Senior Product Manager

About the role

Impact is seeking a Senior Product Manager to lead our Traffic: AEO, SEO, SEM, ASO & Guest Experience. This role is responsible for defining how our same-day delivery ecosystem is discovered, indexed, and cited across the entire digital landscape.

Responsibilities

• AEO (Answer Engine Optimization) & Semantic Authority: Lead the AEO and semantic authority strategy by making our catalog and real-time inventory highly crawlable, structured, and understandable to LLMs, while increasing brand citation share, discoverability, and competitive visibility.
• LLM Crawlability & Indexing: Own the technical strategy to ensure our structured data (Schema.org, JSON-LD) is perfectly optimized for LLM crawlers. Ensure AI models accurately interpret the nuances of our catalog.
• AI Search Data Strategy: Build scalable metadata, taxonomy, and inventory frameworks that make products and local offerings discoverable, trustworthy, and recommendable across AI-powered search ecosystems.
• High-Dimensional Discovery: Lead adoption of embeddings, semantic indexing, and vector retrieval so the catalog understands conversational intent and maps abstract needs to relevant real-time products.
• Competitive Understanding: Identify information gaps in the market where competitors fail to provide real-time data, and position our platform to fill those gaps as the default recommendation for urgent, same-day needs.
• Brand Citation, Discoverability, & SOV: Proactively monitor and influence how foundational models reference our brand & perceive our reliability. Maximize our platform's "Share of Voice" within AI-generated citation blocks and summary responses.
• Modernized Technical SEO & Content Strategy: Drive modern SEO and content growth via scaling technical excellence, local search visibility, and intent-driven content to improve discoverability, boost organic growth, and ensure our web presence wins across traditional and AI-powered search.
• Enterprise Organic Growth Strategy: Lead enterprise-level organic search strategy, including intent-based keyword research, competitive and gap analysis, content prioritization, information architecture direction, and ongoing performance optimization.
• Next-Gen Technical SEO: Own the technical health of the web platform in partnership with Engineering, prioritizing Core Web Vitals, site architecture, crawlability, and rendering strategies that meet best-in-class SEO and AEO standards for both traditional crawlers and AI-powered search environments.
• Intent-Based Content & Discovery: Collaborate cross-functionally with Marketing, Creative, and Merchandising on keyword strategy and content development that answers complex, long-tail queries while improving product discovery, engagement, and storytelling across PDPs, category and landing pages.
• Local SEO at Scale: Optimize the visibility of thousands of hyper-local store pages, ensuring that "near me" intent is captured instantly across all search engines.
• Frictionless Guest Commerce: Optimize browsing, shopping, and checkout flows so users can purchase quickly without early account creation barriers.
• Acquisition & Conversion Growth: Improve conversion from paid, SEO, and AI traffic while reducing funnel drop-off and unlocking incremental guest revenue.
• Progressive Identity Strategy: Introduce sign-up, account creation, and membership prompts at the right moments without disrupting purchase intent.
• Guest-to-Member Lifecycle: Build seamless pathways that convert guest buyers into repeat customers and long-term members.
• Partner with Engineering, Paid Media, Marketing, UXR and Design to drive continuous improvements through testing and insights.
• Performance Media (SEM) & Paid Discovery: Partner with Marketing to improve how paid and organic demand flows into the platform by strengthening product feed performance, building intent-aligned landing experiences, and using SEM insights to identify and close visibility gaps in AI-driven search.
• Feed-Driven Growth: Partner with Marketing to optimize linking & product feeds for Google Shopping and Social Commerce.
• Landing Page Relevance: Create strategies & roadmaps to link to and architect dynamic landing pages that align with user intent, increasing the "Quality Score" and conversion rates of paid traffic.
• SEM/AEO Synergy: Leverage search term data from traditional SEM to inform the AEO roadmap—identifying what users are asking for that AI isn't currently citing us for.
• App Store Optimization (ASO) & Apple Search Ads (ASA) – Unified Mobile Growth Strategy: Own the end-to-end App Store growth strategy by unifying ASO and ASA into a single acquisition system - driving organic discovery through metadata, keyword, and creative optimization, partnering with Marketing and external platforms on paid strategy to complement organic intent, and continuously improving conversion via App Store pages and deep-linking from discovery (search, social, and AI citations) to in-app fulfillment.
• App Ecosystem Visibility: Own the metadata, keyword, and creative product strategy for the Apple App Store and Google Play Store to drive organic app installs.
• Deep-Link Architecture: Ensure a seamless transition from "Search Everywhere" to "App Fulfillment." Architect the deep-linking strategy so that a citation in Perplexity or a link in Google Search lands the user exactly where they need to be in the app.
• Conversion Rate Optimization (CRO): Run iterative tests on App Store product pages (icons, screenshots, descriptions, videos) to maximize the "Visit-to-Download" funnel.
• Competitive App Store Intelligence: Continuously analyze competitor ASO and mobile acquisition strategies (keywords, creatives, rankings, and conversion funnels) to identify positioning gaps and unlock opportunities to improve organic visibility and install share.
• Apple Search Ads (ASA) Strategy & Partnership: Partner with Marketing and external platforms (e.g., MobileAction) to guide ASA strategy, aligning keyword, targeting, and investment decisions with ASO insights to maximize efficient, high-intent app installs.
• Horizontal Influence & Leadership: Act as a cross-functional discoverability leader by driving alignment across Product, Engineering, Marketing, and external partners on SEO/AEO best practices, translating emerging AI search trends into actionable guidance, and influencing roadmaps and execution to ensure the organization captures AI-driven discovery and growth opportunities.
• Influence Without Authority: Act as the central discoverability evangelist, influencing Marketplace, Catalog, Engineering, Marketing, and content teams to consistently apply SEO and AEO best practices while embedding search-aligned decision-making into everyday workflows.
• Knowledge Socialization: Equip the broader organization with a strong understanding of the rapidly evolving AEO landscape by translating emerging AI search and LLM trends into practical guidance, ensuring teams consider discoverability alongside user experience and shape content that is effectively structured and interpreted by search and answer engines.
• Strategic Vision Alignment: Act as one of the primary evangelists for the AI-First shift across the broader Product organization, influencing roadmaps to ensure we capture emerging AI-driven market share.
• Stakeholder Alignment: Align organic, paid, and agency search efforts, partnering with external agencies to amplify impact and support enterprise demand and lead-generation objectives.

Requirements

• 5+ years of progressively increasing responsibility in product management roles.
• Experience developing objectives and key results and feature roadmaps.
• Experience in developing discovery initiatives & creating strategies for emerging opportunities.
• Experience partnering with business and tech teams to create aligned upon roadmaps.

Skills & Education

• Agile Methodology
• Product Management
• Product Roadmap
• Search Engine Optimization (SEO)

About Shipt

Shipt is a retail tech company that connects people to reliable, high-quality delivery with a personal touch. Shipt connects customers to the things they want from the stores they love, retail businesses to more satisfied customers, and workers to new earning opportunities. At Shipt, we aim to put our team first to boost a sense of belonging, spark opportunities for growth, provide unique benefits and commit to giving back to our communities in ways that make life better, both personally and professionally. We understand that our service, our culture, and our connection to our communities are only made better by every single person who shows up to work here every day. Learn More.