Senior Manager, GEO Strategy & AI Search Activation
Role Overview
For more than 80 years, Kaplan has been a trailblazer in education and professional advancement.
We are a global company at the intersection of education and technology, focused on collaboration, innovation, and creativity to deliver a best-in-class educational experience and make Kaplan a great place to work.
The future of education is here and we are eager to work alongside those who want to make a positive impact and inspire change in the world around them.
The Senior Manager, GEO Strategy & AI Search Activation provides strategic vision, technical leadership, and off-page activation to maximize visibility across Generative Engine Optimization (GEO) and AI search platforms.
Operating across a comprehensive portfolio, this role will support higher education university clients and Kaplan test prep and professional education product lines.
The Senior Manager drives innovative strategies designed to position Kaplan brands and partner institutions as primary, trusted sources for Large Language Models (LLMs) and answer engines, including ChatGPT, Gemini, Perplexity, Claude, and Google AI Overviews.
The Senior Manager balances hands-on execution and publisher outreach with cross-functional collaboration, guiding internal teams and managing workflows to drive data-driven business impact. This position directly conducts AI visibility and sentiment audits, coordinates multi-tiered publisher outreach pipelines, maintains foundational SEO and content marketing best practices, and collaborates across cross-functional marketing and product teams to expand entity trust, visibility, and citation share across LLM and AI search ecosystems.
Key Skills for This Role
Full Job Posting
Minimum Qualifications
- Bachelor’s Degree with a focus in Marketing, Communications, Information Technology, Computer Science, or a related discipline.
- Minimum of 6 years of experience managing organic search (SEO), digital outreach, or content marketing strategies for multi-website portfolios, including a minimum of 1 year of direct, hands-on experience in Generative Engine Optimization (GEO) and AI search strategy. Demonstrated experience leading cross-functional project workflows and executing off-page outreach campaigns.
- GEO & AI Search Mastery: Deep familiarity with the emerging landscape of generative search, Large Language Model (LLM) retrieval mechanics, Retrieval-Augmented Generation (RAG) concepts, and entity-based SEO frameworks.
- Foundational SEO & Content Strategy: Strong grounding in core organic search methodologies (including keyword research, search intent mapping, metadata, on-page optimizations, content marketing best practices, and internal link architecture) to ensure GEO campaigns align with traditional SEO goals.
- Systems and Analytics Toolsets: Advanced proficiency with enterprise search and AI tracking platforms, including Profound, Ahrefs, SEMrush, Google Search Console, Google Analytics 4, and Looker Studio.
- Strategic Outreach & Publisher Pitching: Proven track record of securing brand mentions, guest contributions, and high-authority citations across industry publications, news outlets, and niche education portals.
- Communication & Problem Solving: Exceptional communication, stakeholder management, and critical thinking skills, with a proven ability to translate complex AI search concepts into actionable business priorities for cross-functional teams.
Preferred Qualifications
- Experience in the higher education or test prep/professional licensure industries.
- Functional understanding of core technical SEO elements (crawling infrastructure, JavaScript rendering, and structured data/JSON-LD schema).
- Beyond base salary, our comprehensive total rewards package includes: Remote work provides a flexible work/life balance Comprehensive Retirement Package automatically enrolled in The Company Contribution Plan (8-10% annual company contribution based on tenure) Our Gift of Knowledge Program provides tuition assistance and substantial discounts for our employees and close family members Comprehensive health benefits new hire eligibility starts on day 1 of employment Generous Paid Time Off includes paid holidays, vacation, personal, sick paid time-off, plus one (1) volunteer day and one (1) diversity and inclusion day to participate and give back to our local communities We are committed to providing a supportive and rewarding work environment where every employee can thrive. You can learn more about our full benefits package and total rewards philosophy here.
- At Kaplan, we believe in attracting, rewarding, and retaining exceptional talent. Our compensation philosophy is designed to be competitive within the market, reflecting the value we place on the skills, experience, and contributions of our employees, while taking into account labor market trends and total rewards.
- For full-time positions, Kaplan has three Salary Grades. This position is Salary Grade B: $64,819 to $162,047. The specific compensation offered will be determined by a variety of factors, including but not limited to the candidate's qualifications, relevant experience, education, skills, and market data. We are an equal opportunity employer and comply with all applicable federal and state wage laws. #LI-Remote
- Remote work provides a flexible work/life balance
- Comprehensive Retirement Package automatically enrolled in The Company Contribution Plan (8-10% annual company contribution based on tenure)
- Our Gift of Knowledge Program provides tuition assistance and substantial discounts for our employees and close family members
- Comprehensive health benefits new hire eligibility starts on day 1 of employment
- Generous Paid Time Off includes paid holidays, vacation, personal, sick paid time-off, plus one (1) volunteer day and one (1) diversity and inclusion day to participate and give back to our local communities
- We are committed to providing a supportive and rewarding work environment where every employee can thrive. You can learn more about our full benefits package and total rewards philosophy here.
- For full-time positions, Kaplan has three Salary Grades. This position is Salary Grade B: $64,819 to $162,047. The specific compensation offered will be determined by a variety of factors, including but not limited to the candidate's qualifications, relevant experience, education, skills, and market data. We are an equal opportunity employer and comply with all applicable federal and state wage laws.
- Location
- Remote/Nationwide, USA
- Additional Locations
- Employee Type
- Employee
- Job Functional Area
- Marketing
- Business Unit
- 00091 Kaplan Higher ED
- Kaplan is committed to cultivating an inclusive workplace that values diversity, promotes equity, and integrates inclusivity into all aspects of our operations. We are an equal opportunity employer and all qualified applicants will receive consideration for employment regardless of age, race, creed, color, national origin, ancestry, marital status, sexual orientation, gender identity or expression, disability, veteran status, nationality, or sex. We believe that diversity strengthens our organization, fuels innovation, and improves our ability to serve our students, customers, and communities. Learn more about our culture here.
- Kaplan considers qualified applicants for employment even if applicants have an arrest or conviction in their background check records. Kaplan complies with related background check regulations, including but not limited to, the Los Angeles County Fair Chance Ordinance for Employers and the California Fair Chance Act. There are various positions where certain convictions may disqualify applicants, such as those positions requiring interaction with minors, financial records, or other sensitive and/or confidential information.
- Kaplan is a drug-free workplace and complies with applicable laws.
Location
- Remote/Nationwide, USA
- Additional Locations
- Employee Type
- Employee
- Job Functional Area
- Marketing
- Business Unit
- 00091 Kaplan Higher ED
- Diversity & Inclusion Statement:
- Kaplan is committed to cultivating an inclusive workplace that values diversity, promotes equity, and integrates inclusivity into all aspects of our operations. We are an equal opportunity employer and all qualified applicants will receive consideration for employment regardless of age, race, creed, color, national origin, ancestry, marital status, sexual orientation, gender identity or expression, disability, veteran status, nationality, or sex. We believe that diversity strengthens our organization, fuels innovation, and improves our ability to serve our students, customers, and communities. Learn more about our culture here.
- Kaplan considers qualified applicants for employment even if applicants have an arrest or conviction in their background check records. Kaplan complies with related background check regulations, including but not limited to, the Los Angeles County Fair Chance Ordinance for Employers and the California Fair Chance Act. There are various positions where certain convictions may disqualify applicants, such as those positions requiring interaction with minors, financial records, or other sensitive and/or confidential information.
- Kaplan is a drug-free workplace and complies with applicable laws.
About Kaplan
Private educational services company providing test preparation, professional education, higher education, and pathways for students, universities, and businesses.
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