Sr Manager Agentic Commerce -SEO & GEO

OVERVIEW Discover the possibilities of our progressive, omnichannel approach to beauty retail. At Ulta Beauty, our E-commerce associates sit at the cutting edge of our efforts to reimagine the future of retail. Through a full suite of new and emerging technologies, this team is creating an enhanced buying experience for guests who crave simplicity, choice, personal insights and the joy of discovery. With greater interactivity. Inspired applications of big data, AI and UI/UX. And creative that persuades and delights. All of this, with the opportunity to experience smart ideas come to life . At Ulta Beauty, we’re forever imagining. Forever striving. Forever investing in next-gen—with deep and rich opportunities for ongoing learning, growth and advancement. We encourage you to take control of your career and set your own ceiling. For curious and big-picture thinkers who can flex to the need and who want to stretch themselves through courage and conviction, Ulta Beauty provides an environment perfectly suited to your ambitions. Let’s build brilliant together. THE IMPACT YOU CAN HAVE: The Senior Manager, Agentic Commerce – GEO owns Ulta Beauty’s algorithmic visibility and preference across AI agents and generative platforms. This leader defines how products, offers, and content are structured, expressed, and prioritized so they are discoverable, cited, ranked, and selected in AI-driven shopping journeys. This role ensures Ulta is AI-readable, not just human-readable — evolving the organization from traditional SEO to Generative Engine Optimization (GEO) and Agentic Commerce Optimization (ACO). The Sr Manager leads structured data strategy, feed prioritization, AI visibility governance, and category-level optimization in close partnership with GTM, Category, IT, Merchandising, and Agent Operations. This role directly impacts revenue growth, digital market share, retail media monetization resilience, and Ulta’s long-term defensibility in AI ecosystems. CORE JOB RESPONSIBILITIES: GEO Strategy & Roadmap Own the enterprise GEO strategy across AI agents, LLM platforms, and assistant-native ecosystems. Define Ulta’s approach to AI indexation, citation share, ranking influence, and selection probability. Develop quarterly visibility priorities aligned to revenue targets and category strategy. Report on weekly leadership Dashboard meetings on AI visibility metrics & action items. Translate agent ecosystem shifts into actionable commercial priorities. Structured Data & AI Readability Define how products, offers, policies, and content are structured for AI interpretation. Set enterprise standards for: Product schema, offer & promo schema, FAQ & review markup, Policy and fulfillment transparency Drive structured commerce data layer evolution in partnership with IT. Ensure AI agents can interpret inventory, pricing, loyalty, and fulfillment accurately. Feed Strategy & Commercial Prioritization Design the end-to-end GEO ecosystem operations: Content ingestion, Attribute enrichment, Gap detection Optimization loops: Partner with GTM & Category Leads to prioritize hero SKUs, enrich high-margin or strategic brands, define agent-optimized bundles and regimens Align feed priorities to commercial strategy AI Visibility Measurement & Optimization Establish GEO KPI framework: Citation share, agent selection rate, indexation coverage, content confidence signals Partner with Analytics and Agent Optimization team to compare agent vs site performance, identify category visibility gaps, detect signal collapse or content pollution Drive structured testing and iteration cycles. Cross-Functional Leadership Partner with Agentic Commerce teams including GTM to ensure launches are AI-visible from day one, category & Merchandising to align structured data to hero strategy, Agent Ops to ensure feeds support reliable agent decisioning. Partner Cross-functionally with IT & Product to evolve APIs, schema coverage, and automation tooling. Serve as the enterprise expert on SEO, GEO and ACO. Team Leadership & Capability Building Lead and develop a high-performing GEO team, including analysts focused on category-level content & visibility optimization, GEO/SEO strategists managing schema, tooling, structured data & automation, AI visibility monitoring, automation loops, and agent signal tracking. Build scalable workflows and automation-first optimization systems. REQUIREMENTS FOR CONSIDERATION: 8+ years of experience in SEO, digital commerce, product data strategy, or search visibility within a scaled enterprise environment. Proven track record building and scaling structured data, feed ecosystems, and AI-readable content frameworks. Deep understanding of schema markup, product feeds, content systems, and the evolution from SEO to generative and agent-driven search. Demonstrated ability to lead cross-functional initiatives across IT, digital, marketing, merchandising, and operations. Strong commercial acumen with the ability to connect AI system behavior to revenue growth, margin performance, and category outcomes. Analytical rigor with experience translating data into prioritization and measurable business impact. Experience leading and developing high-performing teams. Executive-level communication skills with strong stakeholder management and influence capabilities. Ability to operate with urgency and ownership in a fast-paced, evolving technology landscape. Strategic mindset with bias for action, governance discipline, and continuous improvement. Experience with generative search, LLM ecosystems, AI-native commerce, or agentic platforms preferred. Familiarity with API-driven commerce architecture and structured commerce data layers preferred. Experience in retail media, marketplace optimization, or algorithm-driven merchandising preferred. Background in omnichannel retail; beauty experience strongly preferred. Experience designing governance frameworks for automated or AI-driven systems preferred. WORKING CONDITIONS Professional, fast-paced, collaborative office environment Travel expectations 24x7x365 operation may require remote work on the weekends, evenings, and holidays. The position is located in United States DISCLAIMER: The above statements are intended to describe the general nature and level of work being performed by people assigned to this classification. They are not intended to be construed as an exhaustive list of all responsibilities, duties and skills required. The pay range for this position is $119,300.00 - $175,000.00 / Year with the opportunity for eligible associates to earn additional compensation pursuant to the Company’s bonus plan. Exact pay will be based on factors including, but not limited to relevant education, qualifications, certifications, experience, level, shift, geographic