Digital Content & AI Visibility Lead

Flowers Foods; Yorktown (VA); On-site; USD 95,000 - 100,000; Full time

Benefits offered by this job

Comprehensive health and medical benefi

401(k) Retirement savings plan

Professional growth and leadership

Paid vacation, holidays, and parental

Job summary

Flowers Foods, Inc. is seeking a Digital Content Marketing Manager to lead the company’s digital content strategy across brand websites, retailer platforms, and AI-powered search experiences.

You will own content standards, optimization, and governance, partnering with brand, ecommerce, technology, and agency teams to prioritize initiatives and deliver accurate, high-performing content. The role requires 7–10 years in digital marketing or related fields, strong KPI discipline, and experience

Qualifications

• 7–10 years in digital marketing, ecommerce, content strategy, SEO, digital shelf, or related fields.
• Experience setting strategy, KPIs, analyzing performance, and translating insights into business recommendations.
• Experience leading agency and vendor relationships and influencing cross-functional stakeholders without direct authority.
• Strong knowledge of SEO fundamentals, content optimization, structured data, website content strategy, and digital analytics; AI Visibility experience preferred.
• Experience with digital shelf, ratings and reviews; familiarity with Profound, Profitero, Bazaarvoice, or Syndigo is a plus.
• Strong project management, communication, prioritization, and executive presentation skills.

Responsibilities

• Owns and executes the enterprise digital content strategy across brand websites, retailer platforms, digital shelf, and AI-powered search experiences.
• Leads Flowers Foods’ SEO, AEO, and AI Visibility strategy and execution, including roadmaps, agency direction, and performance reporting.
• Manages relationships with SEO/AEO agencies and content, ratings and reviews partners, ensuring alignment and smooth collaboration.
• Defines and governs digital content standards, including copy, metadata, and image guidelines for brand consistency.
• Leads creation and optimization of new product content and retailer-specific content to boost discoverability and conversion.
• Owns website content workflows and optimization priorities with brand teams and stakeholders.
• Manages content launch plans, approvals, dependencies, and retailer requirements.
• Sets KPIs for digital content and AI Visibility; analyzes results and delivers executive-readout reports.
• Leads digital shelf strategy; uses analytics to improve search rank, content completeness, and conversion.
• Monitors trends in digital content and AI search; translates opportunities into scalable standards and actions.
• Provides oversight to DAM+PIM Specialist for content operations and updates.
• Owns ratings and reviews strategy with internal teams and platform providers to enhance discoverability and brand performance.
• Ensures compliance with company policies and procedures and performs other duties as required.

Skills

Digital marketing

Ecommerce

Content strategy

SEO

Digital shelf

Analytics

Project management

Education

Bachelor's degree

Advanced degree/certification (SEO/Analytics/PM)

Tools

Profound

Profitero

Bazaarvoice

Syndigo

DAM/PIM

Job description

Flowers Foods, Inc. is seeking a Digital Content Marketing Manager to lead the company’s digital content strategy across brand websites, retailer platforms, and AI-powered search experiences.

You will own content standards, optimization, and governance, partnering with brand, ecommerce, technology, and agency teams to prioritize initiatives and deliver accurate, high-performing content. The role requires 7–10 years in digital marketing or related fields, strong KPI discipline, and experience