Senior Manager, Discoverability (SEO & AEO)

Department: Digital Marketing Reports To: Director of Digital Growth and Web Conversion Direct reports : 0 Location: Hybrid, Denver, CO or home-based, Boston, MA Position Summary: Why Join Bentley Digital Marketing Now? There has never been a more exciting time to join the Marketing team at Bentley Systems. As a globally established, industry-leading software company, we are undergoing a rapid, high-impact digital transformation. We are heavily investing in modern marketing technology, forward thinking strategies, and data-backed experimentation. Here, you experience a rare professional synergy: the scale of a company whose established products actively shape the world's infrastructure, paired with the agility and "builder" mentality of a startup. We are actively building the future of digital marketing at Bentley, and we are looking for innovators to help us shape it. About the Role We are seeking a forward-thinking and highly strategic Senior Manager of Discoverability whose primary mandate is to ensure our corporate B2B website, content, and e-commerce storefront are not only ranking in traditional search results but are also being cited as authoritative sources by Large Language Models (LLMs) and generative search experiences. Reporting to the Director of Digital Growth and Web Conversion, you will lead our global organic discoverability strategy. This role requires a leader who can navigate the rapidly evolving landscape of how B2B buyers find information. You will own traditional Search Engine Optimization (SEO), pioneer our Answer Engine Optimization (AEO) and AI Optimization (AIO) strategies, and, in partnership with Content Strategy, develop the architectural and content strategies needed to feed algorithm-driven discovery platforms like YouTube and Reddit. Responsibilities: Search Strategy & Innovation Lead the Discoverability Roadmap: Develop and execute a comprehensive organic growth strategy encompassing Technical SEO, On-Page SEO, Off-Page SEO, and AEO/AIO. Pioneer AI Optimization (AIO): Establish best practices for structuring content and data to ensure our brand and products are accurately represented and cited by generative AI engines (e.g., Google SGE, ChatGPT, Gemini, Perplexity). Drive Organic Conversion: Partner closely with the CRO team to ensure that inbound organic traffic is effectively routed into high-converting digital funnels, ultimately driving MQLs and e-commerce revenue. Technical & Content Optimization Technical SEO Excellence: Oversee site architecture, crawlability, indexation, JavaScript rendering, and Core Web Vitals to ensure optimal performance across search engines. Entity & Schema Management: Implement advanced structured data (Schema.org) and entity-based optimization strategies to feed search engine knowledge graphs and AI models. Content Alignment & Evangelism: Audit existing content and establish SEO/AEO best practices for distributed marketing teams. Collaborate with content creators across the organization to ensure the production of keyword- and entity-rich content that satisfies user intent across the entire buyer's journey. Analysis & Insights Data-Driven Discovery: Continuously monitor keyword rankings, organic share of voice, AI citations, and backlink profiles to identify new growth opportunities and competitive threats. Executive Communication: Track and report on the commercial impact of organic traffic using web analytics and data visualization tools. Effectively communicate key insights, search trends, and strategic plans to executive teams, translating complex data into clear business narratives. Algorithm Monitoring: Stay ahead of major search engine algorithm updates and AI platform shifts, proactively adjusting strategies to mitigate risk and capitalize on new search behaviors. Cross-Functional Collaboration Internal Advocacy: Act as the primary advocate for discoverability. Confidently "sell" SEO and AEO strategies to cross-functional stakeholders, securing buy-in and driving alignment across a decentralized content organization. Partner with Product & Distributed Content Creators: Work seamlessly with content creators embedded across various marketing functions and Product Marketing to inform editorial calendars with data-backed search concepts and ensure new product launches are optimized for discoverability. Work with Web & Engineering: Partner with web development teams to prioritize and implement technical SEO enhancements, schema markup, and site speed improvements. Marketing Alignment: Collaborate with the Paid Media team to align organic and paid search strategies, maximizing overall SERP real estate and optimizing customer acquisition costs (CAC). Requires sitting or standing at will while performing work on a computer (or any other physical requirements ). Qualifications: Experience: 8+ years of experience in digital marketing, with at least 5+ years dedicated to enterprise-level SEO and organic growth strategy. B2B Expertise: Proven experience scaling organic traffic and pipeline generation within a complex B2B enterprise software or tech environment. Executive Presence & Influence: Exceptional communication and presentation skills. Proven ability to pitch and "sell" strategies cross-functionally, build consensus without direct authority, and communicate key insights effectively to C-level executives. AI & Search Evolution: Demonstrated understanding of the shift from traditional search to AEO/AIO, with a strong grasp of how LLMs process, retrieve, and cite information. SEO Tools: Advanced, hands-on expertise with enterprise SEO platforms (e.g., Semrush, Ahrefs, BrightEdge) and technical crawling tools (e.g., Screaming Frog, Botify). Analytics & Visualization: Proficiency in Google Search Console, Google Analytics 4, and data visualization tools (e.g., Power BI, Data Studio) to analyze organic funnels and report on performance. Technical Acumen: Strong understanding of web technologies (HTML, CSS, JavaScript) and how they impact search engine crawling and indexing. Deep expertise in implementing structured data/schema markup. What We Offer: A great Team and culture – please see our colleague video . An exciting career as an integral part of a world-leading software company providing solutions for architecture, engineering, and construction - watch this short documentary about how we got our start. An attractive salary and benefits package. A commitment to inclusion, belonging and colleague wellbeing through global initiatives and resource groups. A company committed to making a real difference by advancing the world’s infrastructure for better quality of life, where your contributions help build a more sustainable, connected, and resilient world. Discover our latest user success stories for an insight into our global impact. #LI-CS1  About Bentley Systems Around the world, infrastructure professionals rely on software from Bentley Systems to help them design, build, and operate better and more resilient infrastructure for transportation, water, energy, cities, and more. Founded in 1984 by engineers for engineers, Bentley is the partner of choice for engineering firms and owner-operators worldwide, with software that spans engineering disciplines, industry sectors, and all phases of the infrastructure lifecycle. Through our digital twin solutions, we help infrastructure professionals unlock the value of their data to transform project delivery and asset performance. www.bentley.com Equal Opportunity Employer: Bentley is an equal opportunity employer and considers all qualified applicants for employment without regard to race, color, sex, sexual orientation, gender identity, disability, pregnancy, protected veteran status, religion, national origin, age, genetic information or any other protected characteristic. This commitment extends to all aspects of employment, including, but not limited to, hiring, placement, promotion, compensation, and training. Know Your Rights as an applicant under the law. Bentley Policy on EEO, Affirmative Action and Pay Transparency Non-Discrimination Bentley participates in e-Verify / Bentley participate in e-Verify / Right to Work Notice Request an Accommodation: As an Equal Opportunity Employer, Bentley is committed to providing reasonable accommodations to applicants with disabilities. We encourage you to request a reasonable accommodation if you are not able to fully use or access our online application system. You can make an accommodation request by calling 610-458-5000 or sending us an email at [email protected] Nearest Major Market: Worcester Job Segment: Engineer, Engineering