Purpose of the Role
The Associate Manager, Search & LLM for Personal Care at Unilever plays a critical role in executing and optimizing strategies that drive AI-powered brand discovery. This position supports the evolution of search across traditional, conversational, and generative interfaces, helping ensure Unilever’s PC brands are discoverable in the moments that matter.
Working closely with the Search & LLM Manager, this role focuses on the day-to-day execution of Answer Engine Optimization (AEO) and holistic search initiatives. The Associate Manager will collaborate across brand, media, content, and agency teams to implement strategies, analyze performance, and continuously optimize brand visibility across AI-driven platforms.
This is a high-growth role at the forefront of AI search transformation, offering exposure to cutting-edge technologies including LLMs, AI overviews, and social search ecosystems.

Key Responsibilities

• LLM Tracking, Reporting & Intelligence

o Support tracking and reporting of AEO KPIs such as Share off Voice (SOV), brand sentiment, and citation share.
o Maintain and evolve prompt tracking frameworks, “must-win” queries, and competitive benchmarking analyses
o Conduct ongoing performance analysis and identify optimization opportunities

• Brand.com Content (Owned Ecosystem Optimization)

o Support development of search-optimized content strategies for brand websites, focusing on answer-first formats (FAQs, expert content, educational pages)
o Partner with content, UX, brand teams, R&D, Legal, and Consumer Insights to optimize blog like content, PDPs, and campaign landing pages for AI-driven discoverability

• Authority Building & Backlink Strategy

o Partner with PR, content, and agency teams to identify opportunities for high-quality backlinks and third-party coverage
o Contribute to development of content and partnerships that strengthen brand presence in sources leveraged by LLMs

• Social Search (Platform Discoverability)

o Support optimization of content for discoverability across social platforms including TikTok, YouTube, and Reddit
o Partner with social, influencer, and agency teams to integrate search insights into content creation and distribution
o Help ensure alignment between social content and broader AEO and search strategies

• Retail.com Content (Commerce & Conversion Surfaces)

o Partner with retail teams, eCommerce, and brand teams to track and optimize existing PDP content for emerging onsite LLM surfaces like Alexa+ and Sparky
o Educate retail teams on best in class practices in agentic commerce

• SEM (Paid Search)

o Support execution and optimization of existing paid search campaigns (text, visual Demand Gen and Msan, Pmax), working with brand and agency partners to create approved text and visual copy.
o Monitor campaign performance, analyze key metrics (e.g., ROI, conversion, incremental growth), and surface actionable recommendations
o Pioneer new ad formats (LLM Ads), ensuring scale, efficiency, and brand safety/trust guidelines.

Success Measures

• Holistic search strategy implemented across traditional search, AEO, and LLM, optimizing for zero-click experiences.
• Unilever PC brands consistently achieve disproportionate Share of Model (SOM) in relevant LLM outputs across major AI platforms.
• Full utilization of AEO performance frameworks, including education, content creation, strategy, and technical optimization.
• Strong authority building and backlink profile, with accurate representation in third-party content shaping AI responses.
• Delivery of high-performing, answer-first content formats optimized for AI discoverability.

Key Skills & Experience

• BA/BS in Marketing, Digital Media, Communications, or related field
• 3–5+ years of experience in digital marketing, search (SEO/SEM), content strategy, or analytics
• Analytical mindset with experience working with performance data and dashboards
• Curiosity and passion for emerging technologies, particularly AI and generative search
• Experience with LLM tools, prompt testing, or AI-driven search platforms (e.g., ChatGPT, Gemini, Copilot)
• Familiarity with content optimization principles including E-E-A-T and structured data
• Exposure to social search strategies and platform-specific optimization
• Experience working with cross-functional teams and agency partners within a large, matrixed organization and global brand environment