GEO, SEO & UX Senior Manager (H/F/X)

• Reporting line: the GEO, SEO & UX Senior Manager reports to the E-commerce Performance Director.
• Location & working model: Issy-les-Moulineaux (Greater Paris), hybrid working with a minimum of 2 days on site per week.
• Scope: direct ownership of 3 brand websites (Sofitel, MGallery and Emblems), plus contribution to the ALL Accor website in collaboration with our central and regional teams.
• Team & partners: no direct reports. You steer an external e-merchandising consultant, our SEO agency and our GEO pilot agency, and you work hand in hand with our internal Product & Tech and Digital Experience teams.
• Your toolbox: Adobe Experience Manager (AEM), GA4, Botify, Contentsquare, The Hotels Network.

Direct web channels represent one third of our business today, and organic search accounts for 12% of it. The rise of AI-generated answers (AI Overviews, AI assistants) and the new rules introduced by the Digital Markets Act are profoundly reshaping the way travelers discover and choose a hotel.

Your mission is to bring growth back to our organic levers - and, above all, to take Generative Engine Optimization from an agency-led pilot to an industrialized, measurable capability across our luxury brands.

Here are the main missions you will be performing:

• Own the SEO strategy and performance of our brand websites, steering our SEO agency and partnering with our internal Product & Tech and Digital Experience teams, to protect and grow organic traffic and revenue in a fast-changing search landscape.
• Industrialize our Generative Engine Optimization (GEO) approach: move from an agency-led pilot to a scalable and measurable framework - structured data, semantic markup, content hierarchy, FAQs, entity and brand visibility across AI assistants and AI-powered search experiences.
• Define the content and information architecture strategy (page structures, internal linking, content hierarchy) that makes our brands discoverable and compelling for both traditional search engines and AI-generated answers.
• Define and drive the corporate e-merchandising and content strategy across our luxury brand websites to maximize brand and commercial impact (brand understanding, customer engagement, conversion and revenue), supported by an external e-merchandising consultant.
• Optimize the website architecture (page layouts and modules) together with the Digital Experience and Product teams, by defining best-in-class and innovative UX and CRO practices, backed by A/B testing and behavioral analytics.
• Monitor website performance through regular reporting and dashboards, identifying and prioritizing the opportunities with the highest impact on organic growth and conversion.
• Establish website guidelines for hotels to leverage their hotel sections on brand websites, including but not limited to SEO/GEO guidelines.
• Lead content optimization initiatives in close collaboration with Brand, Marketing, Digital Experience, Business Intelligence, Revenue Management and Commercial teams, and external agencies.
• Stay ahead of emerging trends in AI Search, Generative AI, Search Engine Optimization, digital merchandising and user behavior to ensure our brands remain at the forefront of digital innovation.

Must-have

• 8-12 years of experience in SEO, Digital Performance, E-commerce, Content Strategy or Digital Merchandising.
• Proven, hands-on SEO expertise (technical, content and internal linking) on large, multi-market and multi-language websites.
• Solid understanding of Generative Engine Optimization (GEO) and AI-driven search ecosystems, with a clear point of view on how to scale and industrialize them.
• Strong knowledge of content structuring, information architecture and technical SEO principles that improve discoverability across both search engines and AI assistants.
• Experience steering external agencies and consultants and influencing Product & Tech roadmaps without hierarchical authority.
• Strong analytical skills, with the ability to turn performance data into prioritized, business-oriented recommendations.
• Excellent communication and stakeholder management skills in an international, matrixed environment.
• Fluent in French & English, both written and spoken.

Nice-to-have

• Experience in e-merchandising, website optimization and digital customer journeys on a transactional website.
• Good understanding of UX principles and Conversion Rate Optimization (CRO), and of experimentation methodologies (A/B testing, behavioral analytics, continuous optimization).
• Hands-on experience with Adobe Experience Manager (AEM), GA4, Botify, Contentsquare or The Hotels Network.
• Experience in Luxury, Hospitality or Travel, and a strong interest in the Luxury industry.
• Passion for digital innovation, Artificial Intelligence and emerging search technologies.