What are the responsibilities and job description for the Director, Search Engine Optimization and Digital Content (On-Site) position at KOHLS?
About the Role
As Director, Search Engine Optimization (SEO) and Digital Content, you will be a pivotal leader at the forefront of our digital strategy. You will own the critical mission of how customers discover Kohl’s through organic search and the quality of the content they engage with upon arrival. This role is focused on top-of-funnel customer acquisition, leading the strategy to drive qualified organic search traffic and new customers to our digital platforms.
You will lead the enterprise-wide SEO strategy and the high-performing teams responsible for its execution. Concurrently, you will oversee the strategy for all on-site evergreen content, including our rich library of product imagery, specifications, editorial content, and our User-Generated Content (UGC) program.
What You’ll Do
Lead the strategy and structure of customer-facing content across Product Detail Pages (PDP), category, and campaign landing pages to drive organic growth and on-site conversion
Align two teams, Content Experience and Search Engine Optimization (SEO), under a shared vision, setting clear goals, processes, and metrics
Partner cross-functionally with User Experience (UX), Product, Merchandising, Engineering, and Marketing to embed SEO and content best practices across the site
Translate data from SEO tools and analytics platforms into actionable insights for executive stakeholders
Develop scalable workflows for building, optimizing, and publishing on-site evergreen content with speed, accuracy, and brand alignment
Guide the evolution of kohls.com content in response to AI-driven discovery including Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO), structured data opportunities, and shifting consumer behaviors
Empower team subject-matter experts to own technical and content SEO workstreams while facilitating learning and collaboration across disciplines
Manage team structure, performance expectations, and resourcing plans for long-term growth and capability building
Oversee vendor relationships, tooling strategy, and SEO roadmap prioritization
Serve as a strategic voice in Kohl’s Digital organization, contributing to digital transformation initiatives, omnichannel discoverability, and customer experience innovation
Additional tasks may be assigned
What Skills You Have
Required
Bachelor’s degree required; advanced degree preferred