Manager, Search (SEO & AI Discovery)

At FIGS, we’re building more than a brand—we’re building a lifelong relationship with the Awesome Humans who inspire us every day.

We’re looking for a Manager, Search (SEO & AI Discovery) to own organic discovery across traditional search and emerging AI platforms: ChatGPT, Perplexity, Google AI overviews, Gemini, Claude, and beyond. This is a net-new role requiring both deep technical expertise and exceptional communication skills. We’re looking for a true expert in modern search, someone who understands how search works today and is obsessed with where it’s headed across AI, LLMs, and emerging discovery platforms. This person will shape strategy, build cross-functional alignment, and translate complex search and AI concepts into clear direction for Marketing, Technology, Product, Engineering, Site Merchandising, and Analytics partners. partners. This role is a key driver of organic revenue, customer acquisition, and brand visibility and will report to the VP of Growth and Integrated Media.

What You’ll Own

• Own the technical SEO health of the : crawlability, indexing, site speed, Core Web Vitals, structured data, site mapping, and mobile performance.
• Lead research into search demand content gaps,and opportunities for on-page optimization across categories, products, and content pages.
• Manage internal linking strategy, URL architecture, and any site transitions without traffic interruptions.
• Develop and own FIGS’ technical search priorities, partnering closely with Technology, Product, and Engineering to prioritize and implement initiatives that improve organic discoverability and performance.
• Own partner relationships (ex. Profound), using AI visibility, competitive and citation insights to identify and execute opportunities that strengthen FIGS’ presence
• Ensure new site features, product launches, campaigns, collections, seasonal moments, migrations, redesigns, and platform enhancements are optimized for discoverability and incorporate SEO and AI search best practices from inception through launch.
• Partner cross-functionally with Narrative to build and maintain content strategies across AEO and SEO; Technology, Product, and Engineering to drive technical implementation; Site Merchandising to optimize taxonomy, navigation, collection strategy, product categorization, internal linking, and on-site discoverability; and Analytics and Growth to measure performance and business impact.
• Monitor algorithm updates and proactively address changes that might have a future impact on site visibility.
• Develop and execute a strategy to increase brand/product visibility in AI-generated answers across all LLMs and AI-powered search experiences.
• Continue to drive excellence and maintain the FIGS premium position across all LLMs by strengthening FIGS’ authority, visibility, and likelihood of being surfaced, cited, and recommended.
• Test and iterate on content formats to develop and continuously evolve best practices on how we show up on LLMs and AI-powered search.
• Stay current on the evolution of major AI platforms, including how search engines and LLMs crawl, retrieve, rank, summarize, cite, and recommend information, and translate those learnings into actionable strategies for FIGS.
• Manage existing vendor relationships with external SEO/AEO partners and vendors
• Lead project management across multi-team initiatives: define scope, align stakeholders, track progress, and hold partners accountable to timelines.
• Serve as FIGS’ subject matter expert on modern search, SEO, AEO, and AI discovery, proactively educating cross-functional partners, identifying emerging opportunities, and translating performance, insights, and recommendations into clear strategies and business outcomes for senior leadership.

What You Bring

• 5+ years in SEO with hands-on experience actively working on AEO, AI search visibility, and LLM-driven discovery.
• Proven track record of growing organic traffic and revenue for e-commerce, consumer brands.
• Deep technical SEO expertise, including crawlability, indexing, site architecture, structured data, schema, Core Web Vitals, internal linking, and modern search best practices.
• Experience working with LLM concepts and tactical execution with a deep understanding of modern AI search and how LLMs retrieve, synthesize, cite, and recommend brands, products, and information.
• Deep familiarity with Google Search, Google AI Overviews, ChatGPT, Perplexity, Gemini, Claude, and the rapidly evolving search ecosystem.
• Strong analytical skills with the ability to identify opportunities, prioritize initiatives based on business impact, and translate performance into clear recommendations.
• Exceptional communication and cross-functional leadership skills, with the ability to make highly technical concepts accessible and influence partners across the organization.
• A passion for staying at the forefront of search. This space is evolving rapidly, and you continuously experiment, learn, and adapt as search behavior, AI platforms, and LLM capabilities change.

FIGS Compensation and Benefits

Pay Range

• At FIGS, your base salary is one part of your total compensation package. This role's base salary range is between $130,000 and $150,000. Actual base salary is determined based on a number of factors, including but not limited to your relevant skills, qualifications, and years of experience.

Additional Compensation and Benefits

• Equity: All FIGS employees have the opportunity to own shares of FIGS stock through our new-hire equity program. Additionally, FIGS provides a discount when purchasing FIGS stock voluntarily through our FIGS Employee Stock Purchase Plan
• Annual bonus: This position is eligible to participate in the FIGS annual bonus program

• Other compensation and benefits offered include:
• Comprehensive benefits and perks package focused on your well-being, including premium medical, dental and vision coverage, and full access to wellness services through Breethe and Classpass. 100% FIGS-sponsored life insurance and disability insurance
• Amazing 401(k) program, with a company match up to the first 6% of your contribution
• Generous paid time off - We have 12 company holidays. For salaried team members, we offer flexible vacation. For our hourly team members, we offer up to 3 weeks of accrued vacation
• Meaningful time away for baby bonding, including parental leave, new parent care meals, and a transition back to work for primary caregivers
• FIGS sponsored Uber Eats voucher for in-office weeks
• Personalized discount code for 50% off all FIGS products, along with a separate code to share with family and friends to enjoy a 25% discount site-wide
• Access to FIGS Vet, Discounted Pet Daycare, Discounted Pet Insurance, and so much more…

*Benefits eligibility is determined by hour requirements and length of service

A little bit about us…

FIGS, Inc. is a founder-led, direct-to-consumer healthcare apparel and lifestyle brand that seeks to celebrate, empower and serve current and future generations of healthcare professionals. We redefine what scrubs are by creating technically advanced apparel and products that feature an unmatched combination of comfort, durability, function and style, all at an affordable price. With the largest DTC platform in healthcare apparel, we sell our products to a rapidly growing community of loyal customers. Through these customer relationships, FIGS has built a community and lifestyle around a profession, revolutionizing the large and fragmented healthcare apparel market and becoming the industry’s category-defining healthcare apparel and lifestyle brand.

Our Threads for Threads initiative is integral to our mission to improve the lives of healthcare professionals on a global scale. Founded alongside FIGS in 2013, Threads for Threads donates scrubs to healthcare professionals working in resource-poor countries around the world.