Senior Manager, Search, AI Visibility & Performance

Your opportunity

At Schwab, you’re empowered to make an impact on your career. Here, innovative thinking meets creative problem solving, challenging the status quo, and transforming the financial services industry.

As part of the Advisor Services (AS) Marketing Organization, the Advisor Services Digital Experience Team is responsible for the digital strategy, optimization, and ongoing management of advisorservices.schwab.com across both public and secure (post-login) experiences.

We’re seeking a senior digital marketing leader to help build, scale, and support the Advisor Services' modern search and AI visibility capability, including SEO, AI visibility (AEO), and performance optimization. Working closely with the Director of AS Digital Experience, this role will help establish the roadmap, governance model, measurement framework, and optimization approach that will guide how Advisor Services is discovered, consumed, and engaged with across digital channel.

This digital marketing role will play an important part in Advisor Services' evolution to a modern digital ecosystem, including migration to a headless CMS, global taxonomy, structured content models, reusable templates, and AI-ready experiences.  

Success will require balancing traditional digital marketing expertise with emerging AI visibility best practices and is instrumental in advancing Advisor Services' search and AI visibility capabilities, helping establish repeatable approaches for content optimization, measurement, and ongoing performance improvement.

This role combines the mindset of a digital marketer, the curiosity of an optimizer, and the versatility of a Marketing Generalist, balancing web, content, search, AI visibility, and performance optimization expertise while staying adaptable as priorities evolve.

What You’ll Do

Lead SEO & AI Visibility Execution

• Alongside AS Digital Experience Team Director, lead the execution of SEO and AI visibility (AEO) strategies aligned with enterprise frameworks and goals.
•  Ensure content and experiences are optimized for:
• Search discoverability
• AI answer inclusion
• Credibility and authority signals
• Translate strategy into clear, actionable requirements across content, design, and platform teams.
• Identify content opportunities and develop recommendations that improve search visibility, AI discoverability, engagement, and business outcomes. Partner with content strategists and experience owners to prioritize and implement improvements.
• Own ongoing SEO/AEO performance tracking and optimization
• Manage external SEO/AEO vendor relationships/agencies, including execution and performance outcomes.
• Partner with enterprise SEO/AEO stakeholders to ensure alignment with broader Schwab initiatives.

• Lead coordination and governance activities across Advisor Services Marketing and enterprise partners to ensure alignment on Advisor Services SEO, AI visibility, and optimization priorities.
• Define standards, best practices, and prioritization frameworks.
• Ensure SEO and AI requirements are embedded into roadmaps and planning efforts.
• Align stakeholders around shared goals, opportunities, and measurement approaches.
• Serve as a key connector between Advisor Services and enterprise teams advancing AI visibility initiatives.
• Define and evolve standards, best practices, and prioritization frameworks.
• Ensure SEO and AI requirements are proactively built into roadmaps.
• Align priorities and drive clarity across teams.
• Function as a key connector between Advisor Services and enterprise site partners and partner with content developers, PR, social, and enterprise teams to support a coordinated approach to search and AI visibility.

Own and Lead Performance Optimization

• Develop and own the sitewide optimization roadmap and experimentation program.
• Build and lead a strong test-and-learn approach, including:
• A/B and multivariate testing
• Usability testing and advisor research
• Identify and prioritize opportunities to improve:
• Engagement
• Task completion
• Conversion outcomes
• Partner with teams to implement and scale improvements.
• Contribute to personalization strategy and testing where appropriate.
• Collaborate closely with the team’s Web Report manager and analytics team and turn insights and learnings into clear, actionable optimization plans.

• Define success metrics and performance measures for SEO, AI visibility, and optimization efforts.
• Continuously assess what’s working, where gaps exist, what to optimize next

Partner across public and secure experiences: 

• Work across both public and post-login environments.
• Ensure consistency in:
• Onsite search strategies
• Optimization approaches
• Partner with experience owners to align improvements while supporting each channel’s unique needs.

Operate as a strategic marketing generalist. This role is intentionally designed with flexibility.  You will step into high-priority initiatives to support and execute marketing initiatives when:

• Bandwidth is constrained.
• Speed is critical.
• Business impact is high.
• Contribute across:
• Experience launches.
• Content development, copywriting support, creative development, and project management.
• Content and page-level optimization
• Rapid test-and-learn cycles.
• Pivot quickly as priorities evolve.

A Day in Your Life:

• Managing an integrated SEO, AI visibility, and optimization roadmap
• Partnering across teams to align priorities and execution
• Reviewing performance data and identifying opportunities
• Leading test design and experimentation planning
• Helping shape AI-ready content recommendations and optimization opportunities
• Help establish AI-ready content best practices and optimization approaches for Advisor Services
• Managing agency/vendor relationships
• Stepping in and pivoting to support initiatives, campaigns, and areas where another set of hands is needed.
• Collaborating with colleagues in-office and across teams

You’re Really Good At

• Thinking like a modern digital marketer, connecting marketing principles, SEO, AI, UX, and performance
• Understanding customer journeys and translating audience needs into content and experience improvements
• Developing content and digital experiences that support business and marketing objectives.
• Balancing data, creativity, content strategy, and user experience
• Leading test-and-learn approaches and experimentation programs.
• Translating insights into clear, actionable outcomes
• Working, influencing, and aligning across a matrixed organization
• Managing agency/vendor relationships to deliver measurable results
• Operating as both a specialist and generalist, shifting between strategy and execution
• Working in ambiguity and pivoting quickly as priorities change
• Operating in a highly collaborative environment and building strong partnerships both in person and virtually.

NOTE: This role is based in the office and requires a minimum of four days per week on site.

What you have

• Experience supporting and optimizing large public-facing brand websites.
• Familiarity with content management systems, taxonomy, information architecture, and website governance
• Working knowledge of UX principles and digital customer experiences
• Experience partnering with design, content, analytics, and technology teams to improve digital experiences.
• 5+ years of experience in:

• SEO programs and familiarity with emerging AI visibility approaches (AEO/GEO)
• Digital marketing, including digital content development and marketing brief development.
• Optimization/experimentation
• Website performance and analytics
• Strong knowledge of:
• SEO (technical and content)
• AI visibility / AEO (or emerging expertise)
• Conversion optimization and testing frameworks
• Experience with:
• Analytics platforms (e.g., Adobe Analytics or similar)
• Firsthand experience and usage of SEO/AEO tools (e.g., SEMrush, Profound, Adobe Analytics or similar)
• Experimentation platforms (e.g., Optimizely or similar)
• Managing agency/vendor partners.
• Partnering across enterprise and cross-functional teams.
• Proven ability to lead and manage multiple priorities.
• Well-rounded digital marketing experience across web and content
• Experience creating, editing, optimizing, or briefing content for digital channels.
• Effective communication skills, both written and verbal
• Strong proficiency in PowerPoint, Excel, and MS Office tools