SEO/AEO Lead, APAC

Tapestry, Inc.; Singapore; On-site; SGD 90,000 - 130,000; Full time

Job summary

Tapestry, Inc. seeks an experienced Senior SEO Lead to own the end-to-end SEO/AEO strategy for Coach and Kate Spade New York across APAC markets. You will partner with regional eCommerce leadership to set targets, measure traffic, rankings and revenue, and translate insights into action.

Lead technical SEO efforts, optimize content and localization, and manage international configurations. You will partner with engineering, marketing and localization teams to drive regional search performance.

Qualifications

• 7+ years of SEO experience across APAC markets, preferably in retail, fashion, luxury or eCommerce.
• Proven track record improving organic traffic, rankings and revenue across multi-brand properties.
• Hands-on experience with SEO/AEO tools and analytics; strong technical SEO expertise including hreflang and international setup.

Responsibilities

• Own end-to-end SEO/AEO strategy and roadmap for Coach and Kate Spade New York across APAC markets.
• Lead technical SEO/AEO initiatives across regional sites and coordinate with engineering and platform teams.
• Drive content and on-page SEO, with localization aligned to local languages and scripts.
• Manage market-specific SEO configurations beyond Google and monitor regional search engines.
• Own performance reporting and forecasting, translating data into actionable insights for leadership.
• Collaborate with paid search, social, and CRM teams to ensure cohesive search strategy and KPIs.

Skills

Fluent English

Stakeholder management

Analytical mindset

Education

Bachelor's degree in Marketing, Business, Communications, or related field

Tools

Google Search Console

GA4

Adobe Analytics

Screaming Frog

Ahrefs

SEMrush

BrightEdge

Job description

Explore the possibilities across our global house of brands. Defined by inclusivity rather than exclusivity, Tapestry embraces the exploration of individuality and invests in helping you grow personally and professionally. Every individual in our global house has the opportunity to make an impact, learn and be part of our growing and unique story. At Tapestry, we have the freedom to express ourselves and run with our best ideas across Coach and Kate Spade New York. We share a profound belief in both our individual and collective potential, and know that with hard work and dedication, anything is possible.

SEO Strategy & Roadmap

Own the end-to-end SEO/AEO strategy and roadmap for Coach and Kate Spade New York across all APAC markets, aligning regional priorities with global SEO/AEO guidelines and brand calendars. Build and maintain keyword strategy, competitive benchmarking, and market-level opportunity sizing across APAC, identifying whitespace by category, brand, and market. Set quarterly and annual organic search targets in partnership with regional eCommerce leadership and track progress against traffic, ranking, and revenue KPIs.

Technical SEO/AEO

Lead technical SEO/AEO initiatives across regional sites, including site architecture, crawlability, indexation, structured data/schema markup, Core Web Vitals. Partner with engineering and platform teams to prioritize, scope, and ship technical fixes, and manage international SEO/AEO configuration (hreflang, market-specific domains/subfolders). Run regular technical SEO/AEO audits and site health checks, translating findings into a prioritized backlog with clear business impact.

Content & On-Page SEO/AEO

Drive on-page and content SEO/AEO in partnership with regional content, marketing, merchandising, and localization teams, ensuring category, product, and editorial content is optimized for local search behavior in each market's language and script. Develop on-page optimization guidelines and briefing templates for content and merchandising teams across brands and markets.

Local Search Engine Optimization

Manage market-specific search engine requirements beyond Google, including Naver, and Yahoo! Japan, ensuring compliant, locally optimized site and content setups. Stay ahead of search engine algorithm updates, regional regulatory or compliance changes and emerging search behaviors (voice, visual, generative/AI search), translating them into action for the brands.

Performance Reporting & Analytics

Own SEO/AEO performance reporting and forecasting, using tools such as Google Search Console, GA4/Adobe Analytics, and third-party platforms. Turn organic search data into clear insights and recommendations for regional and global leadership. Measure the impact of SEO/AEO initiatives on traffic, conversion, and revenue, and build a test-and-learn culture around on-page and technical changes.

Cross-Functional & Agency Partnership

Partner with paid search, social, marketing and CRM teams to ensure a cohesive full-funnel search and discovery strategy, and coordinate with global SEO/AEO peers in EMEA and the Americas to share best practices. Manage relationships with regional SEO/AEO agencies and vendors, briefing work, reviewing deliverables, and holding partners accountable to KPIs and timelines. Act as the go-to SEO/AEO subject matter expert for regional marketing and eCommerce stakeholders and represent APAC search priorities in global SEO/AEO forums.

Qualifications

7+ years of SEO experience, including experience managing SEO/AEO strategy across multiple APAC markets, ideally within retail, fashion, luxury, or eCommerce. Proven track record improving organic traffic, rankings, and revenue across multi-brand or multi-market digital properties. Deep technical SEO/AEO expertise (crawl budget, structured data, Core Web Vitals, international/hreflang setup) and working knowledge of the region's non-Google search engines. Hands‑on experience with SEO/AEO and analytics tooling such as Google Search Console, GA4/Adobe Analytics, Screaming Frog, Ahrefs/SEMrush/BrightEdge. Strong stakeholder management skills, with experience influencing cross-functional partners (content, engineering, brand, local market teams) without direct authority. Experience managing external agencies and reporting to senior leadership, with the ability to translate technical SEO/AEO concepts into business impact. Fluency in English required; proficiency in Mandarin, Japanese, or Korean is a strong plus given the regional scope. University degree in Marketing, Business, Communications, or a related field; equivalent professional experience considered.

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 their 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.

Equal Opportunity Statement

Tapestry 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 the 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.

Brand and Culture Overview

Explore our growth is creating great opportunities! Our Work Experience is the combination of everything that's unique about us: our culture, our core values, our company meetings, our commitment to sustainability, our recognition programs, but most importantly, it's our people. Our employees are self‑disciplined, hard working, curious, trustworthy, humble, and truthful. They make choices according to what is best for the team, they live for opportunities to collaborate and make a difference, and they make us the #1 Top Workplace in the area. At Tapestry, we bring together the iconic brands of Coach and Kate Spade New York—uniting bold ideas, diverse voices, and boundless creativity to stretch what’s possible. Driven by dreamers and makers, we turn passion into progress. By embracing differences and pushing boundaries, we create with purpose, uplift one another, and shape a more inclusive, sustainable future—together. Our Brands Spark Personal and Emotional Connections Our brands go beyond products—they inspire confidence, encourage self-expression, and build lasting emotional connections with consumers. Through constant innovation and deep customer insight, we anticipate where shoppers are headed and adapt to meet them with personalized, seamless experiences. Our digitally powered, unified shopping journey allows our brands to become part of people’s lives—meeting them when, where, and how they choose to shop.