We are seeking an experienced, strategic, and innovation-orientedSenior Manager of SEO & Generative Engine Optimization (GEO)to lead our enterprise organic search program. This role is responsible for driving results across traditional SEO, local SEO, technical SEO, and the emerging landscape ofAI-powered search and answer engines(Google AI Overviews, Perplexity, ChatGPT Search, etc.).

The ideal candidate has8+ years of hands-on and strategic experiencemanaging large-scale SEO programs9ideally in a direct-to-consumer retail environmentand is skilled at partnering across Product, Technology, Creative, Analytics, and Compliance to execute high-impact organic growth initiatives.

This role offers a unique opportunity to shape the digital future of a leading fashion brand, and combinesprogram leadership, SEO strategy, AI-driven innovation, technical fluency, and cross-functional influenceat the highest levels of the organization.

• Own and evolve the enterprise SEO + GEO roadmap, ensuring alignment with business goals, product strategy, and the changing AI-driven search ecosystem.
• Develop strategies for ranking in bothtraditional searchandgenerative search interfaces, including AI answer engines.
• Drive entity-based SEO, structured data expansion, and E-E-A-T optimization to strengthen brand authority in generative engines.
• Identify and pilot AI-driven SEO workflows (content augmentation, clustering, topical mapping, prompt engineering, automation, QA).
• Partner with Product and Engineering leadership to influence roadmap priorities, advocate for SEO needs, and support major site redesigns or migrations.
• Work closely with Legal/Compliance on content and claims approvals, ensuring compliance does not hinder organic growth.
• Oversee technical SEO audits and prioritization of fixes, working with engineering teams to ensure timely delivery.
• Guide structured data, schema strategies, indexation optimization, internal linking enhancements, and page-speed improvements.
• Maintain oversight of local SEO operations, including listings accuracy and local authority-building strategies (executed through team members or vendors).
• Participate in the content operations process to ensure adherence to SEO and GEO best practices (e.g. editorial planning, content briefs, calendar ownership, and governance). Ensure all content is optimized for both traditional SEO and emerging GEO requirements (answer-first formatting, entity optimization, structured content).
• Provide guidance on CMS content publishing and content lifecycle management.
• Oversee relationships, SOWs, quarterly reviews, and performance evaluations for key SEO and GEO vendors (e.g. Conductor, Chatmeter, Milestone, PR partners, etc.).
• Manage SEO budget tracking and forecasting in partnership with Analytics and Finance.
• Lead test-and-learn frameworks for SEO, GEO, SERP experimentation, AI search monitoring, and competitive intelligence.
• Deliver monthly and quarterly executive-level reporting on organic performance, highlighting insights, risks, and opportunities.
• Use GSC, Conductor, GA4, and custom dashboards to analyze trends and guide data-driven recommendations.
• Lead cross-functional working groups to evangelize SEO + GEO best practices and elevate capabilities across the organization. Provide training on evolving GEO best practices, AI search fundamentals, and responsible use of generative AI.
• Serve as the teams senior point of escalation for complex SEO or GEO questions.

Benefits, Tailored for You.

• Bonus eligible and flexible hybrid work arrangements.
• 401(k) retirement plan with discretionary match and tuition reimbursement.
• Medical, dental, vision, company paid LTD/STD, and generous amount of paid time off.
• Office includes amenities such as a caf, fitness center, free parking and Red Line shuttle.
• Generous associate discount; group discounts on auto, pet and homeowner insurance.
• Discount Marketplace for travel, consumer products, food, auto buying, etc.
• Associate resource groups.

• 8+ years of experiencein enterprise SEO, preferably within a direct-to-consumer eCommerce or retail fashion vertical.
• Deep expertise in technical SEO, content strategy, local SEO, and entity-based optimization.
• Strong understanding ofGenerative Engine Optimization (GEO)and emerging AI-driven search experiences.
• Experience influencing product and engineering teams at the roadmap level.
• Demonstrated ability to manage vendors, marketing budgets, and complex program operations.
• Exceptional communication skills, including executive-level storytelling and data visualization.
• Hands-on experience with tools including Google Search Console, Conductor, GA4, Contentful, Workfront or Jira, and SEO intelligence platforms.
• Familiarity with AI-driven content workflows, LLM-based research, or prompt engineering.
• Experience with website migrations or large-scale redesigns

Physical Requirements

• Sedentary work, prolonged periods of time working at a desk and on a computer.
• Ability to communicate information and observe details at close range.
• Light to moderate lifting may be required

The above statements are intended to describe the general nature and level of work being performed by associates assigned to this job.They are not intended to be an exhaustive list of all responsibilities, duties and skills required of this position.