Kelsey MacNaughton
New York City
Summary
Dynamic SEO and content leader with a proven track record at Macy's and L'Oreal, driving organic growth through enterprise content strategy and site architecture. Expert in AI-powered optimization (AEO/GEO) and cross-functional leadership, with a strong ability to translate data into actionable strategies that enhance customer engagement and deliver measurable business impact.
Overview
5
5
years of professional experience
Work History
Senior Manager, SEO
Macy's
New York City
09.2024 - Current
- Launched and scaled Macy’s Styled & Storied content platform, establishing a centralized, SEO-driven editorial ecosystem that drives significant organic visibility, authority, and high-intent customer engagement.
- Led and developed team of 5 SEO specialists, overseeing enterprise content strategy, taxonomy optimization, and on-site SEO across major business verticals to enhance overall SEO effectiveness.
- Own and execute a search-led content strategy (5+ articles/week), aligning with seasonal demand, marketing campaigns, and merchandising priorities to drive traffic and revenue growth.
- Serve as the SEO lead across Site Merchandising, UX, Product, and Engineering, embedding SEO into navigation, internal linking, and end-to-end customer journeys at scale.
- Built and scaled SEO governance, workflows, and operating models, streamlining cross-functional intake, prioritization, and execution across a highly matrixed organization.
- Act as PMO lead for Macy’s enterprise taxonomy transformation, driving cross-functional alignment, establishing governance, and executing a large-scale site architecture redesign.
- Lead AEO and GEO strategy, optimizing content for AI-driven search experiences (AI Overviews, ChatGPT, Gemini) through structured content, semantic optimization, and scalable AI-powered workflows.
- Led enterprise URL restructuring and site architecture modernization, simplifying category paths and improving crawlability, indexation, and overall site performance.
- Partnered with Product and UX to design and launch PDP enhancements (comparison charts, FAQ modules), enhancing customer decision-making and increasing conversion rates.
Manager, SEO & Consumer Insights
Loreal, Kiehl's
New York City
12.2022 - 09.2024
- Directed Kiehl's Amazon storefront launch, overseeing PDP copywriting, content creation, and optimization for maximum visibility.
- Led data-driven PDP content optimization using AI-powered testing (VIZIT), ensuring a cohesive and high-performing digital shelf experience.
- Conducted competitive and industry trend analyses, shaping technical SEO tactics and informing content strategy.
- Sourced and analyzed consumer insights, enhancing brand strategies and driving consumer engagement.
- Transformed consumer data into actionable strategies, guiding local and global cross-functional teams toward informed decision-making.
- Developed test-and-learn frameworks for evaluating PDP optimizations, identifying strategic growth opportunities.
- Presented insights to L'Oréal executives, influencing brand-specific Sociovision targets and strategic decision-making.
Assistant Manager, SEO
Loreal, Kiehl's
New York City
07.2021 - 12.2022
- Monitored on-site and off-site data to design and execute SEO strategies aligning with business goals.
- Leveraged tools including Google Analytics and BrightEdge to track KPIs, analyze performance, and inform strategic optimizations.
- Partnered with Paid Search lead to integrate organic and paid strategies, reducing traffic cannibalization and maximizing ROI.
- Re-launched Kiehl's blog, optimized content for monthly search trends, and increased organic sessions.
- Developed and optimized PDP launch strategies for direct-to-consumer and wholesale partners (Kiehl's, Sephora, Nordstrom) to enhance visibility and conversion rates.
- Managed blog agency partnership to maintain content quality and brand alignment while overseeing CMS merchandising.
- Achieved an A+ technical SEO score through close brand collaboration and hands-on implementation.
Education
Bachelors - Marketing
Sacred Heart University
Fairfield, CT05-2020
Timeline
Senior Manager, SEO
Macy's
09.2024 - Current
Manager, SEO & Consumer Insights
Loreal, Kiehl's
12.2022 - 09.2024
Assistant Manager, SEO
Loreal, Kiehl's
07.2021 - 12.2022
Bachelors - Marketing
Sacred Heart University