Associate Director of SEO & Generative Engine Optimization

We are seeking an experienced, strategic, and innovation-oriented Associate Director of SEO & Generative Engine Optimization (GEO) to lead our enterprise organic search program. This role is responsible for driving results across traditional SEO, local SEO, technical SEO, and the emerging landscape of AI-powered search and answer engines (Google AI Overviews, Perplexity, ChatGPT Search, etc.).

The ideal candidate has 10+ years of hands-on and strategic experience managing large-scale SEO programs—ideally in a direct-to-consumer financial services environment—and is skilled at partnering across Product, Technology, Creative, Analytics, and Compliance to execute high-impact organic growth initiatives.

This role combines program leadership, SEO strategy, AI-driven innovation, technical fluency, and cross-functional influence at the highest levels of the organization.

• Own and evolve the enterprise SEO + GEO roadmap, ensuring alignment with business goals, product strategy, and the changing AI-driven search ecosystem.
• Develop strategies for ranking in both traditional search and generative search interfaces, including AI answer engines.
• Drive entity-based SEO, structured data expansion, and E-E-A-T optimization to strengthen brand authority in generative engines.
• Identify and pilot AI-driven SEO workflows (content augmentation, clustering, topical mapping, prompt engineering, automation, QA).

• Partner with Product and Engineering leadership to influence roadmap priorities, advocate for SEO needs, and support major site redesigns or migrations.
• Work closely with Legal/Compliance on content and claims approvals, ensuring compliance does not hinder organic growth.
• Lead cross-functional working groups and evangelize SEO + GEO best practices across the organization.

• Oversee technical SEO audits and prioritization of fixes, working with engineering teams to ensure timely delivery.
• Guide structured data, schema strategies, indexation optimization, internal linking enhancements, and page-speed improvements.
• Maintain oversight of local SEO operations, including listings accuracy and local authority-building strategies (executed through team members or vendors).

• Oversee the content operations process, including editorial planning, content briefs, calendar ownership, and governance.
• Ensure all content is optimized for both traditional SEO and emerging GEO requirements (answer-first formatting, entity optimization, structured content).
• Provide guidance—not execution—on CMS content publishing and content lifecycle management.

• Oversee relationships, SOWs, quarterly reviews, and performance evaluations for key SEO and GEO vendors (Conductor, Chatmeter, Milestone, PR partners, etc.).
• Manage SEO budget tracking and forecasting in partnership with Finance.

• Lead test-and-learn frameworks for SEO, GEO, SERP experimentation, AI search monitoring, and competitive intelligence.
• Deliver monthly and quarterly executive-level reporting on organic performance, highlighting insights, risks, and opportunities.
• Use GSC, Conductor, GA4, and custom dashboards to analyze trends and guide data-driven recommendations.

• Mentor internal team members and elevate SEO capabilities across the organization.
• Provide training on evolving GEO best practices, AI search fundamentals, and responsible use of generative AI.
• Serve as the team's senior point of escalation for complex SEO or GEO questions.

Required Qualifications

• 10+ years of experience in enterprise SEO, with proven success driving organic growth at scale.
• Deep expertise in technical SEO, content strategy, local SEO, and entity-based optimization.
• Strong understanding of Generative Engine Optimization (GEO) and emerging AI-driven search experiences.
• Experience influencing product and engineering teams at the roadmap level.
• Demonstrated ability to manage vendors, marketing budgets, and complex program operations.
• Exceptional communication skills, including executive-level storytelling and data visualization.
• Hands-on experience with tools including Google Search Console, Conductor, GA4, Contentful, Workfront or Jira, and SEO intelligence platforms.

Preferred Qualifications

• Experience in highly regulated industries or financial services.
• Familiarity with AI-driven content workflows, LLM-based research, or prompt engineering.
• Background in PR/earned media SEO collaboration or off-page authority-building.
• Experience with website migrations, large-scale redesigns, or multi-site architectures

Who we Are

OneMain Financial (NYSE: OMF) is the leader in offering nonprime customers responsible access to credit and is dedicated to improving the financial well-being of hardworking Americans. Since 1912, we’ve looked beyond credit scores to help people get the money they need today and reach their goals for tomorrow. Our growing suite of personal loans, credit cards and other products help people borrow better and work toward a brighter future.

Driven collaborators and innovators, our team thrives on transformative digital thinking, customer-first energy and flexible work arrangements that grow lives, careers and our company. At every level, we’re committed to an inclusive culture, career development and impacting the communities where we live and work. Getting people to a better place has made us a better company for over a century. There’s never been a better time to shine with OneMain.

Because team members at their best means OneMain at our best, we provide opportunities and benefits that make their health and careers a priority. That’s why we’ve packed our comprehensive benefits package for full- and some part-timers with: 

• Health and wellbeing options including medical, prescription, dental, vision, hearing, accident, hospital indemnity, and life insurances 
• Up to 4% matching 401(k)   
• Employee Stock Purchase Plan (10% share discount)   
• Tuition reimbursement   
• Paid time off (15 days’ vacation per year, plus 2 personal days, prorated based on start date) 
• Paid sick leave as determined by state or local ordinance, prorated based on start date 
• Paid holidays (7 days per year, based on start date) 
• Paid volunteer time (3 days per year, prorated based on start date) 

 [Geographies that require compensation posting] Target base salary range is xx-xx, which is based on various factors including skills and work experience. In addition to base salary, this role is eligible for a competitive compensation program that is based on individual and company performance.

OneMain Holdings, Inc. is an Equal Employment Opportunity (EEO) employer. Qualified applicants will receive consideration for employment without regard to age, ancestry, citizenship status, color, creed, culture, disability, ethnicity, gender, gender identity or expression, genetic information or history, marital status, military status, national origin, nationality, pregnancy, race, religion, sex, sexual orientation, socioeconomic status, transgender or on any other basis protected by law.