Working as part of the Consumer team at Philip Morris International (PMI), you will be responsible for defining and driving global, multi‑category search strategies that accelerate organic growth and strengthen SFP brand visibility across both traditional search engines and emerging AI‑powered search experiences.
The role is based in PMI's Digital Studio in London and reports to the Head of SEO. It operates at the intersection of strategy, content, AI innovation, and market enablement.
Your responsibilities:
- Define global SEO and AI Search content strategies to ensure accurate, consistent brand representation across search engines and LLM‑generated responses.
- Analyse how consumers search across search engines and AI platforms to identify visibility gaps, emerging intents, and scalable content opportunities.
- Translate consumer search behaviour into clear strategic recommendations aligned with business and brand priorities.
- Map organic search journeys to relevant audiences and develop topically authoritative content frameworks optimised for SEO and AI‑generated discovery.
- Partner closely with cross‑functional teams to embed SEO and AI Search best practices across all digital initiatives and owned web assets.
- Develop SEO / GEO toolboxes and guidelines to support market product launches and campaigns.
- Identify, test, and scale AI‑enabled solutions (in collaboration with Operations, IT, and external partners) to accelerate content creation, optimisation, and maintenance at scale.
- Drive SEO / GEO initiatives end‑to‑end, from testing new concepts to coordinating with SEO deployment and operations teams for seamless execution.
- Define measurement frameworks and KPIs to evaluate the effectiveness of SEO, content, and AI Search initiatives, including pilots and innovation work.
- Communicate the value of SEO / GEO initiatives and deliver SEO / AI Search training and best‑practice guidance to business partners.
- Manage budgets and internal and external resources.
We're looking for someone with:
- At least five years' experience in SEO strategy and content optimisation for global brands or large agencies.
- Proven experience defining and scaling content strategies across multiple categories and markets.
- Demonstrated exposure to AI search and LLMs (hands‑on or strategic).
- Strong ability to translate complex SEO / GEO concepts into business impact for senior partners.
- Hands‑on experience with SEO performance and analytics tools such as Google Analytics, Google Search Console, SEMrush, Ahrefs, Profound.
- Experience working with cross‑functional teams in complex, matrixed organisations.
- Experience managing agencies, budgets and resources (preferred).
- Proficiency in foreign languages (preferred).
What we offer:
- Seize the freedom to define your future and ours. We empower you to take risks, experiment and explore.
- Be part of an inclusive, diverse culture where everyone's contribution is respected; collaborate with some of the world's best people and feel like you belong.
- Pursue your ambitions and develop your skills with a global business – our staggering size and scale provides endless opportunities to progress!
PMI is an Equal Opportunity Employer.
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