About the role
The way people search has changed. They still type into Google, but they also ask ChatGPT, read the AI summary at the top of the page, and often make up their minds before they visit anybody's website. If a brand is not showing up in those answers, it is not in the running.
That shift is what this job is about.
We already have a strong SEO team. Good people, good clients, results we are proud of. What we need now is a Director who can help take them through this change: keep winning at the traditional stuff, build genuine capability in AI visibility, and show clients why both are worth paying for.
You will report to our Head of Omnichannel Search and manage a group of managers, who in turn look after the specialists. Day to day, your focus is the strategy on our key accounts, the quality of what we put in front of clients, and the people you manage. You will also have a hand in where the team and the agency go next.
So the remit covers technical and content SEO across a lot of markets and languages, plus Generative Engine Optimisation. In plain terms, GEO means getting our clients cited and recommended when somebody asks an AI assistant for a suggestion.
You will be doing two jobs at once. One is strategic: holding a view on where search is going that clients and the wider industry take seriously. The other is practical: turning that view into something your team can get on with on a Tuesday afternoon, coaching people through a period when a lot of what they know is being rewritten, and giving marketing directors a straight answer when they ask how visible they are in AI and what to do about it.
What you'll do
Lead and manage
- Manage a group of managers, and through them a team of search strategists and specialists. Grow them.
- Set the direction for how we do organic search, and help move the team into a broader omnichannel remit.
- Get everyone fluent in AI search. That means training, playbooks, and making sure the knowledge does not sit with one person.
- Build processes that hold up at scale, across audits, strategy, activation, measurement and optimisation.
- Help shape career paths for the team, and get involved in hiring as we grow.
- Feed into wider decisions about where the team and the agency are heading. Your view counts here.
Own AI visibility and GEO
- Shape how we do AI visibility work. How we audit it, benchmark it, improve it and report on it.
- Build the measurement: prompt sets, share of voice, which sources get cited, sentiment, and whether the answer is even accurate. Across AI Overviews and AI Mode, ChatGPT, Gemini, Copilot, Perplexity and Claude.
- Tie it back to money. Turning up in an AI answer only matters if you can connect it to traffic quality, consideration or revenue.
- Set the standards that make a brand easy for a machine to read and quote. Entity and knowledge graph work, structured data, how content is written and structured, and source authority.
- Run proper tests, so our advice rests on evidence rather than whatever is doing the rounds on LinkedIn.
- Choose the tools we monitor with, and be straight with clients about what those tools can and cannot prove yet.
Set the strategy
- Lead search strategy across our key accounts, with business outcomes as the point rather than rankings for their own sake.
- Work with clients to turn marketing objectives into a search plan they can actually act on.
- Build frameworks that travel across markets and languages, loose enough for local search behaviour but firm on standards.
- Keep organic joined up with content, paid media and insights, so a brand looks coherent wherever somebody runs into it.
- Own forecasting and opportunity sizing, and set KPIs that keep everybody honest.
Keep the work good
- Hold the quality bar across technical SEO, content strategy and AI visibility.
- Set the standard on enterprise technical SEO: site architecture, crawl and render, Core Web Vitals, hreflang and internationalisation, migrations, and large or messy CMS estates.
- Use first party data, search demand and conversational queries to decide what we make.
- Watch the numbers that matter (organic revenue, qualified traffic, visibility, AI presence) and step in early when they move the wrong way.
- Be honest in reporting, including about the measurement gaps that zero-click and assistant-led journeys create.
Work across the agency
- Work closely with our social, paid media, editorial, influencer and creative teams. Search does not sit on its own here.
- Contribute to thought leadership. We would like Greenpark to be a name people trust on this subject, and you will be one of the voices doing that.
- Get stuck into pitches, new business and client workshops.
- Work with the Head of Omnichannel Search to grow the organic and AI visibility offer across regions.
- Be the senior person your clients ring when they want a straight answer about where search is heading.
About you
We have been specific here, because we would rather you know upfront whether this is a fit.
- Around seven years in organic search, with two or three of those leading people, ideally including managing other managers.
- Agency experience would be a real help, since you will be juggling several clients and the pace that comes with that. A strong in-house background is still worth a conversation.
- Real depth in enterprise and multi-market SEO, technical and content both. Complicated sites, several languages, migrations you have lived through.
- Hands-on experience with AI visibility. You have built or run measurement for it, and you can talk through your method, where it falls short, and what actually made a difference.
- A view on how generative search changes strategy and measurement, formed by work you have done rather than posts you have read.
- Experience managing and developing people, especially through a period of change.
- Analytical and commercially minded, and confident defending a recommendation to a room that is not yet sold.
- Comfortable with the usual kit: Search Console, GA4, Screaming Frog, Semrush or Ahrefs, log file analysis, and at least one AI visibility platform.
- Good with senior stakeholders. Able to make something complicated sound simple without dumbing it down.
- Curious about where all of this is heading, and interested in using AI to make your team better rather than only to talk about it.
You will get on with how we work. Open, respectful, up for new ideas, and in it together. - You live & breathe Greenpark's core values 'We Strive', 'Acting Together', 'With Kindness' -championing openness, respect, innovation, and teamwork - so that every interaction, both internally and externally, reflects our commitment to our values.
What we are less bothered about: whether you have worked in our exact sectors, or whether your CV has the perfect job titles on it. If you can do the work, we are interested.
How we'll support you
- 25 days of holidays + US bank holidays and your birthday off.
- Christmas Closure - (extra days on top of your holiday allowance)
- A monthly entertainment subscription paid by the company (e.g. Amazon Prime, Netflix, Spotify, etc)
- Access to VDU Eye Tests and
Employee Assistance Programme (EAP).
- Participate in wellness and peer recognition initiatives (e.g. On The Spot Awards and Value Champion Awards).
- LinkedIn Learning - Access to a leading online learning platform, which offers a wide variety of courses including business, creative and technical skills.
- Social Events- Join us for our major annual social events: Spring, Summer, Halloween and Christmas parties, plus many other ad-hoc events.
- WFA policy - work from abroad for up to 4 weeks per year.
- Yearly Calm subscription.
At Greenpark, we believe the best ideas come from the widest range of perspectives. We welcome and celebrate every background, identity, and experience across our global workforce. By fostering a culture of respect, inclusivity, and collaboration, we're committed to ensuring everyone's voice is heard and everyone can thrive.
