Director, AEO Discoverability & Copy

Coach is a global fashion house founded in New York in 1941. Inspired by the vision of Creative Director Stuart Vevers and the inclusive and courageous spirit of our hometown, we make beautiful things, crafted to last—for you to be yourself in.
 
Coach is part of the Tapestry portfolio – a global house of brands committed to stretching what’s possible.
 
A member of the Tapestry family, we are part of a global house of brands that has unwavering optimism and is committed to being innovative and wholly inclusive. Visit Our People page to learn more about Tapestry's commitment to equity, inclusion, and diversity.

Job Title: Director, AEO Discoverability & Copy,

Primary Purpose: Build scalable discoverability capabilities that enable markets to optimize eCommerce and product content for search, AI-driven discovery, and emerging consumer behaviors through structured data, reusable content systems, and AI-enabled workflows

KEY RESPONSIBILITIES

• Own the global copy strategy and standards, establishing the frameworks, content structures, voice principles, and operating models used to create consistent, consumer-relevant product information at scale.

• Define global discoverability standards and playbooks spanning 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 that improve discoverability, consistency, and content reuse.

• Establish the global strategy for AI-enabled content and copy workflows, identifying opportunities to improve content quality, personalization, localization, scalability, and operational efficiency.

• Lead the development of AEO-focused first-party content strategies, including FAQs, guides, long-form editorial content, and other LLM-friendly content formats.

• Set global governance and quality standards for AI-assisted content, including brand voice, factual accuracy, consistency, human review, compliance, and escalation requirements.

• Establish how product attributes, structured content, and copy should work together to improve product understanding and discoverability, partnering closely with Data, Digital Product, and other technology teams.

• Lead experimentation and innovation across emerging AI-discovery capabilities, evaluating new tools, workflows, platforms, and content approaches before determining opportunities for scaled adoption.

• Partner with Local BUs to incorporate consumer language, cultural nuance, and market-specific discovery behaviors into global frameworks without shifting ownership of local market strategy from the BUs.

• Partner with measurement team to build out 1P global KPIs and learning agenda used 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.

RECOMMENDED EXPERIENCE

• 10+ years in content strategy, eCommerce content, digital discoverability, or related fields, with significant leadership experience.

• Demonstrated expertise across 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 within rapidly evolving digital disciplines.

• Strong understanding of generative AI content workflows and associated quality and governance considerations.

• Strong strategic communication skills and ability to influence senior leaders.

#LI-SG2; #LI-HYBRID

Our Competencies for All Employees

Courage: Doesn’t hold back anything that needs to be said; provides current, direct, complete, and “actionable” positive and corrective feedback to others; lets people know where they stand; faces up to people problems on any person or situation (not including direct reports) quickly and directly; is not afraid to take negative action when necessary.
Creativity: Comes up with a lot of new and unique ideas; easily makes connections among previously unrelated notions; tends to be seen as original and value-added in brainstorming settings.
Customer Focus: Is dedicated to meeting the expectations and requirements of internal and external customers; gets first-hand customer information and uses it for improvements in products and services; acts with customers in mind; establishes and maintains effective relationships with customers and gains their trust and respect.
Dealing with Ambiguity: Can effectively cope with change; can shift gears comfortably; can decide and act without having the total picture; isn’t upset when things are up in the air; doesn’t have to finish things before moving on; can comfortably handle risk and uncertainty.
Drive for Results: Can be counted on to exceed goals successfully; is constantly and consistently one of the top performers; very bottom-line oriented; steadfastly pushes self and others for results.
Interpersonal Savvy: Relates well to all kinds of people, up, down, and sideways, inside and outside the organization; builds appropriate rapport; builds constructive and effective relationships; uses diplomacy and tact; can diffuse even high-tension situations comfortably.
Learning on the Fly: Learns quickly when facing new problems; a relentless and versatile learner; open to change; analyzes both successes and failures for clues to improvement; experiments and will try anything to find solutions; enjoys the challenge of unfamiliar tasks; quickly grasps the essence and the underlying structure of anything.
 
Our Competencies for All People Managers
Strategic Agility: Sees ahead clearly; can anticipate future consequences and trends accurately; has broad knowledge and perspective; is future oriented; can articulately paint credible pictures and visions of possibilities and likelihoods; can create competitive and breakthrough strategies and plans.
Developing Direct Reports and Others: Provides challenging and stretching tasks and assignments; holds frequent development discussions; is aware of each person's career goals; constructs compelling development plans and executes them; pushes people to accept developmental moves; will take on those who need help and further development; cooperates with the developmental system in the organization; is a people builder.
Building Effective Teams: Blends people into teams when needed; creates strong morale and spirit in their team; shares wins and successes; fosters open dialogue; lets people finish and be responsible for their work; defines success in terms of the whole team; creates a feeling of belonging in the team.                                                                                                    
 

Coach. is an equal opportunity and affirmative action employer and we pride ourselves on hiring and developing the best people. All employment decisions (including recruitment, hiring, promotion, compensation, transfer, training, discipline and termination) are based on the applicant’s or employee’s qualifications as they relate to the requirements of the position under consideration. These decisions are made without regard to age, sex, sexual orientation, gender identity, genetic characteristics, race, color, creed, religion, ethnicity, national origin, alienage, citizenship, disability, marital status, military status, pregnancy, or any other legally-recognized protected basis prohibited by applicable law.

Americans with Disabilities Act (ADA)

Tapestry, Inc. will provide applicants and employees with reasonable accommodation for disabilities or religious beliefs. If you require reasonable accommodation to complete the application process, please contact Tapestry People Services at 1-855-566-9264.

Visit Tapestry, Inc.

Base Pay Range

$160,000.00-$165,000.00

Here are some of the benefits that we offer: Medical insurance, Dental insurance, Vision insurance, 401 (K), Paid Paternity and Maternity leave, Commuter Benefits, Disability insurance and Tuition assistance. Please click here for a complete list of U.S Corporate Compensation & Benefits.