Retail giant hires ASOS head of SEO

The boss of ASOS’s search engine optimisation (SEO) team is to join House of Fraser (HoF), after the retailer announced a major initiative to grab a larger market share of search results.

Jamie Peach will join the department-store retailer in September. It is understood that he will start working on ways to ramp up HoF’s performance online by increasing its “share of voice”. It is likely to be led by social and attaching the brand name to initiatives.

Mr Peach will head up a team of SEO professionals, as well as work with SEO copywriting services to provide branded content and run with campaigns. It is the retailer’s intention to dominate its sector online, impacting on the likes of Debenhams, John Lewis and Selfridges.

It is a big challenge for the chain, with the director of online trading at HoF, Martin Francis, commenting:

“[Jamie] brings a wealth of experience and knowledge to the role, which will be invaluable in driving development and innovation to create a best in class SEO programme.”

Currently, HoF witnesses online sales taking up 18% of its total sales. This is about average for the retail sector, with last December’s figures for the British Retail Commission showing that total online sales accounted for 19.2% of non-food purchases.

Mr Peach comes to the chain with nearly a decade’s experience in the digital arena. As well as leading the SEO campaigns for ASOS, he has spent two years as an agency director, and had experience in the gambling, electronics and fast food sectors.

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