The posting
What the Role Is
Babylist is seeking a leader for SEO, AEO, and GEO to guide how expecting and new parents discover us across traditional search and AI-powered platforms like ChatGPT, Google AI Overviews, and Claude. As AI changes how parents research products, get advice, and decide what to buy, discoverability is a priority for Babylist. This role will define and execute that strategy end to end including the roadmap and measurement plan.
You will work at the intersection of technical SEO, content strategy, and structured data to make sure Babylist is accurately understood, cited, and recommended wherever parents look for answers. You will partner with the teams across Marketing, Tech, Merchandising and Partnerships to set direction, present to leaders and the executive team, and drive performance.
This is an opportunity for someone who understands where search is heading and wants to build discoverability for one of the most trusted brands in pregnancy and parenting. The role sits in Growth Marketing.
Who You Are
- You have built and run an AEO program from first principles. You write question-based prompts and define the KPIs (citation share, visibility, share of voice). You pick a tracking tool and can say what is working, what is not, and what to do next.
- You have deep technical SEO skills on a large, complex site. Rendering and prerendering, crawl behavior, structured data, internal linking, migrations, and recovery from Google algorithm updates. Babylist has XM+ registry URLs and XK guides, so scale problems are the normal case.
- You measure results beyond clicks. You link AI visibility, citations, and brand search to signups and revenue, and you work with paid search on how to attribute them.
- You build with AI.You have shipped AI-assisted workflows, programmatic pages, or internal tools that moved rankings or citations. You would rather build a system that compounds than ship one-off pages.
- Applied AEO or GEO experience, paired with a proven track record owning organic growth results. Experience at a consumer brand, marketplace, or publisher with a large content library is a plus.
- You set content standards that drive organic traffic. FAQ structure, freshness cadence, and formatting that earns citations, delivered to editors and freelance writers as guidance they can use.
- You are hands-on. You pull the data, write the brief, and fix the markup yourself.Nice to have: experience driving discovery through Reddit, YouTube, or short-form video, and building partner or sponsored organic programs without hurting editorial trust.
- You naturally reach for AI in your work — at Babylist, every team uses AI daily. You're already using it to move faster and improve your output, and you stay curious about what's coming next.
- You understand agentic commerce, where AI assistants research and buy products for parents. You make sure Babylist’s product data, registry, and shop pages are structured so those agents can read, compare, and recommend them.
How You'll Make an Impact
- Own the organic search roadmap and its KPIs: SEO-driven activated registries against plan, clicks, top-3 rankings, and AEO citation share and visibility.
- In your first 90 days, review our AEO tracking (two overlapping tools today), pick one, and lock the prompt framework and KPIs for Registry, Health and Shop.
- Keep Google rankings stable and growing across the top categories of Babylist’s business. That covers the technical backlog, internal linking, and content freshness.
- Move non-Registry visibility up in the categories where we trail the category leader today, with a thoughtful and actionable roadmap.
- Build AI-driven systems with the internal AI Enablement team and Engineering. Replace vendor tools where an in-house build does the job, and articulate the tradeoffs.
- Set the content playbook with Editorial: FAQ structure, update cadence, and what earns citations.
- Partner with marketing to find new discovery channels like social and Reddit and measure whether they change AI citations and overall discoverability.
- Co-own brand search strategy and attribution with Paid Search.
- Publish a monthly and quarterly SEO and AEO reviews for the organization with information on performance vs. plan and key projects.
- Be the company's source of SEO and AEO guidance across internal communications.
- Tie organic discoverability to actual business impact including traffic that converts to registry signups and revenue.
- Implement an agentic commerce roadmap for Babylist.
Why This Role
- Babylist has the highest citation and visibility scores in its competitive set of registry queries. Holding that position as AI search changes takes a real roadmap, and you will build it.
- Room to grow in Health. Health is a newer area for Babylist, and there is a real opportunity to expand our reach with strong content and a sharp roadmap.
- You help define success. You co-build the 2027 goals with leadership and own the measurement behind them.
About Compensation
We use a market-based approach to compensation. The starting salary range for this role is:
$143,788.00 to $191,730.00
Your starting salary will be based on your location, experience, and qualifications, with increases over time tied to performance, role growth, and internal pay equity.
Who We Are
Babylist is the leading platform for expecting and new families. More than 10 million people shop with Babylist every year, making it the go-to destination for seamless purchasing, guidance, and expert recommendations. As a modern, AI-forward tech company, Babylist has expanded from a universal registry into a full ecosystem — the Babylist Shop, Babylist Health, Babylist Money, NYC and LA showrooms, branded content, and more — generating $750M in revenue in 2025. Building the generational brand in baby, Babylist is reshaping the $235B kids and baby market and helping parents feel confident, connected, and cared for at every step.
Our Ways of Working
Babylist is remote-first with team members across the U.S. and Canada who move fast, think smart, and use AI as part of how they work every day — not as an experiment, as an expectation. We come together twice a year to build the relationships behind the work, and we hire people who are genuinely excited about what's possible and prove it through how they show up.
Why You Will Love Working At Babylist
Our Culture
- We work with focus and intention, then step away to recharge
- We believe in exceptional management, and we invest in the tools and the time to connect with colleagues
- We build products that positively impact millions of people's lives
- AI is part of how we work, not a side experiment. You'll have leading tools like Claude and ChatGPT from day one, with no waiting on access, so the busywork gets handled and your judgment goes where it counts
Growth & Development
- Competitive pay and meaningful opportunities for career advancement
- We believe technology and data can solve hard problems
- We're committed to career progression and performance-based advancement
Benefits
- Company-paid medical, dental, and vision insurance
- Retirement savings plan with company matching and flexible spending accounts
- Generous paid parental leave and PTO
- Winter Wonder Week: the whole company takes a paid week off at the end of the year, whether or not you celebrate anything, so everyone's out at once and comes back refreshed
- Remote work stipend to set up your office
- Perks for physical, mental, and emotional health, parenting, childcare, and financial planning
Important Notices
Recorded Interviews. Babylist uses an interview recording tool to record and transcribe interviews for evaluation purposes in accordance with applicable privacy laws. By participating in an interview, you consent to this recording and transcription.
Interview Integrity. AI is part of how we work at Babylist. We expect you to use it too. Your application and interviews should still reflect you and your own thinking. We'll tell you when AI is encouraged. Misrepresentation at any stage may result in removal from consideration for this and future roles.
How We Review Applications We use AI throughout our hiring process to help review, screen, and assess applications. These tools support our team's review; they do not replace it, and every hiring decision is made by a person.
Connections at Babylist. If you have a family member or close personal relationship with a current Babylist employee, please let your recruiter know. This helps us keep our process fair and transparent for everyone.
Protect Yourself from Scams. All official outreach comes from the Babylist Talent Team via @babylist.com email addresses only. We will never ask for payment or personal financial information. If you receive outreach via WhatsApp, Telegram, or a non-Babylist email, it's not us. Verify open roles at babylist.com/careers.
