Director of Product Management - Site , SEO & Generative AI Optimization

Position: Director of Product Management - Site Performance, SEO & Generative AI Optimization
POSITION TITLE:

Director of Product Management - Site Performance, SEO & Generative AI Optimization

POSITION SUMMARY:

American Eagle Outfitters is seeking a Director of Product Management - Site Performance, SEO & Generative AI Optimization to lead a critical product portfolio at the intersection of performance, discoverability, and emerging AI-driven search experiences.

This role supports the strategy and execution of how our digital channels perform, how they are discovered across traditional search engines, and how they surface within next-generation AI platforms (e.g., ChatGPT, Google Gemini, and other LLM-powered engines). The ultimate goal is simple and bold: ensure our sites are fast, visible, trusted, and surfaced wherever and however customers search.

RESPONSIBILITIES:

Product Strategy & Ownership

* Define and own the multi-year product strategy for site performance, SEO, GEO (Generative AI Engine Optimization) and AEO (Agentic Engine Optimization) across web and app experiences

* Own the end-to-end product lifecycle, balancing platform stability, performance optimization, and future-facing innovation

* Establish clear product roadmaps that connect technical investments to business outcomes such as traffic growth, visibility, engagement, and conversion

Site Performance & Technical Excellence

* Partner closely with Engineering to continuously improve site and app performance, including page load speed, rendering, responsiveness, and overall experience

* Set performance standards and KPIs, ensuring fast, reliable experiences at scale across global platforms

* Champion performance as a core product feature, not just a technical metric

SEO & Generative AI Optimization

* Lead product strategy for organic discoverability, ensuring our digital properties are architected to rank effectively across traditional search engines

* Partner with SEO teams to ensure technical foundations (site architecture, structured data, indexing, metadata) are optimized for scale

* Define and evolve GEO strategies to ensure AEO appears prominently within LLM-powered answer engines and generative search experiences

* Own key questions such as:
Do we show up? Where are we visible? What is our share of voice? Can AI engines easily find, trust, and surface our content?

* Help shape the future of commerce and payments, including seamless in-app and on-site purchasing experiences that reduce friction and increase conversion

Cross-Functional Leadership & Influence

* Work cross-functionally with Engineering, Product, Marketing, PR, Finance, and external partners to align strategy and execution

* Partner with Marketing and PR to ensure content and brand presence are positioned to be referenced, cited, and surfaced by AI-driven platforms

* Influence without authority, aligning stakeholders around shared outcomes and trade-offs

* Mentor a high-performing product team, fostering a culture of innovation, accountability, and continuous learning

QUALIFICATIONS:

* 10+ years in Product Management, with 5+ years leading technical product portfolios

* Deep experience with site performance optimization, SEO, and modern web/app architectures

* Strong understanding of search ecosystems, including traditional SEO as well as emerging generative AI discovery models

* Proven ability to partner with Engineering on highly technical initiatives and translate complexity into business value

* Experience influencing and leading cross-functional teams without direct authority

* Data-driven mindset with a track record of delivering measurable impact

* Excellent executive communication skills; comfortable presenting strategy, trade-offs, and results to senior leadership

* Ability to thrive in a fast-paced, evolving environment where technology and customer behavior are rapidly changing

Pay/Benefits Information:

* Actual starting pay is determined by various factors, including but not limited to relevant experience and location.

* Subject to eligibility requirements, associates may receive health care benefits (including medical, vision, and dental); wellness benefits; 401(k) retirement benefits; life and disability insurance; employee stock purchase program; paid time off; paid sick leave; and parental leave and benefits.

* Paid Time Off, paid sick leave, and holiday pay vary by job level and type, job location, employment classification (part-time or full-time / exempt or non-exempt), and years of service. For additional information, please .

* AEO may also provide discretionary bonuses and other incentives at its discretion.