At a Glance
- Tasks: Lead Burberry's SEO and Generative Search strategy to boost visibility and performance.
- Company: Join a creative powerhouse committed to sustainable luxury and community impact.
- Benefits: Competitive salary, inclusive culture, and opportunities for professional growth.
- Other info: Collaborate with diverse teams and drive impactful change across the organisation.
- Why this job: Shape the future of search in a dynamic, innovative environment.
- Qualifications: 5+ years in SEO with strong e-commerce experience and technical skills.
The predicted salary is between 60000 - 80000 £ per year.
At Burberry, we believe creativity opens spaces. Our purpose is to unlock the power of imagination to push boundaries and open new possibilities for our people, our customers and our communities. This is the core belief that has guided Burberry since it was founded in 1856 and is central to how we operate as a company today. We aim to provide an environment for creative minds from different backgrounds to thrive, bringing a wide range of skills and experiences to everything we do. As a purposeful, values-driven brand, we are committed to being a force for good in the world as well, creating the next generation of sustainable luxury for customers, driving industry change and championing our communities.
JOB PURPOSE
Own Burberry’s SEO and Generative Search strategy, driving organic visibility, traffic, and commercial performance across both traditional search and emerging AI‑powered discovery platforms. Serve as the organisation’s subject matter expert on SEO & generative search, acting as the go‑to person for senior stakeholders and shaping the business’s understanding of this rapidly evolving landscape. Lead the evolution of SEO from a channel into a fully integrated, cross‑functional capability, embedding best‑in‑class technical, content, and local SEO practices across the organisation. Partner closely with Media Operations, Media Planning, Digital, IT, Content, PR, and agency partners to maximise efficiency, automation, and performance through a test‑and‑learn approach. Establish scalable, future‑facing workflows, including agentic and AI‑driven processes, to enhance productivity and effectiveness across the wider Media team.
RESPONSIBILITIES
- Own and evolve the global SEO and Generative Search strategy, aligned to business, commercial and marketing objectives.
- Define best-practice frameworks across technical SEO, content optimisation, structured data, and AI-readiness.
- Drive integration of agentic commerce and generative search best practices into content, editorial, and brand storytelling approaches.
- Identify opportunities across traditional search and generative platforms to maximise visibility and revenue impact.
- Balance long-term strategic initiatives with quick wins and test-and-learn execution.
- Oversee all digital storefront pages through a third party platform and maintain and optimise individual profiles for each physical retail location.
Performance & Commercial Impact
- Establish clear KPIs linking SEO and Generative Search performance to revenue, traffic, and omnichannel outcomes.
- Translate organic performance into commercial impact, ensuring SEO is positioned as a growth driver.
- Lead ongoing performance analysis and optimisation, identifying opportunities across new and existing markets and focus categories, focusing on key growth drivers.
- Partner with Media Insights & Measurement team and Commercial teams to align SEO contribution with broader media effectiveness.
Cross-Functional Collaboration
- Work closely with IT and Digital teams to improve site architecture, technical foundations, and data infrastructure.
- Partner with Content, Editorial, Affiliate and PR teams to align editorial strategy with SEO and Generative Search requirements.
- Collaborate with Media Operations to embed SEO into the wider media ecosystem and workflows.
- Ensure alignment across teams, driving consistency in approach and execution.
- Line manage one direct report, SEO Specialist, supporting development and capability to grow and learn.
- Lead and coordinate external SEO, content, and local search agencies.
- Set clear direction, priorities, and performance expectations for agency partners.
- Ensure outputs are aligned to strategy and continuously optimised.
Test & Learn / Media Operations Integration
- Partner with Media Operations to build a robust SEO experimentation roadmap.
- Implement structured test-and-learn programmes across content, technical, and local SEO initiatives.
- Contribute to improving overall media efficiency through integrated testing strategies.
- Share learnings broadly to inform wider channel and business decisions.
Automation & Agentic Workflows
- Own the development and implementation of agentic and AI-driven workflows within SEO and the wider Media Operations team.
- Identify opportunities to automate repetitive processes, improve speed, and increase output quality.
- Establish scalable frameworks that enhance efficiency across content creation, optimisation, and reporting.
- Act as a champion for innovation, embedding AI-enabled ways of working.
Local SEO & Omnichannel Integration
- Own local SEO strategy, including store visibility and optimisation across search and third‑party platforms.
- Manage local listings and store data via third‑party tools and partners.
- Drive integration of online and offline journeys, improving store discovery and conversion.
- Ensure consistency and accuracy of local presence across all external networks.
Technical & Content SEO Excellence
- Maintain a strong balance between technical and content SEO.
- Partner with development teams to ensure technical SEO best practices are implemented.
- Guide content teams on SEO-driven content planning, optimisation, and performance improvement.
- Continuously evolve standards in line with algorithm and platform changes.
