SEO & GEO Manager of eCommerce

Company Description

At National Vision we believe everyone deserves to see their best to live their best. We help people by making quality eye care and eyewear more affordable and accessible. National Vision is one of the largest optical retail companies in the United States with over 1,200 stores. We operate four retail brands: America’s Best Contacts & Eyeglasses, Eyeglass World, and Vista Optical inside select Fred Meyer stores and on select military bases. We offer an innovative culture where training is a priority, hard work is praised, and career growth is a reality.

We are hiring for a SEO & GEO Manager of eCommerce to join our growing team!

Job Description

Job Summary

The SEO & GEO Manager will lead organic discovery strategy across traditional search engines and emerging AI-driven search experiences for our online retail and eCommerce business. This role is responsible for driving qualified traffic, improving product and category visibility, and increasing revenue through a combination of technical SEO, content strategy optimization, structured data, and Generative Engine Optimization (GEO). Success in this role will be measured by growth in organic traffic and revenue, improved visibility for priority product and category terms, stronger technical site health, better inclusion in AI-driven search experiences, and the ability to build scalable processes that improve discoverability across the full digital commerce journey.

What Would You Do? The Specifics.

• Develop and execute a comprehensive SEO and GEO strategy to grow organic traffic, revenue, and brand visibility across search engines and AI-powered discovery platforms.
• Lead technical SEO initiatives including crawlability, indexation, site architecture, internal linking, page speed, Core Web Vitals, structured data, and schema implementation.
• Optimize eCommerce site experiences including product detail pages, category pages, collections, buying guides, FAQs, and editorial content to improve discoverability and conversion.
• Own keyword, topic, and search intent research to inform merchandising, content planning, and on-site optimization.
• Build GEO strategies that improve brand inclusion and representation in AI-generated answers, summaries, and shopping-related search experiences.
• Create and maintain content frameworks that support authoritative, citation-worthy, and AI-readable content across commercial and informational user journeys.
• Partner with content, merchandising, product, UX, analytics, and engineering teams to prioritize and implement SEO and GEO recommendations.
• Monitor algorithm updates, AI search trends, and competitive activity, then translate findings into actionable changes.
• Measure and report on performance using tools such as Google Search Console, GA4, SEO platforms, and emerging AI visibility tracking tools.
• Define KPIs and dashboards for rankings, traffic quality, revenue impact, visibility in AI search, content performance, and technical health.
• Support site migrations, redesigns, template changes, and new feature launches to ensure SEO and GEO best practices are incorporated from planning through release.
• Manage agency or vendor relationships as needed and help establish best practices, workflows, and governance for organic search.

Qualifications

Work Experience

• 7+ years experience in SEO, with significant hands-on experience in online retail, digital commerce, or eCommerce environments. (Required)

Education

• Four year college degree or equivalent experience. in Marketing, Business, Communications, Computer Science, or a related field (Required)

Additional Skills

• Proven success improving organic traffic, rankings, and revenue for large websites with product catalogs, category structures, and complex site architecture. (Required)
• Strong expertise in technical SEO, including site audits, crawl diagnostics, canonicalization, redirects, structured data, internal linking, and JavaScript SEO considerations. (Required)
• Experience optimizing eCommerce content and templates including product pages, category pages, filters, navigation, editorial content, and conversion-focused landing pages. (Required)
• Demonstrated understanding of GEO concepts, including optimizing content for AI-generated search experiences, answer engines, and citation-based discovery. (Required)
• Advanced proficiency with GA4, Google Search Console, and industry tools such as Screaming Frog, Semrush, Ahrefs, BrightEdge, Conductor, or similar platforms. (Required)
• Strong analytical skills with the ability to translate data into clear recommendations and business outcomes. (Required)
• Excellent cross-functional collaboration, communication, and project management skills. (Required)
• Experience with enterprise eCommerce platforms such as Adobe Commerce, Shopify, Salesforce Commerce Cloud, or similar. (Required)
• Familiarity with feed optimization, marketplace visibility, and product discovery experiences across retail ecosystems. (Required)
• Experience partnering with engineering and product teams in agile environments. (Preferred)
• Working knowledge of HTML, CSS, JavaScript, and CMS or commerce platform publishing workflows. (Preferred)
• Experience building dashboards or executive reporting that connects organic performance to revenue, customer acquisition, and merchandising goals. (Preferred)
• Background managing external agencies, freelancers, or offshore resources. (Preferred)

Additional Information

Taking Care of our People!

We understand the importance of financial health and security, and because of that, we provide competitive compensation to all Associates. We also offer a comprehensive benefits package including health and dental insurance, 401k retirement savings with company match, flex spending account, paid personal time off, paid company holidays, parental leave, employee eyewear discount and much, much more. At National Vision, we strive to deliver opportunities for professional growth and long-term career fulfillment. We provide training programs, access to educational courses and pride ourselves on the ever-increasing amount of promotions from within. 

We are an equal opportunity employer.  We evaluate qualified applicants without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, genetic information, disability, veteran status, and other legally protected characteristics.