Global Senior Manager Generative Engine Optimization

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 www.coty.com .

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 .

RESPONSIBILITIES

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 da