SummaryTextExpander is hiring a Principal, Organic & AI Search to own how prospects discover and evaluate us across every organic surface - traditional SEO, Answer Engine Optimization (AEO), and Generative Engine Optimization (GEO). This is a hands-on builder's role for someone who can set the strategy and execute it themselves: spec and ship a schema change, write and publish the content, diagnose the crawl issue, and move the AI-answer needle without waiting on anyone.
We're a B2B SaaS productivity tool trusted by teams at Amazon, Uber, Shopify, Dropbox, and thousands of others, backed by Summit Partners. If you like owning a channel end-to-end - from the technical foundation to the published content to the revenue it drives - and you're already deep in how LLMs surface and cite brands, this role gives you full ownership of the organic discovery engine and the autonomy to build it your way.
Responsibilities- Omni-Channel Search Strategy - Set the overarching strategy across SEO, AEO, and GEO, with a clear point of view on how the disciplines interact and where to prioritize. Own the organic channel roadmap and translate it into a quarterly execution plan.
- AEO - Answer Engine Optimization - Ensure TextExpander is accurately and favorably surfaced in ChatGPT, Perplexity, Gemini, Claude, and Copilot. Monitor brand mentions, competitive positioning, and factual accuracy across AI outputs; influence AI signals through structured data, authoritative content, and citation sources; and drive the reviews and third-party mentions that increase our signal weight in LLMs. Own AEO as a standalone channel with its own reporting and targets.
- GEO - Generative Engine Optimization - Optimize content structure, schema, and authority signals for AI-generated answer surfacing. Identify high-intent query clusters where LLM responses are displacing traditional SERP traffic, and build and own a GEO measurement framework.
- Traditional SEO - Own full-funnel keyword strategy across informational, comparative, and bottom-of-funnel terms. Handle technical SEO hands-on - site architecture, Core Web Vitals, crawlability, schema markup - and spec and implement it yourself. Produce and publish on-page content directly, not just brief it out. Own backlink and domain authority strategy.
- The Full Organic Discovery Flywheel - Own the entire surface area of customer search discovery outside paid media: the website, YouTube, review platforms (G2, Capterra), community forums, and any channel where someone might search for TextExpander, our competitors, or our category. If it's organic and it shapes how prospects find and evaluate us, it's yours.
- Full-Funnel Ownership - Own the numbers all the way down: organic sessions, trial starts, purchases, and ARR attributed to organic channels. Forecast and report against these metrics regularly, and be accountable to them.
- Performance & Forecasting - Own the organic channel dashboard (sessions, rankings, share of voice, AI brand citations, trial starts, revenue), forecast organic growth, report to the VP of Marketing and senior leadership, and identify the big bets - site architecture changes, content hubs, schema overhauls - that move the needle beyond incremental gains.
Minimum Qualifications- SEO Experience - 6+ years in SEO with a demonstrable track record of driving organic growth for a B2B SaaS product.
- Technical SEO - Deep, hands-on fundamentals. You can diagnose a crawl issue, spec and implement a schema change, and fix a Core Web Vitals problem without waiting on a developer.
- Content Production - You write well and have published content that ranked or drove measurable results.
- AI Search Track Record - Demonstrated experience improving AI engine metrics: brand citations in LLM outputs, share of voice in AI answers, and visibility in tools like Peak, Profound, Otterly, or similar.
- The SEO Stack - Mastery of Ahrefs or Semrush, Google Search Console, and GA4.
- Revenue Orientation - Motivated by traffic 12 trials 12 revenue, not just rankings.
Nice-to-Haves- Experience with Peak AI, Profound, Otterly, or similar AI brand-visibility tools.
- Familiarity with HubSpot as a downstream conversion layer.
- Experience at a PLG or hybrid PLG/sales-led SaaS company.
Benefits- High level of autonomy in your role
- Motivated and creative teammates
- Flexible schedule
- Employment benefits:
- Healthcare plans
- Paid vacation and sick leave
- Company-paid Short- and Long-Term Disability Insurance
- Company-paid basic life insurance
- Paid Parental Leave Policy
- 401(k) plan / RRSP plan
- Salary based on experience and location; ~ $100,000 - $150,000 USD / ~ $150,000 - $200,000 CAD
