Job description
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 transparent 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 new 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 strong 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. Role: Marketing
- Other Industry Type: Education / Training Department: Marketing & Communication Employment Type: Full Time, Permanent Role Category: Marketing

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