Sr. Manager, PR & AI Discovery

Philips International; Amsterdam; On-site; EUR 78,000 - 130,000; Full time

Job summary

Philips is seeking a Sr. Manager, PR & AI Discovery to steer Generative Engine Optimization (GEO) and earned media across Western Europe. You will align PR, influencer marketing, and AI-driven discovery to ensure Philips products are trusted and highly visible in AI-powered search and media.

You will lead regional launches, governance of agencies, and cross-functional collaboration with marketing, legal, privacy, and quality teams to deliver compliant, high-impact earned authority campaigns.

Qualifications

• 8+ years in PR, media relations, integrated communications or digital PR.
• Experience with SEO/GEO, AI tools, and analytics.
• Background in consumer health or similarly claims-sensitive areas is a plus.
• Proven ability to manage agencies and build earned authority.
• Crisis and reputation management experience.
• Master’s or Bachelor’s in Communications, PR, Marketing or equivalent.

Responsibilities

• Lead regional strategy for Generative Engine Optimization (GEO).
• Modernize earned media across Western Europe with integrated PR strategies.
• Direct agencies, set KPIs, GEO targets, and governance.
• Translate strategy into actionable market plans with stakeholders.
• Lead launches, reputation, and issues management for key moments.
• Develop influencer and social authority programs with cross-functional teams.

Skills

PR & Communications

Influencer Marketing

SEO/GEO Strategy

AI Discovery

Data-Driven Decisions

Education

Master’s or Bachelor’s in Communications

Tools

GEO Platforms

PR Metrics Tools

SEO Tools

Job description

Sr. Manager, PR & AI Discovery

Job Description

Your Challenge

Consumer discovery is shifting rapidly from traditional search engines and media outlets toward social channels and AI-driven answer engines. This role bridges traditional PR, influencer marketing, and Generative Engine Optimization (GEO) to ensure Philips products are trusted, highly visible, and accurately represented across traditional media, social platforms, and AI-powered search engines (LLMs). Positioned as a key capability evolution within Philips Personal Health across Western Europe, this position leads the transition into Generative Engine Optimization (GEO) - shaping machine-readable, authoritative content via earned channels so that AI platforms continuously discover, interpret, and cite Philips categories and products.

Your role

• Pioneer AI Discovery & GEO: Lead the regional strategy for Generative Engine Optimization. Audit how Philips categories appear in AI search engines, identify narrative gaps in LLM corpora (the text datasets AI reads to generate answers), and define the execution for a machine-readable earned assets that secure AI citations.
• Modernize Earned Media: Evolve traditional PR, expert reviews, KOL/thought leadership, and influencer marketing into a unified authority layer across Western Europe; ensuring communications strategies are fully integrated with category, brand and business priorities.
• Drive Agency Performance & Governance: Direct, challenge, and manage agency partners. Own domain’s agency briefing processes, performance KPIs, GEO targets, and decision-making rhythms to ensure high-quality execution.
• Translate Strategy into market Activation: Translate communications strategies into actionable market plans by working closely with Category PR, Marketing, Digital, Legal, Regulatory, Privacy, and Quality stakeholders to deliver compliant and effective earned authority programmes.
• Lead Regional Launches, Reputation & Issues Management: Own proactive PR, influencer marketing & GEO planning for key product moments and activations. This includes supporting spokesperson readiness, media Q&A, briefing materials, reactive statements, issue management, and crisis communications preparation for sensitive topics across the region in alignment with established escalation frameworks and global teams.
• Strengthen Influencer & Social Authority: Partner closely with Social and Influencer Marketing teams to develop creator, influencer, ratings & reviews, and content strategies that build consumer trust, category authority, and AI-powered discoverability.
• Empower Local Markets: Work with agency partner to provide Western European market teams with practical playbooks, frameworks, and coaching to shift local executions from volume-based coverage to high-citation, AI-ready authority.
• Leverage Analytics & AI Tools: Utilize media monitoring, social listening, search insights, and AI tools to track sentiment, share of voice, source authority, and AI answer visibility.
• Measure GEO & Earned Authority Performance; Create and maintain the region's PR, Influencer Marketing, and GEO measurement framework, including quality coverage, message pull-through, sentiment, share of voice, source authority, AI citations, content freshness, risk indicators, and recommended actions.

You're the right fit if

• Growth Mindset & Ambition: High initiative, curiosity, and a drive to pioneer a new practice where standard industry playbooks are still being written.
• Cross-Functional Driver: Strong leadership skills with the ability to navigate matrixed organizations, align diverse stakeholders (from marketing to legal), and keep decisions moving forward.
• Agency & PR Leadership: Proven track record in steering agency partners, setting standards, challenging work constructively, and nurturing top-tier media and influencer networks.
• Digital, Search & AI Curiosity: Natural interest in digital trends, search behaviors, and AI platforms, with the ability to translate technical GEO concepts into actionable steps for non-technical teams.
• Data-Driven Decision Making: Comfortable working with dashboards, GEO platforms, media intelligence, social listening, search data, and AI-answer audits to identify opportunities and inform strategy.
• Crisis & Reputation Management; Sound judgment in regulated communications environments and experience assessing communications risks, triaging emerging issues, and operating within crisis communications frameworks.

Qualifications

• Experience: 8+ years in PR, media relations, integrated communications, digital PR, influencer marketing, SEO/GEO strategy and AI search visibility, or closely related fields.
• Technical & Analytical Capability Demonstrated experience working with SEO, search insights, audience intelligence, GEO platforms, media monitoring, social listening, PR measurement, and AI tools to inform communications strategies and performance.
• Industry Focus: Background in consumer health, health technology, beauty, personal care, or other claims-sensitive categories is a plus.
• Track Record: Demonstrated ability to manage agencies, build earned authority through journalists, publishers, reviewers, experts, creators, and influencers, and provide recommendations to execute strategies to markets
• Crisis & Reputation Experience supporting issue management, crisis communications, and reputational risk in complex and/or regulated environment
• Education: Master’s or Bachelor’s degree in Communications, PR, Marketing, or equivalent practical experience.

Compensation & benefits

The base salary range for this role is €78.187 - €130.312.

This role is eligible for 3% on-target Short Term Incentive with your rewards linked to both individual performance and company results.

We’ll share the full approach with you during the interview process, so you can make a clear, informed decision.

About Philips

Are you ready to do the work of your life to help the lives of others? Learn more about our business, discover our rich and exciting history and learn more about our purpose. Learn more about our culture of impact with care.

It is the policy of Philips to provide equal employment and advancement opportunities to all qualified employees and applicants for employment without regard to race, color, religion, sex, pregnancy/childbirth or related medical conditions, age, ethnic or national origin, sexual orientation, gender identity or expression, physical or mental disability, genetic information, citizenship status, veteran or military status, marital or domestic partner status or any other characteristic protected by law.

As an equal opportunity employer, Philips is committed to fostering a culture where all are treated with respect and professionalism. To ensure reasonable accommodations for individuals protected by Section 503 of the Rehabilitation Act of 1973, the Vietnam Veterans' Readjustment Act of 1974 and Title I of the Americans with Disabilities Act of 1990, applicants that require accommodation in the job application process may contact 888-367-7223, option 5, for assistance.

Philips is an Equal Employment and Opportunity Employer including Disability/Vets and maintains a drug-free workplace.

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