At a Glance
- Tasks: Drive LEGO's Generative Engine Optimisation strategy for enhanced brand visibility across AI search platforms.
- Company: Join the LEGO Group, a globally loved brand with a creative culture.
- Benefits: Enjoy family care leave, insurance, wellbeing resources, and a generous colleague discount.
- Other info: Hybrid work model with excellent career growth opportunities.
- Why this job: Make a real impact in AI marketing while working with a passionate team.
- Qualifications: Experience in SEO, digital marketing, and a strong grasp of AI search technologies.
The predicted salary is between 60000 - 80000 £ per year.
Join the LEGO® Group in the AI Search Marketing team, which is part of the recently established Global Media Activation department. As part of GMA, 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. It will directly help realise the AI-powered search discoverability mission through efficient, effective marketing and content. Come and join us in our London hub at one of the most loved brands in the world where you can have maximum impact!
Core Responsibilities
- Help deliver the LEGO Group’s Generative Engine Optimization (GEO) strategy to maximize 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 optimizing content for machine consumption — including schema markup, entity-based SEO, knowledge graphs, and vector embedding readiness – with an outcome to deliver better human experiences on gen 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 optimization opportunities and tracking competitive positioning.
- Think and act cross-organization, and guide 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.
Do you have what it takes?
- Proven experience in SEO, digital marketing, 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 & hypothesis mindset.
- Comfortable building automation & productivity hacking.
- Excellent communication & presentation skills, simplifying complex technical information into clear snippets.
What’s in it for you?
- Family Care Leave – We offer enhanced paid leave options for those important times.
- Insurances – All colleagues are covered by our life and disability insurance which provides protection and peace of mind.
- Wellbeing – We want our people to feel well and thrive. We offer resources and benefits to nurture physical and mental wellbeing along with opportunities to build community and inspire creativity.
- Colleague Discount – We know you'll love to build, so from day 1 you will qualify for our generous colleague discount.
- Bonus – We do our best work to succeed together. When goals are reached and if eligible, you'll be rewarded through our bonus scheme.
- Workplace – When you join the team you'll be assigned a primary workplace location i.e. one of our Offices, stores or factories. Our hybrid work policy means an average of 3 days per week in the office.
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. Please contact us to discuss further.
Global Manager, Generative Engine Optimisation employer: LEGO Gruppe
The LEGO Group is an exceptional employer, offering a vibrant work culture in the heart of London where creativity and innovation thrive. Employees benefit from comprehensive wellbeing resources, generous family care leave, and a rewarding bonus scheme, all while being part of a collaborative team dedicated to maximising brand visibility through cutting-edge AI strategies. With a strong commitment to diversity and inclusion, LEGO fosters an environment where every individual can grow and contribute meaningfully to one of the world's most beloved brands.
StudySmarter Expert Advice🤫
We think this is how you could land Global Manager, Generative Engine Optimisation
✨Tip Number 1
Network like a pro! Reach out to folks in the industry, especially those already at LEGO® or in similar roles. A friendly chat can open doors and give you insider info that could make your application stand out.
✨Tip Number 2
Show off your skills! If you’ve got a portfolio or examples of your work, bring them along to interviews. Demonstrating your expertise in SEO and generative engine optimisation can really impress the hiring team.
✨Tip Number 3
Prepare for the unexpected! Be ready to discuss how you’d tackle real-world scenarios related to the role. Think about how you’d optimise content for AI search engines and be ready to share your thought process.
✨Tip Number 4
Don’t forget to apply through our website! It’s the best way to ensure your application gets seen by the right people. Plus, it shows you’re genuinely interested in joining the LEGO® family!
We think you need these skills to ace Global Manager, Generative Engine Optimisation
Some tips for your application 🫡
Show Your Passion for AI and SEO:When you're writing your application, let your enthusiasm for AI and SEO shine through! We want to see how your experience aligns with our mission to enhance brand discoverability. Share specific examples of your past work that demonstrate your skills in these areas.
Tailor Your Application:Make sure to customise your application for the Global Manager role. Highlight your experience with generative engines and optimisation strategies. We love seeing candidates who take the time to connect their background with what we’re looking for!
Keep It Clear and Concise:We appreciate clarity! Use straightforward language and avoid jargon where possible. Remember, you’re trying to communicate your expertise effectively, so keep it simple and to the point. This will help us understand your qualifications better.
Apply Through Our Website:Don’t forget to submit your application through our website! It’s the best way for us to receive your details and ensures you’re considered for the role. Plus, it gives you a chance to explore more about our company and culture while you’re at it!
How to prepare for a job interview at LEGO Gruppe
✨Know Your SEO and AI Basics
Before the interview, brush up on your knowledge of SEO, generative engines, and AI search. Be ready to discuss how these elements work together to enhance brand visibility. Familiarise yourself with terms like schema markup and E-E-A-T, as they are crucial for this role.
✨Showcase Your Results-Driven Mindset
Prepare examples from your past experiences where you successfully implemented SEO strategies or optimised content for AI search. Highlight specific results, such as increased traffic or improved rankings, to demonstrate your impact and results-driven approach.
✨Communicate Clearly and Confidently
Practice simplifying complex technical concepts into clear, concise explanations. The ability to communicate effectively is key, especially when discussing intricate topics like machine learning and structured data. Consider doing mock interviews to refine your delivery.
✨Be Ready to Collaborate
This role requires cross-organisational collaboration, so be prepared to discuss how you've worked with different teams in the past. Share examples of how you’ve guided creative teams or partnered with external communities to achieve common goals.
