Sr. Specialist Search Engine Optimization

Purpose & Overall Relevance for the Organization:

As Senior Specialist SEO, Emerging Markets at adidas, you will support the growth of organic search visibility, traffic and revenue across adidas Emerging Markets eCommerce. The role focuses on improving SEO performance across onsite content, technical SEO, internal linking, offsite authority, and AI / generative search visibility.

You will work closely with regional, global and local market stakeholders to identify SEO opportunities, translate search insights into clear recommendations, and support the execution of scalable initiatives across multiple markets. This role requires a strong mix of technical SEO knowledge, eCommerce understanding, analytical thinking, and the ability to communicate SEO impact clearly to both digital and non-digital stakeholders.

Key Responsibilities / Authorities:

Scope: Contribution to specific deliverables or services

1. SEO

• Support the development and execution of SEO strategies to grow organic traffic and revenue across adidas Emerging Markets.
• Identify growth opportunities across priority categories, franchises and product listing pages, including non-brand search demand.
• Conduct keyword research, search intent analysis and competitor reviews to inform PLP (Product Listing Page) optimisation, content recommendations and internal linking priorities.
• Work with internal stakeholders to develop and execute digital PR and GEO (Generative Engine Optimization) initiatives that strengthen organic visibility and AI visibility.
• Monitor organic performance across markets, categories and page types, and provide clear insights on what is driving growth or decline.
• Conduct technical SEO audits to identify issues related to crawling, indexation, rendering, canonicalization, internal linking, structured data, site speed and Core Web Vitals.
• Analyse Google Search Console, log files, crawling data and site performance reports to diagnose SEO issues and prioritise fixes.
• Work with global product, platform and development teams to resolve technical SEO issues and improve site health.
• Support SEO requirements for platform changes, site releases, page templates, redirects, URL structures and international SEO considerations.
• Identify and address duplicate content, cannibalisation and crawl efficiency issues across large-scale eCommerce sites.
• Work with internal teams and external agencies to scale SEO content optimisation across multiple markets and languages.
• Identify relevant publisher, media and partner opportunities that can strengthen adidas visibility across search engines and AI platforms.
• Analyse citation, mention and visibility trends across AI search platforms and generative search tools where relevant.

1. Analysis and Testing

• Measure and report the impact of SEO activities and specific projects, clearly explaining what changed, why it changed, and what actions are recommended next.
• Run SEO split tests, pre/post analysis and causal impact analysis to validate the impact of SEO changes and initiatives.
• Use search data to generate insights that guide decision-making across teams such as PR, Sports Marketing, Merchandising and Business Units including Running and Football.

1. Collaboration & Consulting

• Be able to explain the impact of SEO on business objectives
• Use data and clear business rationale to influence stakeholders, prioritize SEO initiatives and secure the required support or resources.
• Work cross-functionally with global and market teams to create synergies, address opportunities and drive revenue.

1. Best Practices & Toolsets

• Build and maintain best practice toolsets and frameworks that drive scalability and executional excellence.
• Help improve SEO ways of working across Emerging Markets, including scalable processes for audits, content optimization, reporting and market support.
• Stay updated on changes in search, eCommerce SEO, AI search, technical SEO and analytics, and translate relevant changes into practical recommendations for adidas.

Key Relationships:

1. Global Product teams
2. Global SEO team
3. Web Analytics
4. Merchandise Teams
5. Consumer Experience
6. Market Retail/DTC/eCom Partners
7. Regional eCom counterparts
8. Brand/PR/Newsroom teams

Knowledge, Skills and Abilities :

1. Soft-Skills

• Good communication skills, comfortable presenting in person and remotely
• Ability to efficiently work in a cross-functional organization, ability to develop collaborative relationships with stakeholders from digital and non-digital disciplines on all levels
• Detail-oriented, organized and able to manage multiple priorities at the same time.
• Creative and energetic team player who has a passion for SEO

1. Hard-Skills

• Strong understanding of technical SEO, including crawling, indexation, canonicalization, redirects, rendering, structured data, internal linking and page speed.
• Understanding of international SEO considerations, including URL structures, localization, hreflang and multi-market site performance.
• Experience with SEO tools such as GSC, Keyword Planner, Screaming Frog, Ahrefs and AI tracking tools
• Experience with reporting tools such as Google Analytics, Adobe Analytics, Looker Studio, Power BI or similar.
• Experience with eCommerce SEO, especially product listing pages, faceted navigation, category pages, metadata, content optimisation and internal linking
• Understanding of causal impact analysis and SEO testing
• Understanding of AI search, generative search, answer engines or GEO / AEO measurement is a plus.
• Experience of conducting SEO tech audits, log file analysis and Javascript SEO
• Fluent English, both verbally and written

Requisite Education and Experience / Minimum Qualifications:

• 4+ years of experience in technical SEO, in-house or at a leading digital agency
• University degree in the field of Business or equivalent
• Experience with digital marketing in a brand environment
• Experience working with Agile development teams
• Experience in eCommerce environment