Director of Product Management - Site Performance, SEO & Generative AI Optimization

POSITION TITLE: Director of Product Management - Site Performance, SEO & Generative AI OptimizationPOSITION SUMMARY:American Eagle Outfitters is seeking a Director of Product Management - Site Performance, SEO & Generative AI Optimization to lead a critical product portfolio at the intersection of performance, discoverability, and emerging AI-driven search experiences.This role supports the strategy and execution of how our digital channels perform, how they are discovered across traditional search engines, and how they surface within next-generation AI platforms (e.g., ChatGPT, Google Gemini, and other LLM-powered engines). The ultimate goal is simple and bold: ensure our sites are fast, visible, trusted, and surfaced wherever and however customers search.RESPONSIBILITIES:Product Strategy & OwnershipDefine and own the multi-year product strategy for site performance, SEO, GEO (Generative AI Engine Optimization) and AEO (Agentic Engine Optimization) across web and app experiencesOwn the end-to-end product lifecycle, balancing platform stability, performance optimization, and future-facing innovationEstablish clear product roadmaps that connect technical investments to business outcomes such as traffic growth, visibility, engagement, and conversionSite Performance & Technical ExcellencePartner closely with Engineering to continuously improve site and app performance, including page load speed, rendering, responsiveness, and overall experienceSet performance standards and KPIs, ensuring fast, reliable experiences at scale across global platformsChampion performance as a core product feature, not just a technical metricSEO & Generative AI OptimizationLead product strategy for organic discoverability, ensuring our digital properties are architected to rank effectively across traditional search enginesPartner with SEO teams to ensure technical foundations (site architecture, structured data, indexing, metadata) are optimized for scaleDefine and evolve GEO strategies to ensure AEO appears prominently within LLM-powered answer engines and generative search experiencesOwn key questions such as: Do we show up? Where are we visible? What is our share of voice? Can AI engines easily find, trust, and surface our content?Help shape the future of commerce and payments, including seamless in-app and on-site purchasing experiences that reduce friction and increase conversionCross-Functional Leadership & InfluenceWork cross-functionally with Engineering, Product, Marketing, PR, Finance, and external partners to align strategy and executionPartner with Marketing and PR to ensure content and brand presence are positioned to be referenced, cited, and surfaced by AI-driven platformsInfluence without authority, aligning stakeholders around shared outcomes and trade-offsMentor a high-performing product team, fostering a culture of innovation, accountability, and continuous learningQUALIFICATIONS:10+ years in Product Management, with 5+ years leading technical product portfoliosDeep experience with site performance optimization, SEO, and modern web/app architecturesStrong understanding of search ecosystems, including traditional SEO as well as emerging generative AI discovery modelsProven ability to partner with Engineering on highly technical initiatives and translate complexity into business valueExperience influencing and leading cross-functional teams without direct authorityData-driven mindset with a track record of delivering measurable impactExcellent executive communication skills; comfortable presenting strategy, trade-offs, and results to senior leadershipAbility to thrive in a fast-paced, evolving environment where technology and customer behavior are rapidly changingPay/Benefits Information:Actual starting pay is determined by various factors, including but not limited to relevant experience and location.Subject to eligibility requirements, associates may receive health care benefits (including medical, vision, and dental); wellness benefits; 401(k) retirement benefits; life and disability insurance; employee stock purchase program; paid time off; paid sick leave; and parental leave and benefits.Paid Time Off, paid sick leave, and holiday pay vary by job level and type, job location, employment classification (part-time or full-time / exempt or non-exempt), and years of service. For additional information, please click here.AEO may also provide discretionary bonuses and other incentives at its discretion.