Digital Marketing Manager, Holistic Search Program, NA

Position Overview

The Manager, Holistic Search, will lead paid and organic search strategies including Google Ads, Shopping campaigns, SEO, and the emerging frontier of AI-assisted and contextual search., driving brand awareness, engagement, and performance outcomes. This role will be central in driving profitable growth, enhancing search visibility, managing brand reputation across search engines, and adapting to the next generation of AI-integrated search experiences. This role sits within the North America Media & Digital Marketing team and collaborates closely with cross-functional partners, media agencies, and platform vendors. The ideal candidate is a strategic thinker with deep expertise in paid and organic Search, a strong understanding of the full marketing funnel, and a passion for innovation in the digital space.

Essential Duties & Responsibilities

· Lead holistic paid and organic search strategy, integrating SEM (Search, Shopping) and App Store Search with modern SEO, ASO, AEO and AI search trends such as Google SGE, Bing Copilot, and ChatGPT browsing.

· Evolve Shopping campaign architecture, feed optimization, Merchant Center health, and cross-category targeting to ensure product visibility, profitability, and incremental customer acquisition.

· Drive long-tail and non-brand keyword strategy for both SEM and SEO, identifying overlooked query segments and scaling performance cost-efficiently

· Oversee reputation management as it relates to search, ensuring branded search results, featured snippets, and review aggregates reflect accurate and favorable brand positioning.

· Collaborate with internal stakeholders across Content, Product, Merchandising, CRM, and Tech to unify messaging, align landing pages, and embed SEO and SEM best practices into site structure, metadata, and campaign messaging

· Utilize and synthesize data across paid and organic platforms to inform strategy, reporting, and insights, clearly communicating trends and performance.

· Build and optimize the paid search budgets with a rigorous eye toward cost efficiency, revenue impact, and margin contribution.

· Partner internal and external partners to create robust scenario testing, and measurement frameworks that capture blended lift, new customer acquisition, and lifetime value impact.

· Champion test-and-learn experimentation and run structured experiments and share learnings with clarity.

· Stay ahead of emerging AI capabilities in search marketing, integrating AI tools for keyword research, content scaling, dynamic bidding, and performance monitoring.

Experience, Skills & Knowledge

· Experience in paid and organic Search, preferably in a retail or e-commerce environment.

· Proven track record of managing large-scale campaigns and budgets.

· Strong analytical skills and experience with tools like Google Ads including Search, Shopping, PMax, SA360, Merchant Center, Google Analytics, Google Play Console, Adobe Analytics, App Store Connect, Appsflyer, and SEO platforms such as SEMrush, Ahrefs, Moz, and Screaming Frog.

· Working knowledge of how AI and LLM-powered search is reshaping visibility, click behavior, and content frameworks. Using agentic solutions (ie. Botify, Bluefish,…) to ensure we are found across traditional and AI search platforms.

· Direct experience running and scaling Shopping campaigns, including feed auditing, segmentation, and bidding optimization

· Advanced proficiency in Microsoft Excel and PowerPoint.

· Excellent communication, leadership, and project management skills.

· Ability to thrive in a fast-paced, dynamic environment and adapt to evolving priorities.

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Ralph Lauren will consider for employment qualified applicants with arrest or conviction records in a manner consistent with the requirements of the law, including any applicable fair chance laws.