Global Senior Manager Generative Engine Optimization (GEO)

Global Senior Manager, Generative Engine Optimization (GEO)

Coty is one of the world’s largest beauty companies with an iconic portfolio of brands across fragrance, color cosmetics, skin care and body care. COTY is the global leader in fragrance and number three in color cosmetics. COTY’s products are sold in over 150 countries around the world. COTY and its brands are committed to range of social causes as well as seeking to minimize its impact on the environment. For additional information about Coty Inc., please visit .

ROLE AND DEPARTMENT

Coty is a global leader in beauty, home to an illustrious portfolio of cosmetic, skincare, and fragrance brands. Our company's mission is to redefine beauty, encourage authenticity, and celebrate diversity . At Coty, beauty is not about conforming to someone else's ideal. It's about inclusion and allowing everyone to shine in their unique way.

In a constantly evolving digital landscape, Coty has designed an ambitious data-driven roadmap, positioning AI as a powerful business lever and now fitting with shifting consumer journeys towards Large Language Models.

As Generative AI reshapes how consumers discover, evaluate, and choose beauty brands, Coty is building a new strategic capability at the intersection of media, content, commerce, and AI-powered discovery.

The Global Senior Manager, Generative Engine Optimization will lead Coty’s global approach to visibility, relevance, and brand authority across Large Language Models, generative search engines, and AI-driven recommendation environments.

This is a foundational, group-level role with a direct impact on how Coty brands are represented, recommended, and perceived across emerging AI ecosystems. The role combines strategy, governance, measurement, and activation, working in close partnership with global and regional teams to turn generative visibility into tangible business impact.

WHY THIS ROLE MATTERS AT COTY

Beauty consumers increasingly rely on AI-generated recommendations for:

• Product discovery and comparison
• Ingredient transparency and expertise validation
• Brand credibility and peer endorsement

Unlike pure DTC models, Coty operates primarily within retailer and marketplace ecosystems . Winning in generative environments therefore requires:

• Highly structured, AI-readable product and brand data
• Alignment between Retail Media, content, and AI visibility
• Strong global governance across brands and markets
• Clear measurement of AI-driven perception, recommendation, and competitive standing

This role positions Coty at the forefront of AI-driven commerce and media transformation .

RESPONSABILITIES

As Coty’s global reference for Generative Engine Optimization , you will be accountable for shaping, governing, and scaling GEO across the organization.

Strategy & Governance

• Define and own Coty’s global GEO vision, framework, and operating model across brands and regions.
• Establish clear guidelines, standards, and best practices for AI visibility and generative discovery.
• Lead global prioritization across brands, markets, and initiatives to maximize impact.

Measurement & Insights

• Design and implement global measurement standards for:
  • AI visibility and share of voice
  • Perception, recommendation, and authority in generative outputs
  • Competitive benchmarking across categories and markets
• Translate complex AI signals into clear, actionable insights for non-experts.

Activation & Enablement

• Lead GEO pilots, testandlearn initiatives, and global rollouts, ensuring scalability and adoption.
• Enable and upskill regional and brand teams to drive consistent GEO execution
• Integrate GEO insights into:
  • Brand & Media reviews
  • Brand and content strategies
  • Retailer and partner discussions

CrossFunctional Leadership

• Partner closely with Global Media, Brand, CMI, Social Listening, Data & Analytics, eCommerce, Retail Media, and Markets.
• Ensure product data, PDPs, retailer feeds, and content ecosystems are optimized for AI-driven discovery.
• Act as a strategic bridge between AI ecosystems and business teams, translating technology into growth levers.

KEY CONTACTS (INTERNAL & EXTERNAL)

• INTERNAL

• Global Media, Brand, CMI teams
• Data & Analytics team
• E commerce team
• Content team
• Regional and local Media teams

• EXTERNAL

• Retailers and Marketplace partners
• Technology and AI ecosystem partners
• Media and performance partners
• Data, measurement and analytics partners

ORGANIZATIONAL CHART

WHAT YOU’LL BRING

You combine strategic vision with operational excellence. As an experienced digital leader, you understand how ecosystems evolve and how to turn emerging technologies into competitive advantage.

• 7+ years of experience in SEO, GEO, digital commerce, or performance-driven content optimization, ideally within Beauty, Luxury, FMCG, or specialized GEO/AI companies.
• Strong understanding of generative AI, Large Language Models, and their impact on consumer discovery and brand visibility.
• Proven ability to build global frameworks, governance models, and scalable operating standards.
• Highly comfortable operating in complex, matrixed, international organizations.
• Strong analytical and strategic mindset, with the ability to connect data, insights, and business outcomes.
• Confident, influential communicator with charisma, able to engage and align senior stakeholders across technical and non‑technical audiences.
• Fluent English required, French is a plus.

WHAT WE OFFER

This is an unique opportunity to build and own a new global capability at the crossroads of media, commerce, and generative AI.

High visibility within Coty’s global transformation agenda.

Exposure to senior leadership and strategic partners.

A fast‑moving, innovative environment with strong global ambition.