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Senior Product Manager SEO at bol.com EN, Utrecht

Senior Product Manager SEO at bol.com EN in Utrecht. Est. up to $100k. Apply with swipeandhired.

Shape how millions of customers discover bol in search, AI and conversational engines

How do you make our customers happy?

By ensuring 13.5 million customers can find bol wherever and however they search - from Google, Social to AI assistants like ChatGPT, Gemini and Copilot. As Senior Product Manager S earch E ngine O ptimisation (SEO) , you lead the evolution from traditional, keyword ‑ based SEO to conversational, AI ‑ driven discovery. You are responsible for the product and technical foundations that power organic growth across Search Engines, LLMs and emerging discovery platforms. Together with a dedicated team of backend engineers, and in close partnership with the SEO Marketing team, you will build scalable capabilities that defend and grow organic traffic and GMV in a rapidly changing search landscape. SEO is a strategically critical topic with strong leadership visibility. You play a key role in safeguarding bol’s relevance as customer behaviour shifts and zero‑click & AI‑mediated journeys increase.

The biggest challenge

Customer behaviour is changing fundamentally:

From keywords to natural language & conversational search

From clicks to answers, recommendations and agentic journeys

From page ‑ level ranking to structured, trustworthy, machine ‑ readable content

At the same time, SEO traffic is always under pressure from changes of our Partners like Google, Bing and now also AI Overviews and LLMs. Without continued innovation, organic performance declines. Your challenge is to keep building future ‑ proof SEO & GEO capabilities that:

Scale across millions of pages and feeds

Work across Google, AI search, LLMs and social discovery

Balance short ‑ term GMV defense with long ‑ term AI readiness

This requires strong stakeholder management, deep collaboration across Product, Tech and Marketing, and a test ‑ and ‑ learn mindset grounded in real data.

What you'll do as Senior Product Manager SEO

As part of the Marketing & Advertising domain, you lead the SEO product area, working closely with the SEO Marketing team and multiple Product & Tech teams. SEO cannot be done in isolation , you act as a true advocate and ambassador for SEO across the organization.

In close partnership with your Engineering Manager and Group Product Manager, you own the product strategy and roadmap for SEO, GEO and LLM discovery .

Your responsibilities include:

Own the product vision and roadmap for SEO & GEO, aligned with the company strategy

Translate SEO strategy into clear product, tech and data initiatives

Lead a cross ‑ functional team with backend engineers, analyst and data science capacity

Drive the shift from keyword ‑ based SEO to conversational and AI ‑ driven discovery

Define and steer a test & learn approach using SEO A/B tests and experimentation

Partner closely with the SEO Marketing team to align content, priorities and experiments

Act as a strong stakeholder manager across Product, Tech, Marketing and Leadership

Ensure SEO is embedded into broader platform decisions, not treated as a standalone channel

Represent SEO at leadership level and make its impact, risks and opportunities tangible

Why you can make a difference

With 4+ years of product management experience in SEO you combine product leadership, technical understanding and strategic SEO vision. You understand that SEO is evolving into SEO + GEO (Generative Engine Optimization) , AI and LLMs require structured, high ‑ quality , machine ‑ interpretable content and l ong ‑ term success depends on platform capabilities, not one ‑ off optimizations . Moreover, y ou are comfortable operating in ambiguity, influencing without authority, and making data ‑ informed trade ‑ offs that balance speed, scale and impact.

3 reasons why this is( n't ) for you

Marketing tech expert

You translate complex marketing requirements into scalable technical solutions

Data-driven optimizer

You obsess over metrics and consistently find ways to improve performance

Cross-functional catalyst

You unite engineering and marketing perspectives to deliver high-performing solutions

Manual campaigner

Your idea of optimization is improving keywords one by one while sipping a latte

Metrics avoider

You trust your gut over data analysis

Siloed specialist

You prefer working in isolation to bridging technical and commercial domains

Where you'll work

You'll join our Marketing & Advertising domain, where 20 product teams determine how we connect with customers. Working alongside talented engineers and data scientists, you'll shape how millions of customers discover our platform and products. While we take our mission seriously, our culture remains open and collaborative. We champion diversity and inclusivity, knowing that diverse perspectives lead to better marketing solutions. After all, our 13.5 million customers represent the full spectrum of society. Ready to drive the future of tech-powered marketing? Welcome aboard!