Global Manager, Generative Engine Optimisation in London

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!

• 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.

• 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.

Here is what you can expect:

• 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.