Director – Channel-less GEO & Agentic Commerce

L'oreal Usa; New York (NY); Hybrid; USD 139,000 - 201,000; Full time

Benefits offered by this job

Medical Insurance

Dental & Vision

401K

Flexible Time Off

Hybrid Work Model

Employee Discounts

Job summary

L’Oréal USA is seeking a Director of Channel-less GEO & Agentic Commerce in NYC to lead the strategy from traditional SEO to Generative AI-enabled GEO. You will architect an ecosystem where branded content is optimized for AI agents and LLMs, coordinating across brand.com and GEO measurement tools.

The role requires 7–10 years in digital spaces with SEO, Digital Shelf technology, and D2C/eRetail experience, plus strong leadership and vendor-management skills in a dynamic market.

Qualifications

• 7–10 years in the digital space with proven SEO and D2C/eRetail experience.
• Strong leadership, cross-functional collaboration and vendor management.
• Bachelor’s degree required and adaptability to AI/Geo initiatives.

Responsibilities

• Direct the strategy from traditional SEO to Generative AI engines (GEO).
• Lead the framework for 'Agentic Commerce' with brand.com and GEO tools.
• Oversee GEO measurement rollout and Content Center of Excellence.
• Develop and share best practices for AI prompting and data sharing.

Skills

SEO

Digital Shelf

D2C/eRetail

AI Prompting

Vendor management

Leadership

Communication

Education

Bachelor’s Degree

Tools

Conductor

Digital Shelf Analytics

PIM/DAM

Schema.org/JSON-LD

Knowledge Graphs

Job description

Job Title: Director – Channel-less GEO & Agentic Commerce

Division: CPD CDMO

Location: Hudson Yards, NYC

Reports To: AVP – Channel-less Commerce, CPD CDMO

Who We Are:

For more than a century, L’Oréal has devoted its energy, innovation, and scientific excellence solely to one business: Beauty. Our goal is to offer each and every person around the world the best of beautyin terms of quality, efficacy, safety, sincerity and responsibility to satisfy all beauty needs and desires in their infinite diversity.

At L’Oréal, our Digital team is an opportunity to be at the center of L'Oréal's digital transformation. We are determined to be pioneers in the new beauty tech world, and by incorporating digital into everything that we do, we are creating a better relationship with our consumers. When beauty and tech collide, the impossible can happen! Come join our dynamic team!

What You Will Do:

As the Director of Channel-less GEO & Agentic Commerce (CPD CDMO) , you are responsible for driving the strategy and execution from traditional Search Engine Optimization (SEO) to Generative Engine Optimization (GEO). Your mission is to enable "Agentic Commerce"—ensuring our brands are the preferred choice for AI agents and LLMs (Large Language Models) through high-fidelity structured data shared across a channel-less ecosystem.

This role requires a deep background in SEO, the Digital Shelf, and with a lens on commerce . You will manage brand.com (across multiple categories), oversee new GEO measurement tools, and act as a Content Center of Excellence. You must be an excellent communicator capable of interacting with leadership while managing critical vendor relationships in a fast-paced, ever-changing environment.

Key Responsibilities:

• Direct the strategy to pivot LUSA brands from traditional search discovery to dominance within Generative AI engines (ChatGPT, Gemini, etc.).


• Develop the framework for "Agentic Commerce", ensuring our digital ecosystem is architected to facilitate seamless, brand-aligned conversations with LLM partners

Structured Data & AI Prompting Excellence

• Lead strategic projects to share high-quality structured data with LLMs, ensuring technical precision in how our product information is ingested, understood, and recommended by AI.


• Champion AI Prompting best practices within the team to test, validate, and optimize brand visibility and conversational accuracy.

Measurement & The GEO Accelerator Flywheel

• Own the end-to-end management and brand-level rollout of GEO measurement and the new tracking tools.


