Search Engine (SEO) / Generative Engine Optimization (GEO) Specialist

About the role

The SEO Specialist independently initiates, leads, and directs complex SEO, GEO (Generative Engine Optimization), and AISO (AI Search Optimization) programs. This role sets strategic direction, provides expert guidance, and influences key decisions across stakeholder groups to optimize organic visibility, AI search presence, and business performance.

Responsibilities

• Independently initiates and leads complex SEO, GEO, and AISO programs
• Independently initiates and leads SEO, GEO, and AISO strategies, initiatives, and programs across channels or business areas.
• Directs SEO, GEO, and AISO strategy aligned to business objectives
• Directs SEO, GEO, and AISO strategies by translating business objectives into comprehensive, long-term plans aligned to sales strategy, target markets, and enterprise priorities.
• Provides expert guidance and consultation
• Serves as a recognized internal expert, providing guidance and consultation on SEO, GEO, and AISO best practices, emerging trends, and common obstacles.
• Acts as a trusted advisor to stakeholders
• Serves as a trusted advisor to business leaders, senior managers, and partners. Proactively communicates insights, recommendations, risks, and outcomes of organic and AI-driven search initiatives.
• Influences decisions across stakeholder groups
• Builds and maintains strong relationships and influences key decisions across marketing, sales, technology, and business stakeholders.
• Anticipates and mitigates risks proactively
• Anticipates, identifies, and mitigates complex SEO, GEO, and AISO risks, including algorithmic shifts, AI platform changes, and regulatory considerations.
• Uses advanced data and insights to shape strategy
• Leverages advanced analytics, performance trends, and AI-driven visibility signals to shape strategy, prioritize initiatives, and drive continuous improvement.
• Leads innovation and continuous improvement
• Identifies opportunities to evolve SEO, GEO, and AISO capabilities, processes, and measurement frameworks to improve effectiveness and efficiency.
• Participates in special projects and performs other duties as assigned

Requirements

• Minimum 5+ years of related work experience , including advanced SEO leadership
• Undergraduate degree in Marketing or equivalent experience required; graduate degree preferred
• Demonstrated expertise in SEO with strong understanding of GEO and AISO strategies
• Proven ability to influence senior stakeholders and drive cross-functional outcomes
• Special Factors
• Sponsorship
• Vanguard is not offering visa sponsorship for this position.
• About Vanguard
• At Vanguard, we don't just have a mission-we're on a mission.
• To work for the long-term financial wellbeing of our clients. To lead through product and services that transform our clients' lives. To learn and develop our skills as individuals and as a team. From Malvern to Melbourne, our mission drives us forward and inspires us to be our best.
• How We Work

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