Manager, Search (SEO & AI Discovery)

Skills covered in University

About the role

Own organic discovery for wearfigs.com across traditional search and emerging AI platforms: ChatGPT, Perplexity, Google AI Overviews, Gemini, Claude, and beyond. This is a net-new role that shapes strategy, builds cross-functional alignment, and translates complex search and AI concepts into clear direction for Marketing, Technology, Product, Engineering, Site Merchandising, and Analytics partners, reporting to the VP of Growth and Integrated Media.

What you'll do

• Own the technical SEO health of 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.

What we're looking for

• 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.

Posted

1 day ago · Sep 14, 2026