Irina Yekaterinoslavskaya is a senior digital platform, enterprise SEO, AI Search, and discoverability leader with 15+ years of experience building, modernizing, and governing complex digital ecosystems across media, ecommerce, healthcare, nonprofit, B2B, and regulated industries. 

She specializes in transforming fragmented websites, content platforms, and publishing operations into structured, scalable systems that improve organic growth, user experience, operational efficiency, and long-term discoverability. Her work spans platform strategy, technical SEO, information architecture, taxonomy, structured content, CMS governance, analytics, experimentation, product management, and AI-driven discovery. 

Currently, as Director, Digital Strategy & Discovery at STEM Fellowship, Irina sets enterprise digital strategy across web platforms, SEO, AEO/GEO, AI Search, information architecture, taxonomy, content systems, analytics, and product roadmaps. She establishes governance, operating models, and investment priorities that align cross-functional execution, modernize digital capabilities, and expand discoverability and growth. 

She also advises publishing platforms and mission-driven organizations on platform modernization, technical discovery, content systems, and AI Search readiness. 

Previously, as Director of SEO Strategy at Audacy, Irina directed enterprise SEO infrastructure and digital discoverability across 220+ websites and a media ecosystem exceeding 100M URLs. She built the SEO function from 0→1, established the team and agency model, and modernized technical standards, governance, analytics, and executive reporting. Monthly organic users grew from 3M to 15M within three years. 

Her Audacy portfolio included news, sports, music, entertainment, podcasts, video, ecommerce, and mobile applications. She directed 220+ migrations and consolidations, including the Radio.com-to-Audacy.com rebrand, and scaled SEO and publishing operations across 35+ editorial teams and 150+ editors. She partnered with Product, Engineering, Editorial, Analytics, Marketing, and Legal to improve architecture, content discovery, platform performance, and measurement. 

Before Audacy, Irina served as SEO Product Manager at Toys “R” Us Global, where she owned SEO product strategy across a 100K+ SKU ecommerce platform and 800+ stores in the United States and Canada. She set roadmaps, technical standards, governance, and product requirements and led cross-functional execution across taxonomy, product and store discovery, canonicalization, templates, and mobile-first architecture. 

Earlier in her career, Irina led website, SEO, and platform initiatives across healthcare, life sciences, manufacturing, hospitality, fashion, consumer electronics, education, and ecommerce. Her client portfolio included STERIS, STERIS Life Sciences, Midmark, Health Street, Ruth’s Chris Steak House, Harper’s BAZAAR, Milly, JVC, and Huntington Learning Center. 

Irina began her career at Ask.com, where she worked on search quality, semantic relevance, classification, anti-spam systems, and content trust. That experience established the foundation for her later work across enterprise search, content systems, product strategy, and digital discoverability. 

Across roles, Irina is known for translating complex business requirements and user behavior into scalable roadmaps, technical standards, governance models, and measurement systems that connect content, product, technology, analytics, and search.

Selected Impact

✅ Grew monthly organic users from 3M to 15M—an increase of 400%—within three years 

✅ Directed 220+ site migrations and consolidations across properties ranging from thousands to millions of URLs, delivering 10% post-launch organic growth 

✅ Built 0→1 SEO functions, teams, agency models, governance, and measurement systems for startups and established enterprises 

✅ Designed taxonomy, structured content, and entity systems across a 100M+ URL media ecosystem, improving search discovery, content reuse, and platform scalability 

✅ Modernized CMS workflows and scaled SEO execution across 35+ editorial teams and 150+ editors through governance, training, QA, and reporting 

✅ Increased CTR by 20% and conversion by 25% through information architecture, testing, personalization, and experience optimization 

✅ Expanded discoverability through Google News, Apple News, MSN Local, partnerships, and syndication, adding 6M+ in reach 

✅ Develop and lead AEO/GEO programs across publishing and nonprofit platforms, strengthening visibility in AI Overviews and answer engines 

✅ Resolved crawl and indexing failures across a multimillion-URL publishing platform, restoring visibility for 30–50% of affected pages 

✅ Scaled ecommerce discovery across a 100K+ SKU retail platform and 800+ stores while strengthening canonicalization and mobile-first architecture 

✅ Re-engineered a healthcare platform and content architecture, growing it from launch to 100K+ monthly visits and 12,400% organic growth within one year 

✅ Drove a national media organization’s app into top-10 rankings through scalable ASO, metadata, and content optimization