Knowledge, Skills and Experience Required
- 5+ years in SEO, organic search or digital growth (brand or agency), with strong ecommerce experience essential.
- Deep understanding of technical SEO and emerging generative/AI‑driven search (SGE, LLMs, answer engines).
- Hands‑on with SEO tools (Search Console, Screaming Frog, Ahrefs/SEMrush); SQL/Python a plus.
- Proven experience driving organic growth for ecommerce (category/product pages, internal linking, faceted navigation, CRO alignment).
- Experience shaping content for intent, entities and AI‑driven discovery (E‑E‑A‑T).
- Ability to measure impact beyond rankings (traffic quality, revenue, conversion).
- Familiar with SEO experimentation and interpreting results with rigour.
- Experience across international markets (EMEA/US/APAC) preferred.
- Strong stakeholder management; able to translate complexity into clear exec narratives and proven team management experience, leading SEO/content specialists and developing talent.
Burberry is an Equal Opportunities Employer and as such, treats all applications equally and recruits purely on the basis of skills and experience.
Generative Search Manager (FTC) employer: Burberry
At Burberry, we foster a vibrant and inclusive work culture that champions creativity and innovation, making it an exceptional employer for those in the Generative Search Manager role. Our commitment to employee growth is evident through collaborative cross-functional partnerships and a focus on integrating cutting-edge SEO practices, all while being situated in a dynamic environment that encourages sustainable luxury and community engagement. Join us to be part of a forward-thinking team that values your expertise and empowers you to drive meaningful change in the digital landscape.
StudySmarter Expert Advice🤫
We think this is how you could land Generative Search Manager (FTC)
✨Show Your Creative Side
In marketing communications, standing out is key. Get creative with your application! Consider designing a mini-campaign or pitch that highlights your skills and understanding of the brand. Tailor it for Burberry and show them what you can bring to the table.
✨Engage in Marketing Communities
Get involved in local or online marketing communications groups. Check out platforms like Meetup for events and workshops. Networking here can lead to hidden job openings and valuable insights into the industry trends—this is where we often discover what companies like Burberry are looking for.
✨Leverage Social Media
Use platforms like LinkedIn and Twitter to showcase your passion for marketing communications. Share insights, articles, and your own content that resonates with the industry. Tagging or interacting with Burberry on these platforms can catch the eye of recruiters and show you're genuinely interested in them.
✨Attend Industry Events
Keep an eye out for marketing conferences and workshops. These are great places to meet potential employers face-to-face and make connections that could land you a full-time role at Burberry. Bring your business cards and be prepared to chat about how you can contribute!
We think you need these skills to ace Generative Search Manager (FTC)
Some tips for your application 🫡
Craft an Impactful Cover Letter:Your cover letter is your chance to shine! Focus on your passion for marketing communications and how your previous experiences can benefit Burberry. Make sure to mention specific campaigns or projects you’ve worked on that showcase your creativity and strategic thinking.
Showcase Your Writing Skills:As you're diving into a marketing communications role, your writing ability is crucial. Include samples of your work, like blog posts, press releases, or social media campaigns in your application. This lets us see your style and how you engage with different audiences.
Tailor Your CV to Marketing:Your CV should highlight relevant marketing skills and experiences! Include specific tools or platforms you’ve used, like Google Analytics or social media management software. Mention any certifications or workshops related to marketing that you've completed – they can give you an edge!
Demonstrate Your Understanding of Burberry:Show us that you’ve done your homework! In your application, briefly mention what you admire about Burberry’s marketing approach or any recent campaigns that caught your attention. This can reveal your enthusiasm for the role and your genuine interest in joining our team!
How to prepare for a job interview at Burberry
✨Showcase Your Creative Campaigns
Get ready to flaunt your portfolio! Include examples of previous marketing campaigns you've worked on, especially those that showcase your creativity and strategy. Recruiters at Burberry will be keen to see how you conceptualise and execute campaigns, so highlight any measurable outcomes to back up your claims.
✨Know Your Digital Tools Inside Out
If you’re heading into a marketing-communications role, make sure you're comfortable discussing key digital marketing tools like Google Analytics, HubSpot, or Hootsuite. Expect some technical questions about how you've used these tools in the past, as they'll want to gauge your hands-on experience and how you analyse data to drive marketing decisions.
✨Be Ready for Scenario-Based Questions
At Burberry, they may throw some scenario-based questions your way, aimed at testing your problem-solving skills in real-life marketing situations. Think through potential challenges you’ve faced, how you navigated them, and be prepared to discuss your thought process and outcome.
✨Demonstrate Your Passion for Marketing
As you’re applying for a full-time position, show that you're not just looking for a job, but a career in marketing. Talk about the latest trends in marketing communications, your favourite campaigns, and why they inspire you. Your enthusiasm can really make you stand out and demonstrate that you’re committed to growing within the field.
