Search & AI Visibility Lead

Overview

The Search & AI Visibility Lead develops and implements search marketing initiatives that support lead generation, occupancy, and revenue goals. Working collaboratively within the Performance Marketing team, this role executes and optimizes organic search and artificial intelligence (AI) visibility strategies across the Sun Communities and Sun Outdoors brands, including search engine optimization (SEO), generative engine optimization (GEO), technical and local search, content optimization, and search analytics. The Search & AI Visibility Lead partners with Brand & Creative, Web/Product, MarTech, Analytics, and agency partners to drive qualified traffic, leads, and bookings while establishing search best practices, performance benchmarks, and measurement frameworks that strengthen brand visibility and overall business performance across traditional search engines and emerging AI-powered discovery platforms.

Job Duties

• Collaborates with cross-functional teams and divisional leadership to develop and execute the Company's search and AI visibility strategy across the Sun Communities and Sun Outdoors brands. (Essential)
• Develops and manages SEO and GEO strategies at the corporate, regional, and property levels to increase organic visibility, drive qualified traffic, and support occupancy and revenue goals. (Essential)
• Builds standard operating procedures (SOPs), best practices, governance standards, and performance benchmarks for organic search and AI visibility programs. Tracks and reports on visibility, traffic, conversions, and return on investment (ROI). (Essential)
• Manages the implementation of search marketing initiatives within established timelines and assigned budgets. (Essential)
• Oversees technical SEO initiatives, including site health, crawlability, indexation, structured data, site performance, and other search optimization opportunities.
• Collaborates with Brand & Creative teams, content contributors, and agency partners to develop content strategies that improve search visibility, topical authority, and AI-driven discovery.
• Establishes and manages local search strategies, including business listings, location pages, reviews, and reputation management initiatives across the Company's portfolio.
• Develops key performance indicators (KPIs), dashboards, and reporting frameworks that measure search performance and provide actionable insights for marketing and business leaders.
• Provides search strategy, recommendations, and audience insights to support existing and new properties, marketing initiatives, and business objectives.
• Works in conjunction with digital marketing, media, and analytics teams to align search strategies with broader customer acquisition, engagement, and conversion initiatives.
• Coordinates agency and vendor relationships and monitors industry, search engine, and AI platform developments to identify opportunities for innovation and performance improvement.
• Acts as a player-coach, guiding agency partners, establishing best practices, and maintaining expertise in evolving search and AI search trends.

Requirements

• Bachelor's Degree in Marketing, Communications, Analytics, Business, or a related field (Required)
• 6 years in experience in SEO, organic search, or digital marketing (Required)
• Must have a valid driver's license
• Experience developing and executing search strategies that drive measurable business results
• Experience with AI search, GEO, and emerging search technologies
• Strong knowledge of technical SEO, content optimization, website architecture, and search performance best practices
• Experience with local search optimization, business listings, and reputation management programs
• Proficiency with Google Analytics, Google Search Console, and SEO platforms such as Semrush, Ahrefs, or similar tools
• Experience with reporting tools, dashboards, and performance measurement frameworks
• Excellent verbal and written communication skills
• Strong attention to detail, analytical, organizational, and project management skills
• Ability to manage multiple priorities and adapt to changing business needs
• Experience working with agency partners and cross-functional teams
• Experience in real estate, hospitality, travel, multi-location, or consumer services industries a plus