Job Description
About General Motors
General Motors (GM) is a global leader in automotive manufacturing and technology, driving innovation across electric vehicles, autonomous driving, and connected services. Our brands (Chevrolet, Cadillac, GMC, Buick, etc.) must be visible and competitive across both traditional search and emerging generative AI experiences .
As search shifts toward AI summaries, conversational answers, and LLM-powered assistants , Generative Engine Optimization (GEO) has become a strategic priority for GM. GEO builds on strong SEO fundamentals, technical health, content quality, and authority, and extends them into a world where LLMs interpret, synthesize, and present our content .
Position Overview
The L7 GEO Assistant Manager is a senior individual contributor / player-coach role responsible for helping to lead GEO + SEO strategy and operations across GM's portfolio of brands and experiences.
With 5+ years of experience in SEO (and ideally GEO-related work) , this role will:
Co-own GEO/SEO frameworks, standards, and playbooks that guide brands and partners.
Lead the interpretation and prioritization of outputs from tools like Adobe LLM Optimizer, Profound, Brandlight, Bluefish , and traditional SEO platforms.
Act as a key cross-functional and leadership-facing partner , helping GM answer, "What are we doing about generative search?" with a clear roadmap and measurable progress.
Provide guidance and mentorship to L6 specialists and agency teams, while maintaining hands-on involvement in complex technical and strategic work.
Key Responsibilities
GEO Strategy, Governance & Frameworks
Help translate the evolving generative search landscape into GM-specific GEO frameworks, standards, and operating models .
Maintain and evolve cross-brand guidelines and best practices for GEO + SEO (e.g., content patterns, technical requirements, governance guardrails).
Partner with the Head of Search Strategy & Activation and GEO/SEO leads to:
Shape cross-brand GEO/SEO priorities
Align on high-impact initiatives and pilots
Ensure foundational SEO remains strong while GEO expands
Adobe LLM Optimizer & GEO Tool Ownership
Act as a primary owner or co-owner of Adobe LLM Optimizer and other GEO-related tools (e.g., Profound, Brandlight, Bluefish):
Interpret and synthesize tool outputs, separating meaningful signals from noise .
Aggregate insights across brands, experiences, and surfaces.
Turn findings into clear recommendations, prioritized backlogs, and action plans .
Partner with analytics/measurement teams to connect GEO/SEO work to outcomes , including:
Visibility and quality of representation in generative AI surfaces
Organic performance and engagement metrics
Risk and opportunity indicators highlighted by LLMs
Cross-functional Leadership & Agency Management
Serve as a senior point of contact for GEO/SEO across:
Brand and media teams
Product, UX, and content teams
Development/engineering and analytics partners
Act as a day-to-day lead with agencies and vendors (e.g., Dentsu, GEO/SEO partners), ensuring:
Recommendations are high quality, technically feasible, and aligned with GM priorities.
Outputs are centralized, evaluated, and prioritized , not handled in isolation by each brand.
Follow-through and implementation are tracked, with clear ownership and timelines .
Support leadership-facing communication , including:
Exec readouts on GEO/SEO performance, pilots, and risks
Scenario planning and POVs on generative search changes
Clear, concise narratives about what we are doing and what we need next
Technical & Content GEO/SEO Leadership
Lead or support complex technical GEO/SEO audits and solution design , partnering closely with development and engineering teams.
Guide content and experience optimization for generative search by:
Identifying content structures, entities, and patterns that influence generative answers.
Working with brand/content owners to shape briefs, content updates, and tests.
Ensuring a strong connection between traditional SEO signals and LLM-facing quality .
Take on high-impact GEO/SEO tasks (e.g., complex audits, critical technical fixes, high-visibility experiences) and backfill traditional SEO work where needed to:
Protect and improve foundational SEO health
Free up leadership to focus on transformation and cross-brand strategy
Documentation, Playbooks, and Mentorship
Own or co-own central GEO/SEO documentation , including:
Playbooks, standards, and FAQs
Intake/prioritization workflows and request management
Case studies and success stories
Provide coaching and guidance to L6 specialists, agency teams, and cross-functional partners on:
GEO/SEO best practices and trade-offs
How to interpret and respond to tool and agency outputs
How to structure work to drive measurable, repeatable outcomes
Required Skills & Qualifications
5+ years of dedicated experience in SEO , with increasing scope and complexity (enterprise, multi-brand, or multi-market environments strongly preferred).
Demonstrated experience working in or adjacent to Generative Engine Optimization , AI-powered search, or LLM-powered experiences (e.g., responsibilities related to generative search evaluations, LLM tools, or AI assistants).
Proven track record of:
Driving measurable organic search performance through technical and content SEO.
Influencing roadmaps and priorities across multiple stakeholders or brands.
Leading or co-leading complex, cross-functional search initiatives .
Strong expertise in technical SEO , including:
Crawlability, indexation, site architecture, page performance, structured data, and internationalization.
Ability to partner with dev/engineering teams and speak credibly about constraints and trade-offs.
Advanced proficiency with SEO and GEO tools , including:
Core SEO platforms: Google Search Console, Google Analytics, Adobe Analytics, SEMrush, Ahrefs, Screaming Frog, DeepCrawl (or similar).
GEO/LLM platforms (preferred): Adobe LLM Optimizer, Profound, Brandlight, Bluefish , or equivalent tools focused on generative AI search and LLM visibility.
Strong analytical and storytelling skills :
Ability to translate complex data and nuanced GEO/SEO signals into clear narratives and recommendations for non-expert audiences.
Comfort presenting to senior stakeholders and cross-functional groups.
Excellent communication, collaboration, and stakeholder management skills, with a track record of working effectively across:
Development/IT
UX/design
Content/brand
Media/agency partners
Demonstrated ownership mindset , able to manage multiple workstreams, balance short-term asks with long-term strategy, and follow through from recommendation to result.
Preferred Qualifications
Experience working in a large, matrixed organization with multiple brands and agencies.
Prior responsibility for governance frameworks, standards, or operating models in SEO, GEO, or adjacent domains.
Experience setting or influencing KPIs and measurement frameworks for search-related initiatives.
Familiarity with testing, experimentation, and CRO methodologies as they relate to GEO/SEO.
Prior experience mentoring or leading other specialists , even in a non-people-manager capacity.
#LI-HP2
GM does not provide immigration-related sponsorship for this role. Do not apply for this role if you will need GM immigration sponsorship now or in the future. This includes direct company sponsorship, entry of GM as the immigration employer
