Summary:
VIAVI (NASDAQ: VIAV) has a 90+ year history of technical innovations that have evolved to keep pace and address our customer’s most pressing business issues. We make equipment, software, and systems that help to plan, deploy, certify, monitor, and optimize all kinds of networks - like those for mobile phones, service providers, large businesses and data centers. And, we are also at the forefront of optical security – we bend light to develop and deliver optical solutions that provide security to the world’s currencies and safety and performance applications for consumer electronics and spectrometry.
We are the people behind the products that help keep the world connected – at home, school, work, at play, and everywhere in between. VIAVI employees are fierce about supporting customer success and we welcome people who bring their best every day to the company - to question, to collaborate and to push for solutions that will delight our customers.
Duties & Responsibilities:
VIAVI Solutions is seeking an experienced Senior Manager, Web Optimization & Search Strategy to lead website optimization, organic search performance, Generative Engine Optimization (GEO), technical SEO, and conversational search initiatives across the organization.
This role serves as the organization’s lead strategist for website optimization, search visibility, content discoverability, and website engagement technologies. The position partners closely with Product Marketing, the Web Team, and business stakeholders to improve digital visibility, website performance, and customer engagement.
The ideal candidate combines expertise in SEO, GEO, technical SEO, structured data, website analytics, content development, and conversational search technologies, with the ability to turn technical subject matter into effective digital experiences.
Key Responsibilities
Website Optimization and Cross-Functional Partnership
- Serve as the marketing lead for website optimization, search visibility, and content discoverability.
- Partner with the Web Team on new pages, product launches, acquisitions, content migrations, and ongoing updates.
- Work with Product Marketing, regional marketing, business units, IT, and content owners to keep website content accurate, current, and optimized.
- Translate business needs into clear recommendations for web content, search performance, structured data, and website engagement.
- Ensure major website changes are reflected in SEO, GEO, schema, analytics, and website chat content.
- Identify and prioritize opportunities to improve website engagement, search visibility, and conversion.
SEO Strategy and Copy Development
- Own and execute the enterprise SEO strategy across global web properties.
- Conduct keyword research, search-intent analysis, competitive review, and content gap analysis.
- Write, edit, and optimize copy for product pages, solution pages, landing pages, campaign pages, FAQs, metadata, page titles, and descriptions.
- Partner with product marketers to write, edit, and optimize copy for product pages, solution pages, landing pages, campaign pages, FAQs, metadata, page titles, and descriptions.
- Develop content briefs, keyword guidance, and on-page optimization recommendations.
- Monitor organic search performance and recommend improvements to rankings, click-through rates, relevance, and qualified traffic.
- Provide practical SEO guidance and training to content owners and marketing stakeholders
Generative Engine Optimization and AI Search Visibility
- Own the GEO strategy and roadmap.
- Improve VIAVI visibility across AI search and answer experiences, including ChatGPT, Gemini, AI Overviews, Claude, and emerging platforms.
- Develop content and structured-data approaches that support AI discoverability and accurate representation of VIAVI offerings.
- Monitor AI referral traffic, search visibility, share of voice, and related performance indicators.
- Track changes in AI search behavior and translate them into practical recommendations for content and web teams.
- Educate stakeholders on GEO principles and optimization opportunities.
Technical SEO, Structured Data and Schema
- Lead technical SEO and structured data strategy across VIAVI web properties.
- Partner with the Web Team and content owners to identify, prioritize, and implement schema opportunities.
- Develop and maintain standards for FAQs, metadata, structured content, and schema that support SEO and GEO.
- Review crawlability, indexation, page structure, internal linking, metadata, structured data, and content quality.
- Recommend corrective actions and confirm that approved changes are implemented correctly.
- Monitor the effect of technical SEO and schema updates on search visibility.
Conversational Search and Website Chat
- Own the content, testing, and ongoing optimization of website chat and conversational search experiences.
- Manage topics, facts, response libraries, URLs, FAQs, and supporting website content.
- Write, test, validate, and refine responses for accuracy, relevance, and alignment with approved content.
- Coordinate with the Web Team on implementation, releases, troubleshooting, and website changes.
- Review usage and performance information to identify common questions, content gaps, and improvement opportunities.
- Maintain lead-capture experiences within the website chat platform.
Web, SEO and GEO Performance Insights
- Monitor website, SEO, and GEO performance to identify trends and optimization opportunities.
- Analyze website engagement, organic search visibility, content performance, downloads, referral sources, and user behavior as they relate to web and search objectives.
- Conduct focused user-journey and pre-funnel analysis when needed to support website and content decisions.
- Provide business units and stakeholders with clear findings and recommendations related to their pages, products, and audiences.
- Support leadership and quarterly business reviews with concise website, SEO, and GEO performance insights.
- Explain measurement limitations caused by consent, privacy, tracking, or platform changes.
Pre-Requisites / Skills / Experience Requirements:
Required Qualifications
- Bachelor’s degree in Marketing, Communications, Business, Technology, or a related discipline.
- 8+ years of experience in SEO, GEO, website optimization, web strategy, digital marketing, or a related field.
- Demonstrated expertise in Generative Engine Optimization, including AI search visibility, content optimization, and measurement approaches.
- Extensive experience developing and executing enterprise SEO strategies.
- Proven experience writing and optimizing website copy for technical products, solutions, or B2B audiences.
- Strong knowledge of technical SEO, structured data, schema markup, keyword research, content strategy, and website architecture.
- Experience working closely with web development teams, product marketers, technical subject matter experts, and content owners.
- Hands-on experience with tools such as Google Analytics, Google Search Console, SEMrush, or comparable platforms.
- Experience managing or optimizing website chat or conversational search content.
- Strong writing, analytical, project management, and stakeholder communication skills.
- Ability to work effectively across global marketing, web, technical, and business teams.
Preferred Qualifications
- Experience in a global B2B technology or similarly complex technical environment.
- Experience optimizing technical product and solution content for specialized audiences.
- Experience implementing structured content, FAQ, and schema programs at scale.
- Familiarity with privacy, consent, and digital measurement considerations for global websites.
VIAVI Solutions is an equal opportunity and affirmative action employer – minorities/females/veterans/persons with disabilities.
