Manager, SEO Content & AI Search Optimization (SEM)

Manager, SEO Content & AI Search Optimization (SEM) 

Expedia Group brands power global travel for everyone, everywhere. We design cutting-edge tech to make travel smoother and more memorable, and we create groundbreaking solutions for our partners. Our diverse, vibrant, and welcoming community is essential in driving our success.   

Why Join Us?  

To shape the future of travel, people must come first. Guided by our Values and Leadership Agreements, we foster an open culture where everyone belongs, differences are celebrated and know that when one of us wins, we all win.  

We provide a full benefits package, including exciting travel perks, generous time-off, parental leave, a flexible work model (with some pretty cool offices), and career development resources, all to fuel our employees' passion for travel and ensure a rewarding career journey. We’re building a more open world. Join us. 

Introduction to the Team 

We’re hiring a Manager, SEO Content & AI Search Optimization (SEM) to sit within the SEM team and focus on optimizing the content used by AI‑powered search and ads – features that enhance query matching, dynamically optimize ad creatives, and refine landing page targeting for search campaigns. This is a high‑visibility individual contributor role partnering closely with SEM, SEO, Product & Tech, Analytics, and our external media partners. 

In this role, you will:  

Own the intersection of SEO content and AI‑powered SEM asset optimization 

• Evaluate how search and ad platforms use our landing page content to generate creative and select final URLs. 

• Identify opportunities to improve messaging so it works for both SEO and SEM while remaining on‑brand and compliant. 

Partner with SEO and Product teams 

• Collaborate with SEO and AI search teams on testing and optimizing meta elements and on‑page content used by AI‑driven search and ad features. 

• Help shape a shared experimentation roadmap across search snippets and landing pages to improve relevance and performance. 

Design and run structured experiments 

• Work with SEM Ops and Analytics to define hypotheses, design tests (A/B, multivariants), and build robust measurement frameworks for messaging and landing‑page strategies. 

• Translate experiment results into clear recommendations and scalable playbooks. 

Represent Expedia Group with major search partners 

• Act as a primary SEM/SEO point of contact in product discussions with key search partners, providing structured feedback, feature requests, and requirements. 

• Help evaluate and validate new AI capabilities that improve control, transparency, and reporting for large‑scale advertisers. 

Build reporting and decision support with Analytics 

• Partner with analytics and data engineering to design dashboards and reporting that track adoption and performance of AI‑powered search features and related tests. 

• Use SQL to independently query large datasets and validate insights, and leverage Python to analyze large‑scale data and monitor changes in AI‑driven behavior over time. 

Drive documentation and cross‑functional alignment 

• Write clear, concise documentation: briefs, test plans, experiment read‑outs, operating guidelines, and FAQs that make complex AI behavior understandable to non‑experts. 

• Lead recurring forums and working sessions with SEM, SEO, Product & Tech, Analytics, and external partners to align on roadmap, status, and decisions. 

Champion AI‑assisted workflows 

• Experiment with LLMs and AI agents to automate repetitive work (e.g., content audits, clustering, pattern detection, test ideation) and scale your impact. 

• Share best practices and help the team adopt AI responsibly and effectively. 

Experience and qualifications: 

Extensive experience in SEO 

• Deep experience in SEO (technical and/or content): title tags, meta descriptions, schema, internal linking, and how search engines evaluate landing pages. 

• Comfortable collaborating on continuous testing and optimization of SEO content in partnership with product and engineering. 

SEM‑curious (or experienced) 

• SEM experience is a plus, but not required – you’re excited to learn how search ads work (keywords, match types, Quality Score, landing page experience, bidding, etc.) and how AI‑powered search features are reshaping the landscape. 

Product‑minded, data‑driven IC 

• Experience as a product‑adjacent PM, growth/marketing PM, or similar IC operating at manager‑level scope – independently building and executing a roadmap across multiple stakeholders in marketing and product environments. 

• Strong analytical skills with the ability to query and analyze data using SQL. 

• Proven track record designing experiments and making decisions based on data, not anecdotes. 

Strong communicator and documenter 

• Able to translate complex technical and AI concepts into clear narratives for marketers, engineers, and leadership. 

• Excellent written communication skills; you naturally create documentation that others rely on as a source of truth. 

AI/automation enthusiast 

• Hands‑on experience with generative AI tools and a strong interest in using or orchestrating AI agents to augment your work.