[Hiring] AI Search & Visibility Manager @HealthEquity

Role Description

The Manager, AI Search & Visibility is responsible for increasing HealthEquity's discoverability, authority, and visibility across search engines, AI assistants, answer engines, and other digital research channels. This role develops the strategies, insights, and measurement frameworks that help HealthEquity become easier to find, understand, trust, and recommend.

This role will serve as a strategic owner for how HealthEquity appears across traditional search, AI-powered discovery, and emerging digital decision-making environments. The Manager will connect visibility efforts to business outcomes by improving qualified digital traffic, market authority, competitive share of voice, buyer journey engagement, and pipeline influence.

Working cross-functionally with various marketing stakeholders, the Manager identifies visibility opportunities, monitors competitive trends, and delivers strategic recommendations that strengthen HealthEquity's digital presence, market position, and credibility with buyers, partners, consultants, and customers.

The Manager, AI Search & Visibility reports to the Director of Content Marketing and typically performs remote work.

What you’ll be doing

• AI Visibility & Search Strategy
  • Own HealthEquity's strategy for improving visibility across search engines, AI assistants, answer engines, and emerging digital discovery platforms.
  • Develop and maintain a strategic roadmap that improves HealthEquity's discoverability, brand authority, market relevance, and competitive positioning over time.
  • Identify opportunities to increase HealthEquity's presence throughout buyer research journeys, category discovery, competitive evaluations, and decision-making moments.
  • Monitor changes in AI search, search behavior, digital discovery trends, and buyer research patterns; recommend actions that maintain HealthEquity's competitive position.
  • Translate visibility opportunities into business recommendations that support qualified traffic, brand preference, pipeline influence, and customer acquisition.
• Content, UX & Technical Optimization
  • Partner with Content, Communications, Product, UX, Web, and Analytics teams to improve content structure, information architecture, machine readability, and discoverability.
  • Identify content gaps, authority gaps, user experience challenges, technical barriers, and metadata or structured data opportunities that impact visibility.
  • Recommend content, website, and authority-building initiatives that strengthen HealthEquity's presence throughout key buyer journeys.
  • Advise stakeholders on content formats, navigation, linking strategies, page structure, and digital experiences that improve visibility, engagement, AI retrieval, and conversion.
  • Collaborate with technical and web partners to ensure SEO and AI visibility considerations are incorporated into website enhancements, launches, migrations, and content updates.
  • Apply dynamic and programmatic optimization approaches to improve visibility, structure, and machine readability across large volumes of pages and sites simultaneously.
• Authority & Digital Presence
  • Strengthen HealthEquity's authority, credibility, and visibility across owned, earned, shared, and third-party digital properties.
  • Serve as a subject matter expert on competitive digital visibility, including how HealthEquity and competitors appear across search engines, AI assistants, answer engines, review platforms, publications, and industry conversations.
  • Partner with Communications, PR, Social Media, Content, and Commercial stakeholders to increase the likelihood that HealthEquity content, expertise, and thought leadership are surfaced, cited, and recommended.
  • Identify opportunities to expand HealthEquity's presence within industry conversations, expert communities, publications, review platforms, partner channels, and other influential digital ecosystems.
  • Recommend strategies that increase citations, endorsements, reviews, mentions, backlinks, expert references, and other authority signals that contribute to discoverability and trust.
• Analytics, Reporting & Governance
  • Establish measurement frameworks and dashboards that track visibility, share of voice, AI citations, referral traffic, authority signals, competitive positioning, organic conversion, and pipeline influence where measurable.
  • Analyze performance trends and translate insights into strategic recommendations for marketing stakeholders and business leaders.
  • Create regular reporting for marketing leadership that communicates progress, risks, opportunities, competitive movement, and business impact.
  • Define KPIs, establish best practices, and create scalable processes for ongoing AI visibility, search optimization, competitive monitoring, and digital authority building.
  • Provide strategic recommendations to marketing leadership on emerging risks, market opportunities, buyer discovery behavior, and areas requiring investment or prioritization.
• Additional Duties and Responsibilities
  • Other duties as assigned.

Qualifications

• Bachelor's degree in Marketing, Communications, Business, Analytics, or related field, or equivalent experience.
• 7+ years of experience in SEO, organic search, digital marketing, content strategy, web strategy, or related disciplines.
• Demonstrated success improving visibility, search performance, and digital discoverability for a B2B brand.
• Experience with enterprise SEO and analytics platforms such as Google Analytics, Google Search Console, SEMrush, Ahrefs, BrightEdge, Conductor, or similar tools.
• Strong understanding of technical SEO principles, information architecture, content optimization, search analytics, and website performance.
• Experience leveraging generative AI technologies to improve visibility, content effectiveness, competitive intelligence, and digital discovery.
• Demonstrated experience optimizing content and visibility at scale using dynamic, template-driven, or automation-based approaches.
• Experience building dashboards, analyzing performance data, and translating insights into actionable recommendations.
• Proven ability to influence cross-functional stakeholders and drive initiatives without direct authority.
• Exceptional communication, presentation, and strategic thinking skills.

Requirements

• Experience improving visibility within AI-powered search environments, answer engines, conversational search experiences, or emerging discovery platforms.
• Experience working with headless CMS platforms, code repositories (e.g., GitHub), and project management tools such as Azure DevOps or Monday.com.
• Experience partnering with Content, Communications, UX, Web, Product, Commercial, and Analytics teams to improve discoverability and digital authority.
• Familiarity with structured data, semantic search, entity optimization, content retrieval systems, knowledge graphs, and AI-driven search technologies.
• Experience translating emerging technologies into practical, scalable, and measurable business strategies.

Benefits

• Medical, dental, and vision.
• HSA contribution and match.
• Dependent care FSA match.
• Uncapped paid time off.
• Paid parental leave.
• 401(k) match.
• Personal and healthcare financial literacy programs.
• Ongoing education & tuition assistance.
• Gym and fitness reimbursement.
• Wellness program incentives.