SEO Director Playbook
By Carla Ansley, powered by Manus AI | April 2026
Five core responsibilities for embedding search-first thinking into the Skims digital roadmap.
Responsibility 1: Develop and Execute a Holistic Global SEO + GEO/AEO Strategy
The SEO Director will craft a unified strategy that balances technical SEO, content initiatives, and the emerging demands of generative AI. This is the foundational responsibility that guides all other efforts.
Technical SEO
- Site architecture and crawlability optimization
- Mobile-friendliness and responsive design
- Advanced structured data (Schema.org) implementation
- Core Web Vitals optimization
Content Strategy
- Intent-driven content creation
- Comprehensive content hubs on body confidence and fashion solutions
- Voice search optimization
- Visual SEO and alt-text best practices
GEO/AEO Integration
- Monitor AI search trends and algorithm shifts
- Optimize for direct answers and authoritative citations
- Ensure brand voice accuracy in AI-generated responses
Responsibility 2: Partner Closely with Cross-Functional Teams
Embedding SEO into the digital roadmap requires deep collaboration across multiple teams. The SEO Director acts as a bridge between search strategy and product execution.
Digital Product & Engineering
Integrate SEO requirements into the development lifecycle for new features, site redesigns, and platform migrations.
Outcome: Technical SEO considered from conception, preventing costly retrofits
Site Merchandising
Collaborate on collection page optimization, product categorization, and internal linking strategies.
Outcome: Maximized organic visibility for key product lines and seasonal drops
Creative/Brand
Ensure creative assets are not only on-brand but also optimized for search, including alt-text, transcription, and content structure.
Outcome: Creative assets that support both human engagement and AI understanding
Responsibility 3: Monitor, Analyze, and Report Organic Performance
Transparent and actionable reporting is crucial for demonstrating impact and securing buy-in from leadership.
Key Performance Indicators (KPIs)
Organic Traffic
Sessions, users, and traffic growth trends
Keyword Rankings
Traditional and long-tail query positions
Conversion Rate
Organic traffic converting to customers
Revenue Attribution
Direct revenue from organic channels
Local Search Visibility
Google Business Profile views and clicks
AI Citations
Mentions in AI-generated responses
Communication Strategy
- Clearly communicate results, trends, and risks to leadership
- Frame SEO success in business outcome terms (CAC reduction, market share growth)
- Highlight algorithm updates and mitigation strategies
Responsibility 4: Serve as the Resident Search Expert
The SEO Director acts as Skims' internal authority on search, continuously adapting to a dynamic environment.
Algorithm Shifts & Industry Trends
Stay abreast of updates from Google, Meta, and emerging AI search platforms. Translate complex technical changes into actionable strategies for internal teams.
Education & Influence
Educate internal teams on SEO/GEO/AEO best practices, fostering a search-aware culture across the organization.
Agency & Contractor Management
Manage external agencies and contractors, ensuring their efforts align with the holistic strategy.
Responsibility 5: Own Local Listings as a Dedicated Organic Growth Lever
With Skims' expanding physical retail presence (Georgetown, Miami, LA, NYC), local SEO is a critical growth driver that bridges online discovery and offline purchase.
Local Listing Optimization
- Fully optimize Google Business Profiles for all store locations
- Manage Apple Maps and other local directories
- Ensure accurate business information and high-quality photos
- Active review management and response strategy
Store Reputation Visibility
- Encourage customer reviews through post-purchase emails
- Respond to reviews professionally and promptly
- Leverage positive reviews in local search rankings
- Partner with Retail and Customer Experience teams
Local Inventory Integration
- Integrate in-store product availability with local search results
- Drive foot traffic through "Check Nearby Stores" features
- Bridge gap between online discovery and offline purchase