SEO AI Search Strategy Manager

Be a part of a revolutionary change!

At PMI, we’ve chosen to do something incredible. We’re totally transforming our business, and building our future on smoke-free products with the power to build a smoke-free future.

With huge change, comes great opportunity. So, wherever you join us, you’ll enjoy the freedom dream up and deliver, better, brighter solutions and the space to move your career forward in endlessly different directions.

The SFP Group is undergoing a critical overhaul as we look to transform into an agile, consumer-centric business that harnesses technological innovation to deliver better, science-backed alternatives to millions of adult smokers around the world.  It is only by focusing on our strategic priorities and the right organization, fully enabled to deliver what matters the most for our consumers along their journey toward better alternatives, that we will be able to deliver a smoke-free future.

Here, you can make a difference. You can shape the consumer journey, from discovery and acquisition through to conversion and loyalty. And you can watch your efforts lead to meaningful change in the lives of smokers on their way to better alternatives. You’ll develop your skills; collaborating across functions, markets and regions. If you want to make a life-changing impact on consumers, there’s no better place.

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 brands visibility across both traditional search engines and emerging AI powered search experiences.

You will own the strategic direction of Search Engine Optimization (SEO) and AI Search Optimization (GEO), ensuring PMI’s brands are accurately represented and discoverable across search engines, Large Language Models (LLMs), and AI driven answer platforms. You will play a key role in delivering impactful, consumer centric content experiences that support the commercialization of reduced risk products in priority markets and contribute to PMI’s smoke free future.

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 5 years’ experience in SEO strategy and content optimization 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 i.e. Google analytics, Google search console, SEMRush, Ahrefs, Profound.


• Experience working with cross-functional teams in complex, matrixed organizations


• Experience managing agencies, budgets and resources (preferred)


• Proficiency in foreign languages (preferred)

What we offer:

Our success depends on the people who come to work every single day with a sense of purpose and an appetite for progress. Join PMI and you too can:

• Seize the freedom to define your future and ours. We’ll 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