Senior Manager of SEO & Generative Engine Optimization

At we believe our associates should be seen valued and celebrated. We support the advancement of our associates by harnessing their unique contributions to grow and improve and our success is guided by a culture that values keeping it simple and making it matter. is an equal opportunity employer and is committed to providing an inclusive and professional workplace free from discrimination and harassment. All employment decisions at are based solely upon business needs job requirements and individual qualifications without regard to race color religion sex pregnancy and pregnancy related conditions gender identity gender expression national origin sexual orientation sexual and reproductive health decisions age marital status disability genetic information military or veteran status or any other legally protected provides reasonable accommodation to qualified individuals in accordance with applicable laws. If you need to inquire about an accommodation to assist with completing the application process please email.

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 programsideally 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.

• 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

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 café 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.

At were redefining what it means to dress and live with ease. As a women-led Boston-based lifestyle brand with 200 stores nationwide we design thoughtful inspired apparel and accessories that celebrate the totality of all women. Were entering an exciting chapter of growth expanding our footprint reaching new customers and deepening long-standing relationships. Were seeking bold thinkers and doers to join us. With competitive pay and benefits a supportive culture and the chance to make a real impact this is more than a job its an opportunity to bring our ethos keep it simple make it matter to life in new and inspiring ways.