SEO/GEO Content Specialist

About the Role:

We have a current opening for a SEO/GEO Content Specialist and are actively reviewing applications.

The SEO/GEO Content Specialist strengthens Ferrero North America's digital visibility, brand discoverability, content effectiveness, and commerce performance across the expanding consumer discovery ecosystem.

The role develops and applies content strategies across traditional search engines, horizontal AI answer engines, social channels, retail media networks, retailer search environments, digital shelf platforms, owned digital properties, and paid media touchpoints. Relevant environments may include Google, Bing, YouTube, TikTok, Instagram, Pinterest, Reddit, Amazon, Walmart, Instacart, ChatGPT, Microsoft Copilot, Gemini, Perplexity, Claude, and other emerging search, commerce, social, and generative AI platforms.

The position translates consumer search and discovery behavior, audience intent, category insights, retailer requirements, brand priorities, and platform-specific best practices into practical content strategies. Its objective is to improve the ability of Ferrero brands and products to be found, understood, cited, recommended, selected, and purchased throughout the consumer journey.

The role partners cross-functionally with Marketing, Media, eCommerce, CRM, Analytics, Creative, IT, Corporate Communications, Legal, Regulatory, and external agency partners. It develops search-informed content briefs, optimizes owned and retailer-facing digital assets, informs retail media, paid search, and social media messaging, monitors performance, and supports adoption of SEO, Generative Engine Optimization, Answer Engine Optimization, social search, retail search, and digital content standards across Ferrero North America.

This role is hybrid and located in Parsippany, NJ.

Main Responsibilities:

Search, GEO, AEO & Content Strategy

• Develop SEO, GEO, AEO, social, retail, and digital discovery strategies based on consumer behavior, audience intent, category dynamics, brand priorities, platform changes, and performance data. Identify search themes, consumer questions, emerging topics, and content gaps; translate insights into recommendations across owned, paid, social, retail, commerce, and AI channels. Support brand and campaign planning.

Content Briefing, Creation & Optimization

• Develop search-informed briefs for brand, campaign, product, retailer, social, and corporate content. Recommend improvements to copy, metadata, titles, descriptions, FAQs, structured data, internal linking, and content architecture. Review content for discoverability, accuracy, accessibility, brand alignment, and conversion.

Retail Media & Retail Search

• Partner with Media, eCommerce, Sales, Shopper Marketing, Analytics, and agencies to improve retail and commerce media effectiveness. Identify shopper search behaviors and retailer opportunities; improve alignment across media, keywords, PDPs, taxonomy, digital shelf content, and conversion.

Social Search & Discovery

• Identify how consumers discover brands, products, categories, and occasions across social platforms. Translate trends into recommendations for TikTok, Instagram, YouTube, Pinterest, Reddit, and other channels. Monitor conversations, creator trends, and emerging behaviors with cross-functional partners.

Answer Engine & AI Visibility

• Monitor Ferrero brand, product, and category visibility across answer engines and generative AI platforms. Identify gaps, inaccuracies, citation opportunities, and content needs. Develop GEO/AEO guidance to improve clarity, authority, machine understanding, and responsible AI discovery.

Paid Search & Integrated Media

• Support paid search, retail media, commerce media, and paid social through consumer intent, search demand, and content-gap analysis. Improve alignment across advertising, keywords, retailer content, social messaging, and landing pages. Apply media insights to content and campaign planning.

Digital Shelf & Product Content

• Optimize product titles, descriptions, attributes, images, claims, FAQs, and PDP content. Partner with eCommerce, PIM, DAM, Brand, Sales, and agencies to improve content completeness, consistency, retailer alignment, and standards. Use performance signals to prioritize improvements.

Performance Measurement & Improvement

• Monitor organic search, AI visibility, retail search, digital shelf, social discovery, paid media, engagement, and eCommerce performance. Assess visibility, share of search, citations, traffic quality, and conversion. Translate insights into recommendations, testing, and continuous improvement.

Governance, Standards & Partner Coordination

• Develop standards, templates, playbooks, training, and best practices for SEO, GEO, AEO, retail search, social discovery, and content optimization. Coordinate agencies and cross-functional partners to support governance, quality standards, and responsible use of generative AI.

