Job Purpose
The Marketing Engineer is a hybrid technical specialist responsible for driving the execution of RWS's organic search, Generative Engine Optimization (GEO), and Conversion Rate Optimization (CRO) strategies. Sitting at the intersection of digital growth and technical execution, this role leverages AI-native workflows, data pipelines, and technical testing frameworks to ensure RWS web properties are findable, highly cited by AI engines, and engineered to convert human traffic.
Key Responsibilities
•Own the organisation's SEO, Generative Engine Optimisation (GEO), and AI visibility strategy, ensuring content and digital experiences are optimised for both traditional search engines and AI-powered discovery platforms.
•Conduct technical SEO analysis, including crawl diagnostics, site audits, log file analysis, crawl budget management, and search performance reviews to maximise discoverability and indexation.
•Develop and execute off-page authority-building strategies, including backlink acquisition and digital authority initiatives, to strengthen domain credibility and AI citation trust.
•Identify high-intent search opportunities, content gaps, and semantic optimisation priorities using SEO and AI search tools, translating insights into actionable growth strategies.
•Partner with Digital Experience and technical teams to define and implement structured data, entity optimisation, internal linking frameworks, and other technical SEO requirements that improve search visibility and AI discoverability.
•Lead the technical implementation of conversion rate optimisation (CRO) initiatives, including the development, deployment, and management of A/B and multivariate testing programmes.
•Utilise AI-powered development tools and coding assistants to accelerate the creation of web experiment assets, landing page variations, and optimisation solutions.
•Ensure testing and experimentation activities follow best practices and maintain site performance, search visibility, and technical integrity.
•Analyse user behaviour, customer journeys, and conversion data to identify friction points and translate findings into measurable website and user experience improvements.
•Lead the technical execution of complex growth initiatives, market expansion projects, and global digital programmes, ensuring successful delivery across multiple regions and stakeholders.
•Manage global SEO and localisation initiatives, including multilingual optimisation programmes and market-specific search strategies.
•Design, build, and maintain data pipelines, workflow automations, and scalable operational processes that improve efficiency and reduce manual effort.
•Develop repeatable AI-enabled workflows, prompt frameworks, integrations, and automation solutions to accelerate experimentation, content operations, and digital marketing execution.
•Act as a key partner across Marketing, Digital Experience, Product, and Technology teams, ensuring alignment on growth priorities, technical requirements, and business objectives.
•Continuously evaluate emerging SEO, AI, automation, and digital growth practices, applying innovative approaches that improve performance, productivity, and business impact.
Skills & Experience
•Technical Literacy: Working knowledge of front-end web structures (HTML, CSS, basic JavaScript), with a strong ability to leverage AI (e.g., Claude, Cursor) to generate, troubleshoot, and deploy code snippets for web experiments.
•Enterprise Tooling: Deep familiarity with enterprise SEO, GEO, and CRO tools (e.g., Ahrefs, Semrush, Screaming Frog, Surfer SEO, Searchable, Optimizely, Hotjar) or similar.
•SEO/CRO Governance: Understanding of user search intent (informational vs. transactional) and how to balance CRO design changes without compromising SEO rankings or AI visibility.
•Project Leadership: Demonstrated ability to manage complex cross-functional projects, such as multilingual SEO rollouts, or end-to-end site section overhauls (integrating new SEO content, technical architecture, and layout experimentation).
•AI-Native Developer Literacy: Proficient in using AI development environments daily for coding, data synthesis, and task automation.
•Collaborative Execution: Strong communication skills to translate complex technical requirements into actionable briefs for Content, UX, and Digital Experience teams.
