Principal Analyst, Digital Discoverability & AI Optimization

Vertex Pharmaceuticals; Boston (MA); Hybrid; USD 188,000 - 282,000; Full time

Job summary

Vertex Pharmaceuticals is seeking a Principal Analyst to lead the enterprise strategy for digital discoverability and AI optimization across search engines and AI platforms. You will shape AI-ready website architecture, metadata, and content strategies to improve visibility and reduce misinformation risk.

The role partners with Digital Customer Engagement, Commercial, Medical, Content Automation, and external vendors to drive standards, governance, and actionable insights.

Qualifications

• Bachelor's degree in marketing, digital strategy, communications, business, information systems, or related field; advanced degree preferred.
• 8+ years of experience in digital strategy, digital marketing, search optimization, or related disciplines.
• Demonstrated expertise in AEO, GEO, digital discoverability, website optimization, and AI-powered search technologies.
• Experience developing enterprise digital strategies and influencing cross-functional stakeholders.
• Strong understanding of metadata, schema, taxonomies, structured content, information architecture, and digital optimization principles.
• Experience with analytics, search intelligence, and performance measurement frameworks.
• Strong communication, influence, and stakeholder management skills.
• Ability to operate effectively in complex, matrixed, and highly regulated environments.

Responsibilities

• Define and lead Vertex's enterprise strategy for AEO, GEO, and AI-driven discoverability across search and AI environments.
• Establish standards, governance, and best practices for discoverability and citation performance.
• Define enterprise standards for AI-ready websites and digital experiences (metadata, schema, taxonomies).
• Partner with digital teams to optimize websites for AI retrieval, interpretation and citation; establish measurement frameworks.
• Translate search intelligence into actionable recommendations for business and content teams.
• Evaluate emerging AI search capabilities and retrieval-augmented experiences.
• Drive cross-functional alignment across central ops, analytics, and agency partners.
• Support adoption of AI optimization best practices across the organization.

Skills

AEO

GEO

Digital discoverability

Website optimization

AI-powered search

Education

Bachelor's degree or higher

Tools

Acquia

Analytics platforms

Search intelligence tools

Job description

Job Description

General Summary

The Principal Analyst, Digital Discoverability & AI Optimization leads Vertex's enterprise strategy and standards for digital discoverability across traditional search engines and emerging AI-powered answer and retrieval platforms. This role will define and scale capabilities that improve how Vertex websites, content, and digital assets are discovered, retrieved, interpreted, cited, and recommended.

The role serves as the enterprise lead for Answer Engine Optimization (AEO), Generative Engine Optimization (GEO), AI search optimization, AI-ready website architecture, and LLM ingestion readiness. This position partners across Digital Customer Engagement, Commercial, Medical, Content Automation & Lifecycle, Omnichannel Activation, Digital Experience & Data Foundations, Analytics, Legal, Privacy, agency partners, and external technology vendors.

Key Responsibilities

• Define and lead Vertex's enterprise strategy for AEO, GEO, and AI-driven digital discoverability to ensure that Vertex brands, products, and scientific content are represented across search and AI answer environments, and identify opportunities to improve visibility and reduce misinformation risk.
• Establish standards, governance, and best practices to improve discoverability, authority, visibility, and citation performance across search and AI-powered platforms.
• Define enterprise standards for AI-ready websites and digital experiences, including metadata, schema, taxonomies, structured content, semantic architecture, and information design.
• Partner with platform and digital teams to optimize websites and digital assets for retrieval, indexing, interpretation, and citation by AI systems and establish reporting and measurement frameworks
• Translate search intelligence and AI visibility insights into actionable recommendations for business, content, and digital teams.
• Evaluate emerging capabilities in AI search, conversational interfaces, retrieval-augmented experiences, and intelligent engagement platforms
• Drive cross-functional alignment across central ops team, Content Automation & Lifecycle, Omnichannel Activation, Commercial, Medical, Analytics, Legal, Privacy, and agency partners
• Support adoption of AI optimization best practices and evolving discoverability capabilities across the organization

Required Qualifications

• Bachelor's degree in marketing, digital strategy, communications, business, information systems, or related field; advanced degree preferred.
• 8+ years of experience in digital strategy, digital marketing, search optimization, customer experience, MarTech, digital innovation, or related disciplines.
• Demonstrated expertise in AEO, GEO, digital discoverability, website optimization, and AI-powered search technologies.
• Experience developing enterprise digital strategies and influencing cross-functional stakeholders.
• Strong understanding of metadata, schema, taxonomies, structured content, information architecture, and digital optimization principles.
• Experience with analytics, search intelligence, and performance measurement frameworks.
• Strong communication, influence, and stakeholder management skills.
• Ability to operate effectively in complex, matrixed, and highly regulated environments.

Preferred Experience

• Experience in pharmaceuticals, biotechnology, healthcare, or another highly regulated industry
• Familiarity with Digital Experience Platforms such as Acquia, Customer Data Platforms, analytics platforms, and search intelligence tools.
• Experience with conversational AI, answer engines, retrieval-augmented experiences, or AI-enabled content ecosystems.
• Experience working with agencies and external technology vendors.
• Strong strategic planning, business case development, and change management capabilities.

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Pay Range

$188,000 - $282,000

Disclosure Statement

The range provided is based on what we believe is a reasonable estimate for the base salary pay range for this job at the time of posting. This role is eligible for an annual bonus and annual equity awards. Some roles may also be eligible for overtime pay, in accordance with federal and state requirements. Actual base salary pay will be based on a number of factors, including skills, competencies, experience, and other job-related factors permitted by law.

Total Rewards

At Vertex, our Total Rewards offerings also include inclusive market-leading benefits to meet our employees wherever they are in their career, financial, family and wellbeing journey while providing flexibility and resources to support their growth and aspirations. From medical, dental and vision benefits to generous paid time off (including a week-long company shutdown in the Summer and the Winter), educational assistance programs including student loan repayment, a generous commuting subsidy, matching charitable donations, 401(k) and so much more.

Flex Designation

Hybrid-Eligible Or On-Site Eligible

Flex Eligibility Status

In this Hybrid-Eligible role,