Job Description

Incisive Media, part of the Arc network, is an entrepreneurial and creative, digital-facing organisation on the cutting edge of media. Working in the sustainability and financial services markets, we provide analyst-grade insight, business intelligence, and content to specialist networks of business professionals around the globe.



We are passionate about our people, products and customers and our values are at the heart of our business; they define us, and they are how we conduct ourselves both as a company and as individuals.



Our values are summed up as; integrity, teamwork, innovation, trust, good judgement, passion for our work, curiosity and an entrepreneurial spirit.



Visit our website www.incisivemedia.com

for more information about us.

Role:

Generative Search & Paid Media Lead

Reporting to:

CMO - Arc Europe

Location:

London - Preston - Hybrid

The Role:

Search is at the heart of how our audiences discover and engage with our brands. As search innovations and Generative Engine Optimisation (GEO) reshape the digital landscape, this role will ensure Arc Europe stays ahead of the curve.




The Generative Search & Paid Media Lead

will lead the development and execution of search and GEO strategies across all Arc Europe brands, ensuring our content and products are discoverable and positioned to capture evolving search behaviours. From optimising brand websites to anticipating how AI-driven engines like Google SGE and ChatGPT surface and recommend content, this role will guide the business through the next generation of search.




Alongside organic search, the role will own our paid media strategy, supporting the marketing team to design, implement, and optimise PPC campaigns that drive performance for our flagship events and membership products.




This is both a strategic and hands-on position, requiring a curious, forward-thinking individual who can:



Translate search and generative AI trends into actionable strategies. Deliver measurable improvements in visibility, engagement, and conversion. Partner across teams to ensure our marketing performance is underpinned by best-in-class Search, GEO, and paid media execution.

Responsibilities

Conduct research and devise a keyword strategy, working closely with the content and marketing teams. Analysing the ranking potential of different keywords to optimise web content for all digital brands. Design and execute a content strategy working with content and marketing teams that maximises visits, subscriptions and revenue generated by search. Work with marketing and content teams to optimise content providing guidance and support to improve search Develop and review serch campaign strategies and ROI at regular intervals (monthly, quarterly, and annually) that will meet the needs of the business. Conduct thorough competitor research, highlighting opportunities to improve our sercgperformance and providing an action plan to outperform competitors. Monitor emerging trends in

AI Search

(Google SGE, Bing Copilot, ChatGPT, Perplexity etc.) and recommend strategies for content visibility within generative results. Develop a framework for

Generative Engine Optimisation (GEO)

across our brands, advising marketing and content teams on best practice. Experiment with and test how our content is presented in

AI-powered search experiences

,

reporting on visibility, engagement and conversion outcomes. Collaborate with content creators to

optimise for conversational and intent-driven queries

that are likely to appear in AI summaries. Monitor performance, create reports, inform teams of progress and tweak continuously. Continuously highlight key areas of growth, opportunities and obstacles faced in the market and work with marketing, content, and tech teams to ensure maximum advantage. Become an ambassador for Search and GEO around the business and a champion for its importance, the 'go to' person for the activity. Manage and work with agencies and the digital marketing manager supporting our digital ad activities for Google display and Social for our brands to raise the profile of our products alongside organic search. Work with the marketing team to implement a consistent framework for tracking, measuring and optimising conversion rates across all channels reporting on performance against metrics and optimising as required. Tagging, Pixel, and cookie knowledge (GTM, GA) Support the business to develop, introduce and deliver improved customer journeys, supported by automated campaigns and real time communications to provide an increasingly personalised customer experience.

About you

Good understanding of how Google and other search engines rank pages Proven knowledge and experience of search tools and methodologies Up to speed with the

latest developments in AI search and Generative Engine Optimisation

and eager to test, learn and adapt approaches. Curious about how

AI-driven discovery tools

influence user journeys, with the ability to turn that insight into actionable marketing strategies. Experience with web analytics tools (GA preferred) and goal setting in Data Studio Understanding and/or experience of using Tag Management system or customised tracking systems Extensive experience of technical search Good understanding of new data technologies and a passion to keep abreast of change Strong analytical skills, and a commitment to constantly improving your knowledge around SEO Thorough understanding of web design and site structures Good knowledge of backlink analysis Experience with HubSpot preferred The ability to build strong working relationships Passion for all things digital Experience managing paid digital campaigns both display and social and working with digital ad agencies Experience of managing programmatic campaigns Tagging, Pixel, and cookie knowledge (GTM, GA)

What you can expect from us

As well as working with the most interesting, talented and fun people, we operate a culture where success is recognised. You will be supported throughout your career, tailoring your development through management support, internal & external training courses and on the job training.



Our benefits include:


Excellent training and development programmes Hybrid/remote working Pension scheme with 5% employer contributions Life assurance scheme Voluntary Private Medical Insurance 25 days annual leave, increasing to 30 days Health Cash Plan for those everyday healthcare costs Savings on items from Currys via our SmartTech Scheme Cycle to Work scheme Discounted Gym rates Retail discounts saving you money on essential & everyday purchases Employee Recognition Scheme to recognise your colleagues with rewards Employee Referral Scheme Employee Assistance Programme (EAP) for extra support if things get tough IMFoundation - making a difference by supporting our 4 charities




Plus a number of flexible salary sacrifice benefits.

All souls are welcome at Incisive Media

As an equal opportunity employer we hire, develop and retain the best people regardless of their social background, age, sex, ethnicity, religion/belief or disability, and to make use of their talents. We are proud members of Inclusive Employers and the Living Wage Foundation.



At Incisive Media we value everyone as an individual. We recognise that everyone is different and have created a work environment where we treat everyone fairly and in a consistent way and promote a culture of respect and dignity, to create a company that's the right fit for every person inside of it. To ensure our values are fully embedded in our culture we are proud to support our working groups - All Souls Network, the Incisive Media Foundation, the Working Parents Group and our Sustainability and Social Committees.