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Head of AI Search Strategy – Elevating Discovery with Future-Forward Innovation
About the Role
At Frasers Group, we’re revolutionising retail through digital innovation and groundbreaking store experiences, curating the world’s best sports, premium, and luxury brands—including Sports Direct, FLANNELS, USC, Frasers, and GAME. We’re shaping the future of retail with AI-driven discovery, and we’re looking for a visionary Head of AI Search Strategy to define and execute a strategic roadmap that ensures our brands are seamlessly found, understood, and engaged with via AI-powered platforms.
This is a critical role focused on AI search optimization, conversational commerce, and agentic discovery, where you’ll drive experimentation, data-led decision-making, and scalable framework development across ChatGPT, Google AI Overviews, Gemini, Perplexity, and Emerging Platforms.
Our culture surrounds Frasers Fearless: we think without limits, we own it and back ourselves, and we remain relevant—to our people, our partners, and the planet. If you’re ready to change the future of retail, this role offers unparalleled career growth, industry-leading opportunities, and the chance to build an AI-first retail ecosystem.
Responsibilities
1. AI Search Strategy (AEO / GEO)
Drive the AI Experience Optimization (AEO) & Generation Expansion (GEO) strategy across all Frasers Group brands, ensuring seamless retrieval, interpretation, citation, and recommendation of content and products through large language models (LLMs) and conversational systems. Key objectives include:
- Define and execute cross-brand AI retrieval, discovery, and engagement strategies across ChatGPT, Google AI Overviews, Gemini, Perplexity, Copilot, and emerging AI discovery tools.
- Optimise product and content visibility across chat-based shopping experiences, AI agents, and conversational discovery platforms.
- Establish industry-leading best practices for:
- Product Detail Pages (PDPs) and Product Listing Pages (PLPs)
- Structured data, semantic content architecture, and knowledge graph alignment
- Product attribute enrichment for AI readability
- Entity optimisation and citation accuracy
- Scalable strategies to improve AI retrieval, citation, and recommendation accuracy via:
- Entity SEO and structured product data.
- Feed and knowledge graph optimisation.
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2. Data & Feed Optimisation
Collaborate with Trading, Feed, and Product Teams to ensure consistency and visibility across platforms, including:
- Optimise Google Merchant Center feeds, product data, and AI-enhancing attributes.
- Align PDPs, structured data, and external signals to strengthen trust, indexing, and AI discovery.
- Expedite cross-channel sync to maintain most-relevant, highest-quality feed performance.
3. Measurement & Experimentation
Develop frameworks to assess AI disruption across revenue, visibility, engagement, and traffic, including:
- Methodologies for data analysis:
- Controlled experimentation (AI visibility tests).
- Citation and retrieval analysis.
- Scalable reporting and commercial insights for Senior Leadership Teams and key partners.
- Forecast AI-driven trends—implementing strategies to anticipate and lead in the AGI era, affecting customer expectation shifting.
4. Competitive Differentiation & Roadmapping
- Design the Frasers Group’s long-term roadmap for AI-first retail discovery, ensuring dominance in new retail categories.
- Lead on innovation fulfillment by presenting result-driven Twelve-Month Plan that focuses on impact, sustainability, and alignment to strategic goals.
Qualifications
Essential
- Proven SEO background—with deep experience in:
- Technical SEO, content strategy, entity optimization, and large-scale eCommerce SEO.
- GSC, GA4, and robust SEO platforms (Botify, Ahrefs).
- Track record in serp optimisation, whereby *product/brand visibility shifts across generative AI-first discovery tools.
- Ability to work cross-functionally from design thinking to data-driven strategy—collaborating with Product, Engineering, Analytics, and Editorial teams to align in next-direction strategies.
- Analytical mastery, with a distraction-free mindset that focuses on data’s commercial impact and decides effective results-applying actions.
Desirable
- Frontline experience with AI / LLM-driven discovery platforms, including GEO, conversational search, or agentic optimisation tools.
- **Hands-on AI search strategies experiment شده backed by existing AEO, GEO, and generative-content optimisation case-studies.
- Feed and structured data knowledge—Google Merchant Center FEED, XML sitemap production—and structured schema tailored for eMBED & LLMs.
- Experimental mindset: strong test baseline through A/B, MVC, and remarketing.
- Skilled in predictive analytics and forecasting, bringing out ഘაფილისomotorresolution relevant AI tools to dominate next-gen discovery .
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Why Join Frasers Group?
Frasers Champion
Sanction monthly peer-recognition earnings: $800 total payments HR may “Frasers Champion” recipients for outstanding work showcasing our Culture.*
Retail Reconnect
Complimentary workshops where HQ employees volunteer 1–2 days/year to experience stores or warehouses—empathizing with frontline colleagues. Bring back ground-brewed improvements affecting how we design strategy.
Fearless 1200
*Our impact incentive scheme—Bold initiatives for exceptional performance— associates may earn roles back‘reward1 based on personal growth and delivery achieving our values!” Explore how on our felt video url:
https://www.youtube.com/watch?v=O0qmvJofMew
Employee Welfare
Frasers Fit
- A physical well-being bountiful program: Training, nutrition, and tools provided via Everlast Gyms’ classes or partnerships.
- Free 12-month expansion memberships (Gym, Team Sports, others).
Mental & Financial Support
- Retail Trust partnering for wellbeing vitality sub [$24/7 helpline, wellness hub, counselling, financial & legal advisors].**
Next Steps
Our Recruitment Team revises all applications, guarantee we submit acknowledgements relâching responses on outcomes both successful and unsuccessful. Where shortlisted, confirmed diagnostics interview your leadership may conduct pre-selected steps focused on these stages:**
- Recruiter => Behavioral considerations: fit to values.
- Hiring Manager => Technical phase: presentations or problems solving to investigate your vision and execution plans ---** Rapid** or another deeper review; implementing a suitable fact-check + outcomes decided separately .
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