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

Job description

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. We are looking for someone based in Paris (France) We are a collection of 4 exclusive Luxury brands: Sofitel, Sofitel Legend, MGallery and Emblems across 60 countries, unlocking unique experiences in connection with the local destination. Our signature: All our Talents express themselves with authenticity, playfulness in a diverse and inclusive environment, have the ability to surprise our customers by crafting exceptional tailor-made experiences, while embracing local culture. Join us to strive for Excellence. It is a place where you live your purpose! Sofitel, Sofitel Legend, MGallery & Emblems are founded on a set of values that define our distinctive culture. These values unite all our talents around the achievement of common goals and principles. They define the way we interact with our guests, colleagues and communities, and guide our behavior. Our values are: Passion & pride: be passionately in love with our brands, our guests and our people. Use our E.Q. Excellence: comprehensive business approach, driving all levers to be best-in-class hoteliers Empowerment: we are all Entrepreneurs, fully accountable, with strong KPIs and freedom too Trust & Transparency: share everything, no taboo. Feedback is a gift Long-term relationship: with owners as well as talent. Creating a strong sense of belonging. Bespoke & free: 100% experience-driven. Tailored services. Unlock creativity. Proximity: Family spirit, responsiveness, solidarity & constant dialogue with the field