Search & AI Visibility Lead

Sun Communities & Sun Outdoors; Southfield (MI); On-site; USD 110,000 - 170,000; Full time

Benefits offered by this job

Medical and Prescription coverage

Dental and Vision Plans

401(k) matching contributions

Paid Time Off

Job summary

Sun Communities & Sun Outdoors seeks a Search & AI Visibility Lead to develop and execute SEO, GEO, and AI visibility initiatives across the Sun Communities and Sun Outdoors brands. You will work with cross-functional teams to drive qualified traffic, leads, and bookings.

The role emphasizes technical SEO, content optimization, local search, analytics, and establishing performance benchmarks with SOPs and governance to strengthen brand visibility and business performance.

Qualifications

• Bachelor's Degree in Marketing, Communications, Analytics, Business, or a related field (Required)
• 6 years in experience in SEO, organic search, or digital marketing (Required)
• Must have a valid driver's license
• Experience developing and executing search strategies that drive measurable business results
• Experience with AI search, GEO, and emerging search technologies
• Strong knowledge of technical SEO, content optimization, website architecture, and search performance best practices
• Experience with local search optimization, business listings, and reputation management programs
• Proficiency with Google Analytics, Google Search Console, and SEO platforms such as Semrush, Ahrefs, or similar tools
• Experience with reporting tools, dashboards, and performance measurement frameworks
• Excellent verbal and written communication skills
• Strong attention to detail, analytical, organizational, and project management skills
• Ability to manage multiple priorities and adapt to changing business needs
• Experience working with agency partners and cross-functional teams
• Experience in real estate, hospitality, travel, multi-location, or consumer services industries a plus

Responsibilities

• Collaborates with cross-functional teams and divisional leadership to develop and execute the Company's search and AI visibility strategy across the Sun Communities and Sun Outdoors brands (Essential)
• Develops and manages SEO and GEO strategies at the corporate, regional, and property levels to increase organic visibility and drive occupancy and revenue goals (Essential)
• Builds SOPs, governance standards, and performance benchmarks for organic search and AI visibility programs; tracks visibility and ROI
• Manages the implementation of search marketing initiatives within timelines and budgets (Essential)
• Oversees technical SEO initiatives including site health, crawlability, indexation, structured data and performance
• Collaborates with Brand & Creative teams, content contributors, and agency partners to develop content strategies for visibility and AI discovery
• Establishes and manages local search strategies across the Company's portfolio
• Develops KPIs, dashboards, and reporting frameworks to measure search performance
• Provides search strategy, recommendations, and audience insights to support properties and marketing initiatives
• Works with digital marketing, media, and analytics teams to align search with acquisition and engagement initiatives
• Coordinates agency and vendor relationships and monitors industry trends for innovation
• Acts as a player-coach, guiding agency partners and maintaining expertise in evolving search trends

Job description

Overview

The Search & AI Visibility Lead develops and implements search marketing initiatives that support lead generation, occupancy, and revenue goals. Working collaboratively within the Performance Marketing team, this role executes and optimizes organic search and artificial intelligence (AI) visibility strategies across the Sun Communities and Sun Outdoors brands, including search engine optimization (SEO), generative engine optimization (GEO), technical and local search, content optimization, and search analytics. The Search & AI Visibility Lead partners with Brand & Creative, Web/Product, MarTech, Analytics, and agency partners to drive qualified traffic, leads, and bookings while establishing search best practices, performance benchmarks, and measurement frameworks that strengthen brand visibility and overall business performance across traditional search engines and emerging AI-powered discovery platforms.

Job Duties

• Collaborates with cross-functional teams and divisional leadership to develop and execute the Company's search and AI visibility strategy across the Sun Communities and Sun Outdoors brands. (Essential)
• Develops and manages SEO and GEO strategies at the corporate, regional, and property levels to increase organic visibility, drive qualified traffic, and support occupancy and revenue goals. (Essential)
• Builds standard operating procedures (SOPs), best practices, governance standards, and performance benchmarks for organic search and AI visibility programs. Tracks and reports on visibility, traffic, conversions, and return on investment (ROI). (Essential)
• Manages the implementation of search marketing initiatives within established timelines and assigned budgets. (Essential)
• Oversees technical SEO initiatives, including site health, crawlability, indexation, structured data, site performance, and other search optimization opportunities.
• Collaborates with Brand & Creative teams, content contributors, and agency partners to develop content strategies that improve search visibility, topical authority, and AI-driven discovery.
• Establishes and manages local search strategies, including business listings, location pages, reviews, and reputation management initiatives across the Company's portfolio.
• Develops key performance indicators (KPIs), dashboards, and reporting frameworks that measure search performance and provide actionable insights for marketing and business leaders.
• Provides search strategy, recommendations, and audience insights to support existing and new properties, marketing initiatives, and business objectives.
• Works in conjunction with digital marketing, media, and analytics teams to align search strategies with broader customer acquisition, engagement, and conversion initiatives.
• Coordinates agency and vendor relationships and monitors industry, search engine, and AI platform developments to identify opportunities for innovation and performance improvement.
• Acts as a player-coach, guiding agency partners, establishing best practices, and maintaining expertise in evolving search and AI search trends.

Requirements

• Bachelor's Degree in Marketing, Communications, Analytics, Business, or a related field (Required)
• 6 years in experience in SEO, organic search, or digital marketing (Required)
• Must have a valid driver's license
• Experience developing and executing search strategies that drive measurable business results
• Experience with AI search, GEO, and emerging search technologies
• Strong knowledge of technical SEO, content optimization, website architecture, and search performance best practices
• Experience with local search optimization, business listings, and reputation management programs
• Proficiency with Google Analytics, Google Search Console, and SEO platforms such as Semrush, Ahrefs, or similar tools
• Experience with reporting tools, dashboards, and performance measurement frameworks
• Excellent verbal and written communication skills
• Strong attention to detail, analytical, organizational, and project management skills
• Ability to manage multiple priorities and adapt to changing business needs
• Experience working with agency partners and cross-functional teams
• Experience in real estate, hospitality, travel, multi-location, or consumer services industries a plus

Benefits

At Sun Communities, you will be part of an industry-leading organization where you will be challenged, inspired, rewarded and transformed. We place a high priority on our team members, and this is a big part of what sets us apart. We will ask you to give us your very best every day, and will challenge you with interesting work, stretch assignments, a collaborative and supportive work environment and plenty of learning and growth. In exchange, we will reward you with great pay, advancement opportunities, paid time off, great benefits, and flexibility.

• Comprehensive Medical and Prescription coverage with 4 plan options so you can choose the plan that best meets the needs of you and your family
• Comprehensive Dental and Vision Plans
• On-Site Fitness Center
• Voluntary Health and Dependent Care Reimbursement Accounts
• Life, Accidental Death & Dismemberment Insurance and Dependent Life
• Short and Long-Term Disability Coverage
• 401(k) Plan with Sun matching contribution
• Employee Assistance Program
• Identity Theft Insurance
• Legal Assistance Plan
• Pet Insurance
• Tuition Reimbursement program providing financial support to team members who further their formal education
• Vacation RV Site Discounts for team members when visiting Sun resorts across the nation
• Team Member Perks & Discounts program with hundreds of discounts on things like travel, merchandise, mobile phone service, and more
• Up to six weeks of paid parental leave for the birth of a child, adoption, or placement of a child
• Paid Time Off including ten holidays, vacation, personal, sick time, bereavement and pay for jury duty