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House of Fraser hires head of SEO as part of 'significant change'

House of Fraser has appointed Asos’s Jamie Peach as head of search engine optimisation (SEO).

In the newly created role, Peach will lead an in-house digital team and work with agencies to drive “significant change within the organisation as SEO is brought to the forefront” of HoF’s business model. He will join in early September from Asos, where he was senior SEO manager.

Prior to Asos, he worked at digital agency Resolution Media and Resolution International. His first role was for Ladbrokes eGaming.

HoF director of online trading Martin Francis said: “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.”

Online has become a significant part of HoF’s sales growth – with ecommerce representing 18% of total sales – on the back of a redesigned website, greater product offer and improved distribution processes.

Readers' comments (1)

  • Whatever changes HOF makes, it still loses money. No SEO programme can change that.

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