Director, Generative Engine Optimization (GEO)

Job description

Our employees are at the heart of everything we do. Together, we help people, businesses, and society prosper in good times and be resilient in bad times. Our employee promise represents Intact’s commitment to you in exchange for living our Values, striving to do your best work, being open to change and investing in your career. In return, we promise to provide support, opportunities and performance-led financial rewards at a workplace where you can shape the future, win as a team and grow with us. Pay at Intact is about much more than just salary. Flexible work arrangements and a hybrid work model Possibility to purchase up to 5 extra days off per year Multiple benefits offered to support physical and mental wellbeing, including telemedicine, Wellness account and much more Share plan & other savings: up to 12% of salary or even more (ask how you could earn guaranteed income for life) Salary range (but not limited to): 138,500 - 169,300 Annual bonus target, based on the base salary, with a potential payout of up to double the target (subject to personal and company performance): 20% As part of our commitment to Win As A Team , we share our success with employees through our annual bonus plan and Employee Share Purchase Plan (ESPP) – with Intact matching 50% of your net shares. Our pension offerings provide flexibility and long-term security for our employees beyond their careers. We are one of the few companies offering the opportunity to receive guaranteed income for life via our defined benefit pension plan. Salary for the candidate will be determined taking into consideration a number of factors including: experience, skills, qualifications, anticipated contribution to role, internal equity, etc. The salary range presented above is based on a 35-hour workweek and would represent a majority of different candidate profiles. However, we encourage candidates who may fall outside of this range to apply as well. About the role We’re looking for a Director, Generative Engine Optimization (GEO) to join our growing team! Challenging the status quo takes creativity, passion, focus, and resilience. It’s where you do your best work. If you’re the kind of leader who has built high‑performing marketing, distribution and partnerships teams, and you’re ready to push beyond rankings into how a brand is represented, perceived, and trusted to shape responses in AI ecosystems, you’ll feel at home here. We’re hiring a Director, Generative Engine Optimization (GEO) to shape and scale how our brands are seen, cited, and preferred across generative search, AI assistants, and emerging discovery channels. You’ll define the GEO and AI content development and distribution strategy, architect the operating model, and lead a high‑impact team to deliver measurable gains in visibility, favourability, and performance, anchored to where decisions now happen: the new consumer discovery landscape. In practice, you’ll evolve our technical and structured content foundations, build meaningful distribution and partnership channels, architect the data and experimentation framework, and build a scalable AI-enabled content engine with quality and brand safety. You’ll lead integrated go to market for AI‑first discovery and the GEO function, setting direction, aligning cross‑functional teams, and tying share‑of‑answer and assistant citations to business outcomes. If you’re driven to innovate with rigor and impact, we’d like to meet you. What you'll do here: Define and lead the GEO function Set the long-term vision and roadmap to maximize brand and product representation in generative search results and AI assistants. Build key pillars of content development, syndication and distribution, integration across key pillars such as earned media, partnerships, technical GEO, community, and testimonials/customer reviews sentiment. Establish the operating model across the organization and governance to drive cross-functional integration and delivery. Develop and oversee integrated go-to-market strategies for AI-first discovery Translate strategy into an actionable roadmap that integrates GEO, content distribution, partnerships, schema/structure, and channel management/leadership. Partner with various teams such as PR/corporate communications, digital platforms, brand teams, etc. to align content pillars, topical authority, and distribution across channels. Build a high-performing, scalable AI-enabled engine and distribution strategy across multiple streams (PR, partnerships, social media, etc.) Architect our data and experimentation framework Define and refine north-star metrics and insights (e.g., AI visibility/presence and favorability, citation rate, assisted conversions) and build appropriate reporting and optimization framework. Run continuous testing across prompts, formats, and content pillars to improve model and business impact. Evolve our technical and structured content foundations Drive improvements in information architecture, schema markup, entity linking, and content metadata to increase machine interpretability. Partner with our marketing technology and digital experience and platforms teams on crawlability, performance, and content delivery to support GEO ambitions. What you bring to the table: Bachelor’s degree in Marketing, Business, or a related field 15+ years of experience in integrating, leading and managing key areas such as content marketing & distribution/syndication, partnerships development, SEO, earned media and/or related experience At least 8+ years of experience managing and inspiring marketing and earned media professionals, and developing strong strategic thinking backed by a data-driven mindset You are an expert communicator with ability distilling complex, technical topics into crisp narratives that inform decisions and inspire action Deep expertise in content distribution/syndication, technical SEO/GEO, content optimization, partnership development, information architecture, site performance and creating scale/velocity Hands-on experience with developing programs that have integrated PR, website, social media, brand marketing, partnerships Ability to define metrics, analyze performance, and use data to guide recommendations For candidates located in Quebec, bilingualism is required considering the necessity to interact on a regular basis with English-speaking colleagues across the country No Canadian work experience required, but must have authorization to work in Canada #LI-hybrid Il s'agit d'un nouveau rôle au sein de notre équipe en plein croissance | This role is a new member of our growing team. We are an equal opportunity employer At Intact, our Value of respect is founded on seeing diversity as a strength. We strive to create an accessible workplace where employees feel valued, included and encouraged to share their unique perspectives. We encourage applications from individuals who are members of equity-deserving groups, including but not limited to women, Indigenous peoples, persons with disabilities, Black people, and members of the 2SLGBTQI+ community. As part of Intact’s commitment to reconciliation, we acknowledge that we work, meet and travel across the land currently called Canada, originally inhabited by First Nations, Metis and Inuit people. This history extends through many centuries and continues to evolve today. We have policies to ensure equal access and participation for people with disabilities, including providing workplace adjustments (accommodations). A copy of applicable policies is available on request. If we can provide a specific adjustment to make the recruitment process more accessible for you, please let us know when we reach out about a job opportunity. We’ll work with you to meet your needs. Learn more about our recruitment process and your candidate journey here. Please note that Intact does not provide sponsorship or other support for immigration-related matters including but not limited to employer-specific closed work permits. Candidates must be eligible to work in Canada from the anticipated start date and throughout their employment and are solely responsible for maintaining their work eligibility. If you are an employee of Intact or belairdirect, please apply for this role on Internal Career Site.