Responsibilities

• Define and execute the traditional and generative search strategies, including technical, content, and authority‑building pillars, to improve Abbott’s presence in AI-generated search results and answer engines for Abbott’s corporate digital properties, including Abbott.com and brand storytelling platforms
• Establish the operating model across the organization and governance to drive cross-functional integration and delivery
• Govern enterprise‑wide traditional search standards, including site architecture, schema, metadata, and content optimization.
• Build and maintain AI-search roadmaps aligned to brand and business goals
• Continuously refine approach based on search trends, audience behavior, and algorithm changes
• Conduct audits of digital ecosystem to identify gaps impacting generative performance and partner with content and digital marketing teams to embed best practices into content creation, editorial planning, and campaign execution
• Optimize content for AI discoverability, including structured content, semantic depth, entity clarity, and authoritative signals
• Monitor how Abbott’s brand and content appear in AI-generated answers and identify opportunities to improve representation
• Conduct competitive and market‑level search analysis to inform strategy.
• Partner with content teams to develop formats (e.g., FAQs, structured narratives, expert content) that perform well in generative search environments and embed GEO/SEO best practices into workflows

Requirements

• Bachelor’s degree in marketing, digital, communications, or a related field
• 8–10+ years of experience in search, digital marketing, or content optimization
• Deep understanding of modern SEO and generative search concepts
• Strong experience optimizing corporate websites and brand content ecosystems
• Experience with SEO and analytics tools (e.g., Google Search Console, Google Analytics, SEMrush, Ahrefs, or similar)
• Familiarity with how AI search engines retrieve, synthesize, and surface content
• Ability to connect search and GEO insights to brand visibility and content strategy outcomes
• Strong collaboration skills across content, digital, marketing and public affairs teams
• Excellent communication skills with the ability to translate complex concepts into actionable guidance
• Forward-thinking mindset with curiosity about AI-driven search evolution and experimentation

Benefits

• Health Investment Plan (HIP) PPO medical plan in the next calendar year
• An excellent retirement savings plan with high employer contribution
• Tuition reimbursement, the Freedom 2 Save student debt program and FreeU education benefit