- Employment
- Full-Time
- Seniority
- Director
- Department
- E-Commerce, Digital & Data Analytics
- Industry
- Fashion, Apparel & Leather Goods
- Posted
- Oct 27, 2026
About Tapestry
Tapestry is a New York–based house of modern luxury, uniting the distinctive worlds of Coach, Kate Spade, and Stuart Weitzman. As an employer, the group offers the scale and sophistication of a global fashion leader while preserving the creative spirit and heritage of its iconic brands. Tapestry cultivates an inclusive, purpose-driven culture where design, craftsmanship, digital innovation, and commercial excellence intersect. Its teams are encouraged to think boldly, grow continuously, and contribute to a more responsible future for fashion, making Tapestry a compelling environment for talent seeking impact, creativity, and international opportunity.
Coach is hiring an AEO Discoverability and Copy Director in New York to build global discoverability capabilities across eCommerce and product content, search, AI-driven discovery, structured data, and AI-enabled workflows. The role leads global copy standards, content governance, experimentation, measurement, and development of the AEO & Copy organization. Base pay range: $160,000–$165,000.
Role & Responsibilities
- Own global copy strategy and standards, setting the frameworks, content structures, voice principles, and operating models for consistent, consumer-relevant product information at scale.
- Define global discoverability standards and playbooks for 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 to improve discoverability, consistency, and content reuse.
- Set the global strategy for AI-enabled content and copy workflows, identifying opportunities to improve quality, personalization, localization, scalability, and operational efficiency.
- Lead development of AEO-focused first-party content strategies, including FAQs, guides, long-form editorial content, and other LLM-friendly formats.
- Set global governance and quality standards for AI-assisted content, covering brand voice, factual accuracy, consistency, human review, compliance, and escalation requirements.
- Define how product attributes, structured content, and copy work together to improve product understanding and discoverability, partnering with Data, Digital Product, and technology teams.
- Lead experimentation and innovation in emerging AI-discovery capabilities, evaluating tools, workflows, platforms, and content approaches before identifying opportunities for scaled adoption.
- Partner with Local BUs to incorporate consumer language, cultural nuance, and market-specific discovery behaviors into global frameworks while leaving local market strategy with the BUs.
- Partner with the measurement team to develop global 1P KPIs and a learning agenda 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.
Qualifications
- Demonstrated expertise in SEO/AEO/GEO, structured content, content architecture, and AI-powered discovery.
- Deep understanding of eCommerce product content, PDP ecosystems, and consumer decision journeys.
- Experience building new capabilities or operating models in rapidly evolving digital disciplines.
- Strong understanding of generative AI content workflows and related quality and governance considerations.
- Strong strategic communication skills and ability to influence senior leaders.
- Demonstrates courage, creativity, customer focus, comfort with ambiguity, drive for results, interpersonal savvy, and ability to learn quickly.
- For people managers: strategic agility, ability to develop direct reports and others, and ability to build effective teams.
Skills
Experience
10+ years in content strategy, eCommerce content, digital discoverability, or related fields, with significant leadership experience.
Workplace
The successful candidate will be located in New York, New York, USA.
Explore jobs in New York or in the USA.
Benefits
Medical, dental, vision, 401(k), paid paternity and maternity leave, commuter benefits, disability insurance, and tuition assistance.
Culture
Tapestry fosters a collaborative, inclusive workplace where creativity, craftsmanship, and consumer insight come together across its portfolio of iconic fashion and lifestyle brands. As an employer, it encourages entrepreneurial thinking, global perspective, and continuous growth, empowering teams to shape meaningful brand experiences while contributing to a culture of innovation and belonging.
About Cerulean
Cerulean is the definitive career portal for the global luxury industry. We match exceptional professionals with exclusive opportunities at the world's most prestigious brands. From haute couture and fine watchmaking to prestige beauty, hospitality, and boutique retail, Cerulean centralises luxury employment to help you find the career for which you were destined.
Frequently Asked Questions
The luxury industry is characterised by a diverse and nuanced nomenclature. Esteemed houses frequently employ proprietary terminology, and even within a single organisation like Tapestry, titles may vary across global markets to reflect local conventions. To ensure absolute clarity, Cerulean assigns a standardised, industry-coherent canonical title to every listing. However, it is worth noting that this role is functionally synonymous with «Director of AEO Content Strategy», «Director of Search Discoverability and Copy», «Director of Digital Content and Discoverability», «Director of AI-Enabled Content», and other variations. Our sophisticated search architecture anticipates these variations, ensuring that inquiries using related terms will seamlessly yield the exact roles you desire.