Impact
We are looking for a Senior Product Manager to lead our Traffic: AEO, SEO, SEM, ASO & Guest Experence. This role owns the front door of the platform. This role defines how our same-day delivery ecosystem is discovered, indexed, and cited across the entire digital landscape. You will bridge the gap between traditional and paid search (Google, Bing, Yahoo, Meta), app ecosystems (Apple, Google Play), and the emerging "latent space" of generative AI (OpenAI, Perplexity, Gemini). Your goal is to ensure that whenever a user expresses a high-intent need, our platform is the definitive recommendation.

What You'll Need to Be Successful

Core Responsibilities
1. AEO (Answer Engine Optimization) & Semantic Authority
Lead the AEO and semantic authority strategy by making our catalog and real-time inventory highly crawlable, structured, and understandable to LLMs, while increasing brand citation share, discoverability, and competitive visibility so our platform becomes the default recommendation for urgent same-day needs.

• LLM Crawlability & Indexing: Own the technical strategy to ensure our structured data (Schema.org, JSON-LD) is perfectly optimized for LLM crawlers. Ensure AI models accurately interpret the nuances of our catalog (e.g., distinguishing between 360/subscription-eligible items and standard inventory).
• AI Search Data Strategy: Build scalable metadata, taxonomy, and inventory frameworks that make products and local offerings discoverable, trustworthy, and recommendable across AI-powered search ecosystems.
• High-Dimensional Discovery: Lead adoption of embeddings, semantic indexing, and vector retrieval so the catalog understands conversational intent and maps abstract needs to relevant real-time products (e.g., mapping "I forgot my anniversary" to flowers/gifts available in 60 minutes).
• Competitive Understanding: Identify information gaps in the market where competitors fail to provide real-time data, and position our platform to fill those gaps as the default recommendation for urgent, same-day needs.
• Brand Citation, Discoverability, & SOV: Proactively monitor and influence how foundational models reference our brand & perceive our reliability. Maximize our platform's "Share of Voice" within AI-generated citation blocks and summary responses. Develop the roadmap to maximize our platform's visibility in AI-generated responses and citation blocks across the competitive landscape.

2. Modernized Technical SEO & Content Strategy
Drive modern SEO and content growth via scaling technical excellence, local search visibility, and intent-driven content to improve discoverability, boost organic growth, and ensure our web presence wins across traditional and AI-powered search.

• Enterprise Organic Growth Strategy: Lead enterprise-level organic search strategy, including intent-based keyword research, competitive and gap analysis, content prioritization, information architecture direction, and ongoing performance optimization.
• Next-Gen Technical SEO:Own the technical health of the web platform in partnership with Engineering, prioritizing Core Web Vitals, site architecture, crawlability, and rendering strategies that meet best-in-class SEO and AEO standards for both traditional crawlers and AI-powered search environments.
• Intent-Based Content & Discovery:Collaborate cross-functionally with Marketing, Creative, and Merchandising on keyword strategy and content development that answers complex, long-tail queries while improving product discovery, engagement, and storytelling across PDPs, category and landing pages. Ensure our web presence serves as a strong feeder for both Google Search and AI training sets.
• Local SEO at Scale:Optimize the visibility of thousands of hyper-local store pages, ensuring that "near me" intent is captured instantly across all search engines.

3. Ungated Guest Marketplace Experience
Own the end-to-end guest experience across the Marketplace, creating a seamless browse, cart, and checkout journey that minimizes unnecessary identity capture while maximizing conversion, revenue, and long-term customer value.

• Frictionless Guest Commerce:Optimize browsing, shopping, and checkout flows so users can purchase quickly without early account creation barriers.
• Acquisition & Conversion Growth: Improve conversion from paid, SEO, and AI traffic while reducing funnel drop-off and unlocking incremental guest revenue.
• Progressive Identity Strategy:Introduce sign-up, account creation, and membership prompts at the right moments without disrupting purchase intent.
• Guest-to-Member Lifecycle:Build seamless pathways that convert guest buyers into repeat customers and long-term members.
• Cross-Functional Execution:Partner with Engineering, Paid Media, Marketing, UXR and Design to drive continuous improvements through testing and insights.

4. Performance Media (SEM) & Paid Discovery
Partner with Marketing to improve how paid and organic demand flows into the platform by strengthening product feed performance, building intent-aligned landing experiences, and using SEM insights to identify and close visibility gaps in AI-driven search.

• Feed-Driven Growth:Partner with Marketing to optimize linking & product feeds for Google Shopping and Social Commerce.
• Landing Page Relevance:Create strategies & roadmaps to link to and architect dynamic landing pages that align with user intent, increasing the "Quality Score" and conversion rates of paid traffic.
• SEM/AEO Synergy:Leverage search term data from traditional SEM to inform the AEO roadmap-identifying what users are asking for that AI isn't currently citing us for.

