Digital Marketing Manager, GEO

TD•Toronto, ON

8d•CA$96,900 - CA$136,800•Onsite

About The Position

Reporting to the Senior Manager, Digital Performance Marketing, the Manager – National GEO/ SEO, will be accountable for driving marketing ROI for assigned Lines of Business utilizing organic search as well as sharing progress and successes with stakeholders. The Manager is ultimately accountable for development, execution and optimization of organic search activity as well as integrating insights across owned, earned, and social channels to maximize brand inclusion and trust signals in generative search. As part of the TD Canadian Marketing team, the Growth Marketing team is responsible for leading our digital marketing transformation. The team carries the mandate to build the digital marketing ecosystem to enable relevant personalized communications in all interactions with our customers. Leveraging a best-in-class content strategy, our personalized communications will ensure TD is delivering breakthrough creative and the best, personalized and connected experience for our customers. The second goal of the group is to drive leadership in all digital marketing channels across paid, owned and earned. This means that we will strive to enable best-practices in each channel, define the leading practices and beat competitive benchmarks. The primary goal of the group is to optimize the customer journey from start to finish, ultimately improving performance and driving ROI in each marketing channel for our business and channel partners.

Requirements

5 - 8 years of experience in digital marketing, with demonstrated expertise in SEO (ideally both technical and editorial functions) and digital content strategies and execution.
Experience managing performance marketing campaigns through digital, focusing on SEO and driving performance through digital experiences.
Experience managing content development, content strategies, producing and managing agile content and guiding agency partners in the production of content, in responsive and mobile environments.
Experience engaging in agency and vendor relationships.
Experience with digital acquisition campaigns in an always-on environment and demonstrating results with driving incremental improvements.
Exposure to developing scorecards, executive level reports and utilization of data for digital media optimization, including techniques for measuring end-to-end effectiveness across digital marketing touch points.
Exposure to utilizing digital marketing technology to drive personalized and targeted experiences across touch points in owned digital channels.
Experience leading cross-functional projects (SEO, data, UX, content and product teams)
Exposure to AI tools and search innovation (e.g. LLMs, chat search, structured data, entity optimization)
Advanced SEO optimization: Understands how content and structure signal expertise to AI models.
Familiar with prompt-based visibility testing across AI Overviews
Can interpret visibility dashboards, share of voice (SoSV) metrics, and AI inclusion data.
Comfortable with GA4, GSC, SEMrush, Ahrefs, Screaming Frog, Looker Studio, Google Sheets, Schema validation tools, AI/LLM insights and optimization tools (Conductor)
Understanding of how to design and validate schema mark up that improves brand retrievability in AI results
Understands crawling, indexing, site structure, hreflang, canonicalization and Core Web Vitals
Capable of designing and evaluating AI prompts for brand and competitor visibility
Can translate AI search disruption into actionable GEO roadmaps
Understands how to align editorial tone, structure for AI visibility
Can bridge SEO, content analytics, PR and AI innovation teams
Keeps current on evolving AI models, retrieval methods, and how LLMs use sources
Experienced in building frameworks for continuous experimentation (e.g. AI prompt testing, SERP inclusion monitoring)
Explains complex AI search mechanics in plain language for internal partners
Turns search data and prompt test results into actionable insights
Constantly tests how new AI engines source and rank content – and adapts quickly
Business acumen: strategic thinking, business process development, analytical and problem-solving skills.
Proven interpersonal and relationship management skills, with ability to obtain consensus among multiple stakeholders.
Strong teamwork orientation and proven leadership capabilities with an ability to work effectively in a constantly changing environment, requiring ongoing. re-evaluation of priorities.
Strong impact and influencing skills with a demonstrated ability to lead large scale enterprise wide initiatives.

Nice To Haves

Understanding of financial product offerings would be an asset.

Responsibilities

Define and maintain the national GEO roadmap (English + French)
Identify AI visibility priorities — key topics, prompts, and brand mentions to target
Oversee Generative Engine Optimization (GEO) performance
Align with content, PR, and social teams to unify AI-era visibility goals
Coordinate cross-functional storytelling so that brand narratives align across owned, earned, and social content
Run GEO audits to track inclusion, citations, and tone of AI-generated results
Report Share of Search Visibility (SoSV) across traditional and generative search
Develop and maintain AI prompt testing framework (English + French) to identify optimization gaps
Partner with internal teams to set visibility KPIs
Partner with the Owned Content Lead to prioritize content refreshes based on GEO insights
Partner with PR/social to strengthen earned mentions and entity reinforcement
Collaborate with the Bilingual SEO lead to ensure Quebec cultural nuance in GEO strategy
Prepare AI visibility performance reports