Director of Organic

TITLE Director of Organic & AI Search, EMEA DEPARTMENT Earned Media DIVISION NP Digital EMEA LOCATION Hybrid – Spain, Italy or UK ABOUT OUR COMPANY NP Digital (NPD) is a global award‑winning performance marketing agency. AdAge named us Performance Marketing Agency of Year, Campaign Magazine labeled us the Global Agency of the Year in two categories, and The Drum awarded us the Agency Business Award for Global Development. Google recently handed us the Agency Excellence Award for Media Unification and both Inc. and AdAge listed us on their Best Places to Work lists. NP Digital combines proprietary platforms with best‑in‑class talent to deliver leading edge experiences centered around: paid and organic search, social, content, retargeting, performance display, feed management and conversion rate optimization. NP Digital focuses on creating innovative, adaptive, and data‑driven digital marketing plans for our clients. Obsessed with helping companies grow and exceed their goals, NP Digital delivers on the mission of continually helping brands connect and engage with their audience. ABOUT THE OPPORTUNITY We are looking for a Director of Organic & AI Search to take ownership of NP Digital’s Generative Engine Optimisation (GEO) offering across EMEA, acting as our internal and external lead for AI Search and LLM visibility. The role focuses on how brands are discovered, represented and cited across AI‑driven platforms, including ChatGPT, Google AI Overviews and AI Mode, Gemini, Perplexity, Claude and Copilot, working closely with our SEO, Content, Digital PR and Paid Media teams. Reporting to the Vice President, Earned Media, you will lead the development of our GEO proposition, methodology and best practice, and shape how NP Digital measures, reports and communicates GEO performance and commercial impact. You will be the strategic GEO lead on our largest multi‑region accounts and dedicated GEO engagements, combining senior client leadership with hands‑on analysis, delivery and client presentations. Your role will also be responsible for helping to dictate how we serve our partnerships in their GEO ambitions, effectively use AI, and play a role as a thought leader – both internally and externally. Working across EMEA, you will bring consistency, scale and collaboration to GEO activity, building shared frameworks and standards, scaling what works in individual markets and making sure local teams have what they need to deliver. This is an opportunity to shape a new discipline at scale, suited to someone who combines deep search expertise, commercial thinking and real curiosity about how AI is changing discovery. ABOUT THE RESPONSIBILITIES Lead the development and evolution of NP Digital’s GEO proposition, methodology and best practice, including service offering, packaging and pricing. Act as NP Digital’s thought leader on GEO, AI Search and the changing organic search landscape, both internally and externally through content, events and industry commentary. Work across key client accounts to identify GEO opportunities and embed GEO into wider organic search strategies. Act as strategic GEO lead on large, multi‑region enterprise accounts, setting direction and ensuring consistent quality across markets. Lead strategy on large dedicated GEO engagements, including AI visibility audits, strategies, roadmaps and consultancy. Deliver hands‑on GEO work, including prompt and query research, citation and source analysis, competitive benchmarking and optimisation recommendations. Develop strategies to improve brand visibility, citations, sentiment and representation across AI search platforms. Identify opportunities across content, entities, structured data, AI crawler accessibility, digital authority, Digital PR and the third‑party sources that influence LLM outputs. Present strategy, performance, recommendations and industry developments to senior client stakeholders, explaining a fast‑moving landscape in clear, commercial terms. Provide senior strategic support on pitches, proposals and client workshops where GEO is a key component, and own a GEO revenue and growth target. Help shape how NP Digital measures, reports and communicates GEO performance and commercial impact. Evaluate, select and manage AI visibility and LLM monitoring tools and partnerships, working with Data teams to develop in‑house tooling where needed. Stay ahead of developments across ChatGPT, Google AI, Gemini, Perplexity and other emerging AI search platforms, translating changes into practical client and product strategy. Work with the SVP, Growth & AI Innovation, EMEA on the GEO product roadmap, resourcing, pricing and operational planning. Support and upskill SEO, Content and Digital PR teams so GEO thinking is embedded across delivery. Hire, build, mentor and lead a GEO team as the practice scales, creating clear structures, career paths and ways of working. EMEA Regional Leadership Identify common opportunities, challenges and trends across EMEA