Generative Search Strategist

Thornton Tomasetti; Illinois; On-site; USD 129,000 - 259,000; Full time

Job summary

Abbott Park, IL-based Generative Search Strategist will lead traditional and AI-driven search initiatives across Abbott’s corporate digital properties. You’ll architect SEO and GEO strategies, govern standards, and translate insights into actionable plans for content teams.

Collaborating with marketing, content, and public affairs, you’ll optimize for AI discoverability, build dashboards, and mentor stakeholders on best practices in a fast-evolving search landscape.

Qualifications

• Bachelor’s degree in marketing, digital, communications, or a related field.
• 8–10+ years of experience in search, digital marketing, or content optimization.
• Deep understanding of modern SEO and generative search concepts.

Responsibilities

• Define and execute traditional and generative search strategies across Abbott’s properties.
• Govern enterprise-wide search standards, including schema and metadata, and content optimization.
• Build and maintain AI-search roadmaps aligned to brand goals.
• Monitor AI-generated answers and improve representation in search results.
• Provide training and guidance to content creators and digital stakeholders.

Skills

SEO

Generative search

Content optimization

Analytics tools

Education

Bachelor's degree in marketing, digital, communications, or related field

Tools

Google Search Console

Google Analytics

SEMrush

Ahrefs

Job description

## Generative Search StrategistApply: United States - Illinois - Abbott Park: Full time: Posted Today: 31162696Abbott is a global healthcare leader that helps people live more fully at all stages of life. Our portfolio of life-changing technologies spans the spectrum of healthcare, with leading businesses and products in diagnostics, medical devices, nutritionals and branded generic medicines. Our 122,000 colleagues serve people in more than 160 countries.## **JOB DESCRIPTION:****Working at Abbott*** At Abbott, you can do work that matters, grow, and learn, care for yourself and family, be your true self and live a full life. You’ll also have access to:* Career development with an international company where you can grow the career you dream of.* Employees can qualify for free medical coverage in our Health Investment Plan (HIP) PPO medical plan in the next calendar year.* An excellent retirement savings plan with high employer contribution* Tuition reimbursement, the Freedom 2 Save student debt program and FreeU education benefit - an affordable and convenient path to getting a bachelor’s degree.* A company recognized as a great place to work in dozens of countries around the world and named one of the most admired companies in the world by Fortune.* A company that is recognized as one of the best big companies to work for as well as a best place to work for diversity, working mothers, female executives, and scientists.**The Opportunity**This position works out of our Abbott Park, IL location. Abbott aims to deliver a superior, customer-centered digital experience across its corporate brand channels—ensuring content is discoverable, relevant, and engaging across global and local search ecosystems. The Generative Search Strategist will play a critical role in optimizing Abbott’s enterprise-wide digital presence, driving visibility and performance across our digital ecosystem (Abbott and related brands). This role will be instrumental in enhancing and executing how Abbott’s brand, stories, and thought leadership are surfaced in both search engines and generative AI-driven discovery platforms. The person will integrate SEO, GEO (Generative Engine Optimization), AEO (Answer Engine Optimization) best practices into content, site experience, and digital workflows to ensure Abbott remains visible in evolving search behaviors across multiple touchpoints. Your work will evolve our technical foundations for structured content, content development recommendations, establishing cross-functional partnerships and maturing a framework for data and experimentation. **Core responsibilities include:*** Define and execute the traditional and generative search strategies, including technical, content, and authority‐building pillars, to improve Abbott’s presence in AI-generated search results and answer engines for Abbott’s corporate digital properties, including Abbott.com and brand storytelling platforms* Establish the operating model across the organization and governance to drive cross-functional integration and delivery* Govern enterprise‐wide traditional search standards, including site architecture, schema, metadata, and content optimization.* Build and maintain AI-search roadmaps aligned to brand and business goals* Continuously refine approach based on search trends, audience behavior, and algorithm changes* Conduct audits of digital ecosystem to identify gaps impacting generative performance and partner with content and digital marketing teams to embed best practices into content creation, editorial planning, and campaign execution* Optimize content for AI discoverability, including structured content, semantic depth, entity clarity, and authoritative signals* Monitor how Abbott’s brand and content appear in AI-generated answers and identify opportunities to improve representation* Conduct competitive and market‐level search analysis to inform strategy.* Partner with content teams to develop formats (e.g., FAQs, structured narratives, expert content) that perform well in generative search environments and embed GEO/SEO best practices into workflows* Partner with the Public Affairs teams to help manage third-party content and publisher approaches and opportunities* Build and maintain dashboards and reporting to track progress across corporate channels* Translate insights into clear recommendations for content and improvements* Provide training and guidance to content creators, web teams, and digital stakeholders on traditional and generative search best practices* Develop scalable resources (playbooks, checklists) to support consistent application of search and generative optimization techniques* Act as a subject matter expert on evolving search behaviors and AI-driven discovery trends**Education & Experience*** Bachelor’s degree in marketing, digital, communications, or a related field* 8–10+ years of experience in search, digital marketing, or content optimization* Deep understanding of modern SEO and generative search concepts* Strong experience optimizing corporate websites and brand content ecosystems* Experience with SEO and analytics tools (e.g., Google Search Console, Google Analytics, SEMrush, Ahrefs, or similar)* Familiarity with how AI search engines retrieve, synthesize, and surface content* Ability to connect search and GEO insights to brand visibility and content strategy outcomes* Strong collaboration skills across content, digital, marketing and public affairs teams* Excellent communication skills with the ability to translate complex concepts into actionable guidance* Forward-thinking mindset with curiosity about AI-driven search evolution and experimentation* Detail-oriented, proactive, and focused on continuous optimization Learn more about our health and wellness benefits, which provide the security to help you and your family live full lives: www.abbottbenefits.comFollow your career aspirations to Abbott for diverse opportunities with a company that can help you build your future and live your best life. Abbott is an Equal Opportunity Employer, committed to employee diversity. Connect with us at www.abbott.com, on Facebook at www.facebook.com/Abbott and on Twitter @AbbottNews and @AbbottGlobal**The base pay for this position is**$129,300.00 – $258,700.00