Senior A/SEO Manager

At Genworth, we empower families to navigate the aging journey with confidence. We are compassionate, experienced allies for those navigating care with guidance, products, and services that meet families where they are. Further, we are the spouses, children, siblings, friends, and neighbors of those that need care—and we bring those experiences with us to work in serving our millions of policyholders each day. 

We apply that same compassion and empathy as we work with each other and our local communities. Genworth values all perspectives, characteristics, and experiences so that employees can bring their full, authentic selves to work to help each other and our company succeed. We celebrate our diversity and understand that being intentional about inclusion is the only way to create a sense of belonging for all associates. We also invest in the vitality of our local communities through grants from the Genworth Foundation, event sponsorships, and employee volunteerism.

Our four values guide our strategy, our decisions, and our interactions:

• Make it human. We care about the people that make up our customers, colleagues, and communities.
• Make it about others. We do what's best for our customers and collaborate to drive progress. 
• Make it happen. We work with intention toward a common purpose and forge ways forward together. 
• Make it better. We create fulfilling purpose-driven careers by learning from the world and each other.

POSITION TITLE

Senior A/SEO Manager

POSITION LOCATION

Richmond, VA

YOUR ROLE
We are seeking a Senior A/SEO Manager to lead the strategy and cross‑functional alignment for how our brand is discovered, referenced, and chosen across modern search and answer ecosystems, and how that demand converts into measurable business outcomes.

This role evolves SEO into AI Search Optimization (A/SEO), spanning traditional search, generative answer experiences (often referred to as GEO), and LLM‑driven discovery across platforms such as ChatGPT, Gemini, and Claude. It also includes Answer Engine Optimization (AEO) on social and community platforms where users actively seek recommendations and guidance, including Reddit, YouTube, Instagram, and TikTok.

You will operate as a strategic partner and operator. You will set roadmaps, define success metrics, and drive execution through strong partnerships with Paid Digital Marketing, Product, Engineering, Customer Experience, Content, Brand, Social, Analytics, PR, and Affiliates. You will also scale your impact by creating, using, and maintaining AI agents in Microsoft Copilot and Copilot Studio to automate research, reporting, QA, and operational workflows.

WHAT YOU WILL BE DOING
A/SEO, GEO, and LLM-Driven Discovery Strategy
• Set the A/SEO strategy and roadmap across technical foundations, content structure, internal linking, and authority signals that influence visibility in both traditional search and generative answer experiences
• Improve performance across AI‑powered discovery surfaces, including Google AI Overviews and other answer‑led experiences
• Increase the likelihood of brand inclusion, citations, and references in LLM‑driven experiences such as ChatGPT, Gemini, and Claude through improvements to content quality, structure, accessibility, and authority
• Partner with Product, Engineering, Customer Experience, and Content teams to align pages and experiences to high‑value user questions and decision journeys
• Prioritize initiatives based on impact, effort, dependencies, and measurable outcomes

AEO on Social and Community Platforms
• Lead the AEO strategy for social and community platforms where users seek answers, including Reddit , YouTube, Instagram, and TikTok
• Partner with Social, Brand, and Content teams to improve discoverability through answer‑forward formats, creator guidance, community participation, and metadata optimization
• Translate community questions and engagement signals into content briefs, FAQ expansions, and on‑site improvements that strengthen discovery and conversion

Authority, Backlinks, and External Visibility
• Set the authority and backlink strategy that supports both traditional SEO and AI‑driven discovery
• Define quality standards for backlinks, citations, and third‑party mentions that strengthen trust and relevance
• Monitor backlink health and authority trends, translating insights into clear priorities and recommendations for partners

PR and Affiliate Partnerships
• Partner with PR and Brand teams to align earned media strategy with A/SEO and LLM discovery goals
• Identify topics, narratives, and placements that increase brand mentions, citations, and authority across trusted third‑party sources
• Partner with Affiliates and Partnerships to ensure third‑party content aligns with search intent, messaging strategy, and conversion goals
• Use PR and affiliate insights to inform CRO hypotheses, messaging refinements, and content priorities

Conversion Rate Optimization Partnership
• Partner with Customer Experience, Product, UX Design, and Engineering to identify and prioritize conversion improvements across core user journeys
• Help shape the experimentation roadmap, including test intake, hypothesis quality, sample size readiness, and success criteria
• Partner with Product and Design to evaluate A/B and multivariate tests focused on messaging, layout, friction reduction, and trust signals
• Ensure experimentation learnings are adopted into A/SEO, content, and paid digital marketing roadmaps

Measurement, Reporting, and Operating Rhythm
• Define and maintain reporting for A/SEO, AEO, authority, and conversion performance, including visibility, traffic quality, engagement, and conversion outcomes
• Establish an experimentation cadence with clear test readouts, decisions, and next actions
• Communicate clearly with senior stakeholders using concise narratives focused on learnings, decisions, and expected impact

Tools and Platforms
You will be expected to be hands‑on and strategically fluent with a modern A/SEO, AEO, and CRO toolset. This role does not require ownership of every tool configuration, but it does require the ability to use these platforms to drive insights, set direction, and evaluate impact.
SEO and A/SEO
• SEMrush for keyword research, competitive analysis, backlink monitoring, and authority tracking
• Screaming Frog for technical SEO audits, crawl diagnostics, and site architecture evaluation
• Google Search Console for search performance and indexing insights
• Google Analytics and Mixpanel for traffic quality and conversion analysis
CRO and Experimentation
• Experience working with A/B testing and experimentation platforms such as CrazyEgg, in partnership with Product, Engineering, or Web teams
• Comfort evaluating experiment design, statistical validity, and results
AI and Automation
• Microsoft Copilot and Copilot Studio for creating, using, and maintaining AI agents that support research, reporting, QA, and operational workflows
• Familiarity with LLM tools such as ChatGPT, Gemini, and Claude
Collaboration
• Experience working within enterprise collaboration tools such as Figma and Monday to communicate insights, roadmaps, and decisions
Experience with comparable tools is acceptable, with the expectation of quickly becoming fluent in the platforms above.
Other Duties
Other duties as assigned

WHAT YOU BRING
• 5 to 7 plus years of experience in A/SEO, or related roles • Proven ability to set strategy and roadmaps and lead cross‑functional execution through influence
• Strong understanding of modern search, AI‑driven discovery, and LLM‑based answer ecosystems
• Experience shaping authority strategies, including backlinks, citations, and earned media, in partnership with PR and Affiliates
• Demonstrated experience designing and evaluating A/B testing and experimentation programs
• Strong analytical and technical fluency, with comfort working closely with Product, Engineering, and Analytics teams
• Hands‑on experience creating, using, or maintaining AI agents or automation workflows, with preference for Microsoft Copilot and Copilot Studio
• Ability to drive progress and make sound decisions with incomplete information, maintaining urgency and momentum across multiple workstreams while balancing speed, rigor, and impact
• Proactive, clear communicator who provides regular status updates, surfaces risks early, brings forward recommendations and options, and exercises strong judgment in when and how to escalate
• Willingness to travel locally and domestically up to 10–15%.

Employee Benefits & Well-Being

Genworth employees make a differ