Senior Manager – GEO (Generative Engine Optimisation)

This is a pivotal strategic and executional role within our Brand and Marketing team. As Senior Manager, GEO, you will lead Virgin Atlantic’s approach to organic search and AI-driven answer engines, owning the end-to-end strategy that strengthens our discoverability, authority and commercial performance across classic and generative search environments.

You will operate as a centre of excellence, combining deep technical SEO expertise with modern GEO tactics and a user-first content mindset. Working cross-functionally with Product, Engineering, Commercial, Content and Media teams, you will ensure our platforms are technically sound, AI-optimised and built for what comes next — with clear accountability for outcomes including traffic quality, conversion and bookings.

• Own the strategy and roadmap — You’ll set the direction for SEO + GEO with a clear link to bookings, revenue and market priorities. You’ll build and run a rolling roadmap that’s decision-ready, with defined outcomes, sequencing, owners and dependencies — and you’ll maintain transparent performance reporting for senior stakeholders.
• Win in AI answers (GEO) — You’ll develop Virgin Atlantic’s visibility across AI answer engines (including Google AI Overviews, Perplexity and ChatGPT), ensuring we show up as a credible, citable source. You’ll define and track GEO performance measures (such as Answer Share, citation rate and panel visibility) and use structured experimentation to identify what drives impact and scale it.
• Lead a content-first approach rooted in customer intent — You’ll shape a content SEO strategy that prioritises clarity, usefulness and genuine customer value. You’ll work with Content, UX and CRO teams to improve journeys through testing and iteration, using insight to drive better experiences and stronger commercial performance.
• Set technical standards — and get them delivered — You’ll govern the technical foundations of organic performance, including crawl and indexation, structured data, Core Web Vitals and international architecture. You’ll embed SEO into engineering workflows and release pipelines, and optimise CMS practices (including AEM) so quality and performance are built in, not bolted on.
• Partner to align channels and prove impact — You’ll partner with agencies and paid search to ensure channel harmony and shared learning, and you’ll lead forecasting and measurement using tools such as GSC, GA4 and Looker. You’ll keep focus on outcomes by connecting initiatives to measurable changes in traffic, conversion and bookings.

• Bring deep expertise, strong judgement and a track record of delivering impact in complex, cross-functional environments, evidenced in your experience. You combine strategic thinking with hands-on execution, and you’re comfortable operating in a fast-evolving landscape where experimentation and learning are core to progress.
• Demonstrate extensive enterprise-level SEO experience across technical and content disciplines, with evidence of delivering measurable commercial outcomes.
• You have demonstrable expertise in generative search and AI answer environments, and can translate this into practical, testable approaches that improve visibility and authority.
• Proven experience in being highly effective with Product, Engineering and e-commerce teams, able to influence priorities and integrate SEO into workflows to drive delivery.
• You are confident working with analytics and forecasting, and can communicate complex topics clearly in commercially focused language.
• You build strong working relationships across internal teams and external agency partners, bringing structure, pace and clarity to ambiguous problems.
• Experience in travel, hospitality or retail is advantageous, but we welcome candidates from a broad range of sectors, including agency backgrounds

Our customers come from all walks of life and so do our colleagues. That’s why we’re proud to be an equal opportunity employer and actively encourage applications from all backgrounds. At Virgin Atlantic, we believe everyone can take on the world - no matter your age, gender, gender identity, gender expression, ethnicity, sexual orientation, disabilities, religion, or beliefs. We celebrate difference and everything that makes our colleagues unique by upholding an inclusive environment in which we can all thrive. So that everyone at Virgin Atlantic can be themselves and know they belong.

To make your journey with us accessible and individual to you, we encourage you to let us know if you’d like a little extra help with your application, or if you have any individual requirements at any stage along your recruitment journey. We are here to support you, so please reach out to our team (recruitment@fly.virgin.com), feeling confident that we’ve got your individual considerations covered.