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Lead, AI Search Optimization (AEO/GEO)

Job Summary
Dynamic and results-driven AI Search & SEO Strategist with a passion for maximizing visibility across emerging AI-driven search ecosystems. This individual will serve as Princess Cruises' subject matter expert in Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO), ensuring brand visibility across large language models (LLMs), AI search platforms, and evolving discovery experiences.

As a key member of the eCommerce team, this role will own and drive the technical execution required to maximize visibility across AI-powered search environments including Google AI Overviews, ChatGPT, Perplexity, and other AI answer engines. The position acts as the critical link between Engineering, Content, SEO, Analytics, and agency partners to ensure Princess Cruises remains discoverable as search behavior continues to evolve.

Key Responsibilities

AI Search & AEO/GEO Strategy Execution (25%)

• Translate AI Search (AEO/GEO) strategies into actionable technical initiatives.
• Partner with SEO agencies and content teams to align traditional SEO and AI-native optimization efforts.
• Identify opportunities to improve AI answer inclusion, citations, and brand visibility across AI search ecosystems.

AI Search / LLM Optimization (25%)

• Optimize content and site structure for LLM discoverability and citation.
• Improve:
  • Entity authority and topical relevance
  • Structured answer formats (FAQs, summaries, authoritative content blocks)
  • E-E-A-T signals (Experience, Expertise, Authoritativeness, Trustworthiness)
• Identify gaps where Princess content is underperforming in AI-generated responses.

Technical SEO & Structured Data Ownership (20%)

• Own and enhance:
  • Schema markup and structured data (JSON-LD, entity markup)
  • Crawlability, indexation, and internal linking improvements
• Ensure content is modular, machine-readable, and optimized for AI consumption.
• Partner with engineering teams to improve:
  • Semantic HTML
  • Content hierarchy and formatting
  • Performance and accessibility signals

Performance Measurement & Optimization (15%)

• Define and track KPIs related to:
  • Visibility within AI search experiences
  • Citation frequency and share of voice
  • Traffic and conversion impact
• Partner with Analytics teams to build AI-search-specific measurement frameworks.
• Lead testing, experimentation, and optimization initiatives.

Engineering Partnership & Delivery (10%)

• Serve as the primary contact for AEO/GEO technical requirements.
• Translate business objectives into clear technical requirements and user stories.
• Influence engineering prioritization and backlog planning.
• Validate implementation quality and ensure successful delivery.
• Bridge agency recommendations with internal technical feasibility.

Additional Responsibilities (5%)

• Perform other duties as assigned.
• Adhere to all company policies, Code of Conduct requirements, audit procedures, and controls related to business systems and financial data.

Scope

The Lead, AI Search Optimization (AEO/GEO) is responsible for driving Princess Cruises' visibility across AI-powered search and answer platforms, including Google AI Overviews, ChatGPT, Perplexity, and other LLM ecosystems.

This role operates at the intersection of eCommerce, Content, Technology, Analytics, and agency partnerships. The individual will lead initiatives focused on AI discoverability, content optimization, technical SEO enhancements, structured data strategy, and AI search performance.

As a highly collaborative individual contributor, this role will influence enterprise-wide digital performance and support customer acquisition, engagement, conversion, and brand visibility objectives across Princess Cruises' global portfolio.

Problem Solving

This role addresses complex and evolving challenges within the AI search landscape where best practices, ranking signals, and success metrics continue to emerge.

The individual will analyze data from AI visibility platforms, SEO tools, analytics solutions, and search console reporting to:

• Diagnose visibility and citation challenges.
• Evaluate technical, content, and authority-related factors impacting performance.
• Develop scalable improvement plans.
• Influence cross-functional stakeholders to execute recommendations.

The role regularly exercises independent judgment in identifying opportunities that impact discoverability, traffic, and conversion performance.

Impact

This position serves as Princess Cruises' internal authority on AI Search Optimization and helps shape how the organization approaches discoverability across AI-powered search experiences.

Success in the role directly contributes to:

• Increased AI search visibility
• Brand awareness
• Customer acquisition
• Traffic growth
• Engagement and conversion performance

The role helps ensure Princess Cruises remains competitive as consumers increasingly rely on AI-powered discovery tools throughout their purchasing journey.

Leadership

Although this role does not have direct people management responsibilities, it requires significant cross-functional leadership and influence.

The Lead, AI Search Optimization (AEO/GEO) will:

• Provide thought leadership on AI search best practices.
• Drive alignment across Content, Technology, Analytics, eCommerce, and agency teams.
• Communicate recommendations to technical and non-technical stakeholders.
• Lead initiatives from concept through implementation.
• Influence priorities and decision-making without direct authority.

Strong communication, stakeholder management, and project leadership skills are essential.

Required Qualifications

Education

• Bachelor's Degree in Marketing, Business, or a related field.

Experience

• 3+ years of digital marketing experience with a focus on SEO.
• 1+ year of hands-on AEO/GEO optimization experience.
• Experience working with AI-driven search ecosystems and emerging discovery platforms.
• Strong understanding of how SEO, AEO, and GEO contribute to broader digital marketing strategies.

Technical Skills

• Adobe Analytics
• Google Analytics 4 (GA4)
• Google Search Console (GSC)
• HTML/CSS
• Basic JavaScript
• WordPress
• Adobe Experience Manager (AEM) or comparable CMS
• SEO, AEO, and GEO tools and best practices

Core Competencies

• Exceptional written and verbal communication skills.
• Strong analytical and problem-solving abilities.
• Ability to translate business objectives into technical execution plans.
• Strong collaboration and stakeholder management capabilities.