SEO Manager

Job Purpose:

The SEO Manager will lead all SEO and ASO activities within the eCommerce Operation team, reporting to the Head of Operation for eCommerce, to positively impact the Alshaya eCommerce business and customer experience. 

This role has responsibility and accountability for the management of SEO and ASO across all eCommerce brands, including the launch of new websites and apps, the audit of web & apps, technical improvements, content recommendations and specific campaign delivery, development of SEO & ASO strategy and the development of the team. 

The SEO manager will be responsible for developing and implementing effective SEO strategies to improve our online presence and drive organic traffic. This role requires a deep understanding of SEO best practices and the ability to collaborate across various departments to achieve business goals. 

This role: 

Leads the SEO strategy reporting to the Head of Operation for eCommerce 

Is solely responsible and accountable for the management, development and performance of the SEO channel and team within eCommerce, including all Search Engine Optimization and App Store Optimization activities. 

Works seamlessly with technical, operational, marketing and brand teams to deliver the business plans for eCommerce brands. 

Key responsibilities: 

1.Trading 

• Manage and develop the SEO & ASO strategy and roadmap to support and achieve each brand’s eCommerce Business Plan and the Business Plan for total eCommerce. 
• Plan and manage SEO resources 
• Work closely with the marketing team to define and deliver the eCommerce strategy and marketing channel plan for each brand. 
• Ensure that SEO best practices are integrated into all aspects of the website.

2.Campaigning 

• Plan, develop and deploy SEO / ASO activities to support brand plans and strategic initiatives, working with marketing and brand teams, to best reach, engage and convert customers and deliver the P&L. 
• Perform technical audits of websites and apps, to surface issues and opportunities, and propose and execute fixes in conjunction with the central IT team. 
• Conduct keyword gap analysis to find non-brand keyword opportunities and work with brand and IT teams to exploit them. 
• Work with brand teams, IT teams and other internal stakeholders to improve page content to increase SEO ranking and to improve the customer experience. 
• Work closely with the Paid Search team to identify keyword opportunities and propose strategies to migrate them to SEO. 
• Plan develop and deliver off page optimisation strategies including link building, to increase rankings and referral traffic. 
• Continuously review all costs, campaign delivery to improve channel performance and ROI. 

 3.Growth 

• Support the continuous growth of Alshaya eCommerce through the acquisition of new customers and the delivery of revenue. 
• Tirelessly develop and evolve SEO & ASO strategy to improve commercial performance and customer experience, and raise the profile of the channel. 
• Pivot the focus of SEO & ASO to non-brand keywords to support category and product opportunities and to drive new visitor traffic and new customer acquisition. 
• Manage and develop agency relationships as applicable to provide strategic and executional support. 
• Support the launch of the Aura loyalty program through SEO, ASO and relevant channels, to increase customer retention and lifetime value. 
• Explore new ideas and innovations across the Performance & Online Marketing team, to create new customer experiences and growth opportunities. 
• Adopt a test & learn culture across the team to test, analyse, and iterate on new ideas and opportunities to drive continuous improvement across marketing channel KPIs. 

4.Data & Reporting 

• Develop new marketing channel reporting for SEO & ASO to improve performance visibility and tactical opportunities inside the Performance & Online Marketing team and marketing transparency outside the team. 
• Work with MarTech team and central data team to improve the integrity, accuracy, and granularity of SEO & ASO marketing channel data. 
• Explore, analyse and surface intelligent, actionable insights on a regular basis, across the full eCommerce customer journey. 
• Produce detailed analysis on an ‘as and when required’ basis. 
• Monitor and analyse SEO performance using dedicated tools. 

5.People 

• Work seamlessly with brand teams in parallel with the Senior Performance Managers, and with all other members of the eCommerce team to deliver a single aligned eCommerce plan. 
• Work closely with other Alshaya departments to ensure that all marketing activity is delivered in line with set processes and procedures, and in accordance with regional strategies, goals and objectives. 
• Work equally effectively under your own initiative or as a fully committed team player, engendering respect and support from other members of the global business. 
• Maintain and develop relationships with all external partners to leverage strategic support, knowledge transfer and value add opportunities, ensuring that the Alshaya work ethic, brand values and mission are upheld at all times. 
• Build a relationship with counterparts in host brands where possible to aid specialist knowledge sharing and to raise the profile of Alshaya eCommerce. 
• Be fully customer focused, promoting the voice of the customer across all activities and creating a meaningful relationship the customer across all marketing touchpoints. 
• Lead, build, inspire, manage and develop an effective, happy and motivated team. 
• Build and maintain strong relationships with key stakeholders across the organization to ensure alignment and support for SEO initiatives.

6.Expertise 

• Maintain an up to date, expert level of knowledge within your field of expertise and across your professional network and remain aware of key industry developments and innovations and their application to Alshaya. 
• Be acutely aware of all search engine algorithm changes and the actions required to exploit them. 
• Be acutely aware of competitor activity and poised at all times to capitalize on opportunities and repel threats.  
• Constantly look for new opportunities and regularly make suggestions as to how things can be improved.  
• Create opportunities to showcase your expertise internally and externally, to raise the profile of yourself and eCommerce and to elevate your peers. 

Key Skills:

• At least 4 years of working in SEO marketing within an eCommerce business. 
• Deep understanding of all technical aspects of SEO, ASO and SEM and how to build strategies from them to increase discovery, traffic and sales. 
• Experience developing content strategies and creating content to optimize pages and achieve SEO & ASO objectives. 
• Experience using and leverage the full potential from SEO tools including Google Search Console, Screaming Frog, Ahrefs, MOZ. 
• Strong understanding of CMS platforms and semantic HTML. 
• Expertise with enterprise web analytical and data tools (e.g. Google Analytics, Adjust, Firebase, Magento etc.) 
• Analytical and numbers driven, able to make fact-based recommendations from complex data and turn insight into action. 
• Strong understanding of all digital KPIs controlling eCommerce performance. 
• Strong commercial acumen and awareness of how to affect profit from any given activity. 
• Ability to react to change and make smart, fast decisions. 
• Ability to build relationships and to influence across teams and career levels. 
• Exemplary communication skills, both written and spoken. 
• Outstanding presentation skills and the ability to show complex issues in an engaging way. 
• Confident self-starter and organised project manager with the ability to prioritize, multi-task and stay calm under pressure. 
• Strong, motivational leader and team player. 
• Customer first focus.  

Preferred Skills:

• Relevant degree or professional qualification. 
• Fashion, home furnishing and beauty experience. 
• Experience of MENA markets.