Search & Generative Experiences Manager (E6120)

Institute of Electrical and Electronics Engineers•Piscataway, NJ

3d•Hybrid

About The Position

The overall purpose of this role is to manage search marketing, Generative Engine Optimization, and domain management efforts for the IEEE digital presence. The incumbent in this position manages the strategic integration of traditional search marketing with emerging generative AI discovery (AEO/GEO). This role is responsible for the IEEE digital footprint, ensuring content is structured for maximum visibility in AI-driven "answer engines" and traditional search results while managing cross-functional workflows and vendor relationships. The role works in the Brand, Marketing & Communications OU reporting to the Senior Manager, Marketing Intelligence & Analytics. This position works with low to moderate supervision and does not have direct reports.

Requirements

Bachelor’s degree or equivalent experience in Information Retrieval, Computer Science, Market Research, Psychology, Digital Libraries, Math/Statistics, Marketing/Advertising, Content Management, Analytics, or similar field
7-10 years of demonstrated experience with Search, Analytics, and SEM tools (such as Google Search Console, Bing Webmaster Tools, SEMRush, Google Analytics, Yoast, etc. is required)
Expert in GEO, SEO, SEM, domain management, and content curation.
Proficiency in GEO/SEO, JSON-LD, HTML/CSS, LLM prompt engineering, llms.txt, robots.txt, sitemaps, schema markup, and understanding of RAG (Retrieval-Augmented Generation) architectures.
Strong proficiency and interest in: content management systems, digital governance, marketing strategy & execution, advertising, communications, and SEO/GEO best practices.
Strong proficiency and interest in: information retrieval, data mining and machine learning, data modeling and mining, statistics, information theory, text-mining, data analysis, and other data mining techniques.
Must understand information architecture and the relationship between search and IA.
Demonstrated proficiency in digital and website management.
Knowledge of Google Search Console/Bing Webmaster Tools, Google Programmable Search Engine, SEO, SEM, domain management, generative AI, and content curation is required.
Demonstrated experience working with agencies and vendors with the ability to handle multiple client-facing relationships, projects, and processes.
Ability to work in an agency-like /service organization atmosphere.
Understanding of digital experiences and end-to-end data-driven best practices related to digital marketing, web analytics, and social media platforms is required.
Demonstrated experience with working in Content Management Systems such as WordPress, Drupal, etc. is required.
Must be tech savvy with the ability to learn/adapt to new technologies and processes with a continuous learning and growth mindset.
Ability to support and/or lead strategy development, analyze business needs and data, identify cost savings & optimization opportunities, and streamline workflow/processes.
Detail-oriented and keen attention to accuracy and consistency with problem-solving skills and a strong sense of individual ownership and responsibility.
Strong personal project and work-prioritization / time-management skills; some ability and interest in working with multiple/diverse projects simultaneously in complex environments.
Proficient in critical thinking and problem solving/troubleshooting with strong oral and written communication skills and the ability to communicate effectively with both business and technical partners.
Must have a proven track record of delivering results and be a self-starter.
Ability to strongly advocate for the user during all phases of website design/evaluation, marketing strategy, or campaign development processes.
Ability to work collaboratively with team members, other IEEE partners/stakeholders, end users, vendors, contractors, etc. in order to achieve goals.
Ability to work in a hybrid environment off-site/remotely with proficiency and efficiency when required.
Proficiency with Google, Microsoft Office, and virtual meeting applications is required. (Google Sheets/Excel, Google Meet, WebEx, Zoom, Teams, etc.)
Completed, in progress, or willingness to pursue further training and/or certification is required.

Nice To Haves

7-10 years of demonstrated experience creating, launching, and managing paid media campaigns is a plus (Google Ads, Microsoft Ads, social media ads, etc.)
7+ years work experience in SEO/SEM, branding, marketing, advertising, communications, web/internet development, Information Technology, Human-Computer Interaction, or another web production related field is preferred
Google Skillshop certification, or related training, is a plus. (Google Ads, Google Analytics, Google Search Essentials, etc.)
SEMRush academy, HubSpot Academy, Meta Blueprint, etc. is a plus.
Experience with AEO/GEO tools such as Ahrefs, AthenaHQ, Bluefish AI, Omnia, Peec AI, Profound, Scrunch AI, ziptie.dev, SEMRush, or related tools is a plus.
Understanding of IEEE is a plus.

