Generative Search Manager; FTC)

At Burberry, we believe creativity opens spaces. Our purpose is to unlock the power of imagination to push boundaries and open new possibilities for our people, our customers and our communities. This is the core belief that has guided Burberry since it was founded in 1856 and is central to how we operate as a company today.

We aim to provide an environment for creative minds from different backgrounds to thrive, bringing a wide range of skills and experiences to everything we do. As a purposeful, values-driven brand, we are committed to being a force for good in the world as well, creating the next generation of sustainable luxury for customers, driving industry change and championing our communities.

Support the Senior Media Operations Manager in driving Burberry’s Generative Search (GEO) strategy forward, building the brand’s visibility and authority across AI‑powered discovery platforms such as AI Overviews, answer engines, and LLM‑driven search. Act as a trusted senior stakeholder‑facing voice on GEO, shaping the business’s understanding of this rapidly evolving landscape and building confidence in generative search as a growth channel.

Work alongside the SEO Manager to ensure GEO and SEO approaches are joined‑up, complementary, and mutually reinforcing.

Please note this role is a 5 month FTC role.

• Support the Senior Media Operations Manager in shaping and driving forward Burberry’s Generative Search (GEO) strategy, translating it into clear, actionable work streams
• Define best-practice frameworks for AI-readiness, including structured data, entity optimisation, and content formatting for AI answer engines
• Drive integration of generative search best practices into content, editorial, and brand storytelling approaches, ensuring Burberry performs across AI Overviews and LLM-driven discovery
• Identify opportunities across generative platforms (e.g. AI Overviews, ChatGPT, Perplexity, Gemini) to maximise visibility and revenue impact
• Balance long‑term strategic GEO initiatives with quick wins and test‑and‑learn execution
• Monitor the evolving generative search landscape, translating platform and algorithm changes into practical recommendations for the business.

• Establish clear KPIs linking GEO performance to visibility, traffic, and commercial/omnichannel outcomes
• Translate GEO performance into commercial impact, positioning generative search as a growth driver alongside traditional SEO
• Support ongoing performance analysis and optimisation, identifying opportunities across new and existing markets and focus categories, focusing on key GEO growth drivers.
• Partner with the Media Insights & Measurement team and Commercial teams to align GEO contribution with broader media effectiveness

• Work alongside the SEO Manager to ensure GEO and SEO strategies are joined up, consistent, and mutually reinforcing
• Partner with Content, Editorial, Affiliate and PR teams to align editorial strategy with GEO requirements
• Collaborate with Media Operations to embed GEO into the wider media ecosystem and workflows
• Work closely with IT and Digital teams to support the technical foundations and data infrastructure GEO relies on

• Act as a confident, credible voice on GEO for senior stakeholders across Marketing, Digital, Content, IT and Commercial teams
• Translate complex, fast-moving GEO developments into clear, actionable narratives for senior audiences
• Build stakeholder confidence in GEO as an emerging growth driver, supporting the wider case for investment and prioritisation
• Represent GEO in cross-functional forums, ensuring the channel’s needs and opportunities are understood and prioritised
• Partner with Media…