GEO Assistant Manager

Job Description

About General Motors

General Motors (GM) is a global leader in automotive manufacturing and technology driving innovation across electric vehicles autonomous driving and connected services. Our brands (Chevrolet Cadillac GMC Buick etc.) must be visible and competitive across both traditional search and emerging generative AI experiences.

As search shifts toward AI summaries conversational answers and LLM-powered assistants Generative Engine Optimization (GEO) has become a strategic priority for GM. GEO builds on strong SEO fundamentals technical health content quality and authority and extends them into a world where LLMs interpret synthesize and present our content.

Position Overview

The L7 GEO Assistant Manager is a senior individual contributor / player-coach role responsible for helping to lead GEO SEO strategy and operations across GMs portfolio of brands and experiences.

With 5 years of experience in SEO (and ideally GEO-related work) this role will:

• Co-own GEO/SEO frameworks standards and playbooks that guide brands and partners.
• Lead the interpretation and prioritization of outputs from tools like Adobe LLM Optimizer Profound Brandlight Bluefish and traditional SEO platforms.
• Act as a key cross-functional and leadership-facing partner helping GM answer What are we doing about generative search with a clear roadmap and measurable progress.
• Provide guidance and mentorship to L6 specialists and agency teams while maintaining hands-on involvement in complex technical and strategic work.

Key Responsibilities

GEO Strategy Governance & Frameworks

• Help translate the evolving generative search landscape into GM-specific GEO frameworks standards and operating models.
• Maintain and evolve cross-brand guidelines and best practices for GEO SEO (e.g. content patterns technical requirements governance guardrails).
• Partner with the Head of Search Strategy & Activation and GEO/SEO leads to:
  • Shape cross-brand GEO/SEO priorities
  • Align on high-impact initiatives and pilots
  • Ensure foundational SEO remains strong while GEO expands

Adobe LLM Optimizer & GEO Tool Ownership

• Act as a primary owner or co-owner of Adobe LLM Optimizer and other GEO-related tools (e.g. Profound Brandlight Bluefish):
  • Interpret and synthesize tool outputs separating meaningful signals from noise.
  • Aggregate insights across brands experiences and surfaces.
  • Turn findings into clear recommendations prioritized backlogs and action plans.
• Partner with analytics/measurement teams to connect GEO/SEO work to outcomes including:
  • Visibility and quality of representation in generative AI surfaces
  • Organic performance and engagement metrics
  • Risk and opportunity indicators highlighted by LLMs

Cross-functional Leadership & Agency Management

• Serve as a senior point of contact for GEO/SEO across:
  • Brand and media teams
  • Product UX and content teams
  • Development/engineering and analytics partners
• Act as a day-to-day lead with agencies and vendors (e.g. Dentsu GEO/SEO partners) ensuring:
  • Recommendations are high quality technically feasible and aligned with GM priorities.
  • Outputs are centralized evaluated and prioritized not handled in isolation by each brand.
  • Follow-through and implementation are tracked with clear ownership and timelines.
• Support leadership-facing communication including:
  • Exec readouts on GEO/SEO performance pilots and risks
  • Scenario planning and POVs on generative search changes
  • Clear concise narratives about what we are doing and what we need next

Technical & Content GEO/SEO Leadership

• Lead or support complex technical GEO/SEO audits and solution design partnering closely with development and engineering teams.
• Guide content and experience optimization for generative search by:
  • Identifying content structures entities and patterns that influence generative answers.
  • Working with brand/content owners to shape briefs content updates and tests.
  • Ensuring a strong connection between traditional SEO signals and LLM-facing quality.
• Take on high-impact GEO/SEO tasks (e.g. complex audits critical technical fixes high-visibility experiences) and backfill traditional SEO work where needed to:
  • Protect and improve foundational SEO health
  • Free up leadership to focus on transformation and cross-brand strategy

Documentation Playbooks and Mentorship

• Own or co-own central GEO/SEO documentation including:
  • Playbooks standards and FAQs
  • Intake/prioritization workflows and request management
  • Case studies and success stories
• Provide coaching and guidance to L6 specialists agency teams and cross-functional partners on:
  • GEO/SEO best practices and trade-offs
  • How to interpret and respond to tool and agency outputs
  • How to structure work to drive measurable repeatable outcomes

Required Skills & Qualifications

• 5 years of dedicated experience in SEO with increasing scope and complexity (enterprise multi-brand or multi-market environments strongly preferred).
• Demonstrated experience working in or adjacent to Generative Engine Optimization AI-powered search or LLM-powered experiences (e.g. responsibilities related to generative search evaluations LLM tools or AI assistants).
• Proven track record of:
  • Driving measurable organic search performance through technical and content SEO.
  • Influencing roadmaps and priorities across multiple stakeholders or brands.
  • Leading or co-leading complex cross-functional search initiatives.
• Strong expertise in technical SEO including:
  • Crawlability indexation site architecture page performance structured data and internationalization.
  • Ability to partner with dev/engineering teams and speak credibly about constraints and trade-offs.
• Advanced proficiency with SEO and GEO tools including:
  • Core SEO platforms: Google Search Console Google Analytics Adobe Analytics SEMrush Ahrefs Screaming Frog DeepCrawl (or similar).
  • GEO/LLM platforms (preferred): Adobe LLM Optimizer Profound Brandlight Bluefish or equivalent tools focused on generative AI search and LLM visibility.
• Strong analytical and storytelling skills:
  • Ability to translate complex data and nuanced GEO/SEO signals into clear narratives and recommendations for non-expert audiences.
  • Comfort presenting to senior stakeholders and cross-functional groups.
• Excellent communication collaboration and stakeholder management skills with a track record of working effectively across:
  • Development/IT
  • UX/design
  • Content/brand
  • Media/agency partners
• Demonstrated ownership mindset able to manage multiple workstreams balance short-term asks with long-term strategy and follow through from recommendation to result.

Preferred Qualifications

• Experience working in a large matrixed organization with multiple brands and agencies.
• Prior responsibility for governance frameworks standards or operating models in SEO GEO or adjacent domains.
• Experience setting or influencing KPIs and measurement frameworks for search-related initiatives.
• Familiarity with testing experimentation and CRO methodologies as they relate to GEO/SEO.
• Prior experience mentoring or leading other specialists even in a non-people-manager capacity.

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