Sr. Marketing Manager - AEO

📋 Description

• • Are you passionate about the future of search and the transformative power of Artificial Intelligence in how information is discovered and consumed? Kraken, a leading force in the cryptocurrency space, is seeking a visionary Senior Manager, Answer Engine Optimization (AEO) to spearhead our strategy for discoverability across the rapidly evolving landscape of AI-driven search and conversational interfaces.
• • This pivotal role sits within our Organic Growth organization, a dynamic team responsible for compounding, durable user growth through the integration of SEO, ASO, Refer-A-Friend, and Content. As the AEO lead, you will be instrumental in shaping the next phase of Kraken's growth by harmonizing our data, content, and technical systems with the principles of AI-era discovery. Your mission will be to ensure Kraken is not just found, but is the authoritative and trusted source of information wherever users and machines seek credible insights about crypto.
• • You will be tasked with defining and owning Kraken's comprehensive AEO strategy. This encompasses a wide array of emerging platforms, including AI search experiences like Google's Search Generative Experience (SGE) and Bing Copilot, voice assistants, direct integrations with Large Language Models (LLMs), and other multimodal surfaces where information is surfaced conversationally.
• • A core responsibility will be to build and maintain Kraken's entity and data ecosystem. This involves ensuring that our information is not only accurate and up-to-date but also structured in a way that is easily retrievable by AI systems. You will work with platforms like Wikidata, implement robust schema markup, and contribute to the development of knowledge graphs that represent Kraken's expertise and offerings.
• • Collaboration is key in this role. You will partner closely with our Engineering and Product teams to architect and implement AEO-first technical infrastructure. This includes developing and optimizing structured data formats (like JSON-LD), designing and utilizing graph APIs, implementing embedding strategies, and refining crawl optimization techniques to ensure AI systems can efficiently access and understand Kraken's content.
• • Leading the AEO content architecture will be another critical function. You will guide various content teams across the organization on best practices for creating content that is not only engaging for humans but also optimized for AI retrieval. This means focusing on short-form, verifiable content that is easily citable and aligned with how LLMs and generative search systems process information.
• • You will also work hand-in-hand with our Brand, Legal, and Public Relations teams. Your goal will be to ensure that Kraken's data, messaging, and brand presence are consistently authoritative, compliant with industry regulations, and optimally discoverable within AI-driven search environments. This cross-functional alignment is crucial for maintaining trust and credibility.
• • Measuring success in this new frontier requires innovative approaches. You will be responsible for defining key performance indicators (KPIs) and utilizing emerging tools to monitor and optimize Kraken's visibility and citations within AI systems. This will involve moving beyond traditional search rankings to focus on metrics such as citation share, retrieval rates, and the impact of AI-generated content on user acquisition and conversion.
• • A significant part of your role will involve educating internal teams. You will build and deliver training programs and establish best practices for AEO across Kraken's global workforce, empowering everyone to contribute to our discoverability in the AI era.
• • This is a unique opportunity to be at the forefront of a paradigm shift in digital discovery. You will play a direct role in shaping how Kraken, a leader in the crypto industry, engages with the next generation of search technology, ensuring our mission to accelerate global crypto adoption is amplified through intelligent, AI-powered channels. Your work will directly impact our ability to reach new users, build trust, and solidify our position as a go-to resource for all things crypto.
• • You will be a key player in bridging the gap between complex AI technology and tangible business outcomes, translating technical requirements into strategic initiatives that drive measurable growth and enhance Kraken's brand authority in an increasingly AI-centric world. This role demands a blend of technical acumen, strategic thinking, and a deep understanding of how information is processed and presented by modern AI systems.
• • Ultimately, you will be instrumental in building Kraken's identity into the very foundation of intelligent search, ensuring that our vast knowledge and expertise in cryptocurrency are readily accessible and understandable to users interacting with AI assistants, generative search engines, and other advanced discovery platforms. This is not just about optimizing for search engines; it's about optimizing for intelligence itself.