Director, Search (SEO and AEO)

Director, Search (SEO and AEO)

Tapestry

New York, NY, US

We believe that difference sparks brilliance, so we welcome people and ideas from everywhere to join us in stretching what's possible.

At Tapestry, being true to yourself is core to who we are. When each of us brings our individuality to our collective ambition, our creativity is unleashed. This global house of brands Coach, Kate Spade New York, Stuart Weitzman was built by unconventional entrepreneurs and unexpected solutions, so when we say we believe in dreams, we mean we believe in making them happen. We're always on a journey to becoming our best, but you can count on this : Here, your voice is valued, your ambitions are supported, and your work is recognized.

A member of the Tapestry family, we are part of a global house of brands that has unwavering optimism and is committed to being innovative and wholly inclusive.

Primary Purpose The Director, Search (SEO and AEO) will lead Tapestry's enterprise search strategy, ensuring platform-level SEO and AEO health, performance, and discoverability. This leader will partner closely with engineering, product, site merchandising, brand marketing, and analytics teams to address complex SEO / AEO challenges and build scalable infrastructure for long-term growth. The Director will oversee enterprise initiatives across indexation, page performance, structured data, mobile rendering, taxonomy, and site architecture, while also preparing the organization for discoverability in emerging AI-driven platforms. Although the role does not directly manage paid search, the Director will ensure alignment between organic and paid search strategies to maximize traffic and conversion.

The successful individual will leverage their proficiency in SEO & AEO to :

• SEO Strategy & Leadership : Define and execute an enterprise-wide SEO strategy that drives sustainable organic growth and aligns with brand priorities.
• AEO & Emerging Platforms : Stay at the forefront of AI Engine Optimization (AEO), ensuring Tapestry content and experiences are discoverable in AI-driven search, chatbots, and emerging platforms. Develop forward-looking strategies to adapt to evolving discoverability models.
• Site Optimization : Lead initiatives across taxonomy, metadata, internal linking, and content optimization to strengthen discoverability and improve conversion.
• Technical SEO : Partner with engineering and product teams to ensure robust site architecture, crawlability, indexation, structured data, rendering, and Core Web Vitals compliance.
• Cross-Functional Collaboration : Provide SEO and AEO best practices into seasonal planning, navigation, site refreshes, and digital product development in partnership with UX, merchandising, product, and engineering teams.
• Enterprise Initiatives : Serve as SEO / AEO lead for high-impact projects such as replatforming, taxonomy restructuring, and international expansion, safeguarding and enhancing visibility.
• Paid Search Alignment : Partner with performance marketing teams to ensure complementary strategies and shared insights across paid and organic search.
• Measurement & Reporting : Define KPIs and reporting frameworks to measure SEO and AEO performance, using dashboards and analytics to share insights with leadership.
• Innovation & Continuous Improvement : Anticipate algorithm updates, adopt emerging tools, and pilot innovative approaches to keep Tapestry's SEO and AEO practices best-in-class.

The accomplished individual will possess :

Our Competencies for All Employees

Our Competencies for All People Managers

Tapestry, Inc. is an equal opportunity and affirmative action employer and we pride ourselves on hiring and developing the best people. All employment decisions (including recruitment, hiring, promotion, compensation, transfer, training, discipline and termination) are based on the applicant's or employee's qualifications as they relate to the requirements of the position under consideration. These decisions are made without regard to age, sex, sexual orientation, gender identity, genetic characteristics, race, color, creed, religion, ethnicity, national origin, alienage, citizenship, disability, marital status, military status, pregnancy, or any other legally-recognized protected basis prohibited by applicable law.

Americans with Disabilities Act (ADA)

Tapestry, Inc. will provide applicants and employees with reasonable accommodation for disabilities or religious beliefs. If you require reasonable accommodation to complete the application process, please contact Tapestry People Services at 1-855-566-9264 or employeerelations@tapestry.com

Work Setup : HYBRID

BASE PAY RANGE $180,000.00 TO $195,000.00 Annually

Here are some of the benefits