AI Search & Visibility Mgr

Our mission is to SAVE AND IMPROVE LIVES BY EMPOWERING HEALTHCARE CONSUMERS. Come be part of remarkable.

How you can make a difference

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 Content, Communications, Social, Product, Web, Commercial, Analytics, and other 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. 

Reporting Structure and Work Setting 

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

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 — using templates, rules-based logic, and automation to improve visibility, structure, and machine readability across large volumes of pages and sites simultaneously — rather than relying solely on manual, page-by-page optimization.

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. 

What you will need to be successful

Required 

• 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 across large numbers of pages or sites, distinct from manual single-page optimization. 

• 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. 

Preferred 

• 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 to plan, track, and implement visibility and optimization initiatives in collaboration with engineering and web teams. 

• 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. 

#LI-Remote

The actual compensation offer is determined based on job-related knowledge, education, skills, experience, and work location. This position will be eligible for performance-based incentives as part of the total compensation package, in addition to a full range of benefits including: 

·         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

Onboarding & Travel

This is a remote role, with an in-person onboarding training component. New team members must participate in Trailhead, HealthEquity’s immersive onboarding experience Trailhead is designed to foster meaningful connections, support your integration into the organization, and equip you with a strong understanding of our business. Trailhead participation is a key expectation of this role. Trailhead is held onsite at our headquarters once per quarter. HealthEquity covers all required travel and accommodations.

This role may begin with a virtual, self-paced onboarding experience, followed by a mandatory onsite Trailhead session at a later date.

HealthEquity is committed to providing reasonable accommodations to team members with qualifying disabilities. Should you be selected for this role and require an accommodation, we will put you in touch with our Benefits Team so you can begin the accommodation request process.

HealthEquity, Inc. is an equal opportunity employer, and we are committed to being an employer where no matter your background or identity – you feel welcome and included. We ensure equal opportunity for all applicants and employees without regard to race, age, color, religion, sex, sexual orientation, gender identity, national origin, status as a qualified individual with a disability, veteran status, or other legally protected characteristics. HealthEquity is a drug-free workplace. For more information about our EEO policy, or about HealthEquity’s applicant disability accommodation, drug-free-workplace, background check, and E-Verify policies, please visit our Careers page.

HealthEquity uses Microsoft Copilot to transcribe screening interviews between candidates and their direct Talent Partner for note taking and interview summaries. By scheduling a screening interview with us, you consent to Microsoft Copilot’s AI technology recording and transcribing your interview with your Talent Partner. This information will be reviewed for accuracy and then used by HealthEquity to summarize the interview, ensure accuracy, and facilitate our hiring process. We take privacy seriously. You have the option to opt out. If you wish to opt out of this Microsoft Copilot transcription, please notify your Talent Partner in advance of the interview. If we do not receive an opt-out request from you, we will assume that you consent to the use of Microsoft Copilot.

At HealthEquity, our goal is to save and improve lives by empowering healthcare consumers. This shared purpose inspires everything we do, including how we approach hiring. Our process is designed to get to know the real you: your skills, experiences, and potential to make a difference. We value honesty, originality, and the courage to do the right thing, even when it is not the easiest path. Showing up as your authentic self reflects these values and helps us build something truly remarkable together.

As AI is becoming a common tool throughout the application process, we want to be clear about its appropriate use at HealthEquity. Using AI to support resume writing, research, or interview preparation is perfectly acceptable, provided the content is accurate and genuinely represents your qualifications and skills.  For other key parts of our interview process, however, it is important that the ideas, communication, and work you share reflect your own voice, experiences, and thinking. We ask that you participate in our live interviews and complete any assessments without AI assistance unless instructions explicitly indicate otherwise or a specific exception is discussed and approved in advance. This approach ensures fairness, celebrates your individuality, and allows your authentic perspective to shine. Behaviors that do not align with these guidelines may result in disqualification from the hiring process or termination of employment if later discovered. We appreciate your understanding and look forward to learning about the unique contributions only you can bring to HealthEquity.

HealthEquity is committed to your privacy as an applicant for employment.  For information on our privacy policies and practices, please visit HealthEquity Privacy.