Director, Search & AI Visibility

The Department of Marketing Technology is currently seeking a full-time Director, Search & AI Visibility to work on site in Miami.

In this capacity, the incumbent will search drives for new patients, applicants, and referrals than any other channel we have. Paid and organic searches still produce most of the qualified demand for UHealth, the Miller School of Medicine, and the Academy. What's changed is what sits above the results. Clinical and academic queries increasingly return an AI-generated answer first, and only the institutions named in that answer stay in consideration.

This role runs searches as one practice across paid, organic, and AI answers. Those three are now connected in practical ways. Paid query data shows what content to build. Content strong enough to rank organically is the content answer engines cite. Where AI answers cut into organic clicks, paid has to cover the gap. Run separately, they compete for budget instead of informing it.

You will own the technical and content foundation for organic, the measurement system for AI visibility, and the enterprise standards and advisory function for paid search, reported on a single scorecard. Scope covers Google and Bing, Google Ads and Microsoft Advertising, AI Overviews and AI Mode, ChatGPT, Gemini, Perplexity, and Copilot. Because no one in academic medicine has yet connected AI visibility to patient acquisition with any rigor, you will build that baseline and the model behind it.

Bring paid, organic, and AI visibility into one view of search economics, and advise marketing strategists on where the next dollar should go.

Build the demand model that says what a dollar moved between brand and non-brand, between service lines, or between paid and organic is expected to return, and reconcile forecast to actual every cycle so allocation advice is grounded in measured results.

Read the three channels against each other. Use paid query data to find the demand organic and AEO should chase, use organic and citation performance to decide where paid is buying coverage we already own, and manage cannibalization deliberately rather than discovering it in a quarterly report.

Identify where AI answers are displacing organic clicks on priority terms and adjust the paid and content response before the traffic loss shows up in a ranking tool.

Serve as the in-house paid search expert for marketing strategists across UHealth, the Miller School, and the Academy, advising on campaign architecture, keyword and audience strategy, bid strategy, and budget allocation across service lines and academic programs.

Advise on the balance between paid and organic investment, identifying where we are paying for terms we already win organically, where organic gaps justify paid coverage, and where AI answers have changed the value of a click.

Set enterprise paid search standards and review campaigns against them, covering account structure, query hygiene, negative keyword strategy, conversion tracking, and landing page quality.

Provide a tested point of view on automated query matching, Performance Max, and generated assets, including where automation earns its keep and where it spends against demand we already own.

Review agency and media partner recommendations on behalf of marketing strategists, and evaluate performance claims against measured incrementality rather than platform-reported conversions.

Equip strategists to make their own decisions well, through training, documented standards, and shared reporting rather than case-by-case approvals.

Own technical SEO requirements, including crawlability and indexation, rendering, site architecture, internal linking, page experience, canonicalization, hreflang for English and Spanish, and structured data, partnering with University IT and platform teams on implementation.

Write SEO requirements into migrations, redesigns, and platform moves as acceptance criteria in the delivery backlog, and work with delivery partners to verify them before release, so traffic performance is protected through the change rather than assessed after it.

Raise the clinical and academic authority signals that ranking systems reward, including named authors and medical reviewers, credentials, cited evidence, review dates, and clear editorial provenance.

Protect and grow provider and location discovery through local SEO, Google Business Profile at scale, accuracy of provider and location data on…