Senior Product Manager SEO

Bol.com; Utrecht; Hybrid; EUR 110,000 - 145,000; Full time

Job summary

bol.com is seeking a Senior Product Manager SEO to steer the evolution from keyword SEO to AI-powered, conversational discovery across search engines, LLMs and social channels. You’ll own the product strategy and technical foundations that drive organic growth for millions of customers.

You will lead a cross‑functional team with backend engineers and data scientists, partner with marketing, and shape scalable capabilities to defend and grow organic traffic and GMV in a rapidly changing landscape.

Qualifications

• 4+ years of product management experience in SEO.
• Ability to lead cross-functional teams including engineering and data science.
• Strong stakeholder management and leadership acrossProduct, Tech, Marketing and Leadership.

Responsibilities

• Own the product vision and roadmap for SEO & GEO, aligned with the company strategy.
• Translate SEO strategy into clear product, tech and data initiatives.
• Lead a cross‑functional team with backend engineers, analyst and data science capacity.
• Drive the shift from keyword-based SEO to conversational and AI‑driven discovery.
• Define and steer a test & learn approach using SEO A/B tests and experimentation.
• Partner closely with the SEO Marketing team to align content, priorities and experiments.
• Act as a strong stakeholder manager across Product, Tech, Marketing and Leadership.
• Ensure SEO is embedded into broader platform decisions, not treated as a standalone channel.
• Represent SEO at leadership level and make its impact, risks and opportunities tangible.

Skills

SEO product mgmt

Cross-functional leadership

Data-driven decisions

Stakeholder management

Job description

Senior Product Manager SEO

Shape how millions of customers discover bol in search, AI and conversational engines

By ensuring 13.5 million customers can find bol wherever and however they search - from Google, Social to AI assistants like ChatGPT, Gemini and Copilot.

As Senior Product Manager Search Engine Optimisation (SEO), you lead the evolution from traditional, keyword‐based SEO to conversational, AI‐driven discovery. You are responsible for the product and technical foundations that power organic growth across Search Engines, LLMs and emerging discovery platforms.

Together with a dedicated team of backend engineers, and in close partnership with the SEO Marketing team, you will build scalable capabilities that defend and grow organic traffic and GMV in a rapidly changing search landscape. SEO is a strategically critical topic with strong leadership visibility. You play a key role in safeguarding bol’s relevance as customer behaviour shifts and zero‐click & AI‑mediated journeys increase.

Customer behaviour is changing fundamentally:
- From keywords to natural language & conversational search
- From clicks to answers, recommendations and agentic journeys
- From page‑level ranking to structured, trustworthy, machine‑readable content

At the same time, SEO traffic is always under pressure from changes of our Partners like Google, Bing and now also AI Overviews and LLMs. Without continued innovation, organic performance declines. Your challenge is to keep building future‑proof SEO & GEO capabilities that:
- Scale across millions of pages and feeds
- Work across Google, AI search, LLMs and social discovery
- Balance short‑term GMV defense with long‑term AI readiness

This requires strong stakeholder management, deep collaboration across Product, Tech and Marketing, and a test‑and‑learn mindset grounded in real data.

As part of the Marketing & Advertising domain, you lead the SEO product area, working closely with the SEO Marketing team and multiple Product & Tech teams. SEO cannot be done in isolation, you act as a true advocate and ambassador for SEO across the organization.

In close partnership with your Engineering Manager and Group Product Manager, you own the product strategy and roadmap for SEO, GEO and LLM discovery.

Your responsibilities include:

• Own the product vision and roadmap for SEO & GEO, aligned with the company strategy
• Translate SEO strategy into clear product, tech and data initiatives
• Lead a cross‑functional team with backend engineers, analyst and data science capacity
• Drive the shift from keyword‑based SEO to conversational and AI‑driven discovery
• Define and steer a test & learn approach using SEO A/B tests and experimentation
• Partner closely with the SEO Marketing team to align content, priorities and experiments
• Act as a strong stakeholder manager across Product, Tech, Marketing and Leadership
• Ensure SEO is embedded into broader platform decisions, not treated as a standalone channel
• Represent SEO at leadership level and make its impact, risks and opportunities tangible

With 4+ years of product management experience in SEO you combine product leadership, technical understanding and strategic SEO vision. You understand that SEO is evolving into SEO + GEO (Generative Engine Optimization), AI and LLMs require structured, high‑quality, machine‑interpretable content and long‑term success depends on platform capabilities, not one‑off optimizations. Moreover, you are comfortable operating in ambiguity, influencing without authority, and making data‑informed trade‑offs that balance speed, scale and impact.

• Marketing tech expert

  You translate complex marketing requirements into scalable technical solutions

• Data‑driven optimizer

  You obsess over metrics and consistently find ways to improve performance

• Cross‑functional catalyst

  You unite engineering and marketing perspectives to deliver high‑performing solutions

• Manual campaigner

  Your idea of optimization is improving keywords one by one while sipping a latte

• Metrics avoider

  You trust your gut over data analysis

• Siloed specialist

  You prefer working in isolation to bridging technical and commercial domains

You'll join our Marketing & Advertising domain, where 20 product teams determine how we connect with customers. Working alongside talented engineers and data scientists, you'll shape how millions of customers discover our platform and products. While we take our mission seriously, our culture remains open and collaborative. We champion diversity and inclusivity, knowing that diverse perspectives lead to better marketing solutions. After all, our 13.5 million customers represent the full spectrum of society. Ready to drive the future of tech‑powered marketing? Welcome aboard!