5. App Store Optimization (ASO) & Apple Search Ads (ASA) - Unified Mobile Growth Strategy
Own the end-to-end App Store growth strategy by unifying ASO and ASA into a single acquisition system - driving organic discovery through metadata, keyword, and creative optimization, partnering with Marketing and external platforms on paid strategy to complement organic intent, and continuously improving conversion via App Store pages and deep-linking from discovery (search, social, and AI citations) to in-app fulfillment.

• App Ecosystem Visibility:Own the metadata, keyword, and creative product strategy for the Apple App Store and Google Play Store to drive organic app installs.
• Deep-Link Architecture:Ensure a seamless transition from "Search Everywhere" to "App Fulfillment." Architect the deep-linking strategy so that a citation in Perplexity or a link in Google Search lands the user exactly where they need to be in the app.
• Conversion Rate Optimization (CRO):Run iterative tests on App Store product pages (icons, screenshots, descriptions, videos) to maximize the "Visit-to-Download" funnel.
• Competitive App Store Intelligence:Continuously analyze competitor ASO and mobile acquisition strategies (keywords, creatives, rankings, and conversion funnels) to identify positioning gaps and unlock opportunities to improve organic visibility and install share.
• Apple Search Ads (ASA) Strategy & Partnership: Partner with Marketing and external platforms (e.g., MobileAction) to guide ASA strategy, aligning keyword, targeting, and investment decisions with ASO insights to maximize efficient, high-intent app installs.

6. Horizontal Influence & Leadership
Act as a cross-functional discoverability leader by driving alignment across Product, Engineering, Marketing, and external partners on SEO/AEO best practices, translating emerging AI search trends into actionable guidance, and influencing roadmaps and execution to ensure the organization captures AI-driven discovery and growth opportunities.

• Influence Without Authority: Act as the central discoverability evangelist, influencing Marketplace, Catalog, Engineering, Marketing, and content teams to consistently apply SEO and AEO best practices while embedding search-aligned decision-making into everyday workflows.
• Knowledge Socialization: Equip the broader organization with a strong understanding of the rapidly evolving AEO landscape by translating emerging AI search and LLM trends into practical guidance, ensuring teams consider discoverability alongside user experience and shape content that is effectively structured and interpreted by search and answer engines.
• Strategic Vision Alignment: Act as one of the primary evangelists for the AI-First shift across the broader Product organization, influencing roadmaps to ensure we capture emerging AI-driven market share.
• Stakeholder Alignment: Align organic, paid, and agency search efforts, partnering with external agencies to amplify impact and support enterprise demand and lead-generation objectives.

Ideally, this candidate will have in-depth Product Management experience with front end and back end applications along with knowledge of good data handling practices. You will have demonstrated an ability to work closely with Data Science, Marketing, Engineering, & Design teams and have a comprehensive understanding and proven results in defining and delivering on product objectives and key results. This candidate should also have proven results defining new technology/features and working cross functionally to prioritize development of the most impactful features.

Your Responsibilities

• Partner with Marketing, Data Science, Engineering, UX, and Product leadership to formulate cross-product roadmaps, identify dependencies, influence decision making, and drive prioritization
• Lead discovery initiatives to identify new opportunities for improving our products and key results
• Set team OKRs and gain buy in with leadership and peers
• Develop product roadmaps and ensure alignment with stakeholders and partners to drive implementation and measurement
• Find opportunities for improvement across the business and your team and assist in and conduct decision-making across team
• Proving product and strategic initiative efficacy and driving business results

Requirements

• 5+ years of progressively increasing responsibility in product management roles
• Experience developing objectives and key results and feature roadmaps
• Experience in developing discovery initiatives & creating strategies for emerging opportunities
• Experience partnering with business and tech teams to create aligned upon roadmaps

Skills & Education

This list includes key skills used in this job but is not inclusive of all skills needed for the role. Please see any required education below.

Agile Methodology, Product Management, Product Roadmap, Search Engine Optimization (SEO)

Work Arrangement

To foster connection while offering continued flexibility, hybrid team members have the following in-office expectations:

Hybrid roles in Birmingham, AL typically work in-office at least 2 days per week, with core in-office days on Wednesdays and Thursdays.

Hybrid roles in Minneapolis, MN typically work in-office at least 1 day per week on either Tuesday, Wednesday, or Thursday.

Hybrid roles in San Francisco, CA typically work in-office at least 1 day per week between Monday and Thursday.

Certain roles may require in-office presence on a full-time basis. Please work with your recruiter to learn more about the classification of this role.

Employees (and eligible family members) are covered by medical, dental, vision and more. Employees may enroll in our company's 401k plan. Employees will also be eligible to receive discretionary vacation for exempt team members, paid holidays throughout the calendar year and paid sick leave. Other compensation includes eligibility for an annual bonus and the potential for restricted stock units based on role.