Tapestry SEO/AEO Lead

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.

Role & Responsibilities

• Own the end-to-end SEO/AEO strategy and roadmap for Coach and Kate Spade New York across APAC, aligning regional priorities with global guidelines and brand calendars.
• Develop keyword strategy, competitive benchmarking, and market-level opportunity sizing across APAC; identify whitespace by category, brand, and market.
• Set quarterly and annual organic search targets with regional eCommerce leadership and track traffic, ranking, and revenue KPIs.
• Lead technical SEO/AEO across regional sites, covering site architecture, crawlability, indexation, structured data and schema markup, and Core Web Vitals.
• Partner with engineering and platform teams to prioritize, scope, and deliver technical fixes; manage international SEO/AEO configuration, including hreflang and market-specific domains or subfolders.
• Conduct regular technical SEO/AEO audits and site health checks, translating findings into a prioritized backlog with clear business impact.
• Drive on-page and content SEO/AEO with regional content, marketing, merchandising, and localization teams, optimizing category, product, and editorial content for local search behavior in each market’s language and script.
• Develop on-page optimization guidelines and briefing templates for content and merchandising teams across brands and markets.
• Manage market-specific search engine requirements beyond Google, including Naver and Yahoo! Japan, ensuring compliant, locally optimized site and content setups.
• Monitor search algorithm updates, regional regulatory or compliance changes, and emerging search behaviors such as voice, visual, and generative/AI search; translate findings into action for the brands.
• Own SEO/AEO performance reporting and forecasting using Google Search Console, GA4/Adobe Analytics, and third-party platforms; turn organic search data into insights and recommendations for regional and global leadership.
• Measure the impact of SEO/AEO initiatives on traffic, conversion, and revenue, and foster a test-and-learn approach to on-page and technical changes.
• Partner with paid search, social, marketing, and CRM teams on a cohesive full-funnel search and discovery strategy; coordinate with global SEO/AEO peers in EMEA and the Americas to share best practices.
• Manage regional SEO/AEO agency and vendor relationships, briefing work, reviewing deliverables, and holding partners accountable to KPIs and timelines.
• Serve as the SEO/AEO subject matter expert for regional marketing and eCommerce stakeholders and represent APAC search priorities in global SEO/AEO forums.

Qualifications

• At least 7 years of SEO experience, including managing SEO/AEO strategy across multiple APAC markets, ideally in retail, fashion, luxury, or eCommerce.
• Proven record of improving organic traffic, rankings, and revenue across multi-brand or multi-market digital properties.
• Deep technical SEO/AEO expertise, including crawl budget, structured data, Core Web Vitals, and international/hreflang setup, plus working knowledge of regional non-Google search engines.
• Hands-on experience with SEO/AEO and analytics tools, including Google Search Console, GA4/Adobe Analytics, Screaming Frog, Ahrefs, SEMrush, or BrightEdge.
• Strong stakeholder management skills and experience influencing cross-functional partners in content, engineering, brand, and local market teams without direct authority.
• Experience managing external agencies and reporting to senior leadership, with the ability to translate technical SEO/AEO concepts into business impact.
• Fluent English required; proficiency in Mandarin, Japanese, or Korean is a strong plus given the regional scope.
• University degree in Marketing, Business, Communications, or a related field; equivalent professional experience is considered.

Skills

Experience

At least 7 years of SEO experience.

Education

University degree in Marketing, Business, Communications, or a related field; equivalent professional experience is considered.

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.