Job Description
The Associate Director, Search Engine Optimization (SEO), Generative Engine Optimization (GEO) and Content Performance will be responsible for evolving our Company's Animal Health's web search strategy to an integrated SEO & GEO approach, ensuring our content is discoverable, authoritative, and cited across both search engines and AI-driven platforms (e.g., AI Overviews, Copilot, ChatGPT). The role will partner closely with stakeholders in Global Marketing, Customer Engagement and IT to embed search optimization into omnichannel content and customer engagement strategies.
This role requires a customer-centric strategic thinker with a strong background in digital marketing and data analytics, coupled with exceptional collaboration, leadership and communication abilities. The ideal candidate will possess the skills to inspire and guide cross-functional teams, effectively communicate complex strategies to stakeholders, and foster a collaborative environment that encourages innovation.
Primary responsibilities include, but are not limited to:
- Global SEO & GEO Strategy:
- Define and lead an integrated SEO & GEO strategy aligned to species marketing and other enterprise priorities.
- Evolve KPIs from traditional metrics (rankings, traffic) to include AI citations, share of voice, and discoverability.
- Identify high-impact use cases across brands, markets, and customer segments.
- Content & Experience Optimization:
- Partner with Content Hub stakeholders to optimize content for search rankings and AI consumption; Ensure content is structured, authoritative, and citation ready.
- Establish standards for AI-friendly content (clarity, structure, factual accuracy)
- Collaborate with MarTech and IT stakeholders to establish standards for taxonomy, metadata, and schema to improve machine readability.
- AI Search (GEO) Enablement:
- Build and operationalize GEO capabilities, including monitoring visibility in AI-generated answers and identifying opportunities to improve content inclusion in AI outputs.
- Develop frameworks to ensure content is trusted, referenced, and surfaced by AI systems.
- Define and track performance across SEO (rankings, CTR, organic traffic) and GEO (citations, mentions, AI visibility, "zero-click" outcomes).
- Share performance insights with stakeholders on a regular basis
Qualifications:
- 7+ years in SEO, digital marketing, or search strategy.
- Proven experience in enterprise/global SEO programs.
- Strong understanding of Technical SEO (site structure, crawlability, schema) and content strategy and optimization.
- Familiarity with AI-driven search trends and Large Language Models (LLMs).
- Strong English communication skills and leadership presence to effectively engage stakeholders from around the globe.
Preferred Skills/Experience:
- Experience in animal health or regulated industries.
- Exposure to AI search / GEO concepts and emerging tools.
- Experience of tools such as SEMRush, Google Analytics and similar
- Background in content strategy, omnichannel marketing, or MarTech platforms.
- Strong analytical mindset with experience defining new measurement frameworks.
- Demonstrated leadership skills and the ability to work well with ambiguity.
- Strong peer leadership skills and ability to successfully lead in a highly matrixed global organizational structure.
- Demonstrated ability to understand and distill complex information and communicate in a meaningful way to specific audiences.
Education:
- Minimum: Bachelor's degree in marketing, communications, information management, or related field; advanced degree preferred.
Required Skills:
Adaptability, Communication Strategy Development, Content Strategy, Customer-Focused, Data Analysis, Digital Marketing, Google Analytics, Information Systems Management, Lateral Leadership, Marketing, Marketing Analytics, Marketing Automation, Product Management, Search Engine Marketing (SEM), Search Engine Positioning, SEMRush, Stakeholder Relationship Management, Strategic Thinking
Preferred Skills:
