Job Description
Join the LEGO® Group in the AI Search Marketing team, part of the Global Media Activation department. The AI Search team focuses on growing brand and product discoverability across major search engines and generative engine surfaces by integrating upstream content insights with machine‑readable structures, delivering paid media activation through existing and emerging ad platforms on behalf of The LEGO Group.
No relocation support offered.
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 platforms (e.g., 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—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.
- Act cross‑organisation, guiding actions through creative teams, social media teams, external partner communities, LEGO.com and other ecosystem touchpoints, as well as platform & product teams.
- Monitor, measure, and report on GEO performance using 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 generative AI search advertising across existing partners (Google, Microsoft) and emergent advertising ecosystems.
Qualifications
- Proven experience in SEO, digital marketing, and content with demonstrable experience in Answer Engine Optimisation, 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 and productivity hacking.
- Excellent communication and presentation skills, simplifying complex technical information into clear snippets.
Equal Employment Opportunity
The LEGO Group is proud to be an equal‑opportunity and 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.
Employees with disabilities are provided reasonable accommodation to participate in the job application, interview process, perform crucial job functions, and receive other benefits and privileges of employment.
Benefits
- Competitive salary and bonus package.
- Family Care Leave – enhanced paid leave options.
- Life and disability insurance.
- Well‑being resources and community‑building opportunities.
- Colleague discount – qualifying from day 1.
- Performance‑based bonus scheme.
- Hybrid work policy – average 3 days per week in office; primary workplace location (office, store, or factory) determined during recruitment.
