Digital Visibility Manager - Search and AI Optimization

Job Summary

We are more than a health system. We are a belief system. We believe wellness and sickness are both part of a lifelong partnership, and that everyone could use an expert guide. We work hard, care deeply and reach further to help people uncover their own power to be healthy. We inspire hope. We learn, grow, and achieve more – in our careers and in our communities.

The Digital Visibility Manager will lead Ohio Health’s search, AI‑driven discovery, and digital brand presence strategy—ensuring strong visibility wherever consumers search for health information. This includes traditional search engines, emerging AI answer platforms, and cross‑channel environments. The role is responsible for maximizing Ohio Health’s overall brand search visibility, authority, and digital footprint, blending technical SEO, AI optimization, paid search strategy, local listings, and review generation to ensure our 1,600+ providers and 500+ locations are the first choice for patients.

The Visibility Manager partners closely with various internal teams and external agencies to ensure Ohio Health’s expertise is discoverable, trusted, and accurately represented across evolving search and AI ecosystems.

• 50% Search Visibility Orchestration (SEO / AEO / GEO):
Lead enterprise Generative and Answer Engine Optimization strategy, partner with Web Ops, Content, Media, and Brand Journalism to optimize site architecture, structured data, Core Web Vitals, and AI‑ready content across , Careers, and blog properties, develop an AI Visibility Roadmap, define technical standards, schema strategy, KPIs, governance, establish AI share‑of‑voice and KPIs, and act as internal SME on AI search evolution while managing external AI agency and technology partners.

• 25% Paid Search (SEM) & Performance Marketing:
Direct strategy for high‑intent paid search campaigns, manage budgets across service lines to drive patient acquisitions and appointment bookings, utilize A/B testing for landing pages, optimize conversion rates specifically for healthcare journeys, and manage relationships with paid search agency.

• 25% Local Listings and Reputation Management:
Develop and execute strategies to strengthen Ohio Health’s online presence across directories and review sites, conduct regular audits, monitor online reviews and sentiment, manage Reviews Partner agency to ensure prompt and accurate responses, collaborate with the Patient Experience team to architect a unified feedback loop, and establish a comprehensive sentiment reporting framework tracking third‑party review growth, star ratings, and internal survey response rates.

• Bachelor’s Degree
• BS or BA or equivalent work experience
• 5–7 years of Digital Marketing Experience
• Experience managing and optimizing digital marketing channels, especially SEM/SEO and local search
• Experience with Campaign Measurement including KPI development
• Experience working with or in agencies

• Up‑to‑date understanding of digital marketing channels and ability to develop and share best practices, standards, guides, and toolkits to ensure optimal use of channel mix
• Proven experience as SEO/SEM Manager or similar role
• Proven ability to develop, oversee and optimize integrated digital campaigns, multi‑touch attribution, and cross‑channel ad sequencing
• Proven experience working with analytics to measure ROI of marketing
• Proven experience managing and optimizing a large digital marketing budget
• Knowledge of standard and current SEO/GEO/AEO best practices
• Knowledge of paid search keyword match types and campaign/ad group best practices
• Knowledge of HTML/CSS
• Experience with SEO tools and reporting (e.g., SEMrush/Conductor)
• Stay up to date on industry trends, emerging technologies, and best practices, including AI

• Strong relationship building and communication skills including use of humble inquiry
• Ability to work in a matrixed environment
• Exceptional flexibility and ability to understand all points of view
• Understanding of internal business partner and external customer needs
• Focused, efficient and realistic
• Ability to work with associates and leadership of all levels
• S…