E-commerce Organic Search & AI Optimization Manager (SEO / AEO / GEO)
Finish Line · Boulder · $90,000–$110,000 (stated in the posting)
We are seeking a technical E-commerce SEO Manager to lead organic search strategy across both jdsports.com and finishline.com. In this role, you will manage our core search foundation (technical SEO, on-page optimization, content, local presence) for traditional search engines, while driving our GEO and AEO strategies across emerging AI platforms. This individual should effectively exhibit JD Sports North America’s core values of Customer, People, Winning, Community, and Financial Responsibility in everything they do by performing the following main duties:
Key Responsibilities
Technical SEO & Engineering Alignment
Maintain technical site health including faceted navigation, canonicalization at scale, indexation strategies and CWV across large, multi-brand product catalogs.
Implement and manage advanced structured data.
Audit and optimize rendering, out-of-stock logic, faceted URLs and site architecture.
Partner directly with web dev and product teams to write technical tickets, define acceptance criteria, conduct QA and embed SEO into release cycles.
On-Page SEO & Category Optimization
Perform keyword research and intent mapping for core categories and products.
Audit and maintain programmatic metadata rules for product and category pages, while manually optimizing high-value category pages.
Optimize category page copy to align with primary and secondary search intent.
AI Search Strategy
Develop strategies to maximize brand visibility, citation share and product. recommendations across AI search platforms.
Optimize content and site structure for RAG retrieval in AI shopping engines.
Content & Information Gain
Fully own content hub strategy and execution, managing the editorial calendar from ideation to publication.
Produce unique, data-backed content designed to capture high-intent queries and get cited in AI search.
Local SEO Strategy
Oversee Google Business Profiles, local citations and store locator page performance across our retail footprint.
Align local search signals with localized product availability and regional buyer intent.
Partner with Store Operations to align local search performance with in-store execution.
Internal Advocacy & Leadership
Translate technical SEO requirements into direct revenue impact to earn leadership buy-in, engineering resources and tools budget.
Collaborate with product, merchandising and engineering teams to embed SEO best practices into broader business workflows.
Educate internal stakeholders on the state of search, e-commerce trends and the business impact of AI search shifts.
Team Management & Mentorship
Manage, mentor and support direct reports, setting clear quarterly KPIs, performance expectations and professional growth plans.
Guide daily work, task prioritization and project accountability across both domains.
Manage external vendor partnerships and resources.
Measurement & Business Intelligence
Own organic performance reporting across jdsports.com and finishline.com, connecting SEO and GEO initiatives to revenue and traffic KPIs.
Build and maintain executive dashboards that translate search performance into business impact for leadership.
Report on technical health metrics as leading indicators of downstream performance.
Present regular performance reviews with forward-looking recommendations.
Requirements & Qualifications
4+ years of hands-on e-commerce SEO experience managing large-scale sites, faceted navigation and modern platforms.
2+ years of experience managing direct reports
Deep expertise in technical SEO paired with a solid understanding of how LLMs and AI platforms retrieve, parse and cite information.
The “SEO Champion” Mindset: Influential, proactive and collaborative. Proven record of building revenue-driven business cases and securing priority in engineering sprints.
Tool Proficiency
Google ecosystem: GA4, GSC, GMC, GBP
Ahrefs / Semrush
Enterprise search and crawling tools
Exposure to emerging GEO tracking tools
Experience with Conductor Intelligence & Web Monitoring (preferred, not required)
Experience with RioSEO & Local Manager (preferred, not required)
Physical Demands
The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
Sit for more than 6 hours per shift
Use hands to finger, handle and feel
Reach with hands and arms
Talk and/or hear
Walk or move from one location to another
Periodically may need to climb, balance, stoop, kneel, or crouch
Lift and/or move up to 10 pounds regularly and up to 50 pounds occasionally
Punctuality and regular attendance consistent with the company’s policies are required for this position.
The average work week is 40-45 hours, which can vary depending on business needs.
The work environment for this position is a moderately noisy office setting.
The company reserves the right to modify this job description with or without notice. Employees may be asked to perform additional duties outside of normal job scope on a temporary basis per company policy. The pay range; $90,000 - $110,000. This role will have a 15% bonus target annually but may vary based on experience level. This role will be eligible for medical, dental, vision, 401k, sick leave, parental leave, and company paid time off plan.
#LI-DNI
The company reserves the right to modify this job description with or without notice. Employees may be asked to perform additional duties outside of normal job scope on a temporary basis per company policy. The pay range; $90,000 - $110,000. This role will have a 15% bonus target annually but may vary based on experience level. This role will be eligible for medical, dental, vision, 401k, sick leave, parental leave, and company paid time off plan.
Pay Range: $90,000 - $110,000 annually. This role will be eligible for the company 401K plan.
This job description is not intended to cover all aspects, duties, and/or responsibilities required of employees. Employees may be asked to perform additional duties outside of normal job scope on a temporary or permanent basis per company policy. The company reserves the right to modify this job description with or without notice.
EEO Statement:
The Finish Line, Inc. is an Equal Employment Opportunity employer and is committed to complying with all federal, state, and local EEO laws. The Finish Line, Inc. prohibits discrimination against employees and applicants for employment based on race or color, religion or creed, national origin, alienage or citizenship status, marital status, sex, pregnancy status, age, military status, disability, or any other characteristic or class protected by law. The Finish Line, Inc. provides reasonable accommodations in accordance with applicable laws, including for disabilities, pregnancy, and religious practices.
Need accessibility assistance to apply?
Applicants who require accessibility assistance to submit an employment application can either call Finish Line at (317) 613-6890 or email us at talentacquisition@finishline.com. A member of our Talent Acquisition team will respond as soon as reasonably possible. (This email address and phone number is only for individuals seeking accommodation when applying for a job.)
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