Director, Organic Optimization

Circana

1d•Remote

About The Position

Let’s be unstoppable together! Circana is a leading provider of technology, AI, and data solutions for consumer packaged goods companies, manufacturers, and retailers. Our predictive analytics and Liquid Data® platform help clients measure market share, uncover consumer behavior, and drive growth—powered by six decades of expertise and an expansive, high-quality data set. At Circana, we are fueled by our passion for continuous learning and growth, we seek and share feedback freely, and we celebrate victories both big and small in an environment that is flexible and accommodating to our work and personal lives. We’re a global company dedicated to fostering inclusivity and belonging. We value and celebrate the unique experiences, cultures, and viewpoints that each individual brings. By embracing a wide range of backgrounds, skills, expertise, and beyond, we create a stronger, more innovative environment for our employees, clients, and communities. With us, you can always bring your full self to work. Join our inclusive, committed team to be a challenger, own outcomes, and stay curious together. Circana is proud to be Certified™ by Great Place To Work®. This prestigious award is based entirely on what current employees say about their experience working at Circana. Learn more at www.circana.com. What will you be doing? This role’s primary goal is to lead our organic content optimization strategy and operations (including SEO, GEO, AEO, etc.) — identifying areas for content optimization to be findable across web crawlers and AI bots. You’ll take the lead in defining Circana’s key areas of focus, making clear recommendations that balance our strategic/commercial goals with growth opportunities and developments in the marketplace. In parallel, you’ll build a compelling and intelligent future roadmap, while working to influence and shape our organic content strategies. This is a new role in a fast-moving area, so you’ll have the opportunity to build something that positions Circana at the forefront of changes in organic findability.

Requirements

7-10+ years across technical SEO, content strategy and/or Applied NLP/LLMs in an agency, media ecosystem or brand focused role.
Strong command of information architecture, documentation standards and editorial quality.
Proven performance and growth tied to organic optimization strategies.
Solid understanding of data analytics, performance metrics and customer journeys, to underpin digital strategies and prioritization.
Demonstrated success in making content consumable and quotable by LLMs.
Technical fluency and broader knowledge of digital marketing strategies and integration.
Ability to simplify complexity into clarity and bring stakeholders on this journey.

Responsibilities

Designing, defining and implementing SEO strategies to account for all web crawlers, including AI bots.
Designing and implementing GEO and AEO strategies that align with business goals and optimize against LLM-powered engines.
Make clear data-driven recommendations on performance (e.g. content, messaging, engagement, conversions), that will drive the greatest impact.
Define, track, optimize and report across KPIs, such as LLM visibility, organic share, click share, response inclusion rate, and more.
Be an evangelist for AI-driven marketing strategies and ensure Circana organic strategies are poised to win in market while educating key stakeholders on performance.
Collaborate with cross-functional stakeholders to co-create LLM-friendly pages, search engine pages, summaries, tools and other assets. As needed, develop editorial playbooks and other guidance to embed an AI-driven mentality across operations.
Evaluate and make clear recommendations for tech investments to accelerate and future-proof our strategies.