Director, AI & Organic Search (AEO, GEO, SEO)

Why You Belong Here

At Victoria’s Secret & Co, you’ll join a world-leading specialty retail brand recognized globally for innovation and excellence in lingerie and fashion. You’ll work alongside industry leaders to set the standard for what a retail brand can achieve, placing customers at the center of everything we do to create products and experiences that bring them joy.

We believe everyone deserves a place where they truly belong. We celebrate individuality and know that your passion, experience, and unique perspective strengthen our team and business. Here, you’ll be empowered to perform, grow, and engage through unmatched opportunities to develop your skills, gain real-world experience, and learn from the best in the business.

Description Your Role

The search landscape is evolving quickly. While the core fundamentals of Search Engine Optimization (SEO) are still vital, roadmaps and playbooks need to adapt for artificial intelligence (AI) and large language models (LLMs). Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) are becoming increasingly important for brands to drive visibility and engage with a growing audience of AI search users in this new touchpoint on the customer journey.

Victoria’s Secret & Co. is looking for a digital marketing leader who can leverage their traditional SEO expertise with their AEO/GEO passion and experience. As the Director of AI & Organic Search you will be responsible for driving growth and innovation in organic search, AI search, and agentic search. You will drive brand visibility, product discovery, and effective results against key business objectives for the Victoria’s Secret and PINK brands.

Your Impact

• Strategize & Plan – Lead AI and organic search strategy, plan and develop roadmap, and prioritize cross-functional actions from content development to technical optimization. Align tactical plans and execution to support brand, customer, and product marketing strategies.
• Collaborate & Activate – Partner cross-functionally with Digital, IT, Marketing, PR, and Creative teams to produce optimized content at scale, align amplification efforts, and ensure our brands, products, and content are correctly surfaced, cited, and recommended by AI models and virtual assistants. Collaborate with Paid Search team to align on total search insights and optimization opportunities.
• Measure & Optimize – Lead the creation and socialization of regular and structured reporting out of one or more tools. Develop insights and actions based on qualitative and quantitative analytics. Experiment and research through test-and-learn initiatives to analyze agent behavior, reasoning patterns, and ranking signals.
• Monitor & Research – Stay current on the latest news, trends, emerging opportunities, best practices, and industry updates. Share key updates with team, cross-functional partners, and executive leaders.
• Influence & Inform – Translate complex AI search ecosystems and metrics into actional narratives and performance readouts for C-suite and board-level audiences. Create and present business cases to influence alignment and investment decisions on new opportunities.
• Build & Lead High-Performing Team – Manage in-house team of associates and external relationships with agencies, vendors, and platform partners.

Click here for benefit details related to this position.

Minimum Salary: $152,300.00

Maximum Salary: $216,090.00

VS&Co provides a range of compensation for this role as shown. Your actual salary will be determined by a number of factors, including: your specific skills and experience, geographic region, or other relevant factors.

Qualifications Your Experience

• 12+ years of experience in digital marketing or digital product management with strong background in AI search and SEO
• Experience within an agency or retail organization preferred
• Mix of business, creative, and technical acumen
• Technically familiar with large language models (LLMs), AI agent frameworks, and web architecture
• Self-starter who can flex between strategic thinking and tactical execution
• Comfortable navigating ambiguity
• Outstanding analytical skills and strong experience in performance optimization
• Excellent communication skills (verbal and written) and strong executive communication
• Experience leading direct reports, cross-functional teams, and vendor relationships
• Bachelor’s deg…