CareScout is hiring: Senior A/SEO Manager in Richmond

divh2Senior A/SEO Manager/h2pAt Genworth, we empower families to navigate the aging journey with confidence. We are compassionate, experienced allies for those navigating care with guidance, products, and services that meet families where they are. Further, we are the spouses, children, siblings, friends, and neighbors of those that need careand we bring those experiences with us to work in serving our millions of policyholders each day./ppWe apply that same compassion and empathy as we work with each other and our local communities. Genworth values all perspectives, characteristics, and experiences so that employees can bring their full, authentic selves to work to help each other and our company succeed. We celebrate our diversity and understand that being intentional about inclusion is the only way to create a sense of belonging for all associates. We also invest in the vitality of our local communities through grants from the Genworth Foundation, event sponsorships, and employee volunteerism./ppOur four values guide our strategy, our decisions, and our interactions:/pulliMake it human. We care about the people that make up our customers, colleagues, and communities./liliMake it about others. We do whats best for our customers and collaborate to drive progress./liliMake it happen. We work with intention toward a common purpose and forge ways forward together./liliMake it better. We create fulfilling purpose-driven careers by learning from the world and each other./li/ulpPOSITION LOCATION/ppRichmond, VA/ppYOUR ROLE/ppWe are seeking a Senior A/SEO Manager to lead the strategy and cross-functional alignment for how our brand is discovered, referenced, and chosen across modern search and answer ecosystems, and how that demand converts into measurable business outcomes. This role evolves SEO into AI Search Optimization (A/SEO), spanning traditional search, generative answer experiences (often referred to as GEO), and LLM-driven discovery across platforms such as ChatGPT, Gemini, and Claude. It also includes Answer Engine Optimization (AEO) on social and community platforms where users actively seek recommendations and guidance, including Reddit, YouTube, Instagram, and TikTok. You will operate as a strategic partner and operator. You will set roadmaps, define success metrics, and drive execution through strong partnerships with Paid Digital Marketing, Product, Engineering, Customer Experience, Content, Brand, Social, Analytics, PR, and Affiliates. You will also scale your impact by creating, using, and maintaining AI agents in Microsoft Copilot and Copilot Studio to automate research, reporting, QA, and operational workflows./ppWHAT YOU WILL BE DOING/ppA/SEO, GEO, and LLM-Driven Discovery Strategy/pulliSet the A/SEO strategy and roadmap across technical foundations, content structure, internal linking, and authority signals that influence visibility in both traditional search and generative answer experiences/liliImprove performance across AI-powered discovery surfaces, including Google AI Overviews and other answer-led experiences/liliIncrease the likelihood of brand inclusion, citations, and references in LLM-driven experiences such as ChatGPT, Gemini, and Claude through improvements to content quality, structure, accessibility, and authority/liliPartner with Product, Engineering, Customer Experience, and Content teams to align pages and experiences to high-value user questions and decision journeys/liliPrioritize initiatives based on impact, effort, dependencies, and measurable outcomes/li/ulpAEO on Social and Community Platforms/pulliLead the AEO strategy for social and community platforms where users seek answers, including Reddit, YouTube, Instagram, and TikTok/liliPartner with Social, Brand, and Content teams to improve discoverability through answer-forward formats, creator guidance, community participation, and metadata optimization/liliTranslate community questions and engagement signals into content briefs, FAQ expansions, and on-site improvements that strengthen discovery and conversion/li/ulpAuthority, Backlinks, and External Visibility/pulliSet the authority and backlink strategy that supports both traditional SEO and AI-driven discovery/liliDefine quality standards for backlinks, citations, and third-party mentions that strengthen trust and relevance/liliMonitor backlink health and authority trends, translating insights into clear priorities and recommendations for partners/li/ulpPR and Affiliate Partnerships/pulliPartner with PR and Brand teams to align earned