Global Manager, Generative Engine Optimisation

Join the LEGO® Group in the AI Search Marketing team, a part of the recently established Global Media Activation department. The AI Search team focuses on growing brand and product discoverability across the biggest search engines and generative engine surfaces, by integrating earlier upstream content insights with machine‑ingestible structures and delivering paid media activation through existing and emerging ad platforms on behalf of The LEGO Group. This role joins a high‑energy team of SEO and paid search experts, directly helping to realise the AI‑powered search discoverability mission through efficient, effective marketing and content. Located in London, this position offers maximum impact for an individual who thrives in a fast‑moving, cross‑functional environment. No relocation support offered.

Core Responsibilities

• Deliver LEGO Group’s Generative Engine Optimization (GEO) strategy to maximise brand visibility, authority, and citation rates across AI‑powered search (Google Gemini, AI Overviews, Rufus, ChatGPT, Claude, Copilot and emerging platforms).
• Define and implement scalable systems for structuring, tagging, and optimising content for machine consumption— including schema markup, entity‑based SEO, knowledge graphs, and vector embedding readiness—to deliver better human experiences on generative AI search.
• Drive E‑E‑A‑T (Experience, Expertise, Authoritativeness, Trustworthiness) optimisation strategies to strengthen the brand’s salience and co‑occurrence signals within large language models.
• Engineer and test prompts to evaluate how brand content surfaces in generative interfaces, identifying optimisation opportunities and tracking competitive positioning.
• Think and act cross‑organisation, guiding actions through creative teams, social media teams, external partner communities, LEGO.com and other own‑ecosystem touchpoints, as well as platform & product teams.
• Monitor, measure, and report on GEO performance using both conventional SEO platforms (Google Search Console, SEMrush, Ahrefs, SimilarWeb etc.) and emerging AI/LLM analytics tools, developing KPIs and measurement frameworks.
• Prepare organic foundations that support future Gen AI Search advertising across existing partners (Google, Microsoft) and emergent advertising ecosystem.

Qualifications

• Proven experience in SEO, digital marketing, and content with demonstrable experience in Answer Engine Optimization, GEO, and/or AI search.
• Strong understanding of core LLM functionality, leading models, structured data, schema markup, and knowledge graphs.
• Results‑driven, test‑and‑hypothesis mindset.
• Comfortable building automation & productivity hacking.
• Excellent communication & presentation skills, with the ability to simplify complex technical information into clear, concise snippets.

Benefits

• Family Care Leave – enhanced paid leave options for those important times.
• Insurance – life and disability insurance to provide protection and peace of mind.
• Wellbeing – resources and benefits to nurture physical and mental wellbeing and opportunities to build community.
• Colleague Discount – generous discount from day one.
• Bonus – reward through the company’s bonus scheme when goals are reached.
• Workplace – flexible hybrid work policy with an average of three days per week in the office, location discussed during recruitment.

Equal Opportunity Statement

The LEGO Group is proud to be an equal opportunity and an affirmative action employer. We are committed to equal employment opportunity regardless of race, colour, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender identity, or Veteran status. We will ensure that individuals with disabilities are provided with reasonable accommodation to participate in the job application, interview process, to perform crucial job functions, and to receive other benefits and privileges of employment.

The LEGO Group is committed to Children’s Rights and Child Wellbeing across the globe. Candidates offered positions with high engagement with children are required to take part in Child Safeguarding Background Screening, as a condition of the offer.