Responsibilities

• Own HealthEquity's strategy for improving visibility across search engines, AI assistants, answer engines, and emerging digital discovery platforms.
• Develop and maintain a strategic roadmap that improves HealthEquity's discoverability, brand authority, market relevance, and competitive positioning over time.
• Identify opportunities to increase HealthEquity's presence throughout buyer research journeys, category discovery, competitive evaluations, and decision-making moments.
• Monitor changes in AI search, search behavior, digital discovery trends, and buyer research patterns; recommend actions that maintain HealthEquity's competitive position.
• Translate visibility opportunities into business recommendations that support qualified traffic, brand preference, pipeline influence, and customer acquisition.
• Partner with Content, Communications, Product, UX, Web, and Analytics teams to improve content structure, information architecture, machine readability, and discoverability.
• Identify content gaps, authority gaps, user experience challenges, technical barriers, and metadata or structured data opportunities that impact visibility.
• Recommend content, website, and authority-building initiatives that strengthen HealthEquity's presence throughout key buyer journeys.
• Advise stakeholders on content formats, navigation, linking strategies, page structure, and digital experiences that improve visibility, engagement, AI retrieval, and conversion.
• Collaborate with technical and web partners to ensure SEO and AI visibility considerations are incorporated into website enhancements, launches, migrations, and content updates.

Requirements

• Bachelor's degree in Marketing, Communications, Business, Analytics, or related field, or equivalent experience.
• 7+ years of experience in SEO, organic search, digital marketing, content strategy, web strategy, or related disciplines.
• Demonstrated success improving visibility, search performance, and digital discoverability for a B2B brand.
• Experience with enterprise SEO and analytics platforms such as Google Analytics, Google Search Console, SEMrush, Ahrefs, BrightEdge, Conductor, or similar tools.
• Strong understanding of technical SEO principles, information architecture, content optimization, search analytics, and website performance.
• Experience leveraging generative AI technologies to improve visibility, content effectiveness, competitive intelligence, and digital discovery.
• Demonstrated experience optimizing content and visibility at scale using dynamic, template-driven, or automation-based approaches across large numbers of pages or sites, distinct from manual single-page optimization.
• Experience building dashboards, analyzing performance data, and translating insights into actionable recommendations.
• Proven ability to influence cross-functional stakeholders and drive initiatives without direct authority.
• Exceptional communication, presentation, and strategic thinking skills.

Preferred

• Experience improving visibility within AI-powered search environments, answer engines, conversational search experiences, or emerging discovery platforms.
• Experience working with headless CMS platforms, code repositories (e.g., GitHub), and project management tools such as Azure DevOps or Monday.com to plan, track, and implement visibility and optimization initiatives in collaboration with engineering and web teams.
• Experience partnering with Content, Communications, UX, Web, Product, Commercial, and Analytics teams to improve discoverability and digital authority.
• Familiarity with structured data, semantic search, entity optimization, content retrieval systems, knowledge graphs, and AI-driven search technologies.
• Experience translating emerging technologies into practical, scalable, and measurable business strategies.

Benefits

• Medical, dental, and vision
• HSA contribution and match
• Dependent care FSA match
• Uncapped paid time off
• Paid parental leave
• 401(k) match
• Personal and healthcare financial literacy programs
• Ongoing education & tuition assistance
• Gym and fitness reimbursement
• Wellness program incentives