UPES | Marketing Manager AEO / GEO

& Content

Location: Delhi

Department: Brand Marketing

Reporting To: Deputy Director – Marketing

Experience: 7–10 years

Role Overview The Marketing Manager – AEO / GEO & Content will be responsible for building UPES’s visibility across search engines, AI-powered search platforms and emerging discovery channels.

The role will own the strategy for creating and optimising content that improves UPES’s discoverability, relevance and authority across traditional search and AI-driven search experiences.

The individual will work closely with the Deputy Director – Marketing and collaborate with

SEO, content, social, performance marketing, creative and academic teams to identify high-

value topics, build content ecosystems and ensure UPES is surfaced consistently across relevant search journeys.

The role requires a strong understanding of SEO, Answer Engine Optimisation (AEO),

Generative Engine Optimisation (GEO), content strategy, search behaviour and AI-led discovery, with the ability to translate these into measurable organic growth.

Key Responsibilities

1. AEO / GEO Strategy

- Develop and execute UPES’s AEO and GEO strategy across priority academic,

course, career and university-related search journeys.
- Identify opportunities to improve UPES visibility across Google Search, AI-powered

search engines, conversational platforms and emerging discovery experiences.
- Understand how users frame questions and information needs across traditional and

AI search.
- Build content strategies around high-intent questions, topics, entities and search

journeys relevant to prospective students.
- Continuously track changes in search and AI discovery behaviour and adapt the

content strategy accordingly. 2. SEO & Organic Content Strategy

- Develop and manage an organic content roadmap aligned with brand, admissions and

academic priorities.• Conduct keyword, topic, intent, competitor and search-gap research to identify content opportunities.
- Build topic clusters, pillar pages, FAQs, comparison content, guides and other search-

led content formats.
- Work with content teams to ensure content is structured for discoverability, relevance,

authority and engagement.
- Identify opportunities to improve existing content through content refreshes,

optimisation and internal linking. 3. Content Creation & Optimisation





- Translate search insights into clear content briefs, outlines and editorial requirements.
- Create and/or oversee high-quality content across website, landing pages, blogs,

FAQs, course pages and other digital properties.
- Optimise content for both human readers and AI/search systems without

compromising quality or brand voice.
- Develop content formats that answer user questions clearly, accurately and

comprehensively.
- Work with academic and subject-matter experts to convert complex academic

information into accessible, search-friendly content. 4. AI & Generative Search

- Stay updated on developments in generative AI, AI search and changing search

behaviour.
- Experiment with AI-enabled tools for research, content ideation, content optimisation

and performance analysis.
- Identify how UPES can build stronger brand/entity authority across AI-generated

search experiences.
- Monitor how UPES, its programmes, faculty and key academic areas are represented

across AI and search platforms.
- Develop recommendations to strengthen UPES’s visibility and accuracy across these

ecosystems. 5. Website & Content Experience

- Partner with web, SEO and technology teams to improve content architecture,

discoverability and user experience.
- Identify gaps across programme pages, landing pages, FAQs, blogs and other high-

value website content.
- Ensure content is structured in a way that supports crawling, indexing, search

visibility and AI comprehension.
- Work with relevant teams on internal linking, metadata, structured content and other

organic growth initiatives. 6. Content Performance & Analytics

- Track organic traffic, rankings, impressions, clicks, CTR, conversions and other

relevant SEO metrics.• Develop appropriate metrics to measure AEO/GEO visibility and brand presence across AI-led discovery.
- Analyse search behaviour and content performance to identify opportunities for

improvement.
- Use data and insights to continuously optimise content strategy and prioritisation.




- Share regular performance reports and actionable recommendations with the

marketing leadership team. 7. Cross-functional Collaboration

- Work closely with Content, Social Media, Performance Marketing, Admissions,

Creative, Web/Technology and academic stakeholders.
- Partner with faculty and subject-matter experts to build authoritative content.
- Manage external SEO/content agencies and specialist partners where required.
- Build strong relationships across the university to identify current content and search

opportunities.

Success Measures

- Growth in organic visibility and qualified organic traffic.
- Improved visibility of UPES across AI-powered search and answer engines.
- Growth in rankings and search presence for priority programmes, topics and queries.
- Increased organic engagement and prospective-student discovery.
- Growth in non-branded and high-intent search visibility.
- Development of strong, authoritative content ecosystems around priority academic

areas.
- Improved performance and discoverability of existing website content.
- Contribution of organic and AI-led discovery to brand, consideration and admissions

objectives. Candidate Profile The ideal candidate will:

- Have 7–10 years of experience across SEO, content marketing, organic growth,

digital marketing or a related field.
- Have hands-on experience with SEO and a strong understanding of AEO/GEO

and AI-powered search.

- Understand search intent, keyword research, content architecture, topic clusters and

organic growth strategies.
- Have experience developing content strategies rather than only executing content

calendars.
- Understand how Google and emerging AI/search platforms discover, interpret and

surface content.
- Be comfortable working with analytics and SEO tools and translating data into

actionable content strategies.
- Have solid editorial judgement and the ability to create or guide high-quality,

authoritative content.• Be comfortable working with multiple stakeholders, subject-matter experts, agencies and technology teams.
- Be curious about emerging AI tools and changing search behaviour.
- Have a strong bias towards experimentation, execution and measurable outcomes.

Qualifications Bachelor’s or Master’s degree in Marketing, Communications, Mass Communication,

Journalism, Digital Marketing or a related discipline.

📌 Manager AEO/GEO (New Delhi)
🏢 GUS Global Services India
📍 New Delhi