Head of Search & AI Visibility

About Vasion For more than a decade, Vasion has been helping companies simplify their print infrastructure, automate business processes, and integrate their technology in a more secure environment. Our mission, to make digital transformation attainable for everyone, drives a culture of innovation and exploration. We have one simple goal: help organizations simplify processes through automation and integration. So we created simple, cost-effective, and easy-to-implement digital tools that work together, removing bottlenecks and improving efficiency. And we’re always on the lookout for new people who can help us innovate, grow, and reach our goal. About the role This role is remote or hybrid for candidates within commuting distance of one of our offices in St. George or Lehi, UT. Vasion is looking for a strategic, data-driven Head of Search & AI Visibility to own organic search, conversion rate optimization (CRO), AI/answer engine visibility, and digital analytics strategy across all of Marketing. Reporting to the Director, Digital Marketing, this is a key marketing leadership role responsible for two things at once: making sure Vasion is found, cited, and recommended everywhere its buyers are searching — from classic search engines to ChatGPT, Claude, Perplexity, and Gemini — and making sure that traffic actually converts once it arrives. The ideal candidate is a hands-on SEO, CRO, and analytics expert with real experience building AI/answer-engine visibility strategy, running a rigorous testing program, and a track record of managing outside agencies. This role manages Vasion's CRO/SEO agency partner (DataX Growth) and is expected to become the primary owner of Vasion's emerging AI-visibility and brand-sentiment monitoring tooling. Success looks like Product Marketing, PR, Growth, and Content coming to this role for direction on keywords, linking strategy, and AI-visibility health — and Marketing's conversion rates climbing because someone finally owns that number end-to-end. Responsibilities Organic Search & AI Visibility Strategy Own Vasion's SEO strategy across technical, content, and international SEO (AMER, APAC, EMEA) Own Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) strategy, ensuring Vasion is cited and recommended across ChatGPT, Claude, Perplexity, Gemini, Google AI Overviews, and emerging answer engines Own brand and AI-visibility monitoring — tracking sentiment and share of voice across search, AI assistants, Reddit, and social — partnering with PR and Product Marketing to close visibility and sentiment gaps against competitors Own competitive and keyword intelligence: rank tracking, share of voice, and keyword-gap analysis against competitors - Manage the agency relationships, including scope, deliverables, and performance accountability Conversion Rate Optimization Own the CRO program end-to-end: hypothesis generation, A/B and multivariate test design, execution, analysis, and rollout Build and continuously refine funnel maps for the website and lead-generation landing pages, using both quantitative and behavioral signals to find friction and prioritize tests Partner with the web team on landing page design and implementation, translating test results into shipped improvements Own website and digital-property personalization efforts, tailoring experiences to target audiences and segments Web & Digital Analytics Own Vasion's web and digital analytics strategy across all of Marketing, including analytics architecture, tagging, and reporting infrastructure Partner with the BI/Data team to integrate marketing analytics with our EDW and broader company data systems Own cross-channel attribution and reporting, unifying paid, organic, and web performance into a single source of truth Report on KPIs and revenue attainment/attribution across organic, CRO, and analytics-owned programs Cross-Functional Partnership Educate and inform cross-functional partners on organic strategy, target keywords, and pages to link to Partner closely with the web team to help steer website and digital property direction Partner with Sales/RevOps on organic-sourced lead quality and pipeline feedback Bring organic, analytics, and AI-visibility expertise to bear on Marketing's highest-priority initiatives, wherever they show up Qualifications Requirements 10+ years of experience in SEO, CRO, digital analytics, or growth marketing, including senior-level ownership of organic and conversion strategy Deep hands-on expertise in technical SEO (schema, structured data, crawlability, site speed) and keyword strategy Proven track record owning a CRO program end-to-end — hypothesis generation, A/B and multivariate testing, funnel analysis, and landing page optimization — with hands-on experience in platforms like VWO or Optimizely Demonstrated experience building AEO/GEO strategies for visibility across AI assistants and answer engines Strong command of GA4 and modern web/digital analytics platforms, with experience integrating marketing data into broader BI/data warehouse systems (e.g., Snowflake) Experience with behavioral analytics tools (e.g., LogRocket, Hotjar) to diagnose friction and inform test prioritization Experience managing outside agency relationships and holding agencies accountable to scope and performance Excellent cross-functional communication skills, with a track record of influencing stakeholders across marketing, product, sales, and PR Preferred Qualifications B2B SaaS or technology industry experience; e-commerce background a plus given its emphasis on CRO discipline Experience with AI visibility/social listening platforms Comfort directing or building AI-assisted workflows/agents to scale reporting and monitoring efficiently Experience supporting international/multi-region SEO (localization, hreflang, regional keyword strategy) GA4 certification Highly analytical and self-directed, with comfort operating autonomously in a newly created role Key Competencies An authority on how organic search, CRO, AI/answer engines, and analytics infrastructure drive pipeline and revenue — not just traffic Obsessed with how search, conversion, and AI visibility actually work — from how crawlers parse a page, to what makes a visitor convert, to how large language models decide what to cite A trusted advisor who partners fluidly across Product, PR, Sales, and Marketing to align organic strategy with company objectives Strategic thinker who's equally hands-on: can read a GA4 property, audit schema markup, and manage an agency relationship personally Action-owner who brings clarity to ambiguous, cross-functional problems and doesn't wait to be assigned Clear communicator who translates technical SEO and analytics concepts for non-technical stakeholders across Product, PR, and Sales Benefits Flexible work environment Vacation Bonus Flexible paid time off Paid parental leave Competitive pay A full suite of traditional benefits Training/Advancement opportunities 401k with company match and immediate vesting Financial wellness education Company-contributed HSA On-site perks include gym, pickleball, snacks & drinks, arcade, theater room, etc. Our Core Values Vasion looks for people who will exemplify its four core values and are driven to become: Disruptive Visionaries: Our customers are the heroes, and our role is to be a guide on their journey, truly listening and identifying the needs and wants of our customers. Relationship Builders: We treat people as people, building strong relationships through empathy, compassion, and honest communication. Candor Seekers: Candid conversations are critical to achieving objectives, and we nurture a culture of caring personally and challenging directly. Action Owners: Every employee takes ownership of any failures and develops a plan to win, no matter their tenure or circumstance. More about Vasion Visit https://www.vasion.com to learn more about Vasion. Additional Information Vasion is an equal opportunity employer. We evaluate qualified applicants without regard to race, age, color, religion, sex, national origin, disability, veteran status, gender identity, sexual orientation and other legally protected characteristics.