Sr. Manager, PR & AI Discovery

Sr. Manager, PR & AI Discovery

Job Description

Consumer discovery is shifting rapidly from traditional search engines and media outlets toward social channels and AI-driven answer engines. This role bridges traditional PR, influencer marketing, and Generative Engine Optimization (GEO) to ensure Philips products are trusted, highly visible, and accurately represented across traditional media, social platforms, and AI-powered search engines (LLMs). Positioned as a key capability evolution within Philips Personal Health across Western Europe, this position leads the transition into Generative Engine Optimization (GEO) - shaping machine-readable, authoritative content via earned channels so that AI platforms continuously discover, interpret, and cite Philips categories and products.

• Pioneer AI Discovery & GEO:
  Lead the regional strategy for Generative Engine Optimization. Audit how Philips categories appear in AI search engines, identify narrative gaps in LLM corpora (the text datasets AI reads to generate answers), and define the execution for a machine-readable earned assets that secure AI citations.
• Modernize Earned Media:
  Evolve traditional PR, expert reviews, KOL/thought leadership, and influencer marketing into a unified authority layer across Western Europe; ensuring communications strategies are fully integrated with category, brand and business priorities.
• Drive Agency Performance & Governance:
  Direct, challenge, and manage agency partners. Own domain’s agency briefing processes, performance KPIs, GEO targets, and decision-making rhythms to ensure high-quality execution.
• Translate Strategy into market Activation:
  Translate communications strategies into actionable market plans by working closely with Category PR, Marketing, Digital, Legal, Regulatory, Privacy, and Quality stakeholders to deliver compliant and effective earned authority programmes.
• Lead Regional Launches, Reputation & Issues Management:
  Own proactive PR, influencer marketing & GEO planning for key product moments and activations. This includes supporting spokesperson readiness, media Q&A, briefing materials, reactive statements, issue management, and crisis communications preparation for sensitive topics across the region in alignment with established escalation frameworks and global teams.
• Strengthen Influencer & Social Authority:
  Partner closely with Social and Influencer Marketing teams to develop creator, influencer, ratings & reviews, and content strategies that build consumer trust, category authority, and AI-powered discoverability.
• Empower Local Markets:
  Work with agency partner to provide Western European market teams with practical playbooks, frameworks, and coaching to shift local executions from volume-based coverage to high-citation, AI-ready authority.
• Leverage Analytics & AI Tools:
  Utilize media monitoring, social listening, search insights, and AI tools to track sentiment, share of voice, source authority, and AI answer visibility.
• Measure GEO & Earned Authority Performance;
  Create and maintain the region's PR, Influencer Marketing, and GEO measurement framework, including quality coverage, message pull-through, sentiment, share of voice, source authority, AI citations, content freshness, risk indicators, and recommended actions.

• Growth Mindset & Ambition:
  High initiative, curiosity, and a drive to pioneer a new practice where standard industry playbooks are still being written.
• Cross-Functional Driver:
  Strong leadership skills with the ability to navigate matrixed organizations, align diverse stakeholders (from marketing to legal), and keep decisions moving forward.
• Agency & PR Leadership:
  Proven track record in steering agency partners, setting standards, challenging work constructively, and nurturing top-tier media and influencer networks.
• Digital, Search & AI Curiosity:
  Natural interest in digital trends, search behaviors, and AI platforms, with the ability to translate technical GEO concepts into actionable steps for non-technical teams.
• Data-Driven Decision Making:
  Comfortable working with dashboards, GEO platforms, media intelligence, social listening, search data, and AI-answer audits to identify opportunities and inform strategy.
• Crisis & Reputation Management;
  Sound judgment in regulated communications environments and experience assessing communications risks, triaging emerging issues, and operating within crisis communications frameworks.

• Experience:
  
  8+ years in PR, media…