Digital Marketing Specialist – Search, AIO and Personalization

Job Overview

This role sits at the intersection of organic search, AI‑driven discovery, personalization, and analytics, helping define how customers find, experience, and engage with our digital ecosystem globally and how those interactions translate into measurable business outcomes.

Play a visible, high‑impact role within our Digital Center of Excellence (CoE), shaping enterprise strategies while enabling business teams to execute with confidence and consistency. Your work will directly influence how Johnson Controls appears across search engines, AI‑powered discovery experiences, and personalized customer journeys, with results surfaced through executive‑level reporting.

• Define and activate a modern approach to how customers discover and convert across Johnson Controls’ global digital ecosystem.
• Define and operationalize enterprise SEO and AI visibility strategies within the Digital CoE.
• Establish best practices for how Johnson Controls appears across traditional search engines, AI overviews and generative search results, conversational and chat‑based discovery platforms.
• Guide keyword, topic, and prompt strategies aligned to priority industries, solutions, and buyer journeys.
• Monitor organic and AI visibility, share of voice, and competitive gaps.
• Translate insights into clear, actionable guidance for content, UX, and personalization teams.
• Ensure discovery considerations are embedded into content creation, personalization, experimentation, and experience design.

• Partner with cross‑functional teams to design and activate personalization campaigns informed by intent, behavior, and audience data.
• Enable scalable personalization execution with appropriate governance and measurement.
• Collaborate with marketing IT and analytics teams to activate personalization using approved platforms and data sources.
• Build trusted measurement & optimization models.

• Analyze visitor behavior, discovery performance, and conversion outcomes across global websites.
• Leverage tools such as GA4, Sitecore AI, Semrush, Moz, Spy Fu, Similarweb, Hotjar, and A/B testing methodologies.
• Create a trusted measurement operating model connecting search and AI visibility, personalization performance, engagement and lead outcomes.
• Ensure reporting is consistent, defensible, and suitable for executive dashboards and decision‑making.

• Serve as a center of expertise for search, AI discovery, and personalization.
• Share insights, best practices, and success stories that elevate digital maturity across business units.
• Develop playbooks, standards, and guidance that empower teams to execute consistently across business units.
• Influence through clarity, data, and results.

• Manage vendor partners supporting search, AI visibility, UX, experimentation, analytics, and content.
• Own project plans, milestones, dependencies, and risk mitigation.
• Ensure initiatives are delivered on time, on budget, and aligned to enterprise standards.
• Provide inputs to executive‑level dashboards and status reporting.

• Required:
  
  Bachelor’s degree in a related field;
  Experience in SEO, digital analytics, personalization, or digital growth marketing.
• Familiarity with HTML, CSS, XML, and JavaScript;
  Hands‑on experience with enterprise digital marketing and analytics tools.
• Strong analytical skills;
  Highly organized and detail‑oriented.
• Excellent communication skills.
• Preferred:
  Experience operating within a Digital CoE or hub‑and‑spoke model;
  Exposure to personalization and experimentation governance;
  Growth mindset;
  Passion for leading through influence and driving change at scale.

• Improved enterprise visibility across search engines and AI‑driven discovery platforms.
• Personalization programs that demonstrate measurable lift in engagement, lead quality and revenue.
• Discovery insights consistently informing content and digital experience decisions.
• Clear, trusted measurement models adopted across teams.
• Strong executive confidence in digital…