SEO/GEO Manager

We're looking for an SEO/GEO Manager to join our digital team and help shape how Boots shows up when customers search, whether that's on Google or through generative AI. This is a role for someone who lives and breathes search. You'll own the day-to-day delivery of our SEO and GEO strategy for Boots.com, working across our Health, Wellness, General Merchandise, and Beauty categories to help customers find the right product, the right advice, and the right store, however they're searching. You'll sit between a lot of moving parts. Our trading teams run to seasonal calendars and category campaigns. Our content team produces guides, advice articles, and product pages across pharmacy, beauty, and wellness. Our social and digital PR teams are building reach and authority all the time. Your job is to make sure all of that works together from a search and AI-visibility perspective, and that we're not leaving discovery and demand on the table. You'll work closely with the SEO/GEO Lead and our agency partners as we move to our future commerce platform and build out our approach to generative search. This is as much about getting the fundamentals right today as it is about helping define where we go next.

• Design and deliver end-to-end organic growth strategies across traditional SEO and emerging AI-driven search, tailored to the needs of our Health, Wellness, General Merchandise, and Beauty categories.
• Lead our Generative Engine Optimisation (GEO) strategy, optimising content, entities, and structured data so Boots is accurately represented, cited, and recommended in AI-generated answers.
• Identify and prioritise new growth opportunities across web, app, and in-store journeys, using both traditional search data and generative AI search insight.
• Run technical SEO and AI-search readiness audits that identify what is holding back crawlability, indexability, and LLM visibility, and prioritise fixes based on impact.
• Act as a key point of contact for trading and category teams, helping them understand search and AI-driven demand and what it means for their plans.
• Work closely with content, social, digital PR, Product, Engineering, UX, and UI teams to improve discoverability and customer experience.
• Ensure strong technical foundations, including site architecture, URL structure, page speed, structured data, mobile optimisation, semantic markup, and AI-readiness signals.
• Look at how SEO and GEO work gets done today and find opportunities to work smarter through better briefing, clearer processes, and automation.
• Build and orchestrate agentic workflows that scale and automate SEO and GEO delivery across Boots.
• Use tools including Google Search Console, Google Analytics 4, Screaming Frog, Lumar, Pi Datametrics, and Sistrix, alongside emerging GEO and AI-search monitoring tools.
• Turn data into clear, honest insight that trading and leadership teams can act on.
• Support the training and development of team members and mentor junior colleagues across SEO and GEO.
• Bachelor's degree in marketing, Computer Science, or a related field.
• Minimum of 5 years of hands-on technical SEO experience, preferably in a retail or e-commerce environment.
• In-depth knowledge of HTML, CSS, JavaScript, and other web technologies.
• Experience in AI search optimisation and Generative Engine Optimisation (GEO).
• Experience managing large enterprise retail websites and delivering impactful organic growth initiatives across traditional and AI-driven search.
• Proficiency with enterprise SEO and analytics tools.
• Strong analytical skills and the ability to provide actionable insights.
• Strong written and verbal communication skills.
• Proven project management skills with the ability to lead multiple projects simultaneously.

Nice to have

• Understanding of user experience (UX) and its impact on SEO and GEO.
• AI fundamentals certification (Google or Microsoft).
• Experience monitoring and measuring brand presence and citations in generative AI search platforms.
• Product management experience on large digital transformation projects.
• Familiarity with AI-driven SEO and GEO tools and techniques.
• Experience working on Salesforce Commerce Cloud Technology Stack.

Boots Retirement Savings Plan

• Discretionary annual bonus
• Generous employee discounts
• Enhanced maternity/paternity/adoption leave pay and gift card for anyone expecting or adopting a child
• Flexible benefits scheme including option to buy additional holiday, discounted gym membership, life assurance, activity passes, and much more
• Access to free, 24/7 counselling and support through TELUS Health, our Employee Assistance Programme

What's next

Where a role is advertised as full-time, we are open to discussing part-time and job share options during the application process. If you require additional support as part of the application and interview process, we are happy to provide reasonable adjustments to help you be at your best.

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