Responsibilities

• Own the AEO strategy for Docusign globally, defining how we show up in LLMs and other AI-powered search experiences
• Build frameworks for which queries, intents, and experiences we prioritize for AEO and related answer-engine surfaces
• Partner with Content, Product Marketing, and PLG Product to define content, schema, and UX patterns that increase visibility, reliability, and quality of our presence in AI-driven results
• Design and maintain a measurement framework for AEO (e.g., visibility, citations, traffic, share of voice, intent coverage, and downstream conversion where available)
• Track ecosystem changes (search engine guidance, AEO rollouts, AI ranking changes) and turn them into clear recommendations for the Global SEO roadmap
• Run experiments to understand which signals (content structure, schema, authority, UX) most influence our AEO presence and outcomes
• Execute comprehensive technical SEO site audits to identify and prioritize issues that impact crawlability, indexability, site architecture, internationalization, and Core Web Vitals
• Partner with Engineering, WebOps, and Platform teams to future-proof the tech stack for SEO and AEO, including automation where possible (e.g., sitemaps, canonical tags, hreflang, redirects, and guardrails in CMS/templates)
• Diagnose crawling, rendering, and indexing issues (e.g., JavaScript rendering, canonicalization, robots directives, hreflang, structured data) and provide clear, data-backed recommendations
• Maintain and refine international SEO foundations, ensuring correct language/region targeting, hreflang implementation, and localized sitemaps across priority markets
• Collaborate with Web and Product to embed SEO and AEO requirements early in discovery, design, and implementation, not just at launch QA
• Own SEO and AEO performance analytics for Global SEO: define KPIs, build and iterate dashboards, and partner with Analytics/Data to connect channel performance to PLG metrics (e.g., sign-ups, product activation, revenue proxy metrics)
• Lead regular performance reviews across markets, surfaces, and product experiences, highlighting drivers, risks, and opportunities with clear storytelling
• Design and run experiments (A/B tests, multivariate tests, holdouts) in partnership with PLG Product and Web to quantify the impact of technical and content changes
• Evaluate and communicate the incrementality and ROI of SEO/AEO initiatives to inform investment, headcount, and roadmap decisions
• Partner with Analytics to improve data quality and attribution for SEO and AEO, including tagging strategy, event design, and integration with BI/PLG analytics tools
• Translate complex technical and AI-search concepts into simple, actionable narratives for non-technical stakeholders
• Represent Global SEO and PLG in relevant working groups (e.g., growth squads, AI/ML initiatives, analytics and attribution programs)
• Build strong, trust-based relationships with Engineering, WebOps, Product, Marketing, and regional teams to ensure alignment on priorities and trade-offs
• Create and maintain documentation, playbooks, and standards for technical SEO, AEO, and SEO QA processes