SEO/AEO Lead, APAC

About the role

Tapestry, which owns the Coach and Kate Spade New York brands, is looking for an SEO/AEO Lead to own the end-to-end SEO/AEO strategy and roadmap across all APAC markets. The role aligns regional priorities with global SEO/AEO guidelines and brand calendars, and works closely with regional eCommerce leadership, engineering and content teams.

Key responsibilities

• Build and maintain keyword strategy, competitive benchmarking and market-level opportunity sizing, and set quarterly and annual organic search targets tracked against traffic, ranking and revenue KPIs.
• Lead technical SEO/AEO: site architecture, crawlability, indexation, structured data, Core Web Vitals, and international SEO configuration (hreflang, market-specific domains/subfolders); run regular technical audits and turn findings into a prioritized backlog.
• Drive on-page and content SEO/AEO with content, marketing, merchandising and localization teams, and develop on-page optimization guidelines and briefing templates.
• Manage market-specific requirements beyond Google, including Naver and Yahoo! Japan, and stay ahead of algorithm updates, regulatory changes and emerging search behaviors.
• Own performance reporting and forecasting using Google Search Console, GA4/Adobe Analytics and third-party tools, and measure the impact of SEO/AEO on traffic, conversion and revenue.
• Partner with paid search, social, marketing and CRM teams, and manage regional SEO/AEO agencies and vendors, briefing work and reviewing deliverables.
• Act as the go-to SEO/AEO subject matter expert for regional stakeholders and represent APAC priorities in global forums.

Required profile

• 7+ years of SEO experience, including managing SEO/AEO strategy across multiple APAC markets, ideally in retail, fashion, luxury or eCommerce.
• Proven track record of improving organic traffic, rankings and revenue across multi-brand or multi-market properties.
• Experience influencing cross-functional partners without direct authority, managing external agencies and reporting to senior leadership.
• Fluency in English required; Mandarin, Japanese or Korean is a strong plus.
• University degree in Marketing, Business, Communications or a related field; equivalent professional experience considered.

Required skills

• Deep technical SEO/AEO knowledge (crawl budget, structured data, Core Web Vitals, hreflang)
• Google Search Console, GA4/Adobe Analytics, Screaming Frog
• Ahrefs, SEMrush or BrightEdge