Director, Search (SEO and AEO) Job at Tapestry in New York

Director, Search (SEO and AEO) – Tapestry

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.

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

• Define and execute an enterprise-wide SEO strategy that drives sustainable organic growth and aligns with brand priorities.
• Stay at the forefront of AI Engine Optimization (AEO), ensuring Tapestry content and experiences are discoverable in AI-driven search, chatbots, and emerging platforms.
• Lead initiatives across taxonomy, metadata, internal linking, and content optimization to strengthen discoverability and improve conversion.
• Partner with engineering and product teams to ensure robust site architecture, crawlability, indexation, structured data, rendering, and Core Web Vitals compliance.
• 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.
• Serve as SEO/AEO lead for high-impact projects such as replatforming, taxonomy restructuring, and international expansion.
• Partner with performance marketing teams to ensure complementary strategies and shared insights across paid and organic search.
• Define KPIs and reporting frameworks to measure SEO and AEO performance, using dashboards and analytics to share insights with leadership.
• 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 for All Employees

• Courage – Provides actionable feedback and advocates transparently.
• Creativity – Generates innovative ideas and makes connections across domains.
• Customer Focus – Meets expectations of internal and external customers and builds trust.
• Dealing with Ambiguity – Manages change, makes decisions with incomplete information, thrives under uncertainty.
• Drive for Results – Exceeds goals and pushes for bottom‑line performance.
• Interpersonal Savvy – Builds constructive relationships across all levels.
• Learning on the Fly – Quickly grasps new challenges and experiments for solutions.

Competencies for All People Managers

• Strategic Agility – Anticipates future trends, paints credible visions, constructs breakthrough strategies.
• Developing Direct Reports and Others – Provides development discussions, builds career plans, supports growth.
• Building Effective Teams – Creates morale, shares wins, fosters open dialogue and belonging.

Base Pay Range

$180,000.00 – $195,000.01 annually.

Benefits

Medical insurance, dental insurance, vision insurance, 401(k), paid paternity and maternity leave, commuter benefits, disability insurance and tuition assistance.

Equal Opportunity & ADA

Tapestry, Inc. is an equal opportunity and affirmative action employer and we pride ourselves on hiring and developing the best people. All employment decisions are based on the applicant’s qualifications as they relate to job requirements, and 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.

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.