Assistant Manager, GEO

Assistant Manager, GEO

Belong to Something Beautiful

At Sephora, beauty is about feeling seen, valued, and empowered, individually and collectively. It is connecting deeply with others, celebrating diversity and inclusivity, unlocking your potential, and making a difference every day. Together, we belong to something beautiful.

Ready for a career glow up? As Assistant Manager, GEO, you'll help shape how Sephora appears, is cited, and is recommended across AI-powered search and answer engines, including ChatGPT, Google AI Overviews, and Gemini. The work you do will impact beauty by ensuring Sephora's content is discoverable, trusted, and selected in emerging AI experiences that influence how clients shop and discover products.

You'll be part of a high-performing Client Experience team that's united in beauty and supported by partners across Merchandising, Product Management, Analytics, Organic Social, Paid Media, and Distributed Commerce. Together, you'll help define the future of Generative Engine Optimization (GEO) while driving innovative content strategies that keep Sephora at the forefront of AI-powered search.

• Support the execution of Sephora's Generative Engine Optimization (GEO) strategy to increase brand visibility across AI-powered answer engines and large language models.
• Audit  to identify opportunities that improve content extractability, citation likelihood, semantic relevance, and answer quality.
• Research and identify high-impact consumer prompts and search behaviors that influence purchase decisions within AI experiences.
• Translate evolving AI search trends into actionable optimization strategies and content recommendations.
• Partner with Merchandising, Editorial, and Content teams to create structured, AI-friendly content, including FAQs, buying guides, PDP enhancements, comparison tables, and expert answers.
• Collaborate with Technical SEO partners to improve structured data, schema markup, entity optimization, and semantic relevance across digital experiences.
• Measure and analyze key GEO performance metrics, including AI citation share, brand mentions, extractability, inclusion rates, and business impact.
• Monitor AI search platforms, competitive performance, and emerging technologies to identify new optimization opportunities.
• Partner with PR, offsite marketing, and third-party content partners to strengthen brand authority and trust signals across the digital ecosystem.
• Collaborate cross-functionally with Product, Analytics, Client Experience, and Distributed Commerce teams to align GEO strategies with broader business priorities.
• Educate internal stakeholders on emerging AI search trends, best practices, and optimization opportunities.
• Contribute to testing initiatives and continuously refine optimization strategies based on data, experimentation, and performance insights.

• 2-3+ years of experience in SEO, content strategy, digital marketing, or a related field.
• Strong understanding of search ecosystems, ranking factors, and the evolving landscape of AI-driven search and generative experiences.
• Experience developing and optimizing structured content, including schema markup, semantic SEO, and on-page optimization best practices.
• Analytical mindset with the ability to interpret performance data, identify insights, and translate findings into business recommendations.
• Experience managing projects from planning through execution while balancing multiple priorities.
• Strong written and verbal communication skills with the ability to explain complex concepts to both technical and non-technical audiences.
• Collaborative approach with experience working across cross-functional teams to drive shared business outcomes.
• Curiosity and passion for emerging AI technologies, search innovation, and digital customer experiences.
• Familiarity with SEO and AI analytics platforms such as Bright Edge, Botify, Profound, or similar tools is preferred.
• Bachelor's degree in Marketing, Business, Communications, Digital Media, or a related field is preferred.

What You'll Get:

The annual base salary range for this position is $75,000.00 - $95,000.00. The actual base salary…