Job Purpose

Digital Platforms is an integrated platform offering a diverse range of financial products covering unsecured and secured loans, payments, cards, wallets, deposits, mutual funds, and loans on lifestyle products ranging from consumer durables to home furnishing. The platform integrates our home-grown e-commerce marketplace, Insurance marketplace, Investment marketplace, payments engine and offers a consumer-tech experience to our customers. It is a agile digital platform, providing the right nudges across multiple channels to start, resume or finish their purchase or service journey. Our team is responsible for producing and maintaining large volumes of high-quality customer-first content across text, creative, video, and AI-discoverable communication to enable customers to take the desired action. The role is part of the Generative Engine Optimization (GEO) unit, where the candidate will be responsible for maximising brand visibility, authority, and conversions inside AI-driven discovery platforms such as Large Language Models (LLMs), AI Overviews, conversational assistants, and emerging search interfaces. Individuals in this role will work on ensuring that Bajaj Finance is accurately understood, cited, and recommended by AI systems by shaping content, structure, entities, signals, and technical foundations that influence how generative engines learn and respond. He/She will regularly interact with Content, SEO, Product, Technology, Data, Brand, and Business teams to ensure that our offerings are discoverable, trustworthy, and conversion-ready across AI-led customer journeys.

Duties and Responsibilities

Some of the important responsibilities of the role are

- GEO Strategy Execution
- Define and implement the GEO strategy to improve brand visibility, mentions and citations across LLMs, AI Overviews, and conversational platforms
- Identify high-impact AI discovery opportunities across informational, commercial, and transactional intents
- Build scalable GEO frameworks aligned to business objectives such as awareness, consideration, and conversions
- Ensure consistency of brand facts, product narratives,



and entity signals across all AI-readable surfaces

- Content Knowledge Optimization

- Work closely with content teams to create and optimise AI-first content formats (explainers, FAQs, comparisons, use-cases, summaries)
- Guide the structuring of content for AI consumption using clear hierarchies, concise answers, tables, and schema-aligned formats
- Ensure content accuracy, freshness, and completeness to improve AI trust and citation likelihood
- Develop and maintain authoritative content hubs that support AI learning and cross-validation

- Entity, Schema Signal Management

- Own the creation and governance of brand, product, and domain-level entity signals
- Drive implementation of structured data, schema, and metadata to improve machine interpretability
- Ensure alignment between website content, external references, and third-party mentions for entity reinforcement
- Identify gaps and inconsistencies that could dilute AI understanding or cause misinformation

- Platform Capability Development

- Work with Technology and SEO teams to enhance crawlability, renderability, and AI accessibility (SSR, performance, indexing)
- Explore and implement AI-assisted tools for content analysis, prompt tracking, and citation monitoring
- Define internal GEO playbooks, templates, and best practices for scale and repeatability
- Continuously benchmark competitors and global leaders in AI visibility and generative search

- Customer Obsession Governance

- Ensure AI-surfaced brand narratives are customer-first, compliant, and non-misleading
- Maintain zero tolerance for factual inaccuracies, outdated claims, or inconsistent messaging
- Build governance frameworks so that AI-facing content is first-time right at scale




- Protect brand trust by proactively identifying and correcting AI misinterpretations

- Performance Tracking Insights

- Track GEO performance using defined metrics such as AI visibility, citations, mentions, and prompt coverage
- Analyse how Bajaj Finance appears across different AI platforms and query types
- Generate actionable insights to refine content, structure, and authority signals
- Provide regular performance reports highlighting trends, risks, and growth opportunities

Key Decisions / Dimensions

The role will include but not limit to decisions like:

- Identifying priority platforms, prompts, and content types for GEO
- Choosing AI analysis, monitoring, and automation tools for scalability
- Recommending structural or content changes based on AI performance insights
- Defining guardrails for AI-facing brand communication

Major Challenges
- Drive experimentation with new AI-native content formats and discovery surfaces
- Monitor evolution of AI search, LLM behaviour, and generative recommendation patterns
- Collaborate with SEO and Analytics teams to align GEO insights with traditional performance metrics
- Continuously improve GEO frameworks based on learnings, pilots, and live performance

Required Qualifications and Experience

a) Qualifications

Bachelors degree in Marketing, Communications, Technology, Data, or a related field

b) Work Experience

35 years of relevant experience in SEO and content strategy. 2-3 years of relevant experience in GEO with exposure to AI-driven search, structured content, or large-scale content systems is a strong advantage

Skills

- Robust understanding of how search engines, LLMs, and AI discovery systems work
- Ability to translate business goals into scalable content and structural strategies
- Excellent analytical skills with comfort in data-led decision making
- High attention to detail and strong governance mindset
- Structured thinking with a deep customer-journey orientation
- Strong stakeholder management and cross-functional collaboration skills
- Curiosity and adaptability towards emerging AI technologies and platforms

📌 Unit Manager - Digital Platforms and Consumer AI/Senior Unit Manager (Pune)
🏢 Bajaj Finance
📍 Pune