel, or crouch

Lift and/or move up to 10 pounds regularly and up to 50 pounds occasionally

Punctuality and regular attendance consistent with the company's policies are required for this position.

The average work week is 40-45 hours, which can vary depending on business needs.

The work environment for this position is a moderately noisy office setting.

The company reserves the right to modify this job description with or without notice. Employees may be asked to perform additional duties outside of normal job scope on a temporary basis per company policy. The pay range; $90,000 - $110,000. This role will have a 15% bonus target annually but may vary based on experience level.

medical

dental

vision

401k

sick leave

parental leave

company paid time off plan

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