Job description
<div class="earcuposdescription"><div class="earcuposdescriptionnote"><p><span data-contrast="auto">We're not here to chase rankings or write meta descriptions like it's 2012.</span><span data-ccp-props="{}"> </span></p><p><span data-contrast="auto">Search is evolving, and fast. It's no longer just about keywords and backlinks. It's about being the best answer, whether that's on Google, ChatGPT, Perplexity or whatever comes next.</span><span data-ccp-props="{}"> </span></p><p><span data-contrast="auto">We're building one of the most advanced digital ecosystems in retail, and search is central to how we scale it. But this isn't old-school SEO. This is Answer Engine Optimisation - and we need someone who knows how to lead it.</span><span data-ccp-props="{}"> </span></p><p><span data-contrast="auto">With over £884 million in annual revenue and a 35% share of the UK's online wellness market, we're outpacing the sector's growth and expanding fast. From AI-powered recommendations to mobile-first wellness journeys, we're not just keeping up - we're setting the pace.</span><span data-ccp-props="{}"> </span></p><p><span data-contrast="auto">Now we need someone who can do the same for search.</span><span data-ccp-props="{}"> </span></p></div></div><div class="earcuposdescription"><div class="earcuposdescriptiontitle">The Role:</div><div class="earcuposdescriptionnote"><p><strong><span data-contrast="auto">What you'll actually be doing:</span></strong><span data-ccp-props="{}"> </span></p><ul><li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="66" data-list-defn-props="{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}" data-aria-posinset="1" data-aria-level="1"><span data-contrast="auto">Leading the SEO and AEO strategy. UK, international, technical, content, authority - across traditional search engines and emerging answer platforms.</span><span data-ccp-props="{}"> </span></li></ul><ul><li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="66" data-list-defn-props="{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}" data-aria-posinset="2" data-aria-level="1"><span data-contrast="auto">Optimising for prompts, not just keywords. Structuring content and data to surface in LLMs, answer engines and AI-powered search experiences.</span><span data-ccp-props="{}"> </span></li></ul><ul><li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="66" data-list-defn-props="{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}" data-aria-posinset="3" data-aria-level="1"><span data-contrast="auto">Tracking brand visibility across platforms. Google, ChatGPT, Perplexity, Gemini - wherever customers are searching, we need to show up.</span><span data-ccp-props="{}"> </span></li></ul><ul><li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="66" data-list-defn-props="{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}" data-aria-posinset="4" data-aria-level="1"><span data-contrast="auto">Driving technical SEO. Site speed, crawlability, schema, canonicalisation, Core Web Vitals - working closely with Product & Engineering.</span><span data-ccp-props="{}"> </span></li></ul><ul><li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="66" data-list-defn-props="{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}" data-aria-posinset="5" data-aria-level="1"><span data-contrast="auto">Using AI and LLMs. Automating metadata, internal linking, content classification and structured data - without sacrificing quality.</span><span data-ccp-props="{}"> </span></li></ul><ul><li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="66" data-list-defn-props="{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}" data-aria-posinset="6" data-aria-level="1"><span data-contrast="auto">Building forecasting models. Predicting traffic, revenue and ROI - and using that to secure investment.</span><span data-ccp-props="{}"> </span></li></ul><ul><li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="66" data-list-defn-props="{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}" data-aria-posinset="7" data-aria-level="1"><span data-contrast="auto">Defining content strategy for AEO. Creating formats LLMs prefer - listicles, comparisons, structured Q&A - and aligning with Health Hub and commercial priorities.</span><span data-ccp-props="{}"> </span></li></ul><ul><li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="66" data-list-defn-props="{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}" data-aria-posinset="8" data-aria-level="1"><span data-contrast="auto">Expanding off-site presence. Partnerships, syndication - building authority beyond our own domains.</span><span data-ccp-props="{}"> </span></li></ul><ul><li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="66" data-list-defn-props="{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}" data-aria-posinset="9" data-aria-level="1"><span data-contrast="auto">Running audits and governance. Across multiple domains and markets - making sure best practices stick.</span><span data-ccp-props="{}"> </span></li></ul><ul><li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="66" data-list-defn-props="{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}" data-aria-posinset="10" data-aria-level="1"><span data-contrast="auto">Embedding SEO into everything. Trading plans, marketing campaigns, product launches - SEO isn't an afterthought here.