Merck
Associate Director - SEO, GEO, and Content Performance
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Associate Director - SEO, GEO, and Content Performance
Associate Director, Search Engine Optimization (SEO), Generative AI Content Optimization & Content Performance
About the Role
The Associate Director, Search Engine Optimization (SEO), Generative Engine Optimization (GEO) and Content Performance will spearhead the evolution of our Animal Health internet strategy—integrating SEO and GEO to ensure content is discoverable, authoritative, and cited across search platforms and AI-driven tools (e.g., AI Overviews, Copilot, ChatGPT). This role will collaborate with stakeholders in Global Marketing, Customer Engagement, and IT to weave search proficiency into omnichannel content and customer engagement strategies.
A customer-centric strategic thinker, the ideal candidate should demonstrate excellence in digital marketing, data analytics, and leadership while fostering cross-functional collaboration and innovation.
Responsibilities
Global SEO & GEO Strategy
- Define and lead a unified SEO and GEO strategy aligned with species marketing and broader enterprise goals.
- Transition KPIs from conventional metrics (e.g., rankings, traffic) to incorporate AI citations, share of voice, and discoverability.
- Identify high-impact opportunities across brands, markets, and customer segments.
Content & Experience Optimization
- Partner with Content Hub teams to optimize content for search and AI integration; ensure structure, authority, and citation-readiness.
- Establish AI-friendly content standards (clarity, organization, factual accuracy).
- Collaborate with MarTech and IT to standardise taxonomies, metadata, and schema for enhanced machine readability.
AI Search (Generative Engine Optimization) Enablement
- Build and operationalise GEO capabilities, tracking visibility in AI-generated answers and identifying improvements for content inclusion in AI outputs.
- Develop frameworks to guarantee content is trusted, referenced, and highlighted by AI.
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Performance & Analytics
- Define and track SEO performance (rankings, CTR, organic traffic) and GEO metrics (citations, mentions, AI visibility, zero-click outcomes).
- Deliver performance insights to stakeholders on a consistent basis.
Requirements
Qualifications
- 7+ years in SEO, digital marketing, or search strategy.
- Demonstrated experience with enterprise/global SEO programs.
- Expertise in technical SEO (site architecture, crawlability, schema) and content strategy/optimisation.
- Familiarity with AI-driven search trends and Large Language Models (LLMs).
- Strong verbal English, leadership presence, and ability to engage multicultural stakeholders.
Preferred Skills/Experience
- Background in animal health, pharmaceuticals, or regulated industries.
- Exposure to AI search concepts and emerging tools.
- Proficiency with SEMrush, Google Analytics, and related platforms.
- Experience in omnichannel marketing or MarTech platforms.
- Capacity to design new measurement frameworks and lead projects with analytical rigor and ambiguity.
Leadership & Collaboration
- Evidence of peer leadership, success in matrixed global structures, and clear communication for executive and technical audiences.
- Clustered problem-solving and inclusive innovation mindset.
Education
- Minimum: Bachelor’s degree in marketing, communications, information management, or related field.
- Preferred: Advanced degree or equivalent.
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Technical Competencies
Required: Adaptability | Communication Strategy Development | Content Strategy | Customer-Focused | Data Analysis | Digital Marketing | Google Analytics | Information Systems Management | Lateral Leadership | Marketing | Marketing Analytics | Marketing Automation | Product Management | Search Engine Marketing (SEM) | Search Engine Positioning | SEMrush | Stakeholder Relationship Management | Strategic Thinking
Preferred Skills (see application links)
Corporate Benefits
- Salary Range: $142,400–$224,100 (internal adjustments based on education, qualifications, and experience).
- Incentives: Annual bonuses and long-term incentives (if applicable).
- Benefits Package: Comprehensive healthcare (medical, dental, vision), 401(k), paid holidays, vacation, and compassionate leave. (Full benefits: jobs.merck.com)
Career Terms
- Flexibility: Long-term remote opportunity.
- Travel Requirement: Up to 25%.
- Status: Regular position; no relocation/VISA sponsorship required.
- Job Posting Expires: July 15, 2026 (complete application before midnight promptly).
**Location Restrictions:
- Eligible applicants must be US or Puerto Rico resident.
- San Francisco Fair Chance Act: Candidates with arrest/conviction records may be considered.
- Los Angeles Fair Chance Initiative: No discrimination based on criminal history.**
Requisition ID: R405477 (Vendor Search Firms: Please disregard; no unsolicited agency recruitment will be compensated.)
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