SEO/AEO Lead, APAC
Explore the possibilities across our global house of brands. Defined by inclusivity rather than exclusivity, Tapestry embraces individuality and invests in helping you grow personally and professionally. Everyone in our global house has the opportunity to make an impact, learn, and be part of our growing and unique story.
At Tapestry, we have the freedom to express ourselves and bring our best ideas to life across Coach and Kate Spade New York. We share a deep belief in both individual and collective potential, and know that with hard work and dedication, anything is possible
Primary Purpose:
Tapestry is seeking an SEO Lead to own organic search performance for Coach and Kate Spade New York across Asia Pacific. This role is accountable for organic traffic, visibility, and revenue growth across both brands' regional digital properties, while balancing global SEO standards with the technical and cultural nuances of local search engines and languages across Japan, South Korea, Southeast Asia, ANZ.
The ideal candidate is a hands-on, commercially minded SEO practitioner who can move fluidly between technical execution, content strategy, and stakeholder management. This person will partner closely with regional eCommerce, content, brand marketing, and global SEO teams, as well as local-market web and IT stakeholders, to embed search-first thinking across the digital roadmap.
Key Responsibilities:
SEO Strategy & Roadmap
Own the end-to-end SEO/AEO strategy and roadmap for Coach and Kate Spade New York across all APAC markets, aligning regional priorities with global SEO/AEO guidelines and brand calendars.
Build and maintain keyword strategy, competitive benchmarking, and market-level opportunity sizing across APAC, identifying whitespace by category, brand, and market.
Set quarterly and annual organic search targets in partnership with regional eCommerce leadership and track progress against traffic, ranking, and revenue KPIs.
Technical SEO/AEO
Lead technical SEO/AEO initiatives across regional sites, including site architecture, crawlability, indexation, structured data/schema markup, Core Web Vitals.
Partner with engineering and platform teams to prioritize, scope, and ship technical fixes, and manage international SEO/AEO configuration (hreflang, market-specific domains/subfolders).
Run regular technical SEO/AEO audits and site health checks, translating findings into a prioritized backlog with clear business impact.
Content & On-Page SEO/AEO
Drive on-page and content SEO/AEO in partnership with regional content, marketing, merchandising, and localization teams, ensuring category, product, and editorial content is optimized for local search behavior in each market's language and script.
Develop on-page optimization guidelines and briefing templates for content and merchandising teams across brands and markets.
Local Search Engine Optimization
Manage market-specific search engine requirements beyond Google, including Naver, and Yahoo! Japan, ensuring compliant, locally optimized site and content setups.
Stay ahead of search engine algorithm updates, regional regulatory or compliance changes and emerging search behaviors (voice, visual, generative/AI search), translating them into action for the brands.
Performance Reporting & Analytics
Own SEO/AEO performance reporting and forecasting, using tools such as Google Search Console, GA4/Adobe Analytics, and third-party platforms. Turn organic search data into clear insights and recommendations for regional and global leadership.
Measure the impact of SEO/AEO initiatives on traffic, conversion, and revenue, and build a test-and-learn culture around on-page and technical changes.
Cross-Functional & Agency Partnership
Partner with paid search, social, marketing and CRM teams to ensure a cohesive full-funnel search and discovery strategy, and coordinate with global SEO/AEO peers in EMEA and the Americas to share best practices.
Manage relationships with regional SEO/AEO agencies and vendors, briefing work, reviewing deliverables, and holding partners accountable to KPIs and timelines.
Act as the go-to SEO/AEO subject matter expert for regional marketing and eCommerce stakeholders and represent APAC search priorities in global SEO/AEO forums.
Qualifications
7+ years of SEO experience, including experience managing SEO/AEO strategy across multiple APAC markets, ideally within retail, fashion, luxury, or eCommerce.
Proven track record improving organic traffic, rankings, and revenue across multi-brand or multi-market digital properties.
Deep technical SEO/AEO expertise (crawl budget, structured data, Core Web Vitals, international/hreflang setup) and working knowledge of the region's non-Google search engines.
Hands-on experience with SEO/AEO and analytics tooling such as Google Search Console, GA4/Adobe Analytics, Screaming Frog, Ahrefs/SEMrush/BrightEdge
Strong stakeholder management skills, with experience influencing cross-functional partners (content, engineering, brand, local market teams) without direct authority.
Experience managing external agencies and reporting to senior leadership, with the ability to translate technical SEO/AEO concepts into business impact.
University degree in Marketing, Business, Communications, or a related field; equivalent professional experience considered.