location, and business and organizational needs. Full-time positions are eligible for paid time off, health, dental, vision, life and disability benefits. Part-time positions are eligible for dental, vision, life, and disability benefits. For additional information concerning our benefits, visit our Benefits and Career Development page: https://learn.bswift.com/ulta ABOUT At Ulta Beauty (NASDAQ: ULTA), the possibilities are beautiful . Ulta Beauty is the largest North American beauty retailer and the premier beauty destination for cosmetics, fragrance, skin care products, hair care products and salon services. We bring possibilities to life through the power of beauty each and every day in our stores and online with more than 25,000 products from approximately 500 well-established and emerging beauty brands across all categories and price points, including Ulta Beauty’s own private label. Ulta Beauty also offers a full-service salon in every store featuring—hair, skin, brow, and make-up services. We will consider for employment all qualified applicants, including those with arrest records, conviction records, or other criminal histories, in a manner consistent with the requirements of any applicable state and local laws, including the City of Los Angeles’ Fair Chance Initiative for Hiring Ordinance, the San Francisco Fair Chance Ordinance, and the New York City Fair Chance Act. THE IMPACT YOU CAN HAVE: The Senior Manager, Agentic Commerce - GEO owns Ulta Beauty's algorithmic visibility and preference across AI agents and generative platforms. This leader defines how products, offers, and content are structured, expressed, and prioritized so they are discoverable, cited, ranked, and selected in AI-driven shopping journeys. This role ensures Ulta is AI-readable, not just human-readable - evolving the organization from traditional SEO to Generative Engine Optimization (GEO) and Agentic Commerce Optimization (ACO). The Sr Manager leads structured data strategy, feed prioritization, AI visibility governance, and category-level optimization in close partnership with GTM, Category, IT, Merchandising, and Agent Operations. This role directly impacts revenue growth, digital market share, retail media monetization resilience, and Ulta's long-term defensibility in AI ecosystems. CORE JOB RESPONSIBILITIES: GEO Strategy & Roadmap Own the enterprise GEO strategy across AI agents, LLM platforms, and assistant-native ecosystems. Define Ulta's approach to AI indexation, citation share, ranking influence, and selection probability. Develop quarterly visibility priorities aligned to revenue targets and category strategy. Report on weekly leadership Dashboard meetings on AI visibility metrics & action items. Translate agent ecosystem shifts into actionable commercial priorities. Structured Data & AI Readability Define how products, offers, policies, and content are structured for AI interpretation. Set enterprise standards for: Product schema, offer & promo schema, FAQ & review markup, Policy and fulfillment transparency Drive structured commerce data layer evolution in partnership with IT. Ensure AI agents can interpret inventory, pricing, loyalty, and fulfillment accurately. Feed Strategy & Commercial Prioritization Design the end-to-end GEO ecosystem operations: Content ingestion, Attribute enrichment, Gap detection Optimization loops: Partner with GTM & Category Leads to prioritize hero SKUs, enrich high-margin or strategic brands, define agent-optimized bundles and regimens Align feed priorities to commercial strategy AI Visibility Measurement & Optimization Establish GEO KPI framework: Citation share, agent selection rate, indexation coverage, content confidence signals Partner with Analytics and Agent Optimization team to compare agent vs site performance, identify category visibility gaps, detect signal collapse or content pollution Drive structured testing and iteration cycles. Cross-Functional Leadership Partner with Agentic Commerce teams including GTM to ensure launches are AI-visible from day one, category & Merchandising to align structured data to hero strategy, Agent Ops to ensure feeds support reliable agent decisioning. Partner Cross-functionally with IT & Product to evolve APIs, schema coverage, and automation tooling. Serve as the enterprise expert on SEO, GEO and ACO. Team Leadership & Capability Building Lead and develop a high-performing GEO team, including analysts focused on category-level content & visibility optimization, GEO/SEO strategists managing schema, tooling, structured data & automation, AI visibility monitoring, automation loops, and agent signal tracking. Build scalable workflows and automation-first optimization systems. REQUIREMENTS FOR CONSIDERATION: 8+ years of experience in SEO, digital commerce, product data strategy, or search visibility within a scaled enterprise environment. Proven track record building and scaling structured data, feed ecosystems, and AI-readable content frameworks. Deep understanding of schema markup, product feeds, content systems, and the evolution from SEO to generative and agent-driven search. Demonstrated ability to lead cross-functional initiatives across IT, digital, marketing, merchandising, and operations. Strong commercial acumen with the ability to connect AI system behavior to revenue growth, margin performance, and category outcomes. Analytical rigor with experience translating data into prioritization and measurable business impact. Experience leading and developing high-performing teams. Executive-level communication skills with strong stakeholder management and influence capabilities. Ability to operate with urgency and ownership in a fast-paced, evolving technology landscape. Strategic mindset with bias for action, governance discipline, and continuous improvement. Experience with generative search, LLM ecosystems, AI-native commerce, or agentic platforms preferred. Familiarity with API-driven commerce architecture and structured commerce data layers preferred. Experience in retail media, marketplace optimization, or algorithm-driven merchandising preferred. Background in omnichannel retail; beauty experience strongly preferred. Experience designing governance frameworks for automated or AI-driven systems preferred. WORKING CONDITIONS Professional, fast-paced, collaborative office environment Travel expectations <20% 24x7x365 operation may require remote work on the weekends, evenings, and holidays. The position is located in United States DISCLAIMER: The above statements are intended to describe the general nature and level of work being performed by people assigned to this classification. They are not intended to be construed as an exhaustive list of all responsibilities, duties and skills required.