Director, AEO Discoverability & Copy

Tapestry•New York, NY

10d•Hybrid

About The Position

Coach is seeking a Director, AEO Discoverability & Copy to build scalable discoverability capabilities that help markets optimize eCommerce and product content for search, AI-driven discovery, and emerging consumer behaviors. The role develops structured data, reusable content systems, and AI-enabled workflows. The Director owns global copy strategy and standards, including frameworks, content structures, voice principles, and operating models for creating consistent, consumer-relevant product information at scale. The role sets global discoverability standards across product copy, editorial content, FAQs, structured content, content architecture, and other first-party signals. It also establishes strategies for AI-enabled copy workflows and AEO-focused first-party content, and sets governance and quality standards for AI-assisted content. Working closely with Data, Digital Product, technology teams, Local BUs, and the measurement team, the Director connects product attributes, structured content, and copy to improve product understanding and discoverability; incorporates market-specific language and discovery behavior into global frameworks; and develops global KPIs and a learning agenda. The role leads experimentation with emerging AI-discovery capabilities and leads, develops, and coaches the global AEO & Copy organization.

Requirements

10+ years of experience in content strategy, eCommerce content, digital discoverability, or related fields.
Significant leadership experience.
Demonstrated expertise across SEO/AEO/GEO, structured content, content architecture, and AI-powered discovery.
Deep understanding of eCommerce product content, PDP ecosystems, and consumer decision journeys.
Experience building new capabilities or operating models within rapidly evolving digital disciplines.
Strong understanding of generative AI content workflows and related quality and governance considerations.
Strong strategic communication skills and ability to influence senior leaders.

Responsibilities

Own global copy strategy and standards, including frameworks, content structures, voice principles, and operating models.
Define global discoverability standards and playbooks for product copy, editorial content, FAQs, structured content, content architecture, and other first-party signals.
Build scalable product content and data foundations that improve discoverability, consistency, and content reuse.
Establish the global strategy for AI-enabled content and copy workflows to improve quality, personalization, localization, scalability, and operational efficiency.
Lead development of AEO-focused first-party content strategies, including FAQs, guides, long-form editorial content, and other LLM-friendly formats.
Set global governance and quality standards for AI-assisted content, including brand voice, factual accuracy, consistency, human review, compliance, and escalation requirements.
Establish how product attributes, structured content, and copy work together to improve product understanding and discoverability, in partnership with Data, Digital Product, and technology teams.
Lead experimentation with emerging AI-discovery capabilities and evaluate tools, workflows, platforms, and content approaches for potential scaled adoption.
Partner with Local BUs to incorporate consumer language, cultural nuance, and market-specific discovery behaviors into global frameworks while leaving local market strategy ownership with the BUs.
Partner with the measurement team to develop first-party global KPIs and a learning agenda to evaluate progress and inform investment.
Lead, develop, and coach the global AEO & Copy organization, building capabilities across product copy, automation, structured content, long-form content, and AI-enabled discovery.