Principal Analyst

General Summary The Principal Analyst, Digital Discoverability & AI Optimization leads Vertex’s enterprise strategy and standards for digital discoverability across traditional search engines and emerging AI-powered answer and retrieval platforms. This role will define and scale capabilities that improve how Vertex websites, content, and digital assets are discovered, retrieved, interpreted, cited, and recommended. The role serves as the enterprise lead for Answer Engine Optimization (AEO), Generative Engine Optimization (GEO), AI search optimization, AI-ready website architecture, and LLM ingestion readiness. This position partners across Digital Customer Engagement, Commercial, Medical, Content Automation & Lifecycle, Omnichannel Activation, Digital Experience & Data Foundations, Analytics, Legal, Privacy, agency partners, and external technology vendors. Key Responsibilities Define and lead Vertex’s enterprise strategy for AEO, GEO, and AI-driven digital discoverability to ensure that Vertex brands, products, and scientific content are represented across search and AI answer environments, and identify opportunities to improve visibility and reduce misinformation risk. Establish standards, governance, and best practices to improve discoverability, authority, visibility, and citation performance across search and AI-powered platforms. Define enterprise standards for AI-ready websites and digital experiences, including metadata, schema, taxonomies, structured content, semantic architecture, and information design. Partner with platform and digital teams to optimize websites and digital assets for retrieval, indexing, interpretation, and citation by AI systems and establish reporting and measurement frameworks Translate search intelligence and AI visibility insights into actionable recommendations for business, content, and digital teams. Evaluate emerging capabilities in AI search, conversational interfaces, retrieval-augmented experiences, and intelligent engagement platforms. Drive cross-functional alignment across central ops team, Content Automation & Lifecycle, Omnichannel Activation, Commercial, Medical, Analytics, Legal, Privacy, and agency partners. Support adoption of AI optimization best practices and evolving discoverability capabilities across the organization. Required Qualifications Bachelor’s degree in marketing, digital strategy, communications, business, information systems, or related field; advanced degree preferred. 8+ years of experience in digital strategy, digital marketing, search optimization, customer experience, MarTech, digital innovation, or related disciplines. Demonstrated expertise in AEO, GEO, digital discoverability, website optimization, and AI-powered search technologies. Experience developing enterprise digital strategies and influencing cross-functional stakeholders. Strong understanding of metadata, schema, taxonomies, structured content, information architecture, and digital optimization principles. Experience with analytics, search intelligence, and performance measurement frameworks. Strong communication, influence, and stakeholder management skills. Ability to operate effectively in complex, matrixed, and highly regulated environments. Preferred Experience Experience in pharmaceuticals, biotechnology, healthcare, or another highly regulated industry. Familiarity with Digital Experience Platforms such as Acquia, Customer Data Platforms, analytics platforms, and search intelligence tools. Experience with conversational AI, answer engines, retrieval-augmented experiences, or AI-enabled content ecosystems. Experience working with agencies and external technology vendors. Strong strategic planning, business case development, and change management capabilities. Pay Range $188,000 - $282,000 Disclosure Statement The range provided is based on what we believe is a reasonable estimate for the base salary pay range for this job at the time of posting. This role is eligible for an annual bonus and annual equity awards. Some roles may also be eligible for overtime pay, in accordance with federal and state requirements. Actual base salary pay will be based on a number of factors, including skills, competencies, experience, and other job-related factors permitted by law. At Vertex, our Total Rewards offerings also include inclusive market-leading benefits to meet our employees wherever they are in their career, financial, family and wellbeing journey while providing flexibility and resources to support their growth and aspirations. From medical, dental and vision benefits to generous paid time off (including a week-long company shutdown in the Summer and the Winter), educational assistance programs including student loan repayment, a generous commuting subsidy, matching charitable donations, 401(k) and so much more. Flex Designation Hybrid: work remotely up to two days per week; or select On-Site: work five days per week on-site with ad hoc flexibility. Flex Eligibility Status In this Hybrid-Eligible role, you can choose to be designated as: Hybrid: work remotely up to two days per week; or select On-Site: work five days per week on-site with ad hoc flexibility. Note: The Flex status for this position is subject to Vertex’s Policy on Flex @ Vertex Program and may be changed at any time. Company Information Vertex is a global biotechnology company that invests in scientific innovation. Vertex is committed to equal employment opportunity and non-discrimination for all employees and qualified applicants without regard to a person's race, color, sex, gender identity or expression, age, religion, national origin, ancestry, ethnicity, disability, veteran status, genetic information, sexual orientation, marital status, or any characteristic protected under applicable law. Vertex is an E-Verify Employer in the United States. Vertex will make reasonable accommodations for qualified individuals with known disabilities, in accordance with applicable law. Any applicant requiring an accommodation in connection with the hiring process and/or to perform the essential functions of the position for which the applicant has applied should make a request to the recruiter or hiring manager, or contact Talent Acquisition at View email address on click.appcast.io #J-18808-Ljbffr