Director – Channel-less GEO & Agentic Commerce

For more than a century, L’Oréal has devoted its energy, innovation, and scientific excellence solely to one business: Beauty. Our goal is to offer each and every person around the world the best of beauty in terms of quality, efficacy, safety, sincerity and responsibility to satisfy all beauty needs and desires in their infinite diversity. At L’Oréal, our Digital team is an opportunity to be at the center of L'Oréal's digital transformation. We are determined to be pioneers in the new beauty tech world, and by incorporating digital into everything that we do, we are creating a better relationship with our consumers.

About the role

As the Director of Channel-less GEO & Agentic Commerce (CPD CDMO), you are responsible for driving the strategy and execution from traditional Search Engine Optimization (SEO) to Generative Engine Optimization (GEO). Your mission is to enable "Agentic Commerce"—ensuring our brands are the preferred choice for AI agents and LLMs (Large Language Models) through high-fidelity structured data shared across a channel-less ecosystem. This role requires a deep background in SEO, the Digital Shelf, and with a lens on commerce. You will manage brand.com (across multiple categories), oversee new GEO measurement tools, and act as a Content Center of Excellence. You must be an excellent communicator capable of interacting with leadership while managing critical vendor relationships in a fast-paced, ever-changing environment.

Responsibilities

• Strategic Evolution: SEO to GEO Roadmap
  • Direct the strategy to pivot LUSA brands from traditional search discovery to dominance within Generative AI engines (ChatGPT, Gemini, etc.).
  • Develop the framework for "Agentic Commerce," ensuring our digital ecosystem is architected to facilitate seamless, brand-aligned conversations with LLM partners.
• Structured Data & AI Prompting Excellence
  • Lead strategic projects to share high-quality structured data with LLMs, ensuring technical precision in how our product information is ingested, understood, and recommended by AI.
  • Champion AI Prompting best practices within the team to test, validate, and optimize brand visibility and conversational accuracy.
• Measurement & The GEO Accelerator Flywheel
  • Own the end-to-end management and brand-level rollout of GEO measurement and the new tracking tools.
  • Establish and operationalize the "GEO Accelerator Flywheel"—a continuous process of gathering data-driven insights and sharing with brand stakeholders to drive rapid content updates.
• Leadership & Content Center of Excellence
  • Execute innovative tests to contribute to larger divisional ‘playbooks’, and develop and implement best-in-class content for brand.com, while setting the brand strategy for ‘webwide influencing websites’ to drive acceleration of priority ‘keyword territories’.
  • Influence across the brands/categories to ensure GEO webwide priorities are advancing while setting the strategy for GEO, and incorporating the goals and required actions into existing go-to-market activations.
• Vendor Management & Global Collaboration
  • Roll out adoption of new GEO technology partners to maintain brand's competitive advantage in AI and GEO.
  • Develop strong relationships with relevant DMI’s and Global counterparts to share LUSA’s "SEO to GEO" journey, cascade best practices and strategy.

Requirements

• Experience: 7–10 years of experience in the digital space, with a proven track record in SEO, Digital Shelf technology, and D2C/eRetail strategy.
• Technology Aptitude: Highly adaptable and technologically curious; must have the ability to learn, test, and master new platforms and AI tools at the speed of the market.
• Communication Skills: Excellent verbal and written communication skills; ability to present complex technical roadmaps to executive leadership and influence cross-functional partners.
• AI Proficiency: Hands-on experience with AI Prompting and a technical understanding of LLM behavior and structured data requirements.
• Relationship Management: Proven ability to manage complex vendor relationships and lead a community of diverse internal stakeholders.
• Adaptability: Ability to excel in a fast-paced, ever-changing environment with a proactive "driver" mindset.
• Education: Bachelor’s Degree required.

Skills

• Digital Shelf: Proficiency in Digital Shelf Analytics and equivalent PIM/DAM platforms.
• Search & AI Tools: Experience with traditional SEO tools (Conductor) as well as a deep understanding of emerging GEO measurement platforms is a significant plus.
• Technical Frameworks: Knowledge of Schema.org, JSON-LD, and Knowledge Graphs.

Benefits

• Generous Benefits Package (Medical, Dental, Vision, 401K, Pension Plan).
• Flexible time off, work from home days, and paid company holidays.
• Employee stipend for L'Oréal products and VIP access to L’Oréal’s Internal Shop for discounted products.
• Monthly mobile allowance and discounted gym memberships.
• Unlimited access to e-learnings, lunch & learn sessions, mentorship programs, and more.
• Employee Resource Groups (Think Tanks and Innovation Squads).
• Access to mental health & wellness programs.

Pay

Salary Range: $138,500 – $200,800 (The actual compensation will depend on a variety of job-related factors which may include geographic location, work experience, education, and skill level).

Schedule

Hybrid Work Policy (3 Days in Office, 2 Days Work from Home).