</span><span data-ccp-props="{}"> </span></li></ul><ul><li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="66" data-list-defn-props="{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}" data-aria-posinset="11" data-aria-level="1"><span data-contrast="auto">Collaborating cross-functionally. Paid Media, CRM, Analytics, International - making sure SEO plays well with others.</span><span data-ccp-props="{}"> </span></li></ul><ul><li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="66" data-list-defn-props="{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}" data-aria-posinset="12" data-aria-level="1"><span data-contrast="auto">Educating the business. Helping teams understand the shift from keywords to prompts - and what that means for how we show up online.</span><span data-ccp-props="{}"> </span></li></ul><ul><li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="66" data-list-defn-props="{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}" data-aria-posinset="13" data-aria-level="1"><span data-contrast="auto">Tracking performance. Organic traffic, AI visibility, conversions - and reporting it in a way stakeholders actually care about.</span><span data-ccp-props="{}"> </span></li></ul><ul><li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="66" data-list-defn-props="{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}" data-aria-posinset="14" data-aria-level="1"><span data-contrast="auto">Driving innovation. Deploying scalable, AI-powered SEO workflows that make the team faster, smarter and more efficient.</span><span data-ccp-props="{}"> </span></li></ul><p> </p><p><strong><span data-contrast="auto">How we'll know you're nailing it:</span></strong><span data-ccp-props="{}"> </span></p><ul><li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="68" data-list-defn-props="{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}" data-aria-posinset="1" data-aria-level="1"><span data-contrast="auto">You're showing up in places Google can't reach - LLMs, answer engines, AI platforms.</span><span data-ccp-props="{}"> </span></li></ul><ul><li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="68" data-list-defn-props="{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}" data-aria-posinset="2" data-aria-level="1"><span data-contrast="auto">Our content's being cited, not just crawled.</span><span data-ccp-props="{}"> </span></li></ul><ul><li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="68" data-list-defn-props="{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}" data-aria-posinset="3" data-aria-level="1"><span data-contrast="auto">Organic traffic's up. Conversions are up. And no one's asking “what does SEO actually do?”.</span><span data-ccp-props="{}"> </span></li></ul><ul><li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="68" data-list-defn-props="{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}" data-aria-posinset="4" data-aria-level="1"><span data-contrast="auto">Teams are using your frameworks without needing a reminder.</span><span data-ccp-props="{}"> </span></li></ul><ul><li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="68" data-list-defn-props="{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}" data-aria-posinset="5" data-aria-level="1"><span data-contrast="auto">You've made old-school SEO look like dial-up.</span><span data-ccp-props="{}"> </span></li></ul><p><span data-ccp-props="{}"><strong>Location: </strong>We've got offices in Nuneaton (Head office) and London. You'll need to spend at least one of your office days a week in Nuneaton, but beyond that, we're flexible. We ask for two days a week in the office - and if you're based in London, that works. Plenty of the team operate from there and move between the two when needed.</span></p></div></div><div class="earcuposdescription"><div class="earcuposdescriptiontitle">The Person:</div><div class="earcuposdescriptionnote"><p><strong><span data-contrast="auto">What you'll need:</span></strong><span data-ccp-props="{}"> </span></p><ul><li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="67" data-list-defn-props="{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}" data-aria-posinset="1" data-aria-level="1"><span data-contrast="auto">You've led SEO before - not just managed it, but owned it.</span><span data-ccp-props="{}"> </span></li></ul><ul><li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="67" data-list-defn-props="{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}" data-aria-posinset="2" data-aria-level="1"><span data-contrast="auto">You know technical SEO inside out. Site speed, crawl budgets, schema, canonicalisation - you've fixed it, scaled it and made it stick.</span><span data-ccp-props="{}"> </span></li></ul><ul><li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="67" data-list-defn-props="{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}" data-aria-posinset="3" data-aria-level="1"><span data-contrast="auto">You've moved beyond keywords. You understand how LLMs surface content and how to influence what gets seen.