Associate Director Generative Engine Optimisation

Bursonglobalcareers; Greater London; Hybrid; GBP 90,000 - 120,000; Full time

Job summary

Burson, part of WPP, is a global communications leader helping brands build reputation through data-driven creativity. As Associate Director in Digital Marketing, you’ll shape how brands are discovered and trusted in AI-driven environments, advising clients while driving innovation, growth and cross-functional collaboration.

You’ll work within a hybrid agency model, leading GEO, Digital PR and SEO initiatives, with opportunities to expand service offerings and client impact.

Qualifications

• Experience in GEO, Digital PR and/or SEO is essential.
• Curiosity about GEO evolution and best practices.
• Strong understanding of SEO and content optimisation principles.
• Robust understanding of earned media and digital PR campaigns.
• Experience translating data and technical concepts into client-friendly strategies.
• Interest or experience in AI, generative search, or emerging technologies.

Responsibilities

• Develop and execute GEO strategies for key clients.
• Translate AI and search concepts into actionable insights.
• Advise on brand visibility, sentiment, and risk in AI-driven search results.
• Develop and evolve GEO frameworks, tools and best practices.
• Integrate GEO into PR campaigns for high-quality coverage and citations.
• Align SEO, content and PR strategies to maximise visibility.
• Upskill cross-functional teams in GEO fundamentals.
• Contribute to business growth through client development and pitches.

Skills

GEO

Digital PR

SEO

Analytics

AI/Generative tech

Leadership

Growth mindset

Client advisory

Job description

Who we are:

Burson, part of WPP, is the global communications leader built to create value for clients through reputation. With highly specialized teams, industry-leading technologies and breakthrough creative, we help brands and businesses redefine reputation as a competitive advantage so they can lead today and into the future. When you work at Burson, you are part of a global community of lifelong learners who thrive at the edge of innovation.

WPP (LSE/NYSE: WPP) is the trusted growth partner for the world's leading brands. We unite cutting-edge media intelligence and data solutions, world-class creativity, next-generation production, transformative enterprise solutions and expert strategic counsel in a single company -powered by exceptional talent and our agentic marketing platform, WPP Open,to help our clients navigate change, capture opportunity and deliver transformational growth. For more information, visit WPP.com

For more information visit bursonglobal.com and follow us on LinkedIn and Instagram.

More about the role:

This role sits at the forefront of digital communications, driving the integration of Generative Engine Optimisation (GEO), Digital PR, and Search Engine Optimisation (SEO) strategy. As Associate Director in the Digital Marketing function at Burson, you will shape how brands are discovered, represented, and trusted across AI-driven environments. You will act as a strategic advisor to clients, while driving innovation, commercial growth, and cross-functional collaboration within the agency.

What you’ll do:

• Support the development and execution of GEO strategies for key clients
• Translate complex AI and search concepts into clear, actionable insights
• Advise clients on brand visibility, sentiment, and risk in AI-generated search results
• Develop and evolve GEO frameworks, tools, and best practices
• Integrate GEO best practices into PR campaigns to secure high quality coverage and citations
• Integrate SEO, content, and PR strategies to maximise search and AI visibility
• Support the upskilling of cross-functional teams across the fundamentals of GEO
• Support business growth through client development, pitches, and new service offerings

Experience that contributes to success:

• Experience in GEO, Digital PR and/or SEO is essential
• A passion and curiosity around the evolution of GEO
• Strong understanding of SEO and content optimisation principles
• A robust understanding of what good looks like in earned media and digital PR campaigns
• Experience translating data and technical concepts into client-friendly strategies
• Demonstrated interest or experience in AI, generative search, or emerging technologies
• Track record of developing and pitching innovative client solutions
• Experience leading teams and collaborating across disciplines
• Strong commercial mindset with the ability to identify growth opportunitiesClient service excellence

You belong at Burson:

Our vision is for Burson to be the leading 'academy company' for creative communications professionals and emerging leaders. We provide a dynamic environment where ambitious colleagues come to elevate their skills, expand their networks, and ultimately, produce the best solutions for today’s leading brands. Our commitment to your growth is reflected in our robust benefits and people programs, which include professional development opportunities, mentorship programs with industry leaders, a vibrant and inclusive company culture fostering collaboration and innovation and packages designed to reward and retain top talent. We invest in our people because we believe their success is our success.

We're an agency of learn-it-alls. We recognize that the things we do best, creativity and communications, require a level of nuanced understanding. That's why it's imperative for us to hire extraordinarily talented people of all backgrounds and identities. Without that we can't do the essential work of inspiring bold ideas, fostering constructive dialogue, cultivating meaningful experiences, and driving innovation and creativity for our partners. Your unique point of view-your talent is what makes you a #BursonPerson, and it's how we deliver exceptional results for our clients, together.

We believe the best work happens when we're together, fostering creativity, collaboration, and connection. That's why we've adopted a hybrid approach, with teams in the office around four days a week. If you require accommodations or flexibility, please discuss this with the hiring team during the interview process.