Senior Manager, GEO Strategy & AI Search Activation
Job Title
Job Description
For more than 80 years, Kaplan has been a trailblazer in education and professional advancement. We are a global company at the intersection of education and technology, focused on collaboration, innovation, and creativity to deliver a best-in-class educational experience and make Kaplan a great place to work. The future of education is here and we are eager to work alongside those who want to make a positive impact and inspire change in the world around them.
The Senior Manager, GEO Strategy & AI Search Activation provides strategic vision, technical leadership, and off-page activation to maximize visibility across Generative Engine Optimization (GEO) and AI search platforms. Operating across a comprehensive portfolio, this role will support higher education university clients and Kaplan test prep and professional education product lines. The Senior Manager drives innovative strategies designed to position Kaplan brands and partner institutions as primary, trusted sources for Large Language Models (LLMs) and answer engines, including ChatGPT, Gemini, Perplexity, Claude, and Google AI Overviews.
The Senior Manager balances hands-on execution and publisher outreach with cross-functional collaboration, guiding internal teams and managing workflows to drive data-driven business impact. This position directly conducts AI visibility and sentiment audits, coordinates multi-tiered publisher outreach pipelines, maintains foundational SEO and content marketing best practices, and collaborates across cross-functional marketing and product teams to expand entity trust, visibility, and citation share across LLM and AI search ecosystems.
Primary/Key Responsibilities
- Execute Channel & GEO Strategy:
Formulate, deploy, and manage forward-thinking Generative Engine Optimization (GEO) and off-page search strategies designed to position Higher Education client institutions and Test Prep product lines as preferred, trusted sources across generative AI models.
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Drive Programmatic GEO & Entity Authority
Manage Tiered Publisher Engagement & Outreach
Audit Sentiment & Correct Third-Party Inaccuracies
Analyze and Measure AI Performance Metrics
Integrate SEO & Content Marketing Best Practices
Implement Extractable Content & Information Gain Standards
Mobilize Cross-Functional Alignment
Integrate AI into Search Workflows
Minimum Qualifications
- Bachelor's Degree with a focus in Marketing, Communications, Information Technology, Computer Science, or a related discipline.
- Minimum of 6 years of experience managing organic search (SEO), digital outreach, or content marketing strategies for multi-website portfolios, including a minimum of 1 year of direct, hands-on experience in Generative Engine Optimization (GEO) and AI search strategy. Demonstrated experience leading cross-functional project workflows and executing off-page outreach campaigns.
- GEO & AI Search Mastery: Deep familiarity with the emerging landscape of generative search, Large Language Model (LLM) retrieval mechanics, Retrieval-Augmented Generation (RAG) concepts, and entity-based SEO frameworks.
- Foundational SEO & Content Strategy: Strong grounding in core organic search methodologies (including keyword research, search intent mapping, metadata, on-page optimizations, content marketing best practices, and internal link architecture) to ensure GEO campaigns align with traditional SEO goals.
- Systems and Analytics Toolsets: Advanced proficiency with enterprise search and AI tracking platforms, including Profound, Ahrefs, SEMrush, Google Search Console, Google Analytics 4, and Looker Studio.
- Strategic Outreach & Publisher Pitching: Proven track record of securing brand mentions, guest contributions, and high-authority citations across industry publications, news outlets, and niche education portals.
- Communication & Problem Solving: Exceptional communication, stakeholder management, and critical thinking skills, with a proven ability to translate complex AI search concepts into actionable business priorities for cross-functional teams.
Preferred Qualifications
- Experience in the higher education or test prep/professional licensure industries.
- Functional understanding of core technical SEO elements (crawling infrastructure, JavaScript rendering, and structured data/JSON-LD schema).
Beyond base salary, our comprehensive total rewards package includes
- Remote work
provides a flexible work/life balance
- Comprehensive Retirement Package
- Our Gift of Knowledge Program
- Comprehensive health benefits
new hire eligibility starts on day 1 of employment
- Generous Paid Time Off
includes paid holidays, vacation, personal, sick paid time-off, plus one (1) volunteer day and one (1) diversity and inclusion day to participate and give back to our local communities We are committed to providing a supportive and rewarding work environment where every employee can thrive. You can learn more about our full benefits package and total rewards philosophy here. At Kaplan , we believe in attracting, rewarding, and retaining exceptional talent. Our compensation philosophy is designed to be competitive within the market, reflecting the value we place on the skills, experience, and contributions of our employees, while taking into account labor market trends and total rewards. For full-time positions, Kaplan has three Salary Grades. This position is
Salary Grade B
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Diversity & Inclusion Statement
Not included in the source posting: about the role, what you'll do.
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