SEO Content Specialist

About the Role

We are looking for an SEO Content Specialist to help drive search visibility, connect our brand with customers, and grow online performance without losing efficiency. Reporting directly to our Senior SEO Strategist, you will play a hands-on role in turning high-level search strategy into well-optimized, high-performing website content.

In this role, you will bridge content creation, technical execution, and merchandise management. You will work closely with our Merchandising and Content teams to optimize product, category, and landing page copy. Additionally, you will support our cutting-edge Answer Engine Optimization (AEO) initiatives. Working directly with the Senior SEO Strategist-who has built an advanced content hub designed to sculpt articles for Large Language Models (LLMs)-you will help write, structure, and refine specialized content that captures generative AI and conversational search intent. You will also learn to navigate backend content management and e-commerce tools such as CommerceTools and Amplience. If you enjoy combining data-driven insights with creative, customer-focused writing, this position offers an ideal environment to expand your SEO/AEO skills while making a clear business impact. This individual should effectively exhibit JD Sports North America's core values of Customer, People, Winning, Community, and Financial Responsibility in everything they do by performing the following main duties:

Key Responsibilities

• On-Page & AEO Copy Optimization: Write, update, and refine website content, including product descriptions, category landing pages, and educational content, to ensure it aligns with user intent, SEO best practices, and AI search visibility.
• LLM Content Hub Collaboration: Assist the Senior SEO Strategist in executing the AEO content strategy by developing and structuring articles specifically designed to be indexed, cited, and recommended by LLMs (e.g., ChatGPT, Google Gemini).
• Cross-Department Collaboration: Work alongside the Merchandising team to align keywords and copy strategy with product catalog priorities, promotions, and seasonal campaigns.
• Backend Tool Execution: Manage and update content directly within backend systems such as CommerceTools and Amplience (on-the-job training will be provided for specific platforms).
• Strategic Support: Partner with the Senior SEO Strategist to execute on-page optimizations that align with our broader search engine and generative engine optimization (SEO/GEO) roadmap.
• Performance & Analytics Tracking: Monitor content performance using analytics and SEO platform tools, evaluating traffic growth alongside organic efficiency to identify areas for copy refresh or technical refinement.
• Portfolio Integration: View organic content as one interconnected part of the overall digital customer journey, ensuring tone, messaging, and search intent seamlessly support paid, social, and brand channels.

Role Requirements

• Experience: 1 to 3 years of hands-on experience in digital marketing, copy/content writing, or search engine optimization (SEO).
• Content & SEO/AEO Knowledge: Understanding of core SEO/AEO/GEO principles, keyword research, on-page optimization, and an enthusiasm for writing structured, authoritative copy that appeals to both human readers and AI language models.
• SEO Tool Proficiency: Hands-on experience using industry-standard SEO platforms and diagnostics tools, specifically Google Search Console and Conductor (or similar enterprise SEO tools like BrightEdge or Searchmetrics), to analyze performance and guide content optimizations.
• Technical Adaptability: Ability and eagerness to quickly master backend e-commerce and content management tools (e.g., CommerceTools, Amplience, or similar CMS platforms).
• Data & Intuition: Strong analytical skills to interpret performance data combined with strong cultural intuition to keep copy human, relevant, and engaging.
• Collaboration Skills: Excellent communication skills to coordinate smoothly across merchandising, marketing, and technical teams.

Physical Demands

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

• Sit for more than 6 hours per shift
• Use hands to finger, handle and feel
• Reach with hands and arms
• Talk and/or hear
• Walk or move from one location to another
• Periodically may need to climb, balance, stoop, kneel, or crouch
• Lift and/or move up to 10 pounds regularly and up to 50 pounds occasionally
• Punctuality and regular attendance consistent with the company's policies are required for this position.
• The average work week is 40-45 hours, which can vary depending on business needs.
• The work environment for this position is a moderately noisy office setting.

The company reserves the right to modify this job description with or without notice. Employees may be asked to perform additional duties outside of normal job scope on a temporary basis per company policy. The pay range; $62,000 - $72,000. This role will have a 10% bonus target annually but may vary based on experience level. This role will be eligible for medical, dental, vision, 401k, sick leave, parental leave, and company paid time off plan.

#LI-DNI

The pay range; $62,000 - $72,000. This role will have a 10% bonus target annually but may vary based on experience level. This role will be eligible for medical, dental, vision, 401k, sick leave, parental leave, and company paid time off plan.

This job description is not intended to cover all aspects, duties, and/or responsibilities required of employees. Employees may be asked to perform additional duties outside of normal job scope on a temporary or permanent basis per company policy. The company reserves the right to modify this job description with or without notice.

EEO Statement:

The Finish Line, Inc. is an Equal Employment Opportunity employer and is committed to complying with all federal, state, and local EEO laws. The Finish Line, Inc. prohibits discrimination against employees and applicants for employment based on race or color, religion or creed, national origin, alienage or citizenship status, marital status, sex, pregnancy status, age, military status, disability, or any other characteristic or class protected by law. The Finish Line, Inc. provides reasonable accommodations in accordance with applicable laws, including for disabilities, pregnancy, and religious practices.

Need accessibility assistance to apply?

Applicants who require accessibility assistance to submit an employment application can either call Finish Line at (317) 613-6890 or email us at talentacquisition@finishline.com. A member of our Talent Acquisition team will respond as soon as reasonably possible. (This email address and phone number is only for individuals seeking accommodation when applying for a job.)