Director, AEO Discoverability & Copy

Tapestry (Coach/Kate Spade); New York (NY); Ibrido; USD 180.000 - 240.000; Tempo pieno

Descrizione del lavoro

Coach, the New York-based global fashion house, seeks a Director, AEO Discoverability & Copy to drive scalable discovery capabilities across markets, eCommerce, and product content through structured data and AI-enabled workflows.

You will own the global copy strategy, set governance for AI-assisted content, and partner with Data, Digital Product, and tech teams to improve product understanding and search performance. This is a hybrid role based in New York.

Competenze

• 10+ years in content strategy, ecommerce content, or digital discovery.
• Experience leading teams and driving global content frameworks.
• Strong knowledge of SEO, AEO, and AI-powered content workflows.
• Excellent strategic communication to influence senior leaders.

Mansioni

• Own the global copy strategy and standards, establishing the frameworks, content structures, voice principles, and operating models used to create consistent, consumer-relevant product information at scale.
• Define global discoverability standards and playbooks spanning product copy, editorial content, FAQs, structured content, content architecture, and other first-party signals that improve machine and consumer understanding.
• Build scalable product content and data foundations that improve discoverability, consistency, and content reuse.
• Establish the global strategy for AI-enabled content and copy workflows, identifying opportunities to improve content quality, personalization, localization, scalability, and operational efficiency.
• Lead the development of AEO-focused first-party content strategies, including FAQs, guides, long-form editorial content, and other LLM-friendly content formats.
• Set global governance and quality standards for AI-assisted content, including brand voice, factual accuracy, consistency, human review, compliance, and escalation requirements.
• Establish how product attributes, structured content, and copy should work together to improve product understanding and discoverability, partnering closely with Data, Digital Product, and other technology teams.
• Lead experimentation and innovation across emerging AI-discovery capabilities, evaluating new tools, workflows, platforms, and content approaches before determining opportunities for scaled adoption.
• Partner with Local BUs to incorporate consumer language, cultural nuance, and market-specific discovery behaviors into global frameworks without shifting ownership of local market strategy from the BUs.
• Partner with measurement team to build out 1P global KPIs and learning agenda used to evaluate progress and inform future investment.
• Lead, develop, and coach the global AEO & Copy organization, building capabilities across product copy, automation, structured content, long-form content, and AI-enabled discovery.

Conoscenze

Content strategy

Ecommerce content

SEO/AEO/GEO

AI-driven discovery

Leadership

Descrizione del lavoro

Coach is a global fashion house founded in New York in 1941. Inspired by the vision of Creative Director Stuart Vevers and the inclusive and courageous spirit of our hometown, we make beautiful things, crafted to last-for you to be yourself in.

Coach is part of the Tapestry portfolio - a global house of brands committed to stretching what's possible.

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. Visit Our People page to learn more about Tapestry's commitment to equity, inclusion, and diversity.

Job Title: Director, AEO Discoverability & Copy,

Primary Purpose: Build scalable discoverability capabilities that enable markets to optimize eCommerce and product content for search, AI-driven discovery, and emerging consumer behaviors through structured data, reusable content systems, and AI-enabled workflows

KEY RESPONSIBILITIES

• Own the global copy strategy and standards, establishing the frameworks, content structures, voice principles, and operating models used to create consistent, consumer-relevant product information at scale.
• Define global discoverability standards and playbooks spanning product copy, editorial content, FAQs, structured content, content architecture, and other first-party signals that improve machine and consumer understanding.
• Build scalable product content and data foundations that improve discoverability, consistency, and content reuse.
• Establish the global strategy for AI-enabled content and copy workflows, identifying opportunities to improve content quality, personalization, localization, scalability, and operational efficiency.
• Lead the development of AEO-focused first-party content strategies, including FAQs, guides, long-form editorial content, and other LLM-friendly content formats.
• Set global governance and quality standards for AI-assisted content, including brand voice, factual accuracy, consistency, human review, compliance, and escalation requirements.
• Establish how product attributes, structured content, and copy should work together to improve product understanding and discoverability, partnering closely with Data, Digital Product, and other technology teams.
• Lead experimentation and innovation across emerging AI-discovery capabilities, evaluating new tools, workflows, platforms, and content approaches before determining opportunities for scaled adoption.
• Partner with Local BUs to incorporate consumer language, cultural nuance, and market-specific discovery behaviors into global frameworks without shifting ownership of local market strategy from the BUs.
• Partner with measurement team to build out 1P global KPIs and learning agenda used to evaluate progress and inform future investment.
• Lead, develop, and coach the global AEO & Copy organization, building capabilities across product copy, automation, structured content, long-form content, and AI-enabled discovery.

RECOMMENDED EXPERIENCE

• 10+ years in content strategy, eCommerce content, digital discoverability, or related fields, with significant leadership experience.
• Demonstrated expertise across SEO/AEO/GEO, structured content, content architecture, and AI-powered discovery.
• Deep understanding of eCommerce product content, PDP ecosystems, and consumer decision journeys.
• Experience building new capabilities or operating models within rapidly evolving digital disciplines.
• Strong understanding of generative AI content workflows and associated quality and governance considerations.
• Strong strategic communication skills and ability to influence senior leaders.

#LI-SG2; #LI-HYBRID

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 maintain 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 orien