Generative Search Manager; FTC

Own Burberry's SEO and Generative Search strategy, driving organic visibility, traffic, and commercial performance across both traditional search and emerging AI‑powered discovery platforms. Serve as the organisation's subject matter expert on SEO & generative search, acting as the go‑to person for senior stakeholders and shaping the business's understanding of this rapidly evolving landscape. Lead the evolution of SEO from a channel into a fully integrated, cross‑functional capability, embedding best‑in‑class technical, content, and local SEO practices across the organisation.

Partner closely with Media Operations, Media Planning, Digital, IT, Content, PR, and agency partners to maximise efficiency, automation, and performance through a test‑and‑learn approach. Establish scalable, future‑facing workflows, including agentic and AI‑driven processes, to enhance productivity and effectiveness across the wider Media team.

• Own and evolve the global SEO and Generative Search strategy, aligned to business, commercial and marketing objectives
• Define best‑practice frameworks across technical SEO, content optimisation, structured data, and AI‑readiness
• Drive integration of agentic commerce and generative search best practices into content, editorial, and brand storytelling approaches
• Identify opportunities across traditional search and generative platforms to maximise visibility and revenue impact
• Balance long‑term strategic initiatives with quick wins and test‑and‑learn execution
• Oversee all digital storefront pages through a third‑party platform and maintain and optimise individual profiles for each physical retail location

• Establish clear KPIs linking SEO and Generative Search performance to revenue, traffic, and omnichannel outcomes
• Translate organic performance into commercial impact, ensuring SEO is positioned as a growth driver
• Lead ongoing performance analysis and optimisation, identifying opportunities across new and existing markets and focus categories, focusing on key growth drivers
• Partner with Media Insights & Measurement team and Commercial teams to align SEO contribution with broader media effectiveness

• Work closely with IT and Digital teams to improve 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 the wider media ecosystem and workflows
• Ensure alignment across teams, driving consistency in approach and execution

• Line manage one direct report, SEO Specialist, supporting development and capability to grow and learn
• Lead and coordinate external SEO, content, and local search agencies
• Set clear direction, priorities, and performance expectations for agency partners
• Ensure outputs are aligned to strategy and continuously optimised

• 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 improving overall media efficiency through integrated testing strategies
• Share learnings broadly to inform wider channel and business decisions

• Own the development and implementation of agentic and AI‑driven workflows within SEO 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

• Own local SEO strategy, including store visibility and optimisation across search and third‑party platforms
• Manage local listings and store data via third‑party tools and partners
• Drive integration of online and offline journeys, improving store discovery and conversion
• Ensure consistency and accuracy of local presence across all external…