media strategy with A/SEO and LLM discovery goals/liliIdentify topics, narratives, and placements that increase brand mentions, citations, and authority across trusted third-party sources/liliPartner with Affiliates and Partnerships to ensure third-party content aligns with search intent, messaging strategy, and conversion goals/liliUse PR and affiliate insights to inform CRO hypotheses, messaging refinements, and content priorities/li/ulpConversion Rate Optimization Partnership/pulliPartner with Customer Experience, Product, UX Design, and Engineering to identify and prioritize conversion improvements across core user journeys/liliHelp shape the experimentation roadmap, including test intake, hypothesis quality, sample size readiness, and success criteria/liliPartner with Product and Design to evaluate A/B and multivariate tests focused on messaging, layout, friction reduction, and trust signals/liliEnsure experimentation learnings are adopted into A/SEO, content, and paid digital marketing roadmaps/li/ulpMeasurement, Reporting, and Operating Rhythm/pulliDefine and maintain reporting for A/SEO, AEO, authority, and conversion performance, including visibility, traffic quality, engagement, and conversion outcomes/liliEstablish an experimentation cadence with clear test readouts, decisions, and next actions/liliCommunicate clearly with senior stakeholders using concise narratives focused on learnings, decisions, and expected impact/li/ulpTools and Platforms/pulliSEO and A/SEO: SEMrush for keyword research, competitive analysis, backlink monitoring, and authority tracking; Screaming Frog for technical SEO audits, crawl diagnostics, and site architecture evaluation; Google Search Console for search performance and indexing insights; Google Analytics and Mixpanel for traffic quality and conversion analysis/liliCRO and Experimentation: Experience working with A/B testing and experimentation platforms such as CrazyEgg, in partnership with Product, Engineering, or Web teams; Comfort evaluating experiment design, statistical validity, and results/liliAI and Automation: Microsoft Copilot and Copilot Studio for creating, using, and maintaining AI agents that support research, reporting, QA, and operational workflows; Familiarity with LLM tools such as ChatGPT, Gemini, and Claude/liliCollaboration: Experience working within enterprise collaboration tools such as Figma and Monday to communicate insights, roadmaps, and decisions/li/ulpExperience with comparable tools is acceptable, with the expectation of quickly becoming fluent in the platforms above./ppOTHER DUTIES/ppOther duties as assigned./ppWHAT YOU BRING/pp5 to 7 plus years of experience in A/SEO, or related roles; Proven ability to set strategy and roadmaps and lead cross-functional execution through influence; Strong understanding of modern search, AI-driven discovery, and LLM-based answer ecosystems; Experience shaping authority strategies, including backlinks, citations, and earned media, in partnership with PR and Affiliates; Demonstrated experience designing and evaluating A/B testing and experimentation programs; Strong analytical and technical fluency, with comfort working closely with Product, Engineering, and Analytics teams; Hands-on experience creating, using, or maintaining AI agents or automation workflows, with preference for Microsoft Copilot and Copilot Studio; Ability to drive progress and make sound decisions with incomplete information, maintaining urgency and momentum across multiple workstreams while balancing speed, rigor, and impact; Proactive, clear communicator who provides regular status updates, surfaces risks early, brings forward recommendations and options, and exercises strong judgment in when and how to escalate; Willingness to travel locally and domestically up to 1015%./ppEmployee Benefits Well-Being/ppGenworth employees make a difference in peoples lives every day. Were committed to making a difference in our employees lives./pulliCompetitive Compensation Total Rewards Incentives/liliComprehensive Healthcare Coverage/liliMultiple 401(k) Savings Plan Options/liliAuto Enrollment in Employer-Directed Retirement Account Feature (100% employer-funded!)/liliGenerous Paid Time Off Including 12 Paid Holidays, Volunteer Time Off and Paid Family Leave/liliDisability, Life, and Long Term Care Insurance/liliTuition Reimbursement, Student Loan Repayment and Training Certification Support/liliWellness support including gym membership reimbursement and Employee Assistance Program resources (work/life support, financial legal management)/liliCaregiver and/li/ul/div