Search Engine Optimization/Generative Engine Optimization Manager

SEO Strategist

We are seeking a forward-thinking SEO strategist who understands that "search" has evolved beyond blue links. In this role, you will lead the evolution of our organic discovery strategy, bridging the gap between traditional SEO and Generative Engine Optimization (GEO). You will ensure that whether a patient, caregiver, or Healthcare Professional (HCP) asks Google, ChatGPT, or Perplexity about our therapies, they find accurate, compliant, and helpful information. You will sit at the intersection of technology, marketing, and regulation, driving AI-ready content strategies while navigating the complexities of the Medical, Legal, and Regulatory review process. You will also manage our external agency partner to provide the vision and strategy for all SEO/GEO efforts.

Key Responsibilities

• Advanced SEO & GEO Strategy Beyond Keywords: Move beyond traditional keywords to ensure search engines understand the relationships between our brands, conditions, and scientific data. Generative Engine Optimization (GEO): Lead the strategy for "Answer Engine Optimization." Audit and optimize content specifically for visibility in AI Overviews (AIO), ChatGPT, Claude, and Perplexity. Focus on citation authority, structured data, and content architecture. Technical Excellence: Oversee technical SEO health across Genentech's portfolio of sites using Google Search Console along with other tools to monitor and report issues with HTML markup and structured data. Drive implementation of advanced Schema markup (MedicalWebPage, Drug, FAQ) to speak the language of LLMs.
• AI Workstreams & Innovation AI Workflow Integration: Collaborate with agency partner to develop internal, compliant AI tools to simplify SEO tasks like metadata generation, site and AI search analysis. AI Search: Make content recommendations for conversational queries ("Is X drug covered by Medicare?" or "How does Y mechanism of action work?"), ensuring natural language processing (NLP) models can easily parse and retrieve our answers.
• Cross-Functional Leadership & MLR Navigation Regulatory Partnership: Act as the bridge between "Fast SEO" and "Safe Pharma." Work closely with the Medical, Legal, and Regulatory (MLR) teams to educate them on why certain SEO edits (e.g., FAQ, schema, content blocks) are necessary, while understanding the non-negotiable boundaries of FDA compliance. Education & Advocacy: Demystify GEO and AI search for brand marketers and senior leadership. Translate complex technical search concepts into business impact. Agency Management: Manage external SEO agencies, holding them accountable not just for traffic, but for engagement quality and entity sentiment. Coordinate all SEO/GEO work with internal web team.

Who You Are

You are an experienced SEO with deep roots in traditional search, but are excited, not intimidated, by the disruption of AI in search. The Technical Expert: You know that robots.txt is just the start. You understand how Large Language Models (LLMs) retrieve information (RAG) and how to structure content to be "fed" to these models. The Diplomat: You can explain to a Legal reviewer why an FAQ schema needs to be phrased a specific way without causing a compliance fire drill. The Changemaker: You don't wait for best practices to be written; you write them. You are ready to define what Pharma SEO looks like in 2026.

Qualifications

Experience: 7+ years in SEO/Digital Marketing, with at least 2 years specifically in a highly regulated industry (Pharma, Biotech, Finance, or Insurance). GEO & AI Fluency: Demonstrated understanding of how LLMs impact search. Experience optimizing for AI-driven platforms (AIO, Perplexity, etc.) is a strong plus. Technical Skills: Deep proficiency in Schema.org, Knowledge Graph architecture. Familiarity with SEO tools like Google Search Console, SEMRush, etc. Regulatory Knowledge: Experience navigating MLR/PRC review cycles. Soft Skills: exceptional ability to influence without authority and communicate technical concepts to non-technical stakeholders.