Responsibilities

• Own the end-to-end organic strategy - traditional SEO, Answer Engine Optimization (AEO), and Generative Engine Optimization (GEO) - and translate it into a prioritized roadmap tied to lead and revenue targets.
• Build and maintain a prompt and query map spanning the full journey, from early education through provider-comparison intent, and prioritize where Goldco must win. • Build Goldco’s authority across organic search, AI Overviews, AI Mode, ChatGPT, Gemini, and Perplexity, and assess gaps to create a sequenced plan of attack against top competitors. With over 100 competitors and low product differentiation, authority is critical to driving brand discoverability.
• In partnership with the director of lifecycle marketing, build a strong reputation management strategy to promote and protect Goldco's brand across top ratings and review sites, e.g. Google, Trustpilot, BBB, Yelp, and Consumer Affairs.
• Serve as the internal expert on how search and answer engines are evolving, translating that shift into clear recommendations for marketing leadership.
• Own technical health and crawlability across goldco.com and associated properties — site architecture, internal linking, indexation, rendering, page speed, and Core Web Vitals.
• Ensure Goldco is fully accessible to AI crawlers and retrieval systems, not only traditional search bots, and resolve the access and rendering issues that often exclude brands from AI-generated answers.
• Design and implement a structured data and entity architecture (Organization, Product, FAQ, Article, Person, Review) that reinforces authorship, expertise, and entity relationships.
• Partner with Tech to scope and ship SEO/AEO requirements at the template level and establish release QA so launches and migrations do not create organic regressions.
• Partner with Content to structure pages for retrieval and extraction: answer-first openings, clean semantic layouts, scannable headings, tables and lists, and self-contained claims that can be quoted accurately.
• Own the refresh and freshness program for high-intent commercial and evaluation-stage pages, since recency is among the strongest predictors of citation in AI answers.

Requirements

• 10+ years of hands-on organic search experience, with a demonstrable record of owning and growing organic as a primary acquisition channel — ideally in a direct-to-consumer, high-consideration, lead-generation model.
• Demonstrated AEO / GEO experience. Have worked to earn visibility and citations in AI Overviews and conversational assistants, and can speak concretely about what was tested, what was measured, and the outcomes.
• Technical SEO depth. Can independently run a technical audit, diagnose crawl, indexation, and rendering issues, design a structured data and entity architecture, and write requirements engineering can ship without translation.
• Strong content and editorial judgment. Can restructure a page for answer extraction, brief a writer to a high standard, and tell the difference between content that ranks and content that earns trust.
• Experience in financial services or other regulated category. Finance, insurance, healthcare, legal, or similar - including working within compliance and legal review without losing momentum.
• Analytical rigor and measurement fluency. Advanced command of Google Search Console, GA4, and enterprise SEO platforms, plus the ability to build a measurement model where attribution isn’t perfect.
• Proven agency and budget management. Have scoped work, controlled meaningful spend, and held external partners to a high standard of output.
• Cross-functional influence and executive communication. Must influence Tech, Content, Legal and Paid Search through clarity and credibility, and defend a recommendation to senior stakeholders with evidence.

Preferred

• Experience in precious metals, retirement services, wealth management, or another high-value, trust-driven consumer finance category.
• Working knowledge of AI visibility and LLM tracking platforms, with a point of view on their strengths and limitations.
• Hands-on experience with digital PR, linkable asset development, or review platform and reputation strategy.
• Practical fluency with SQL, Python, or scripting for large-scale site and log file analysis.
• Bachelor’s degree or higher