Senior Manager, GEO Strategy & AI Search Activation

For more than 80 years, Kaplan has been a trailblazer in education and professional advancement. We are a global company at the intersection of education and technology, focused on collaboration, innovation, and creativity to deliver a best-in-class educational experience and make Kaplan a great place to work.

The future of education is here and we are eager to work alongside those who want to make a positive impact and inspire change in the world around them.

The Senior Manager, GEO Strategy & AI Search Activation provides strategic vision, technical leadership, and off-page activation to maximize visibility across Generative Engine Optimization (GEO) and AI search platforms. Operating across a comprehensive portfolio, this role will support higher education university clients and Kaplan test prep and professional education product lines. The Senior Manager drives innovative strategies designed to position Kaplan brands and partner institutions as primary, trusted sources for Large Language Models (LLMs) and answer engines, including ChatGPT, Gemini, Perplexity, Claude, and Google AI Overviews.

The Senior Manager balances hands-on execution and publisher outreach with cross-functional collaboration, guiding internal teams and managing workflows to drive data-driven business impact. This position directly conducts AI visibility and sentiment audits, coordinates multi-tiered publisher outreach pipelines, maintains foundational SEO and content marketing best practices, and collaborates across cross-functional marketing and product teams to expand entity trust, visibility, and citation share across LLM and AI search ecosystems.

Execute Channel & GEO Strategy:

Formulate, deploy, and manage forward-thinking Generative Engine Optimization (GEO) and off-page search strategies designed to position Higher Education client institutions and Test Prep product lines as preferred, trusted sources across generative AI models.

Drive Programmatic GEO & Entity Authority:

Build programmatic GEO authority across core academic and professional verticals, ensuring institutional entities and brand authority are accurately recognized and reinforced in LLM knowledge bases and Knowledge Graphs.

Manage Tiered Publisher Engagement & Outreach:

Operationalize a multi-tiered publisher engagement model; identify target sites, route high-profile media opportunities to internal or client PR/communications teams, and directly outreach to publications and education portals.

Audit Sentiment & Correct Third-Party Inaccuracies:

Conduct sentiment audits across influential third-party websites, education portals, and industry platforms to identify content inaccuracies, outdated product information, or negative brand drivers; execute targeted publisher outreach to correct data errors and enhance overall brand positioning across search engine results and AI models.

Analyze and Measure AI Performance Metrics:

Monitor, analyze, and report on AI performance metrics including AI visibility scores, sentiment scores, citation share, share-of-voice, and citation placements across ChatGPT, Gemini, Perplexity, Claude, Google AI Mode, and Google AI Overviews using enterprise platforms such as Profound and Ahrefs.

Integrate SEO & Content Marketing Best Practices:

Identify and execute opportunities to incorporate foundational SEO and content marketing best practices (including keyword intent mapping, metadata optimization, internal linking, on-page optimizations, and content freshness) into all GEO initiatives and cross-functional web projects.

Implement Extractable Content & Information Gain Standards:

Partner with internal Content Marketing teams to optimize existing pages and close competitive content gaps with net-new content, structuring owned assets for Retrieval-Augmented Generation (RAG) extraction while embedding proprietary data and Subject Matter Expert (SME) insights to meet Information Gain criteria.

Mobilize Cross-Functional Alignment:

Serve as an authoritative GEO champion across the organization, building partnerships across SEO, Affiliate, Product Marketing, Legal, Creative, Editorial, and Web teams to align messaging and execute integrated AI search strategies.

Integrate AI into Search Workflows:

Strategically utilize AI tools, prompts, and automated workflows (e.g., Claude, Gemini, Python scripts) to accelerate target discovery, sentiment categorization, and…