Responsibilities

Act as a subject-matter expert providing industry-related research, guidance, and insight into content strategy, planning, website development, optimization opportunities, marketing campaigns, etc. within the realm of SEM/GEO.
Working with Brand, Marketing & Communications staff to define, document, implement, and maintain a plan for integrating search engine optimization (SEO), search engine marketing (SEM), generative engine optimization (GEO), and domain management tools, technologies, and best practices into IEEE operations and standard operating procedures.
Provide SEM/GEO-related services such as consultation, strategy development, campaign management/execution, etc. to IEEE products & sub-brands across the organization as part of the in-house agency within Brand, Marketing & Communications.
Support the development of an enterprise-wide SEO/GEO strategy for IEEE.
Design and execute a generative roadmap to maximize IEEE brand and sub-brand visibility within AI-generated overviews and conversational interfaces.
Develop experimentation and optimization strategies to yield increased performance in AI Overviews / zero-click answers, generative summaries, citation rates, model outputs, inferences, brand mentions, LLM visibility, sentiment, search engine results pages, etc.
Design and execute tests, collect and analyze data, identify trends and insights related to optimizing website content and infrastructure for search ranking, findability, large language models, etc.
Creating, managing, and reporting on the AEO/GEO performance across IEEE and its subdomains/products.
Develop and maintain unified organic, paid, GEO, and SEM efforts across IEEE properties from a governance standpoint.
Monitor and leverage search and SEO/GEO efforts across the organization and competitive landscape, as well as throughout the industry; report on and make recommendations based on findings. This includes, but is not limited to, developing best practice guides and toolkits, presenting to large audiences, conducting training for subject-matter experts across the organization, supporting the Marketing Center of Excellence, etc.
Gather and analyze trends using Bing Webmaster Tools, Google Analytics, Google Search Console, Google Trends, and more.
Maintain IEEE sitemaps, Bing WT, and Google Search Console.
Maintain vendor relations as needed to advance the goals of the team; develop business cases and requests for proposals as needed.
Actively research and/or coordinate digital and SEM/GEO best practices to inform IEEE Digital Style Guide updates and resources for IEEE site managers.
Create processes to ensure that SEM/SEO/GEO best practices, requirements, governance, etc. are adopted by IEEE website admins & marketeers in partnership with IT, Legal, and relevant stakeholders.
Proactively identify opportunities to optimize, automate, or streamline existing processes to improve marketing operations while exploring new/innovative solutions to keep IEEE ahead of the curve and aligned with industry best practices.
Liaison with Brand, Marketing & Communications staff as needed to determine if any governance changes are necessary to existing guidelines impacting SEO, SEM, and/or GEO impact.
Analyze the effectiveness of key IEEE search experiences using a mix of quantitative and qualitative methodologies; provide recommendations for improvements.
Manage GEO, SEO, and SEM processes & strategies for the main IEEE.org website; Monitor, analyze, and improve IEEE brand visibility.
Manage the internal search functionality on IEEE.org using Google Programmable Search Engine (PSE).
Capitalize on search promotion opportunities, identifying most sought content and ensuring experience delivers desired content, or work with stakeholders to create necessary content to create a richer experience.
Coordinate efforts with content managers and editors to spotlight promotional content on IEEE.org and other sites that’s revenue-driving and captures user needs based on analytics.
Identify opportunities to enhance or develop user-centric, data-driven landing pages on IEEE.org for high priority search queries / LLM prompts.
In conjunction with IT partners, help configure, implement, and manage search and domain appliances/applications.
Troubleshoot and resolve issues/errors for external and internal digital content users and escalating to appropriate technical and/or management staff.
Provide non-technical support for search engine application implementation and maintenance.
Support taxonomy, synonyms, controlled vocabulary, thesauri, ontology, and related processes to maintain metadata standards and content quality if applicable for search enhancements.
Develop strategy and process for moved and 404 pages; backlinking; indexing content, including use of robots, allow/disallow lists, no index tags, redirects, open graph protocol, SEO plugin maintenance, etc.
Support the digital presence database to aid IEEE digital governance.
Stay abreast of new upcoming technologies, AI impact, and knowledge-share/socialize internally.