Vans: Manager, SEO & AI Enablement

What Will You Do? The Manager, Search & AI Enablement leads strategy and execution of search visibility (SEO & GEO), product data attribution, and AI-driven experimentation across both B2B and DTC eCommerce channels. Reporting directly to the Head of eCommerce, the role improves discoverability, data integrity, and scalable intelligence that accelerates revenue growth and operational efficiency. Operating at the intersection of Marketing, Product, Data, Technology, and Sales, you translate search and data signals into actionable insights, build foundational data pipelines, and pilot AI‑powered capabilities that enhance decision‑making and performance. Key responsibilities include: Own global organic search and discoverability strategy across DTC and B2B platforms, driving technical SEO, content optimization, and regional execution. Partner cross‑functionally to improve product discoverability, working with Brand, Content, Product, and Merchandising teams on product detail pages, taxonomy, metadata, and content frameworks. Lead product data quality and attribution enablement, strengthening data completeness, consistency, and governance across systems. Translate complex data into actionable insights through clear reporting, attribution models, and performance narratives. Identify, pilot, and scale AI‑powered use cases across search optimization, product content, insights generation, and operational efficiency, serving as the business lead for experimentation and adoption. Measure and optimize business impact, tracking ROI, adoption, and performance of search, data, and AI initiatives; sunset low‑value efforts while scaling proven solutions. Act as a strategic cross‑functional leader and influencer, supporting global and regional teams with shared frameworks, playbooks, best practices, and managing external partners and platforms related to search, analytics, and AI. What Do You Need to Succeed? Foundation skills: Deep understanding of SEO and organic discoverability in eCommerce environments Experience working with large‑scale product data and attribution frameworks Proven ability to lead cross‑functional initiatives in matrixed organizations Strong analytical and storytelling skills; ability to translate data into action Comfortable operating in ambiguity and driving structured experimentation Preferred (but not required) skills: Experience supporting both B2B and DTC commerce models Hands‑on experience piloting or scaling AI / machine‑learning‑enabled solutions Familiarity with analytics platforms (e.g., GA4), SEO tools, product information systems, and experimentation frameworks Background in retail, apparel, footwear, or consumer brands People management or indirect leadership experience Hiring Range $116,640.00 USD - $145,800.00 USD annually Incentive Potential This position is eligible for additional compensation awards that may include an annual incentive plan, sales incentive, or commission potential. Specific details of the additional compensation eligibility will be provided during the recruiting and interview process. Benefits Benefits at VF Corporation: Detailed information on your benefits will be provided during the hiring process. EEO Statement At VF, we value a diverse, inclusive workforce and we provide equal employment opportunity for all applicants and employees. All qualified applicants for employment will be considered without regard to an individual’s race, color, sex, gender identity, gender expression, religion, age, national origin or ancestry, citizenship, physical disability, family care status, marital status, domestic partner status, sexual orientation, genetic information, military or veteran status, or any other basis protected by federal, state, or local laws. If you require accommodations during the application process, please contact us at View email address on click.appcast.io. VF will provide reasonable accommodations for qualified individuals to the extent required by applicable law. Pursuant to all applicable local Fair Chance Ordinance requirements, including but not limited to the San Francisco Fair Chance Ordinance, VF will consider for employment qualified applicants with arrest and conviction records. VF is an equal employment opportunity employer of minorities, females, protected veterans and the disabled. VF is committed to providing equal opportunities in employment, and treating our VF associates and VF applicants without discrimination on the basis of their race, color, gender, age, national origin, religion, sexual orientation, gender identity or expression, marital status, citizenship, disability, protected veteran status, HIV/AIDS status, or any other legally protected factor. VF is committed to meeting the diverse needs of people with disabilities in a timely manner that is consistent with the principles of independence, dignity, integration and equality of opportunity, and will do so by striving to identify, prevent and remove barriers to accessibility wherever possible as well as by meeting the accessibility requirements under the ADA, AODA, and other applicable state, local or provincial regulations. VF is committed to digital accessibility, and to conforming to the Web Content Accessibility Guidelines (WCAG) 2.1, Level AA and complying with the ADA and AODA Standards for Accessible Design, and other applicable regulations. If you need an accommodation or have any questions regarding this statement, please send your request to View email address on click.appcast.io. #J-18808-Ljbffr Vans