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

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: 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 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 Our Competencies for All Employees Courage: Doesn’t hold back anything that needs to be said; provides current, direct, complete, and “actionable” positive and corrective feedback to others; lets people know where they stand; faces up to people problems on any person or situation (not including direct reports) quickly and directly; is not afraid to take negative action when necessary. Creativity: Comes up with a lot of new and unique ideas; easily makes connections among previously unrelated notions; tends to be seen as original and value-added in brainstorming settings. Customer Focus: Is dedicated to meeting the expectations and requirements of internal and external customers; gets first-hand customer information and uses it for improvements in products and services; acts with customers in mind; establishes and maintains effective relationships with customers and gains their trust and respect. Dealing with Ambiguity: Can effectively cope with change; can shift gears comfortably; can decide and act without having the total picture; isn’t upset when things are up in the air; doesn’t have to finish things before moving on; can comfortably handle risk and uncertainty. Drive for Results: Can be counted on to exceed goals successfully; is constantly and consistently one of the top performers; very bottom-line oriented; steadfastly pushes self and others for results. Interpersonal Savvy: Relates well to all kinds of people, up, down, and sideways, inside and outside the organization; builds appropriate rapport; builds constructive and effective relationships; uses diplomacy and tact; can diffuse even high-tension situations comfortably. Learning on the Fly: Learns quickly when facing new problems; a relentless and versatile learner; open to change; analyzes both successes and failures for clues to improvement; experiments and will try anything to find solutions; enjoys the challenge of unfamiliar tasks; quickly grasps the essence and the underlying structure of anything. Our Competencies for All People Managers Strategic Agility: Sees ahead clearly; can anticipate future consequences and trends accurately; has broad knowledge and perspective; is future oriented; can articulately paint credible pictures and visions of possibilities and likelihoods; can create competitive and breakthrough strategies and plans. Developing Direct Reports and Others: Provides challenging and stretching tasks and assignments; holds frequent development discussions; is aware of each person’s career goals; constructs compelling development plans and executes them; pushes people to accept developmental moves; will take on those who need help and further development; cooperates with the developmental system in the organization; is a people builder. Building Effective Teams: Blends people into teams when needed; creates strong morale and spirit in his/her team; shares wins and successes; fosters open dialogue; lets people finish and be responsible for their work; defines success in terms of the whole team; creates a feeling of belonging in the team. 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 #J-18808-Ljbffr In Summary: The Director, Search (SEO and AEO) will lead Tapestry’s enterprise search strategy . The successful individual will leverage their proficiency in SEO & AEO to: Define and execute an enterprise-wide SEO strategy that drives sustainable organic growth and aligns with brand priorities . En Español: Director, Search (SEO y AEO) Tapestry Nueva York, NY, Estados Unidos Creemos que la diferencia provoca brillantez, por lo que damos la bienvenida a personas e ideas de todas partes para unirse a nosotros en el estiramiento de lo posible. En tapestry, ser fieles a sí mismos es fundamental para quiénes somos. Cuando cada uno trae nuestra individualidad a nuestras ambiciones colectivas, nuestra creatividad se desencadena. Esta casa global de marcas Coach, Kate Spade New York, Stuart Weitzman fue construida por empresarios no convencionales y soluciones inesperadas, así que cuando decimos que creemos en sueños, queremos decir que crecemos en hacerlos realidad. Estamos en un viaje para lograr nuestro mejor esfuerzo, pero puedes contar con esto: aquí, su voz está valorada, sus ambiciones son siempre respaldadas, y tu trabajo es reconocido más cercanamente. El Director supervisará las iniciativas empresariales en la indexación, el rendimiento de páginas, los datos estructurados, la representación móvil, la taxonomía y la arquitectura del sitio, al tiempo que prepara a la organización para su descubrimiento en plataformas emergentes impulsadas por IA. Aunque el papel no gestiona directamente la búsqueda pagada, el Director garantizará la alineación entre estrategias de búsquedas orgánicas y pagadas para maximizar el tráfico y la conversión. Desarrollar estrategias prospectivas para adaptarse a los modelos de descubrimiento en evolución. Optimización del sitio: Proporcionar las mejores prácticas SEO y AEO en la planificación estacional, navegación, actualizaciones de sitios y desarrollo de productos digitales en asociación con equipos UX, mercantilización, vinculación interna e ingeniería de contenidos. Iniciativas técnicas de SEO: Servir como equipo de ingeniería y producto para garantizar una arquitectura robusta del sitio, rastreabilidad, indexación, datos estructurados, renderizado y cumplimiento de Vitalos Web Core. Colaboración interfuncional: proporcionar mejores prácticas de SEO y AIEO en el diseño temporal, navegación, refrescamiento del sitio y desarrollo digital de productos en colaboración con equipos de UX , merchandising, product and engineering. Proficiencia con herramientas de análisis SEO / AEO Capacidad demostrada para influir y asociarse con equipos de ingeniería, producto, UX y merchandising para integrar el SEO/AEO en el desarrollo del sitio y experiencias Habilidades comunicativas fuertes para abogar por las prioridades de SEO / AEO y conectar el rendimiento a los resultados empresariales La capacidad para gestionar múltiples prioridades e iniciativas a escala empresarial en un entorno acelerado Nuestras competencias para todos los empleados Coraje: No retiene nada que deba decirse; proporciona información actual, directa, completa y accionable y feedback correctivo a otros; permite a la gente saber dónde enfrentan relaciones positivas; afronta problemas personales sobre cualquier persona o situación (especialmente informes directos) rápidamente y directamente; no es capaz de tomar medidas negativas cuando sea necesario. Creatividad: orientación rápida con una gran cantidad de ideas únicas y tactas; Conexiones interpersonales Comentarias: fácilmente se mantienen sin tener miedo a cambios y efectos externos; puede desarrollar soluciones adecuadas; mejora y mejorar las situaciones dentro de sus clientes; crecer y fuera de sí mismo; hacer frente a todo lo posible, incluso mejorando las necesidades de los servicios al cliente; mantener su conocimientos personales; ser más fiables; aumentar la confianza; mejorar la relación entre ellos mismos; mejorar las cosas; abordar los objetivos y los intereses de las personas; tratar con otras formas de comportarse correctamente, así como cambiar las cosas con los demás; mejorar; mejorar los aspectos relacionados con los resultados; mejorar y mejorar; controlar las condiciones; mejorar el uso de comprometerse con las relaciones internas; mejorar a nivel interno; llevar a cabo las tareas; establecer cuentas; mejorar con satisfacer las ventajas de los clientes; cumplir con los requisitos de las metas; mejorar sus propias funciones; fortalecer las relaciones con los esfuerzos; Es un empleador de igualdad de oportunidades y acción afirmativa y nos enorgullecemos de contratar y desarrollar a las mejores personas. Todas las decisiones de empleo (incluyendo reclutamiento, contratación, promoción, compensación, transferencia, capacitación, disciplina y despido) se basan en las calificaciones de los solicitantes o empleados según se relacionen con los requisitos del puesto en consideración. Estas decisiones son tomadas sin importar la edad, sexo, orientación sexual, identidad de género, características genéticas, raza, color, credo, etnia, origen nacional, alienaje, ciudadanía, discapacidad, estatus matrimonial, estado militar, embarazo u cualquier otra base legalmente reconocida protegida prohibida por la ley aplicable.