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About the Role
Support the Senior Media Operations Manager in driving Burberry’s Generative Search (GEO) strategy, enhancing brand visibility and authority on AI-powered discovery platforms. Act as a key stakeholder, shaping understanding of the generative search landscape and building confidence in it as a growth channel. Ensure GEO and SEO strategies are aligned and complementary. Lead the onboarding of new GEO tools and platforms, and pilot new initiatives to maintain a competitive edge in AI-driven search. Collaborate with various teams and agency partners to maximize efficiency, automation, and performance through a test-and-learn approach.
Responsibilities
- Support the Senior Media Operations Manager in shaping and driving Burberry’s Generative Search (GEO) strategy, translating it into actionable workstreams.
- Define best-practice frameworks for AI-readiness, including structured data, entity optimization, and content formatting for AI answer engines.
- Drive integration of generative search best practices into content, editorial, and brand storytelling approaches.
- Identify opportunities across generative platforms to maximize visibility and revenue impact.
- Balance long-term strategic GEO initiatives with quick wins and test-and-learn execution.
- Monitor the evolving generative search landscape, translating platform and algorithm changes into practical recommendations.
- Establish clear KPIs linking GEO performance to visibility, traffic, and commercial/omnichannel outcomes.
- Translate GEO performance into commercial impact, positioning generative search as a growth driver.
- Support ongoing performance analysis and optimization, identifying opportunities across markets and categories.
- Partner with Media Insights & Measurement and Commercial teams to align GEO contribution with broader media effectiveness.
- Work alongside the SEO Manager to ensure GEO and SEO strategies are joined up, consistent, and mutually reinforcing.
- Partner with Content, Editorial, Affiliate and PR teams to align editorial strategy with GEO requirements.
- Collaborate with Media Operations to embed GEO into the wider media ecosystem and workflows.
- Work closely with IT and Digital teams to support the technical foundations and data infrastructure GEO relies on.
- Act as a confident, credible voice on GEO for senior stakeholders across Marketing, Digital, Content, IT and Commercial teams.
- Translate complex, fast-moving GEO developments into clear, actionable narratives for senior audiences.
- Build stakeholder confidence in GEO as an emerging growth driver.
- Represent GEO in cross-functional forums, ensuring the channel’s needs and opportunities are understood and prioritized.
- Partner with Media Operations to build a robust GEO experimentation roadmap.
- Implement structured test-and-learn programs across content, technical, and generative search initiatives.
- Contribute to improving overall media efficiency through integrated testing strategies.
- Share learnings broadly to inform wider channel and business decisions.
- Support the development and implementation of agentic and AI-driven workflows within GEO 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, optimization, and reporting.
- Act as a champion for innovation, embedding AI-enabled ways of working.
- Lead the evaluation, selection and onboarding of new GEO tools and platforms.
- Explore and pilot new initiatives, technologies and ways of working that keep Burberry at the forefront of generative and AI-driven search.
- Establish scalable frameworks and processes for testing and adopting new GEO tools.
- Share learnings and recommendations from new tools and initiatives with the wider Media Operations team.
- Maintain a strong balance between technical and content-led GEO work.
- Partner with development teams to ensure technical foundations support GEO.
- Guide content teams on GEO-driven content planning, optimization, and performance improvement.
- Continuously evolve standards in line with generative platform and algorithm changes.
Requirements
- 3+ years in SEO, GEO, organic search or digital growth (brand or agency), with a strong and growing focus on generative/AI-driven search.
- Deep understanding of generative/AI-driven search and how it differs from traditional SEO.
- Hands-on with GEO/SEO tools and platforms, with a curiosity to trial, evaluate and onboard new tools.
- Proactive, curious mindset — comfortable exploring new tools, platforms and initiatives in an emerging space.
- Experience shaping content for intent, entities and AI-driven discovery (E-E-A-T).
- Ability to measure impact beyond rankings (traffic quality, revenue, conversion, AI citation/visibility).
- Familiar with GEO/SEO experimentation and interpreting results with rigour.
- Experience across international markets (EMEA/US/APAC) preferred.
- Strong senior stakeholder management skills; able to translate complexity into clear, confident narratives for senior audiences.
- Experience working collaboratively within a team, partnering effectively with peers such as an SEO Manager.
Skills
- Generative Search (GEO)
- AI-driven search
- SEO
- Organic Search
- Digital Growth
- AI Overviews
- LLMs
- Answer Engines
- Structured Data
- Entity Optimization
- Content Formatting
- Content Strategy
- Editorial Strategy
- Brand Storytelling
- Performance Analysis
- KPI Establishment
- Stakeholder Management
- Experimentation
- Automation
- Agentic Workflows
- Tool Evaluation
- Tool Onboarding
- Technical SEO
- Crawlability
- Page Performance
- SQL
- Python
Work Type
- 5 month FTC
Experience Level
- Senior
About the Company
- 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.
Equal Opportunity
- Burberry is an Equal Opportunities Employer and as such, treats all applications equally and recruits purely on the basis of skills and experience.