Manager, Search (SEO & AI Discovery)

FIGS•Santa Monica, CA

2d•$130,000 - $150,000

About The Position

At FIGS, we’re building more than a brand—we’re building a lifelong relationship with the Awesome Humans who inspire us every day. We’re looking for a Manager, Search (SEO & AI Discovery) to own organic discovery across traditional search and emerging AI platforms: ChatGPT, Perplexity, Google AI overviews, Gemini, Claude, and beyond. This is a net-new role requiring both deep technical expertise and exceptional communication skills. We’re looking for a true expert in modern search, someone who understands how search works today and is obsessed with where it’s headed across AI, LLMs, and emerging discovery platforms. This person will shape strategy, build cross-functional alignment, and translate complex search and AI concepts into clear direction for Marketing, Technology, Product, Engineering, Site Merchandising, and Analytics partners. partners. This role is a key driver of organic revenue, customer acquisition, and brand visibility and will report to the VP of Growth and Integrated Media.

Requirements

5+ years in SEO with hands-on experience actively working on AEO, AI search visibility, and LLM-driven discovery.
Proven track record of growing organic traffic and revenue for e-commerce, consumer brands.
Deep technical SEO expertise, including crawlability, indexing, site architecture, structured data, schema, Core Web Vitals, internal linking, and modern search best practices.
Experience working with LLM concepts and tactical execution with a deep understanding of modern AI search and how LLMs retrieve, synthesize, cite, and recommend brands, products, and information.
Deep familiarity with Google Search, Google AI Overviews, ChatGPT, Perplexity, Gemini, Claude, and the rapidly evolving search ecosystem.
Strong analytical skills with the ability to identify opportunities, prioritize initiatives based on business impact, and translate performance into clear recommendations.
Exceptional communication and cross-functional leadership skills, with the ability to make highly technical concepts accessible and influence partners across the organization.
A passion for staying at the forefront of search. This space is evolving rapidly, and you continuously experiment, learn, and adapt as search behavior, AI platforms, and LLM capabilities change.

Responsibilities

Own the technical SEO health of the wearfigs.com: crawlability, indexing, site speed, Core Web Vitals, structured data, site mapping, and mobile performance.
Lead research into search demand content gaps,and opportunities for on-page optimization across categories, products, and content pages.
Manage internal linking strategy, URL architecture, and any site transitions without traffic interruptions.
Develop and own FIGS’ technical search priorities, partnering closely with Technology, Product, and Engineering to prioritize and implement initiatives that improve organic discoverability and performance.
Own partner relationships (ex. Profound), using AI visibility, competitive and citation insights to identify and execute opportunities that strengthen FIGS’ presence
Ensure new site features, product launches, campaigns, collections, seasonal moments, migrations, redesigns, and platform enhancements are optimized for discoverability and incorporate SEO and AI search best practices from inception through launch.
Partner cross-functionally with Narrative to build and maintain content strategies across AEO and SEO; Technology, Product, and Engineering to drive technical implementation; Site Merchandising to optimize taxonomy, navigation, collection strategy, product categorization, internal linking, and on-site discoverability; and Analytics and Growth to measure performance and business impact.
Monitor algorithm updates and proactively address changes that might have a future impact on site visibility.
Develop and execute a strategy to increase brand/product visibility in AI-generated answers across all LLMs and AI-powered search experiences.
Continue to drive excellence and maintain the FIGS premium position across all LLMs by strengthening FIGS’ authority, visibility, and likelihood of being surfaced, cited, and recommended.
Test and iterate on content formats to develop and continuously evolve best practices on how we show up on LLMs and AI-powered search.
Stay current on the evolution of major AI platforms, including how search engines and LLMs crawl, retrieve, rank, summarize, cite, and recommend information, and translate those learnings into actionable strategies for FIGS.
Manage existing vendor relationships with external SEO/AEO partners and vendors
Lead project management across multi-team initiatives: define scope, align stakeholders, track progress, and hold partners accountable to timelines.
Serve as FIGS’ subject matter expert on modern search, SEO, AEO, and AI discovery, proactively educating cross-functional partners, identifying emerging opportunities, and translating performance, insights, and recommendations into clear strategies and business outcomes for senior leadership.

Benefits

Equity: All FIGS employees have the opportunity to own shares of FIGS stock through our new-hire equity program. Additionally, FIGS provides a discount when purchasing FIGS stock voluntarily through our FIGS Employee Stock Purchase Plan
Annual bonus: This position is eligible to participate in the FIGS annual bonus program
Comprehensive benefits and perks package focused on your well-being, including premium medical, dental and vision coverage, and full access to wellness services through Breethe and Classpass.
100% FIGS-sponsored life insurance and disability insurance
Amazing 401(k) program, with a company match up to the first 6% of your contribution
Generous paid time off - We have 12 company holidays. For salaried team members, we offer flexible vacation. For our hourly team members, we offer up to 3 weeks of accrued vacation
Meaningful time away for baby bonding, including parental leave, new parent care meals, and a transition back to work for primary caregivers
FIGS sponsored Uber Eats voucher for in-office weeks
Personalized discount code for 50% off all FIGS products, along with a separate code to share with family and friends to enjoy a 25% discount site-wide
Access to FIGS Vet, Discounted Pet Daycare, Discounted Pet Insurance, and so much more…