Burberry
Generative Search Manager (FTC)
London
Posted 16 days ago
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About Burberry
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 belief has guided Burberry since 1856 and defines how we operate today.
We foster an environment where creative minds from diverse backgrounds thrive, bringing a range of skills to every initiative. As a values-driven and purpose-led brand, we are committed to making a positive impact globally by shaping sustainable luxury, driving industry change, and supporting communities.
Job Purpose
You will own Burberry’s SEO and Generative Search strategy, driving organic visibility, traffic, and commercial results across both traditional search platforms and emerging AI-powered discovery tools. In this role:
- Serve as our subject matter expert (SME) in SEO & generative search, guiding senior stakeholders and shaping the evolving digital landscape.
- Lead the transformation of SEO from a standalone channel into a fully integrated cross-functional capability, ensuring best-in-class technical, content, and local SEO practices are embedded organisation-wide.
- Collaborate closely with Media Operations, Media Planning, Digital, IT, Content, and PR teams, as well as external agencies, to maximise efficiency, automation, and performance through structured test-and-learn initiatives.
- Establish scalable, future-proof workflows, including agentic and AI-driven processes, to improve productivity and effectiveness for the Media team.
Key Responsibilities
📌 SEO & Generative Search Strategy
- Define and evolve a global SEO and generative search strategy aligned with business, commercial, and marketing goals.
- Create best-practice frameworks in technical SEO, content optimisation, structured data, and AI-readiness.
- Integrate agentic commerce and generative search best practices into content, editorial, and brand storytelling approaches.
- Identify high-impact opportunities across traditional search (Google Organic) and generative AI platforms (e.g., SGE, AI-driven discovery).
- Balance long-term strategic initiatives with quick-win tests to maximise ROI.
- Oversee digital storefront pages through a third-party platform, ensuring independent optimisation for each physical retail location.
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💰 Performance & Commercial Impact
- Establish clear KPIs linking SEO & Generative Search performance to revenue, organic traffic, and omnichannel conversions.
- Translate organic performance into commercial impact, positioning SEO as a growth driver.
- Lead performance analysis and optimisation, focusing on new markets, priorities, and key growth categories, in collaboration with Insights & Measurement teams.
- Align SEO contributions with media effectiveness and broader commercial objectives.
🤝 Cross-Functional Collaboration
- Work with IT and Digital teams to enhance site architecture, technical foundations, and data infrastructure.
- Partner with Content, Editorial, Affiliate, and PR teams to align editorial strategy with SEO and generative search requirements.
- Collaborate with Media Operations to embed SEO into broader media ecosystems and workflows.
- Drive consistency across teams in approach, execution, and best-practice adoption.
👥 Team Leadership & Agency Management
- Line manage one direct report (SEO Specialist), providing mentorship and professional development opportunities.
- Lead and coordinate external SEO, content, and local search agency partners, ensuring alignment to the company’s strategies.
- Set clear priorities, performance expectations, and direction for agency partners.
- Ensure agency outputs are optimised and strategy-aligned, iterating continuously.
🔬 Test & Learn / Media Operations Integration
- Partner with Media Operations to build a robust SEO experimentation roadmap.
- Implement structured test-and-learn programmes across content, technical, and local SEO initiatives.
- Contribute to integrated media efficiency improvements via targeted experimentation.
- Share insights widely to inform other channel and business decisions.
🤖 Automation & Agentic Workflows
- Own and implement agentic & AI-driven workflows within SEO and across Media Operations.
- Identify opportunities for process automation, enhancing speed, scalability, and output quality.
- Establish scalable frameworks to improve efficiency in content creation, optimisation, and reporting.
- Champion AI-first innovation, embedding automation and intelligence into everyday work.
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📍 Local SEO & Omnichannel Integration
- Strategise and execute local SEO, enhancing visibility across search and third-party platforms (e.g., store pages, maps).
- Manage local listings and store data through third-party tools, ensuring accuracy and consistency.
- Integrate online and offline journeys, improving store discoverability and conversion.
- Maintain a seamless and coherent local presence across all external platforms.
⚡ Technical & Content SEO Excellence
- Maintain a direct balance between technical and content SEO, ensuring both strands strengthen performance.
- Partner with dev teams to implement front-end technical SEO best practices.
- Guide content teams in SEO-driven strategy, planning, and performance optimisation.
- Continuously evaluate standards, updating them in line with algorithm updates and platform shifts.
Knowledge, Skills & Experience Required
- 5+ years in SEO, organic search, or digital growth (preferably brand or agency), with essential hands-on experience in ecommerce.
- Deep expertise in technical SEO alongside emerging generative AI/ML search trends (e.g., Google’s SGE, large language models, answer engines).
- Practical experience with SEO tools (Google Search Console, Screaming Frog, Ahrefs/SEMrush); bonus for SQL/Python knowledge.
- Proven success in driving organic growth for ecommerce (incl. category/product pages, internal linking, faceted navigation, and CRO alignment).
- Experience creating content for AI-generated search demand, focusing on EE-A-T principles (Experience, Expertise, Authoritativeness, Trustworthiness).
- Ability to measure impact beyond just rankings—tracking traffic quality, revenue, and conversions.
- SEO experimentation know-how, with ability to test, analyse, and rigourously interpret results.
- International market experience preferred, ideally with practice in EMEA/US/APAC regions.
- Mastery in stakeholder management, translating complexity into clear, actionable strategies for leadership.
- Team leadership experience, including managing SEO/content specialists and developing talent.
Burberry is an Equal Opportunities Employer. We assess all candidates solely based on skills and experience.
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Skills
SEO
Generative Search
Digital Growth
Ecommerce
Technical SEO
Content Optimisation
AI-Driven Discovery
Performance Analysis
Stakeholder Management
Team Leadership
Agency Management
Local SEO
Omnichannel Integration
Automation
Experimentation
Data Infrastructure
Location