GEO (Generative Engine Optimization) Team Lead

About Us

Founded in 1962, HSAD became LG Group’s integrated advertising agency under the name LG Ad in 1984. Today, HSAD is one of Korea’s leading advertising agencies, recognized for its creative excellence and marketing effectiveness.

Based in Dubai, HSAD MEA serves as HSAD’s regional headquarters for the Middle East and Africa, delivering innovative, data-driven marketing solutions for LG clients across the region.

With a vision to become the “No. 1 Marketing Creative Company,” HSAD brings together talented professionals to create meaningful business impact. Join us to create impactful campaigns, drive brand success, and shape the future of marketing.

What Are We Looking For?

We are looking for an experienced GEO Team Lead to build and lead a new GEO strategy on top of an existing SEO foundation, addressing the generative AI search landscape (ChatGPT, Perplexity, Gemini, Copilot, etc.).

This role owns the full scope — country-level GEO monitoring, agenda discovery, response content production, and performance measurement — while also being responsible for team setup and client/advertiser communication.

Key Responsibilities

1. GEO Strategy & Organizational Leadership

• Set up and operate a dedicated GEO organization (Team Lead, SEO/GEO Operations, Tech, and Content), leveraging existing SEO organizational experience.
• Establish country- and brand-level GEO priorities (distinguishing between always-on responses and campaign-based responses)
• Manage the quarterly and annual GEO roadmap and timeline. (scope confirmation and monitoring rollout to response system maturity)

2. Monitoring & Agenda Discovery Oversight

• Build and manage a monitoring system for brand mentions, ranking/visibility, and vulnerable questions within generative AI answers (e.g., questions where competitors are surfaced more favorably).
• Design the process for identifying and prioritizing country-level response agendas based on monitoring results and oversee team execution.

3. Response Content Planning & Execution Oversight

• Set the direction for and manage the quality of response content (articles, FAQs, promotional content, etc.) addressing identified agendas.
• Manage the prioritization of HQ content localization and country-specific NPI (New Product Introduction) response content.
• Operate a content and Tech review process to ensure GEO elements (text descriptions, FAQs, keyword structure, etc.) are properly reflected across key channels, such as promotional pages.

4. GEO Technical Understanding & Collaboration

• Maintain a working understanding of how LLM-based search engines crawl, index, and generate answers, and collaborate closely with the Tech team accordingly.
• Review and make decisions on GEO technical elements such as llms.txt, structured data (schema markup), and robots.txt configuration.
• Manage collaboration between Tech and Content teams to ensure content structure is optimized for generative AI crawling and citation.

5. Performance Measurement & Reporting

• Build the GEO performance dashboard and define KPIs (brand mention rate, ranking/visibility changes, etc.)
• Establish and manage the process for weekly status newsletters and monthly/quarterly/annual performance reports

6. Client / Advertiser Management

• Serve as the primary point of contact for GEO strategy proposals, regular performance reporting, and issue resolution with clients/advertisers.
• Incorporate client requirements into team execution plans and communicate execution results with clear accountability.

7. Team Operations & People Management

• Distribute work and manage performance across SEO/GEO Operations, Tech, and Content team members.
• Develop team capabilities, including transitioning and upskilling SEO staff into GEO roles.

Requirements

• 8+ years of hands-on SEO experience, including team lead/management experience
• Experience running multi-country/multi-region SEO projects preferred
• Experience communicating with clients or stakeholders
• Working understanding of the generative AI search landscape and GEO technical fundamentals (structured data, llms.txt, crawling/indexing principles)

Preferred Qualifications

• Hands-on GEO (Generative Engine Optimization) experience
• Experience with optimization projects for generative AI search engines (ChatGPT, Perplexity, Gemini, etc.)
• Experience using GEO-related tech tools (monitoring dashboards, structured data implementation, etc.)
• Arabic proficiency is an advantage

Job Type: Full-time

Pay: AED180,000.00 - AED240,000.00 per year

Work Location: In person