Manager, Global Organic & AI Discovery

Overview

The Manager, Global Organic & AI Discovery for HEYDUDE is responsible for owning organic and AI-driven discovery across the brand’s full global digital business, heydude.com and our marketplace presence on Amazon, Walmart, and Target. This is an SEO-first role that combines traditional technical SEO expertise with emerging AI and agentic commerce capability to enhance how HEYDUDE is found, recommended, and purchased across digital channels. North America is the core, with the US driving the majority of the business today, while EMEA is the growth frontier. The role builds the foundation once and scales it across regions, so the standard set in the US extends cleanly into EMEA as that business grows rather than getting rebuilt market by market.

What You'll Do

• Define and execute a global organic search and AI/LLM optimization strategy across dotcom and marketplaces to meet revenue and traffic goals.
• Own how HEYDUDE surfaces inside ChatGPT, Perplexity, Gemini, Google AI Overviews, and on-platform marketplace assistants, and how the brand gets selected when an agent shops on a customer’s behalf. Build the entity, content, and structured data strategy that makes the brand machine-parseable and machine-preferred.
• Own the technical SEO foundation across regions and domains: conduct keyword research, competitive analysis, and technical audits, optimize on-page elements (meta tags, headings, schema markup), and maintain best practices for site architecture, internal linking, indexation, and crawl health.
• Manage the international SEO layer as EMEA scales: hreflang, geo and language targeting, and market-specific technical setup, ensuring organic stays healthy across every market and domain.
• Extend SEO and AI discovery discipline into the marketplaces. Keep product feed and metadata hygiene clean so listings, attributes, and feeds on Amazon, Walmart, and Target render correctly across surfaces and read clearly to both the platform’s own AI and the external agents pulling from them.
• Develop deep understanding of regional go-to-market calendars and initiatives, ensuring structured data, feeds, and content are ready on day one so agents and search can surface new and important product launches the moment they go live. Localize global strategy for cultural and market nuances.
• Partner with content, merch, and other channel owners to ensure content is both SEO-friendly and machine-readable. Develop deep understanding of organic and AI discovery’s role in the total marketing mix.
• Serve as the execution layer between tooling, dev, content, and merch. Translate Botify findings into dev-ready specs in SFCC and ship them through Jira. Coordinate with the marketplace and regional teams so dotcom and 3P tell one consistent, machine-readable story across every market.
• Track organic and AI-driven discovery performance globally, monitor against forecast, and flag risk. Identify emerging trends in organic search and agentic commerce, aiming to be an early tester of new opportunities while keeping signal separate from hype.
• Own execution and shipping, with strategy, prioritization, and stakeholder comms set in partnership with the Sr. Director. Leverage agency and tooling partners (e.g. Botify) for audits and recommendations while owning the work that ships.

What You'll Bring to the Table

• BS or BA in business, merchandising, marketing or related field – or equivalent years of relevant and related experience
• Minimum 6+ years of digital marketing experience with hands-on, shipped technical SEO, ideally in Salesforce Commerce Cloud (SFCC), and a strong working understanding of emerging AI technologies and LLMs.
• Demonstrable AI/LLM search work and a point of view on where agentic commerce is heading, with the judgment to tell signal from hype. International SEO experience (hreflang, multi-market, multi-language) strongly preferred.
• Fluency in how marketplace listings and product feeds feed both platform and external AI. Proficiency with SEO tooling (Botify, Screaming Frog, SEMrush or similar) and at least one web analytics platform (GA4 or equivalent).
• Comfortable writing dev tickets and working in Jira, and able to manage the business by the numbers. Footwear, apparel, or DTC retail background preferred.
• Demonstrated ability to lead agency and tooling partners and leverage their input to improve performance, with the instinct to build for what is coming while keeping today’s foundation solid across a growing global footprint.
• Core business hours are 9am – 5pm MT, but preference will be given to candidates who are open to occasional early morning & evening calls to support our employees located in other parts of the globe.

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