E-commerce Organic Search & AI Optimization Manager (SEO / AEO / GEO)

JD Sports; Boulder (CO); On-site; USD 90,000 - 110,000; Full time

Benefits offered by this job

Medical benefits

Dental benefits

Vision benefits

401(k)

Sick leave

Parental leave

Paid time off

Job summary

The Finish Line, Inc. is seeking a Senior SEO Lead to optimize jd sports sites and Finish Line properties. You will drive technical health, AI search integration and content strategy across large ecommerce catalogs.

Lead a team, mentor direct reports, align SEO with product, engineering and merchandising, and present performance dashboards to executives.

Qualifications

• Experience managing large-scale ecommerce sites with faceted navigation.
• Deep technical SEO expertise and understanding of AI/LLM retrieval.
• Proven ability to build revenue-driven business cases and secure engineering priority.

Responsibilities

• Maintain technical site health across large multi-brand catalogs and optimize rendering.
• Lead content hub strategy and AI search optimization for brand visibility.
• Align local/global SEO with business goals and drive performance dashboards.
• Mentor team, manage vendors, and collaborate with product, merchandising, and engineering.

Skills

E-commerce SEO

Technical SEO

Leadership

Stakeholder alignment

Revenue-focused

Tools

GA4

GSC

GMC

GBP

Ahrefs

Semrush

RioSEO

Local Manager

Conductor

Web Monitoring

Job description

Key Responsibilities

Technical SEO & Engineering Alignment

Maintain technical site health including faceted navigation, canonicalization at scale, indexation strategies and CWV across large, multi-brand product catalogs. Implement and manage advanced structured data. Audit and optimize rendering, out-of-stock logic, faceted URLs and site architecture. Partner directly with web dev and product teams to write technical tickets, define acceptance criteria, conduct QA and embed SEO into release cycles.

On-Page SEO & Category Optimization

Perform keyword research and intent mapping for core categories and products. Audit and maintain programmatic metadata rules for product and category pages, while manually optimizing high-value category pages. Optimize category page copy to align with primary and secondary search intent.

AI Search Strategy

Develop strategies to maximize brand visibility, citation share and product. recommendations across AI search platforms. Optimize content and site structure for RAG retrieval in AI shopping engines.

Content & Information Gain

Fully own content hub strategy and execution, managing the editorial calendar from ideation to publication. Produce unique, data-backed content designed to capture high-intent queries and get cited in AI search.

Local SEO Strategy

Oversee Google Business Profiles, local citations and store locator page performance across our retail footprint. Align local search signals with localized product availability and regional buyer intent. Partner with Store Operations to align local search performance with in-store execution.

Internal Advocacy & Leadership

Translate technical SEO requirements into direct revenue impact to earn leadership buy-in, engineering resources and tools budget. Collaborate with product, merchandising and engineering teams to embed SEO best practices into broader business workflows. Educate internal stakeholders on the state of search, e-commerce trends and the business impact of AI search shifts.

Team Management & Mentorship

Manage, mentor and support direct reports, setting clear quarterly KPIs, performance expectations and professional growth plans. Guide daily work, task prioritization and project accountability across both domains. Manage external vendor partnerships and resources.

Measurement & Business Intelligence

Own organic performance reporting across jdsports.com and finishline.com, connecting SEO and GEO initiatives to revenue and traffic KPIs. Build and maintain executive dashboards that translate search performance into business impact for leadership. Report on technical health metrics as leading indicators of downstream performance. Present regular performance reviews with forward-looking recommendations.

Requirements & Qualifications

• 4+ years of hands‑on e‑commerce SEO experience managing large‑scale sites, faceted navigation and modern platforms.
• 2+ years of experience managing direct reports.
• Deep expertise in technical SEO paired with a solid understanding of how LLMs and AI platforms retrieve, parse and cite information.
• The “SEO Champion” Mindset: Influential, proactive and collaborative.
• Proven record of building revenue‑driven business cases and securing priority in engineering sprints.
• Tool Proficiency - Google ecosystem: GA4, GSC, GMC, GBP; Ahrefs / Semrush Enterprise search and crawling tools; Exposure to emerging GEO tracking tools; Experience with Conductor Intelligence & Web Monitoring (preferred, not required); Experience with RioSEO & Local Manager (preferred, not required).

