Sr. Digital Marketing Product Manager- Search and Discoverability

Main Objective

Drives a forward-looking SEO and Generative Engine Optimization (GEO) strategy that ensures Arthrex content ranks on traditional search engines and is discoverable across AI-driven platforms.

Essential Duties And Responsibilities

• Strategic Leadership
• Define and continuously evolve a forward-looking SEO / GEO strategy aligned with business objectives, anticipating algorithm updates, zero-click search trends, AI-generated answers, and generative search interfaces.
• Champion Generative Engine Optimization (GEO) to ensure Arthrex content is discoverable across AI-driven platforms, voice search, and LLM-powered experiences.
• Cross-Functional Collaboration
• Partner with Content, UX, and Engineering teams to embed SEO best practices into site architecture, navigation, and content structure — optimizing for both human readability and machine comprehension.
• Collaborate with Marketing, Communications, and Product Management to integrate SEO / GEO into digital campaign planning and execution.
• Serve as the primary liaison to regional digital marketing teams and SEO / GEO partners, fostering alignment and collaboration across global initiatives.
• Technical SEO Ownership
• Lead technical SEO improvements in partnership with Engineering and UX teams, focusing on crawlability, page speed, schema markup, structured data, and mobile-first indexing.
• Audit and enforce compliance with SEO standards across all digital properties, ensuring scalability and consistency.
• Content Optimization
• Influence and guide internal and external content creators to produce high-quality, authoritative content that ranks on traditional SERPs and is referenced in generative AI responses.
• Leverage AI-based keyword and intent research tools alongside traditional SEO platforms to identify high-value opportunities and emerging search behaviors.
• Performance Measurement & Insights
• Maintain dashboards and reporting frameworks to communicate progress and ROI to stakeholders.
• Monitor, analyze, and report on SEO and GEO performance metrics, including traffic, rankings, engagement, and conversions — translating insights into actionable recommendations.
• Relationship Management
• Build and manage relationships with SEO agencies, technology partners, and internal stakeholders to scale program and maintain operational excellence.
• Serve as the SEO/GEO portfolio owner, ensuring alignment across global initiatives and acting as the primary subject matter expert.
• Hands-On Execution
• Execute tactical SEO tasks when needed.
• Stay current with search engine guidelines, AI-driven search trends, and emerging technologies, proactively adapting strategies to maintain competitive advantage.

Education And Experience

• Bachelor’s degree in Marketing, Business Management, Information Systems, Computer Science, Communications, Digital Media, or related field required.
• Master’s degree or MBA preferred.
• 5+ years of hands-on experience in SEO strategy and execution required, including technical SEO and content optimization, ideally in the health care industry.

Knowledge And Skill Requirements/Specialized Courses And/or Training

• Deep understanding of search algorithms, schema markup, structured data, and AI-driven search trends (GEO, voice search, LLM platforms).
• Proficiency with leading SEO platforms (e.g., SEMrush, Ahrefs), analytics tools (Google Analytics, GSC), and AI-based keyword research tools.
• Strong analytical mindset with the ability to synthesize data into actionable insights and strategic recommendations.
• Excellent communication and stakeholder management and ability to present with confidence to cross-functional stakeholders.
• Proven ability to lead initiatives, manage agency relationships, and execute tactically when needed.
• Comfortable navigating emerging technologies and evolving search behaviors.
• Ability to effectively operate in a matrixed environment and successfully influence stakeholders and leaders across departments and regions.
• Experience conducting technical SEO audits.
• Curiosity and adaptability.

Machine, Tools, And/or Equipment Skills

• Experience working with a wide variety of product management, analytics, search and discoverability, content management, UX research, and collaboration tools.