Senior Director, AI Visibility & Digital Experience Marketing

Responsibilities

• Set the multi-year strategy and roadmap for organic discovery and pre-application experience across GEICO's multi-product portfolio, aligned to acquisition, efficiency, LTV, and spend-to-TI economics objectives
• Lead a hybrid organization of in-house SEO, content, and on-site experience practitioners and agency partners — including the leaders who manage them
• Build, develop, and mentor an agile, collaborative team that blends technical, editorial, analytical, and experience-design skills
• Establish GEICO's point of view on how AI-driven discovery changes the way customers research and buy insurance, and turn it into a clear plan and investment case for senior leadership
• Serve as a digital pioneer by recommending new strategies and tactics and optimizing vendor and technology relationships to increase performance and workflow efficiency
• Own the SEO program end to end — technical foundations, site architecture, content, and authority — and drive growth in qualified organic traffic and quote starts
• Build and scale AEO and GEO capabilities so that GEICO is accurately represented, cited, and recommended in AI-generated answers, AI assistants, and AI-enhanced search results
• Define how GEICO measures AI visibility — including citation and share of voice in AI answers, AI referral traffic, and downstream quote starts — and set targets against it
• Lead the content strategy that supports discovery across products and customer questions, including structured data and markup, in partnership with brand, creative, and compliance
• Track changes in search engine and AI platform algorithms, features, and policies, and adjust the roadmap quickly as the landscape shifts

Requirements

• Experience: 15+ years in digital marketing, including significant time leading SEO, organic growth, or on-site experience and channel analytics teams on a large, transactional website
• Service company context: Background in a conversion-driven service business — financial services, insurance, SaaS, or banking — where the company's success depends on acquiring and retaining customers. Experience in CPG or physical product marketing is not a substitute for this context.
• People leadership: Experience leading leaders and managing a hybrid model of in-house teams and agency partners
• Organic search expertise: Deep technical and strategic SEO knowledge — site architecture, crawlability and indexation, structured data, content strategy, and authority building — and a clear working view of how AI-driven search and answer engines select and cite sources
• Channel-to-site analytics: Experience analyzing marketing channel and traffic data (paid media, organic, affiliate) and connecting it to on-site behavior, landing page performance, and spend efficiency on a high-traffic transactional site; fluency with experimentation platforms, page performance, accessibility, and mobile-first design
• Data & technology: Well-versed in SEO and content platforms, web analytics, tag management, experimentation tools, BI tools (Power BI or similar), and content management systems; strong understanding of the data privacy landscape
• Measurement: Experience attributing and forecasting the impact of organic and on-site investments, using models such as MMM and incrementality testing, and a willingness to define new KPIs for AI visibility where industry standards don't yet exist
• Executive communication: Demonstrated ability to present to senior leadership, manage up on performance reads, develop and position POVs, and incorporate feedback to sharpen strategy
• AI fluency: Hands-on comfort with AI tools (e.g., Claude, Copilot) and a deep understanding of how generative AI is changing search behavior, content discovery, and site experiences, with a view on how it should change the way an organic and on-site team operates
• Operating range: Ability to manage multiple priorities and resources in a fast-paced, growth-oriented organization while leading the improvement of emerging cross-functional processes

Preferred

• Experience in insurance, financial services, or another high-consideration consumer category where the path from ad click to completed application is long and complex
• Experience managing the site and content for a multi-product or multi-line portfolio with competing acquisition goals
• A track record of leading site migrations, replatforming, or major redesigns while protecting organic performance
• Experience building first-party data and attribution capabilities in partnership with data science
• Experience establishing measurement for emerging channels where industry standards don't yet exist
• Experience leading an in-housing effort or restructuring an agency model