Role: Generative Search & Paid Media Lead Reporting to: CMO – Arc Europe Location: London – Preston - Hybrid The Role: Search is at the heart of how our audiences discover and engage with our brands. As search innovations and Generative Engine Optimisation (GEO) reshape the digital landscape, this role will ensure Arc Europe stays ahead of the curve. The Generative Search & Paid Media Lead will lead the development and execution of search and GEO strategies across all Arc Europe brands, ensuring our content and products are discoverable and positioned to capture evolving search behaviours. From optimising brand websites to anticipating how AI-driven engines like Google SGE and ChatGPT surface and recommend content, this role will guide the business through the next generation of search. Alongside organic search, the role will own our paid media strategy, supporting the marketing team to design, implement, and optimise PPC campaigns that drive performance for our flagship events and membership products. This is both a strategic and hands-on position, requiring a curious, forward-thinking individual who can: Translate search and generative AI trends into actionable strategies. Deliver measurable improvements in visibility, engagement, and conversion. Partner across teams to ensure our marketing performance is underpinned by best-in-class Search, GEO, and paid media execution. Responsibilities Conduct research and devise a keyword strategy, working closely with the content and marketing teams. Analysing the ranking potential of different keywords to optimise web content for all digital brands. Design and execute a content strategy working with content and marketing teams that maximises visits, subscriptions and revenue generated by search. Work with marketing and content teams to optimise content providing guidance and support to improve search Develop and review serch campaign strategies and ROI at regular intervals (monthly, quarterly, and annually) that will meet the needs of the business. Conduct thorough competitor research, highlighting opportunities to improve our sercgperformance and providing an action plan to outperform competitors. Monitor emerging trends in AI Search (Google SGE, Bing Copilot, ChatGPT, Perplexity etc.) and recommend strategies for content visibility within generative results. Develop a framework for Generative Engine Optimisation (GEO) across our brands, advising marketing and content teams on best practice. Experiment with and test how our content is presented in AI-powered search experiences, reporting on visibility, engagement and conversion outcomes. Collaborate with content creators to optimise for conversational and intent-driven queries that are likely to appear in AI summaries. Monitor performance, create reports, inform teams of progress and tweak continuously. Continuously highlight key areas of growth, opportunities and obstacles faced in the market and work with marketing, content, and tech teams to ensure maximum advantage. Become an ambassador for Search and GEO around the business and a champion for its importance, the ‘go to’ person for the activity. Manage and work with agencies and the digital marketing manager supporting our digital ad activities for Google display and Social for our brands to raise the profile of our products alongside organic search. Work with the marketing team to implement a consistent framework for tracking, measuring and optimising conversion rates across all channels reporting on performance against metrics and optimising as required. Tagging, Pixel, and cookie knowledge (GTM, GA) Support the business to develop, introduce and deliver improved customer journeys, supported by automated campaigns and real time communications to provide an increasingly personalised customer experience. About you Good understanding of how Google and other search engines rank pages Proven knowledge and experience of search tools and methodologies Up to speed with the latest developments in AI search and Generative Engine Optimisation and eager to test, learn and adapt approaches. Curious about how AI-driven discovery tools influence user journeys, with the ability to turn that insight into actionable marketing strategies. Experience with web analytics tools (GA preferred) and goal setting in Data Studio Understanding and/or experience of using Tag Management system or customised tracking systems Extensive experience of technical search Good understanding of new data technologies and a passion to keep abreast of change Strong analytical skills, and a commitment to constantly improving your knowledge around SEO Thorough understanding of web design and site structures Good knowledge of backlink analysis Experience with HubSpot preferred The ability to build strong working relationships Passion for all things digital Experience managing paid digital campaigns both display and social and working with digital ad agencies Experience of managing programmatic campaigns Tagging, Pixel, and cookie knowledge (GTM, GA) We offer an excellent package including: 25 days holiday increasing to 27 after two years (pro rata’d) An extra day off on your birthday Matched pension contribution up to 6% Employee Life assurance - x4 of basic salary Employee assistance programme Long service awards and employee of the month Employee discount scheme Employee referral scheme Exceptional career progression. We are ever-evolving, if you work hard and do well - with our help and support there are no limits to your speed of progress About us Agriconnect is the largest multi-platform agricultural information business in the UK. Our brands reach deeply into all the major agricultural sectors – arable, dairy, livestock, agricultural machinery, finance, and equipment. We take a farmer-centric approach to media. Agriconnect is a business unit within the Arc network, a global events, data, and media platform. Arc is a fast-growing global events, data, and media platform with a varied portfolio content led portals, magazines, and events. We strive to create a culture that is open and respectful, where differences are valued and celebrated. We want everyone to be able to reach their full potential, so we are committed to cultivating a company that promotes inclusion and belonging.