At a Glance
- Tasks: Lead the charge in optimising generative engines for maximum brand visibility and engagement.
- Company: Join the LEGO Group, a globally loved brand with a vibrant culture.
- Benefits: Enjoy competitive salary, bonuses, family care leave, and a generous colleague discount.
- Other info: Flexible hybrid work policy and a commitment to diversity and inclusion.
- Why this job: Make a real impact in AI-powered search marketing while working with a passionate team.
- Qualifications: Experience in SEO and digital marketing, with a knack for creative problem-solving.
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 engines 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.
- 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.
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 support our employees in being there for the moments that matter in life and celebrate families of all kinds, the loved ones that make us who we are. Being part of the LEGO Group also means taking part in our annual Play Day, playing a part in building a sustainable future and continuing our mission to “inspire and develop the builders of tomorrow.” Build your career brick by brick at The LEGO Group!
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.
Children are our role models. Their curiosity, creativity and imagination inspire everything we do. We strive to create a diverse, dynamic and inclusive culture of play at the LEGO Group, where everyone feels safe, valued and they belong.
The LEGO Group is highly committed to equal employment opportunity and equal pay and seeks to encourage applicants from all backgrounds (eg. sex, gender identity or expression, race/ethnicity, national origin, sexual orientation, disability, age and religion) to apply for roles in our team.
The LEGO Group is fully 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.
Thank you for sharing our global commitment to Children’s Rights. Just imagine building your dream career. Then make it real. Join the LEGO team today.
Global Manager, Generative Engine Optimisation employer: Lego
The LEGO Group is an exceptional employer, offering a vibrant work culture in London that fosters creativity and collaboration among its employees. With a strong commitment to employee wellbeing, the company provides generous benefits such as enhanced family care leave, comprehensive insurance coverage, and a rewarding bonus scheme, all while promoting a diverse and inclusive environment where every team member can thrive and grow in their careers.
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 people in the industry, especially those already at LEGO or similar companies. A friendly chat can open doors and give you insider info that could help you stand out.
✨Tip Number 2
Prepare for the interview by researching the latest trends in generative engines and SEO. Show us you’re not just passionate but also knowledgeable about what’s happening in the field!
✨Tip Number 3
Practice your pitch! Be ready to explain how your skills align with our mission at LEGO. We want to hear how you can contribute to our goals in generative engine optimisation.
✨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 serious about joining the LEGO team!
We think you need these skills to ace Global Manager, Generative Engine Optimisation
Some tips for your application 🫡
Tailor Your Application:Make sure to customise your CV and cover letter for the Global Manager role. Highlight your experience in SEO and generative engines, and show us how you can contribute to our mission at LEGO.
Showcase Your Skills:Don’t just list your skills; demonstrate them! Use specific examples from your past work that relate to the responsibilities mentioned in the job description. We want to see how you’ve tackled similar challenges before.
Be Clear and Concise:Keep your application straightforward and to the point. Use clear language to explain your achievements and avoid jargon unless it’s relevant. We appreciate clarity as much as creativity!
Apply Through Our Website:We encourage you to submit your application through our official website. It’s the best way to ensure your application gets into the right hands and shows us you’re serious about joining the LEGO team!
How to prepare for a job interview at Lego
✨Know Your SEO Stuff
Make sure you brush up on your SEO knowledge, especially around Answer Engine Optimisation and Generative Engine Optimisation. Be ready to discuss specific strategies you've implemented in the past and how they’ve driven results.
✨Showcase Your Technical Skills
Prepare to talk about your experience with structured data, schema markup, and knowledge graphs. Bring examples of how you've used these tools to enhance content visibility and improve search performance.
✨Demonstrate Your Analytical Mindset
Be ready to discuss how you monitor and measure performance using tools like Google Search Console or SEMrush. Highlight any KPIs you've developed and how you've used data to inform your strategies.
✨Communicate Clearly
Practice simplifying complex technical concepts into clear, concise snippets. This will be crucial when discussing your ideas with cross-functional teams, so make sure you can articulate your thoughts effectively.
