Generative Search Strategist

About the role

Abbott is a global healthcare leader that helps people live more fully at all stages of life. Our portfolio of life-changing technologies spans the spectrum of healthcare, with leading businesses and products in diagnostics, medical devices, nutritionals and branded generic medicines. Our 122,000 colleagues serve people in more than 160 countries.

Responsibilities

• Define and execute the traditional and generative search strategies, including technical, content, and authority‑building pillars, to improve Abbott’s presence in AI-generated search results and answer engines for Abbott’s corporate digital properties, including Abbott.com and brand storytelling platforms
• Establish the operating model across the organization and governance to drive cross-functional integration and delivery
• Govern enterprise‑wide traditional search standards, including site architecture, schema, metadata, and content optimization
• Build and maintain AI-search roadmaps aligned to brand and business goals
• Continuously refine approach based on search trends, audience behavior, and algorithm changes
• Conduct audits of digital ecosystem to identify gaps impacting generative performance and partner with content and digital marketing teams to embed best practices into content creation, editorial planning, and campaign execution
• Optimize content for AI discoverability, including structured content, semantic depth, entity clarity, and authoritative signals
• Monitor how Abbott’s brand and content appear in AI-generated answers and identify opportunities to improve representation
• Conduct competitive and market‑level search analysis to inform strategy
• Partner with content teams to develop formats (e.g., FAQs, structured narratives, expert content) that perform well in generative search environments and embed GEO/SEO best practices into workflows
• Partner with the Public Affairs teams to help manage third-party content and publisher approaches and opportunities
• Build and maintain dashboards and reporting to track progress across corporate channels
• Translate insights into clear recommendations for content and improvements
• Provide training and guidance to content creators, web teams, and digital stakeholders on traditional and generative search best practices
• Develop scalable resources (playbooks, checklists) to support consistent application of search and generative optimization techniques
• Act as a subject matter expert on evolving search behaviors and AI-driven discovery trends

Qualifications

• Bachelor’s degree in marketing, digital, communications, or a related field
• 8–10+ years of experience in search, digital marketing, or content optimization