About You:

• Bachelor's degree or equivalent relevant experience in Marketing, Communications, Digital Media, Journalism, eCommerce, Business, Analytics, Information Science, Advertising, or a related field.
• Advanced education, certifications, or training in digital marketing, search, content strategy, eCommerce, media, analytics, or generative AI preferred.
• 4–7 years of relevant experience in SEO, content strategy, digital marketing, retail media, social media, eCommerce, digital shelf, paid search, analytics, content operations, or AI-enabled discovery.
• CPG, food, retail, consumer brand, or agency experience preferred.
• Strong knowledge of consumer search intent, keyword/topic research, on-page optimization, metadata, internal linking, content architecture, structured content, and technical content readiness.
• Ability to translate search and consumer insights into clear briefs, recommendations, and optimization requirements.
• Knowledge of GEO, AEO, large language models, answer engines, and platforms including ChatGPT, Microsoft Copilot, Gemini, Perplexity, Claude, and emerging AI-enabled discovery experiences.
• Understanding of factors influencing brand/product accuracy, machine understanding, citation, recommendation, and visibility, including factual consistency, authoritative sourcing, structured content, governance, and responsible use.
• Working knowledge of Amazon Ads, Walmart Connect, Target Roundel, Kroger Precision Marketing, Instacart, and other retailer ecosystems.
• Understanding of retail search, sponsored products, shopper journeys, retailer taxonomy, audience signals, product content, digital shelf, ratings/reviews, availability, search relevance, media efficiency, and conversion.
• Understanding of social search and discovery across TikTok, Instagram, YouTube, Pinterest, Reddit, and emerging platforms.
• Familiarity with platform formats, creator ecosystems, community conversations, engagement signals, captions, hashtags, comments, and multimedia content.
• Understanding of PDP optimization, product taxonomy, titles, descriptions, imagery, attributes, claims, FAQs, ratings/reviews, content quality, share of search, conversion, retailer requirements, PIM, and DAM.
• Working knowledge of paid search, commerce media, retail media, and paid social, including relationships among consumer intent, audience signals, creative relevance, landing pages, product information, and media effectiveness.
• Ability to translate digital, content, social, media, retail, and commerce data into actionable recommendations.
• Familiarity with organic visibility, share of search, search demand, engagement, AI-answer presence, citation visibility, retailer search performance, social discoverability, traffic quality, conversion, attribution, and digital shelf metrics.
• Strong stakeholder and agency management skills across Marketing, Media, Creative, eCommerce, Analytics, CRM, IT, Legal, Regulatory, and Corporate Communications.
• Ability to develop practical standards, templates, playbooks, and guidance while managing multiple priorities and simplifying complex platform requirements.

Artificial Intelligence Disclosure

• As part of our recruitment process, Ferrero may use artificial intelligence (AI) enabled tools to assist with reviewing candidate applications. These tools are used solely to support recruiters by summarizing application information and identifying potential alignment with job requirements. AI does not independently screen out or select candidates, and it does not replace human judgment. Final decisions regarding candidate progression are always made by Ferrero recruiters and hiring managers.

What We Offer:

Careers with caring built in - discover our benefits here

The base compensation range for this position is $108,000.00 - $144,000.00. Actual compensation will be determined based on experience, qualifications, and other job-related factors permitted by law. This range represents the anticipated salary for this position at this time.

In addition to base salary, we offer a comprehensive benefits package, including health insurance, retirement plans, paid time off, and other benefits.

About Ferrero:

Ferrero began its journey in the small town of Alba in Piedmont, Italy, in 1946. Today, it is one of the world's largest sweet-packaged food companies, with many iconic brands sold in countries all over the world. Find out more about Ferrero at ferrero.com

DE&I at Ferrero:

Ferrero is committed to building a diverse and inclusive culture in which all employees feel welcomed and appreciated and have the same opportunities. We believe all our people are equally talented in their own way. In nurturing the curiosity and natural abilities of our employees, we provide them, generation after generation, the means to succeed personally and professionally, enabling them to craft their journey at Ferrero. The diversity of our talents is what makes our work environment multicultural, innovative, and highly rewarding.

Find out more here

Ferrero is an equal opportunity employer and complies with all applicable human rights laws. Ferrero will recruit, hire, train, and promote all persons without regard to race, creed, color, sex (including pregnancy, gender, sexual orientation, and gender identity), religion, national origin or ancestry, age, disability, or history of disability (except where physical or mental abilities are a bona fide occupational requirement and the individual is not able to perform the essential functions of the position even with reasonable accommodations), citizenship, or any other protected characteristic.

Ferrero will accommodate the needs of applicants with disabilities throughout all stages of the selection process. If you need accommodation during the recruitment process, please advise the People & Organization (HR) Representative. Information relating to the need for accommodation and accommodation measures will be addressed confidentially.