</span><span data-ccp-props="{}"> </span></li></ul><ul><li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="67" data-list-defn-props="{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}" data-aria-posinset="4" data-aria-level="1"><span data-contrast="auto">You've built workflows using AI and LLMs - not just played with tools, but deployed them at scale.</span><span data-ccp-props="{}"> </span></li></ul><ul><li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="67" data-list-defn-props="{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}" data-aria-posinset="5" data-aria-level="1"><span data-contrast="auto">You've scaled SEO across multiple markets. Localisation, international domains, market-entry strategies - you've delivered them.</span><span data-ccp-props="{}"> </span></li></ul><ul><li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="67" data-list-defn-props="{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}" data-aria-posinset="6" data-aria-level="1"><span data-contrast="auto">You can forecast and build business cases. You speak the language of ROI, not just rankings.</span><span data-ccp-props="{}"> </span></li></ul><ul><li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="67" data-list-defn-props="{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}" data-aria-posinset="7" data-aria-level="1"><span data-contrast="auto">You've worked with affiliates, syndication and external partners to build authority beyond your own domain.</span><span data-ccp-props="{}"> </span></li></ul><ul><li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="67" data-list-defn-props="{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}" data-aria-posinset="8" data-aria-level="1"><span data-contrast="auto">You're comfortable in chaos. AI search, rapid indexing, shifting SERPs - you adapt fast.</span><span data-ccp-props="{}"> </span></li></ul><ul><li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="67" data-list-defn-props="{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}" data-aria-posinset="9" data-aria-level="1"><span data-contrast="auto">You know how to get Product, Content and Marketing working together - and keep them aligned.</span><span data-ccp-props="{}"> </span></li></ul></div></div><div class="earcuposdescription"><div class="earcuposdescriptionnote"><p><strong><span data-contrast="auto">What you'll get:</span></strong><span data-ccp-props="{}"> </span></p><ul><li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="69" data-list-defn-props="{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}" data-aria-posinset="1" data-aria-level="1"><span data-contrast="auto">A competitive salary - we'll talk numbers early.</span><span data-ccp-props="{}"> </span></li><li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="69" data-list-defn-props="{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}" data-aria-posinset="3" data-aria-level="1"><span data-contrast="auto">Bonus scheme - you help drive growth, you share in the reward.</span><span data-ccp-props="{}"> </span></li></ul><ul><li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="69" data-list-defn-props="{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}" data-aria-posinset="4" data-aria-level="1"><span data-contrast="auto">25% off everything at H&B - even the fancy supplements.</span><span data-ccp-props="{}"> </span></li></ul><ul><li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="69" data-list-defn-props="{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}" data-aria-posinset="5" data-aria-level="1"><span data-contrast="auto">Pension contributions - because future-you deserves a break.</span><span data-ccp-props="{}"> </span></li></ul><ul><li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="69" data-list-defn-props="{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}" data-aria-posinset="6" data-aria-level="1"><span data-contrast="auto">Perks from other retailers - discounts, advice and savings from brands you actually use.</span><span data-ccp-props="{}"> </span></li></ul><ul><li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="69" data-list-defn-props="{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}" data-aria-posinset="7" data-aria-level="1"><span data-contrast="auto">And more - but we won't pretend free fruit is a selling point.</span><span data-ccp-props="{}"> </span></li></ul><p> </p><p><span data-ccp-props="{}">#LI-DA2</span></p></div></div><div class="earcuposdescription"><div class="earcuposdescriptionnote"><p><span style="font-family: 'open sans', sans-serif; font-size: 11pt;"><span class="ui-provider a b c d e f g h i j k l m n o p q r s t u v w x y z ab ac ae af ag ah ai aj ak" dir="ltr"><em>Holland & Barrett </em><em>does not accept unsolicited resumes from search firms/recruiters. Please do not forward resumes to our job alias, employees, or any other company location. Holland & Barrett is not and will not be responsible for any fees if a candidate submitted by a search firm/recruiter unless otherwise agreed with respect to specific open position(s). </em></span></span></p><p><em> </em></p></div></div>
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