Director, Global AI-Driven Discoverability & Copy

Tapestry (Coach/Kate Spade); New York (NY); Hybrid; USD 180,000 - 240,000; Full time

Job summary

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.

Qualifications

• 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.

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.

Skills

Content strategy

Ecommerce content

SEO/AEO/GEO

AI-driven discovery

Leadership

Job description

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.