Digital Visibility Manager - Search and AI Optimization

We are more than a health system. We are a belief system. We believe wellness and sickness are both part of a lifelong partnership, and that everyone could use an expert guide. We work hard, care deeply and reach further to help people uncover their own power to be healthy. We inspire hope. We learn, grow, and achieve more - in our careers and in our communities.

Job Description Summary:

The Digital Visibility Manager will lead OhioHealth's search, AI driven discovery, and digital brand presence strategy-ensuring strong visibility wherever consumers search for health information. This includes traditional search engines, emerging AI answer platforms, and cross channel environments.

This role is responsible for maximizing OhioHealth's overall brand search visibility, authority, and digital footprint, blending technical SEO, AI optimization (AEO/GEO), paid search strategy, local listings (Google Business, etc.), and review generation to ensure our 1,600+ providers and 500+ locations are the first choice for patients. The Visibility Manager partners closely with various internal teams across the organization and external agencies to ensure OhioHealth's expertise is discoverable, trusted, and accurately represented across evolving search and AI ecosystems.

Responsibilities And Duties:

Key Responsibilities
1. 50% Search Visibility Orchestration (SEO / AEO / GEO)
AI Search & Visibility Strategy: Lead the enterprise Generative and Answer Engine Optimization (GEO/AEO) strategy to ensure OhioHealth hospitals and providers are consistently cited by AI-driven search engines and LLMs.
Technical & Content Optimization: Partner with Web Ops, Content, Media, and Brand Journalism to optimize site architecture, structured data, Core Web Vitals, and AI-ready content across ohiohealth.com, Careers, and blog properties.
AI Visibility Roadmap & Governance: Own a multi-year AI Visibility Roadmap, defining technical standards, schema strategy, KPIs, and governance to shift from keyword-based SEO to entity-centric optimization for generative search.
Measurement, Expertise & Partnerships: Establish AI share-of-voice and KPIs, act as the internal SME on AI search evolution, and manage external AI agency and technology partners.
2. 25% Paid Search (SEM) & Performance MarketingDirect the strategy for high-intent paid search campaigns
Manage budgets across service lines to drive patient acquisitions and appointment bookings.
Utilize A/B testing for landing pages to optimize conversion rates specifically for healthcare journeys.
Manage relationships with paid search agency.

3. 25% Local Listings and Reputation Management
Develop and execute strategies to strengthen OhioHealth's online presence across directories and review sites, including regular audits to ensure accuracy, reputation health, and continuous improvement.
Monitor online reviews and sentiment related to OhioHealth's brand and service. Manage Reviews Partner agency to ensure they respond promptly and accurately to reviews.
Collaborate with the Patient Experience team to architect a unified feedback loop that drives third-party review volume without compromising the integrity or response rates of internal patient satisfaction surveys.
Establish a comprehensive sentiment reporting framework that tracks third-party review growth, star ratings, and internal survey response rates, enabling care site leaders to drive operational action, accountability, and patient acquisition.

Minimum Qualifications:

Bachelor's Degree

Additional Job Description:

• BS or BA or equivalent work Experience
• 5-7 years of Digital Marketing Experience
• Experience managing and optimizing digital marketing channels, especially SEM/SEO and local search.
• Experience with Campaign Measurement including KPI development.
• Experience working with or in agencies.

SPECIALIZED KNOWLEDGE

• Up-to-date understanding of digital marketing channels and ability to develop and share best practices, standards, guides, and toolkits to ensure optimal use of channel mix.
• Proven experience as SEO/SEM Manager or similar role
• Proven ability to develop, oversee and optimize integrated digital campaigns, multi-touch attribution, and cross-channel ad sequencing
• Proven experience working with analytics to measure ROI of marketing
• Proven experience managing and optimizing a large digital marketing budget.
• Knowledge of standard and current SEO/GEO/AEO best practices
• Knowledge of paid search keyword match types and campaign/adgroup best practices
• Knowledge of HTML/CSS
• Experience with SEO tools and reporting (e.g., SEMrush/Conductor)
• Stay up to date on industry trends, emerging technologies, and best practices, including AI.

DESIRED ATTRIBUTES

• Strong relationship building and communication skills including use of humble inquiry
• Ability to work in a matrixed environment
• Exceptional flexibility and ability to understand all points of view
• Understanding of internal business partner and external customer needs
• Focused, efficient and realistic
• Ability to work with associates and leadership of all levels
• Strong project management, organizational and planning skills
• Ability to manage multiple and rapidly changing priorities
• Ability to connect insights and recommendations to support brand goals and business objectives.

Work Shift:
Day

Scheduled Weekly Hours :
40

Department
System Media Buys

Join us!
... if your passion is to work in a caring environment
... if you believe that learning is a life-long process
... if you strive for excellence and want to be among the best in the healthcare industry

Equal Employment Opportunity

OhioHealth is an equal opportunity employer and fully supports and maintains compliance with all state, federal, and local regulations. OhioHealth does not discriminate against associates or applicants because of race, color, genetic information, religion, sex, sexual orientation, gender identity or expression, age, ancestry, national origin, veteran status, military status, pregnancy, disability, marital status, familial status, or other characteristics protected by law. Equal employment is extended to all person in all aspects of the associate-employer relationship including recruitment, hiring, training, promotion, transfer, compensation, discipline, reduction in staff, termination, assignment of benefits, and any other term or condition of employment