Tapestry is hiring : Director, Search (SEO and AEO) in New York

Overview 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. This role will report into Sr. Director, Digital Engineering.

Responsibilities & Expectations 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.

Qualifications 10+ years of progressive SEO experience in large-scale, complex retail / e-commerce environments

Proven success driving organic growth through taxonomy optimization, technical SEO, and content strategies

Familiarity with AEO concepts and emerging discovery models (AI-driven search engines, generative AI platforms, voice assistants)

Deep expertise in site architecture, crawl / index dynamics, structured data, and scalable SEO solutions; proficiency with SEO / AEO analytics tools

Demonstrated ability to influence and partner with engineering, product, UX, and merchandising teams to integrate SEO / AEO into site development and experiences

International SEO / AEO expertise, including hands-on experience managing hreflang implementation, multilingual content strategies, and global site optimization

Experience managing external agencies and partners to drive SEO / AEO initiatives and performance

Strong communication skills to advocate for SEO / AEO priorities and connect performance to business outcomes

Ability to manage multiple priorities and enterprise-scale initiatives in a fast-paced environment

Bachelor's degree required; Master's degree preferred

Competencies Our Competencies for All Employees Courage : Provides direct and actionable feedback; faces issues promptly; not afraid to take necessary action.

Creativity : Generates new and unique ideas; makes connections across ideas; adds value in brainstorming.

Customer Focus : Learns from customers and uses insights to improve products and services.

Dealing with Ambiguity : Adapts to change and makes decisions with incomplete information.

Drive for Results : Consistently aims to exceed goals and deliver results.

Interpersonal Savvy : Relates well to diverse people; builds constructive relationships.

Learning on the Fly : Learns quickly; experiments to find solutions.

People Managers Competencies Strategic Agility

Developing Direct Reports and Others

Building Effective Teams

Company Information Tapestry, Inc. is an equal opportunity and affirmative action employer. Employment decisions are based on qualifications as they relate to the position and made without regard to legally protected characteristics. Americans with Disabilities Act (ADA) accommodations are available; please contact Tapestry People Services at 1-855-566-9264 or employeerelations@tapestry.com.

Visit Tapestry, Inc. at http : / / www.tapestry.com / .

Work Setup : HYBRID

BASE PAY RANGE : $180,000.00 to $195,000.00 annually.

Benefits include medical, dental, vision, 401(k), parental leave, commuter benefits, disability insurance, and tuition assistance. For a complete list of U.S. Corporate Compensation & Benefits, please see the company site.

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