Burberry
Generative Search Manager (FTC)
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INTRODUCTION
At Burberry, we believe creativity opens spaces. Our purpose is to unlock the power of imagination to push boundaries and open new possibilities for our people, our customers, and our communities. This is the core belief that has guided Burberry since it was founded in 1856 and is central to how we operate as a company today.
We aim to provide an environment for creative minds from different backgrounds to thrive, bringing a wide range of skills and experiences to everything we do. As a purposeful, values-driven brand, we are committed to being a force for good in the world as well, creating the next generation of sustainable luxury for customers, driving industry change, and championing our communities.
JOB PURPOSE
Support the Senior Media Operations Manager in driving Burberry’s Generative Search (GEO) strategy forward, building the brand’s visibility and authority across AI-powered discovery platforms such as AI Overviews, answer engines, and LLM-driven search. Act as a trusted senior stakeholder-facing voice on GEO, shaping the business’s understanding of this rapidly evolving landscape and building confidence in generative search as a growth channel. Work alongside the SEO Manager to ensure GEO and SEO approaches are joined-up, complementary, and mutually reinforcing.
Lead the onboarding of new GEO tools and platforms, and proactively explore and pilot new initiatives that keep Burberry ahead of the curve in generative and AI-driven search. Partner closely with Media Operations, Media Planning, Digital, IT, Content, PR, and agency partners to maximize efficiency, automation, and performance through a test-and-learn approach, including agentic and AI-driven processes.
Please note this role is a 5-month FTC role.
RESPONSIBILITIES
GEO Strategy & Execution
- Support the Senior Media Operations Manager in shaping and driving forward Burberry’s Generative Search (GEO) strategy, translating it into clear, actionable workstreams.
- Define best-practice frameworks for AI-readiness, including structured data, entity optimisation, and content formatting for AI answer engines.
- Drive integration of generative search best practices into content, editorial, and brand storytelling approaches, ensuring Burberry performs across AI Overviews and LLM-driven discovery.
- Identify opportunities across generative platforms (e.g., AI Overviews, ChatGPT, Perplexity, Gemini) to maximize visibility and revenue impact.
- Balance long-term strategic GEO initiatives with quick wins and test-and-learn execution.
- Monitor the evolving generative search landscape, translating platform and algorithm changes into practical recommendations for the business.
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Performance & Commercial Impact
- Establish clear KPIs linking GEO performance to visibility, traffic, and commercial/omnichannel outcomes.
- Translate GEO performance into commercial impact, positioning generative search as a growth driver alongside traditional SEO.
- Support ongoing performance analysis and optimisation, identifying opportunities across new and existing markets and focus categories, focusing on key GEO growth drivers.
- Partner with the Media Insights & Measurement team and Commercial teams to align GEO contribution with broader media effectiveness.
Cross-Functional Collaboration
- Work alongside the SEO Manager to ensure GEO and SEO strategies are joined up, consistent, and mutually reinforcing.
- Partner with Content, Editorial, Affiliate, and PR teams to align editorial strategy with GEO requirements.
- Collaborate with Media Operations to embed GEO into the wider media ecosystem and workflows.
- Work closely with IT and Digital teams to support the technical foundations and data infrastructure GEO relies on.
Senior Stakeholder Management
- Act as a confident, credible voice on GEO for senior stakeholders across Marketing, Digital, Content, IT, and Commercial teams.
- Translate complex, fast-moving GEO developments into clear, actionable narratives for senior audiences.
- Build stakeholder confidence in GEO as an emerging growth driver, supporting the wider case for investment and prioritization.
- Represent GEO in cross-functional forums, ensuring the channel’s needs and opportunities are understood and prioritized.
Test & Learn / GEO Experimentation
- Partner with Media Operations to build a robust GEO experimentation roadmap.
- Implement structured test-and-learn programmes across content, technical, and generative search initiatives.
- Contribute to improving overall media efficiency through integrated testing strategies.
- Share learnings broadly to inform wider channel and business decisions.
Automation & Agentic Workflows
- Support the development and implementation of agentic and AI-driven workflows within GEO and the wider Media Operations team.
- Identify opportunities to automate repetitive processes, improve speed, and increase output quality.
- Establish scalable frameworks that enhance efficiency across content creation, optimisation, and reporting.
- Act as a champion for innovation, embedding AI-enabled ways of working.
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Tool Onboarding & New Initiatives
- Lead the evaluation, selection, and onboarding of new GEO tools and platforms, ensuring the team is equipped with best-in-class technology.
- Explore and pilot new initiatives, technologies, and ways of working that keep Burberry at the forefront of generative and AI-driven search.
- Establish scalable frameworks and processes for testing and adopting new GEO tools.
- Share learnings and recommendations from new tools and initiatives with the wider Media Operations team.
Technical & Content Foundations for GEO
- Maintain a strong balance between technical and content-led GEO work.
- Partner with development teams to ensure technical foundations (structured data, crawlability, page performance) support GEO.
- Guide content teams on GEO-driven content planning, optimisation, and performance improvement.
- Continuously evolve standards in line with generative platform and algorithm changes.
KNOWLEDGE, SKILLS, AND EXPERIENCE REQUIRED
- 3+ years in SEO, GEO, organic search, or digital growth (brand or agency), with a strong and growing focus on generative/AI-driven search.
- Deep understanding of generative/AI-driven search (AI Overviews, LLMs, answer engines) and how it differs from traditional SEO.
- Hands-on with GEO/SEO tools and platforms, with a curiosity to trial, evaluate, and onboard new tools; SQL/Python a plus.
- Proactive, curious mindset — comfortable exploring new tools, platforms, and initiatives in an emerging space.
- Experience shaping content for intent, entities, and AI-driven discovery (E-E-A-T).
- Ability to measure impact beyond rankings (traffic quality, revenue, conversion, AI citation/visibility).
- Familiar with GEO/SEO experimentation and interpreting results with rigour.
- Experience across international markets (EMEA/US/APAC) preferred.
- Strong senior stakeholder management skills; able to translate complexity into clear, confident narratives for senior audiences.
- Experience working collaboratively within a team, partnering effectively with peers such as an SEO Manager.
Burberry is an Equal Opportunities Employer and as such, treats all applications equally and recruits purely on the basis of skills and experience.
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