Associate Director Generative Engine Optimisation

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

Benefits offered by this job

Hybrid working four days a week

Professional development opportunities

Mentorship programs

Job summary

Burson, part of WPP, is seeking an Associate Director in Digital Marketing to shape how brands are discovered and trusted in AI-driven environments. You will drive GEO, Digital PR and SEO strategies, advising clients on visibility, sentiment, and risk in AI-generated search results while leading cross-functional teams and pursuing growth through innovative services.

You will collaborate across disciplines, translate complex concepts into client-ready strategies, and uphold our promise of

Qualifications

• Experience in GEO, Digital PR and/or SEO is essential.
• Strong understanding of SEO and content optimisation principles.
• Ability translate data and technical concepts into client-friendly strategies.

Responsibilities

• Drive GEO strategies for key clients and translate AI/SEO concepts into actionable insights.
• Advise on brand visibility, sentiment, and risk in AI-generated search results.
• Develop and evolve GEO frameworks, tools and best practices.
• Integrate GEO with PR campaigns to secure quality coverage and citations.
• Combine SEO, content and PR to maximise search and AI visibility.
• Support cross-functional upskilling and client growth through pitches and new services.

Skills

GEO

Digital PR

SEO

AI awareness

Client storytelling

Team leadership

Commercial mindset

Tools

GEO frameworks

SEO tools

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 opportunities


• Client 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.

At Burson, 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.