Physical Demands

• The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
• Sit for more than 6 hours per shift.
• Use hands to finger, handle and feel.
• Reach with hands and arms.
• Talk and/or hear.
• Walk or move from one location to another.
• Periodically may need to climb, balance, stoop, kneel, or crouch.
• Lift and/or move up to 10 pounds regularly and up to 50 pounds occasionally.
• Punctuality and regular attendance consistent with the company’s policies are required for this position.
• The average work week is 40-45 hours, which can vary depending on business needs.
• The work environment for this position is a moderately noisy office setting.

Pay & Benefits

• The pay range; $90,000 - $110,000. This role will have a 15% bonus target annually but may vary based on experience level. This role will be eligible for medical, dental, vision, 401k, sick leave, parental leave, and company paid time off plan.
• This role will be eligible for medical, dental, vision, 401k, sick leave, parental leave, and company paid time off plan.
• Pay Range: $90,000 - $110,000 annually. This role will be eligible for the company 401K plan.
• The pay range; $90,000 - $110,000. This role will have a 15% bonus target annually but may vary based on experience level. This role will be eligible for medical, dental, vision, 401k, sick leave, parental leave, and company paid time off plan.
• The pay range; $90,000 - $110,000.

EEO Statement

The Finish Line, Inc. is an Equal Employment Opportunity employer and is committed to complying with all federal, state, and local EEO laws. The Finish Line, Inc. prohibits discrimination against employees and applicants for employment based on race or color, religion or creed, national origin, alienage or citizenship status, marital status, sex, pregnancy status, age, military status, disability, or any other characteristic or class protected by law. The Finish Line, Inc. provides reasonable accommodations in accordance with applicable laws, including for disabilities, pregnancy, and religious practices.

Accessibility Assistance

Need accessibility assistance to apply? Applicants who require accessibility assistance to submit an employment application can either call Finish Line at [phone] or email us at [e-mail]. A member of our Talent Acquisition team will respond as soon as reasonably possible. (This email address and phone number is only for individuals seeking accommodation when applying for a job.)

Company Culture

The global leader in sports fashion, JD Group offers a world of choices across our portfolio of brands. With opportunities at our corporate offices in Indianapolis, IN and Boulder, CO, our distribution and call center, as well as 900+ stores across the nation, JD offers the possibility for infinite growth.

At JD Finish Line, our commitment to Diversity & Inclusion is louder than words. As part of JD Finish Line’s commitment to creating a more diverse, equitable, & inclusive organization, we established voluntary, employee-led, Employee Resource Groups to support our Diversity & Inclusion mission and goals. We have also established a D&I Council composed of individuals throughout the company who are committed to creating an inclusive workplace where individuals of all races, genders, and backgrounds are free to be their authentic selves.

We listen to the voices of our team members, which holds us accountable in creating an equitable and successful company. Together, we are stronger.

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Job Description Recurrence

The company reserves the right to modify this job description with or without notice. Employees may be asked to perform additional duties outside of normal job scope on a temporary basis per company policy.

The company reserves the right to modify this job description with or without notice. Employees may be asked to perform additional duties outside of normal job scope on a temporary basis per company policy.

The company reserves the right to modify this job description with or without notice. Employees may be asked to perform additional duties outside of normal job scope on a temporary basis per company policy.

The company reserves the right to modify this job description with or without notice. Employees may be asked to perform additional duties outside of normal job scope on a temporary basis per company policy.

The company reserves the right to modify this job description with or without notice. Employees may be asked to perform additional duties outside of normal job scope on a temporary basis per company policy.