Sr. Spclst , GEO Content

Job Summary The Senior Specialist, GEO Content supports our Company's GEO & AI Discoverability program within the Web Experience & Discovery Product Team by advising global brand and marketing teams on how to structure, optimize, and govern approved content so that it is more findable, understandable, and citable by generative AI and answer engine platforms. This role connects content decisions to AI visibility and citation outcomes. The successful candidate will partner closely with analysts within the broader Digital Channels & Orchestration team to review AI discoverability performance across global HCP and consumer websites, conduct GEO (Generative Engine Optimization) content audits, identify content gaps and citation opportunities, and translate findings into actionable recommendations for brand and marketing teams. Key stakeholders are global brand and marketing teams. This role operates at the intersection of content strategy, AI discoverability, performance analysis, and compliance-aware content governance across markets.

AI Content Advisory • Advise brand and marketing teams on structuring content for AI citability, including answer-first content flow, clear claims, evidence-based structure, fact density, source clarity, and easy-to-parse formats such as FAQs, summaries, bullets, and tables. • Review content briefs, page drafts, FAQs, and priority content assets against GEO content standards before MLR submission, identifying content structure, clarity, or evidence gaps that may limit AI discoverability or citation potential. • Guide teams in shifting content style from broad marketing prose to clearer, evidence-based, question-led formats that AI platforms are more likely to understand and reference, without altering approved messaging. • Partner with medical affairs and regulatory teams to distinguish content restructuring from net-new content creation, ensuring GEO recommendations remain aligned with approved claims, fair balance, and compliance expectations. • Advise on content consistency across brand, disease, mechanism, and audience-facing materials to support clearer entity recognition and more consistent representation across AI-generated answers. • Provide recommendations on how content can better address the questions HCPs, patients, and healthcare consumers are likely to ask through AI search and answer engines. GEO Content Audit and Measurement • Conduct GEO content audits across priority brands and markets, including ghost brand assessment, AI visibility review, content structure analysis, message clarity review, and content gap assessment. • Perform AI-focused keyword and query research to identify the questions HCPs, patients, and healthcare consumers are asking AI platforms, and map these questions to existing content assets and gaps. • Monitor AI citation share of voice, brand presence, AI Overview visibility, and answer engine representation using available GEO, SEO (Search Engine Optimization), and analytics tools. • Report visibility gaps, competitor benchmarks, and content opportunities to brand, marketing, and digital stakeholders. • Track off-platform citation signals, including coverage in scientific publications, professional body materials, patient advocacy sources, and other authoritative third-party content sources. • Provide recommendations to strengthen authoritative content presence and improve the likelihood that our Company's content is accurately represented or cited in AI-generated answers. • Identify content opportunities to improve answer quality, citation relevance, brand presence, and consistency of representation across AI search experiences. • Deliver market-level and brand-level audit findings in formats suited to regional marketing and brand teams, prioritizing recommendations by business value, customer relevance, compliance feasibility, and implementation effort. Content Recommendation and Governance •