• Establish and operationalize the "GEO Accelerator Flywheel" —a continuous process of gathering data-driven insights and sharing with brand stakeholders to drive rapid content updates.

Leadership & Content Center of Excellence

• Executing innovative tests to contribute to larger divisional ‘ playbooks’, and developing and implementing best-in-class content for brand.com, while setting the brand strategy for ‘webwide influencing websites’ to drive acceleration of priority ‘keyword territories’ .


• Influence across the brands/categories to ensure GEO webwide priorities are advancing while setting the strategy for GEO, and incorporating the goals and required actions into existing go-to-market activations.


• Rolling out adoption of new GEO technology partners to maintain brand's competitive advantage in AI and GEO.


• Develop strong relationships with relevant DMI’s and Global counterparts to share LUSA’s "SEO to GEO" journey, cascade best practices and strategy.

What We Are Looking For:

Required Qualifications:

• Experience: 7–10 years of experience in the digital space, with a proven track record in SEO, Digital Shelf technology, and D2C/ eRetail strategy.


• Technology Aptitude: Highly adaptable and technologically curious; must have the ability to learn, test, and master new platforms and AI tools at the speed of the market.


• Communication Skills: Excellent verbal and written communication skills; ability to present complex technical roadmaps to executive leadership and influence cross-functional partners.


• AI Proficiency: Hands‑on experience with AI Prompting and a technical understanding of LLM behavior and structured data requirements.


• Relationship Management: Proven ability to manage complex vendor relationships and lead a community of diverse internal stakeholders.


• Adaptability: Ability to excel in a fast-paced, ever-changing environment with a proactive "driver" mindset.


• Education: Bachelor’s Degree required .

Technical Skills & Tools

• Digital Shelf: Proficiency Digital Shelf Analytics and equivalent PIM/DAM platforms.


• Search & AI Tools: Experience with traditional SEO tools ( Conductor) as well as a deep understanding of emerging GEO measurement platforms is a significant plus.


• Technical Frameworks: Knowledge of Schema.org, JSON‑LD, and Knowledge Graphs.

As an integral part of our culture at L’Oréal, wellness is at our core. We not only offer a generous Benefits Package(Medical, Dental, Vision, 401K), we also offer flexible time off, work from home days, and a pension plan! Additionally, you will haveaccess to company perks such as Makeup, Skincare, and Fragrance! Employees receive a stipend for L'Oréal products as well as VIP Access to L'Oréal’s Internal Shop for Discounted Products, and other perks such as Monthly Mobile Allowance, discounted gym memberships, and ERGs.

Additional Benefits Information As F ollows:

• Salary Range : $138,500 – $200,800(The actual compensation will depend on a variety of job-related factors which may include geographic location, work experience, education, and skill level)


• Hybrid Work Policy (3 Days in Office, 2 Days Work from Home)


• Flexible Time Off (Paid Company Holidays, Paid Vacation, Vacation Buy Program, Volunteer Time, Summer Fridays & More!)


• Access to Company Perks (VIP Access to L’Oréal’s Internal Shop for Discounted Products, Monthly Mobile Allowance)


• Learning & Development Opportunities (Unlimited Access to E‑learnings, Lunch & Learn Sessions, Mentorship Programs, & More!)


• Employee Resource Groups (Think Tanks and Innovation Squads)


• Access to Mental Health & Wellness Programs

Don’t meet every single requirement? At L'Oréal, we are dedicated to building a diverse, inclusive, and innovative workplace. If you’re excited about this role but your past experience doesn’t align perfectly with the qualifications listed in the job description, we encourage you to apply anyways! You may just be the right candidate for this or other roles!

We are an Equal Opportunity Employer and take pride in a diverse environment. We would love to find out more about you as a candidate and do not discriminate in recruitment, hiring, training, promotion, or other employment practices for reasons of race, color, religion, gender, sexual orientation, national origin, age, marital or veteran status, medical condition or disability, or any other legally protected status.

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