Manager, Ai Search & SEO, e.l.f. Beauty

About the Company
e.l.f. Beauty, Inc. stands with every eye, lip, face and paw. Our deep commitment to clean, cruelty free beauty at an incredible value has fueled the success of our flagship brand e.l.f. Cosmetics since 2004 and driven our portfolio expansion. Today, our multi-brand portfolio includes e.l.f. Cosmetics, e.l.f. SKIN, pioneering clean beauty brand Well People, Keys Soulcare, a groundbreaking lifestyle beauty brand created with Alicia Keys, Naturium, high-performance, biocompatible, clinically-effective and accessible skin care, and our newest brand, rhode, a line of curated skincare essentials, formulated for a variety of skin types and needs with high performance ingredients, it’s a daily routine that nourishes your skin barrier over time.
In our Fiscal year 25, we had net sales of $1 Billion and our business performance has been nothing short of extraordinary with 26 consecutive quarters of net sales growth. We are the #2 mass cosmetics brand in the US and are the fastest growing mass cosmetics brand among the top 5. Our total compensation philosophy offers every full-time new hire competitive pay and benefits, bonus eligibility (200% of target over the last six fiscal years), equity, flexible time off, year-round half-day Fridays, and a hybrid 3 day in office, 2 day at home work environment. We believe the combination of our unique culture, total compensation, workplace flexibility and care for the team is unmatched across not just beauty but any industry.
Visit our Career Page to learn more about our team: https://www.elfbeauty.com/work-with-us
Position Summary:
e.l.f. Beauty is seeking an exceptional Search Specialist to join our innovative digital team as a resident GEO/AEO AI Search expert. The Manager, AI Search & SEO will balance today’s SEO execution with tomorrow’s Ai search innovation, managing brand visibility while supporting e.l.f. beauty in preparing for AI and LLM-powered discovery of the future.
We’re seeking someone who thrives as both a side-kick and challenger: supportive enough to be embraced across teams, yet proactive and bold in driving innovation.
In this pivotal role, you'll leverage advanced Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO) technologies to help drive our digital marketing strategy and performance across the e.l.f. Beauty portfolio of brands.
Acting as both activator and educator, this role will empower teams to embed future-proof tactics across the digital ecosystem, from websites to app stores to AI-powered assistants. You’ll play a critical role in evolving how our brands, including e.l.f. Cosmetics, e.l.f. SKIN, Well People, Keys Soulcare, Naturium and Rhode Skin, show up in a search landscape defined by generative AI, natural language queries, and platform-native discovery.

Responsibilities:

• AI-Driven Search & LLM Optimization
• Serve as the resident supporting expert on AI search technologies, staying ahead of emerging capabilities for GEO, AEO, LLMs, and ASO.
• Research and apply strategies for visibility within AI-powered search experiences (AI Mode, Bing AI, ChatGPT plugins, Perplexity, etc.).
• Apply LLM- optimiaztion techniques and monitor how LLMs (ChatGPT, Bing AI, etc.) cite and mention e.l.f., refining approaches accordingly.


• User Experience & Conversion
• Treat SEO/GEO/ASO as an extension of UX, ensuring navigation, linking, and on-site/app search enhance discoverability and conversion.
• Ensure accessibility and UX standards across all digital properties.


• Measurement & Reporting
• Track rankings, traffic, Core Web Vitals, ASO performance, and AI-driven citations.
• Report on both traditional SEO metrics and emerging AI search KPIs.
• Develop executive-level presentations highlighting insights, technical enhancements, and strategic recommendations.


• Collaboration & Thought Leadership
• Partner with digital commerce, analytics, engineering, design, and product teams to integrate SEO/GEO/ASO strategies.
• Develop and lead training, playbooks, and best practices to educate cross-functional teams in marketing and brand across brands
• Stay ahead of GEO, ASO, and AI search trends seizing meaningful opportunities.


• App Store Optimization (ASO) & App Discovery
• Develop and maintain an ASO strategy for the e.l.f. app across app store listings.
• Drive audience and topic research to inform app content strategies, beyond just keywords.
• Collaborate with product and content teams to optimize app discoverability within app ecosystems and emerging AI-driven app surfaces.


• Technical SEO Excellence
• Conduct site and app audits to improve crawlability, indexation, and architecture.
• Optimize Core Web Vitals, mobile-first performance, and page speed.
• Implement structured data, schema markup, and rich snippets.
• Diagnose and resolve technical SEO issues ((i.e., redirects, canonicalization, broken links, sitemaps, etc.).

Qualifications:

• 4–6 years of experience in SEO, AI-driven search, or digital optimization (agency or in-house).
• Expertise in technical SEO, GEO, AEO, and ASO with proven results.
• Deep understanding of modern web technologies (server-side rendering, SPAs, SSR, etc.) and how AI/search bots crawl.
• Skilled in tools like Screaming Frog, Search Console, GA4, Looker Studio, SEMRush, SimilarWeb, Conductor ,or LLM-supported tools.
• Experience working cross-functionally in matrix environments where influence and expertise drive results.
• Strong data-driven mindset with ability to translate insights into business impact and execution.
• Exceptional communication skills with both technical and non-technical audiences.
• Familiarity with HTML, JavaScript, CSS, JSON-LD, accessibility standards is a plus.
• Bachelor’s degree in Marketing, Computer Science, Data Science, or related field; advanced degree preferred.

This job description is intended to describe the general nature and level of work being performed in this position. It also reflects the general details considered necessary to describe the principal functions of the job identified, and shall not be considered, as detailed description of all the work required inherent in the job. It is not an exhaustive list of responsibilities, and it is subject to changes and exceptions at the supervisors’ discretion.
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