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The Department of Marketing Technology is currently seeking a full-time Director, Search & AI Visibility to work on site in Miami.
In this capacity, the incumbent will search drives for new patients, applicants, and referrals than any other channel we have. Paid and organic searches still produce most of the qualified demand for UHealth, the Miller School of Medicine, and the Academy. What's changed is what sits above the results. Clinical and academic queries increasingly return an AI-generated answer first, and only the institutions named in that answer stay in consideration.
This role runs searches as one practice across paid, organic, and AI answers. Those three are now connected in practical ways. Paid query data shows what content to build. Content strong enough to rank organically is the content answer engines cite. Where AI answers cut into organic clicks, paid has to cover the gap. Run separately, they compete for budget instead of informing it.
You will own the technical and content foundation for organic, the measurement system for AI visibility, and the enterprise standards and advisory function for paid search, reported on a single scorecard. Scope covers Google and Bing, Google Ads and Microsoft Advertising, AI Overviews and AI Mode, ChatGPT, Gemini, Perplexity, and Copilot. Because no one in academic medicine has yet connected AI visibility to patient acquisition with any rigor, you will build that baseline and the model behind it.
CORE RESPONSIBILITIES:
Integrated Search Strategy Bring paid, organic, and AI visibility into one view of search economics, and advise marketing strategists on where the next dollar should go.
Build the demand model that says what a dollar moved between brand and non-brand, between service lines, or between paid and organic is expected to return, and reconcile forecast to actual every cycle so allocation advice is grounded in measured results.
Read the three channels against each other. Use paid query data to find the demand organic and AEO should chase, use organic and citation performance to decide where paid is buying coverage we already own, and manage cannibalization deliberately rather than discovering it in a quarterly report.
Identify where AI answers are displacing organic clicks on priority terms and adjust the paid and content response before the traffic loss shows up in a ranking tool.
Own keyword and content strategy across the patient, student, referring physician, and researcher journeys, built so a single asset can rank, convert paid traffic, and be cited in an answer rather than requiring three versions of the same page.
Own conversion rather than clicks, including landing page testing, appointment request and application flows, call tracking, and the handoffs into scheduling and CRM.
Publish one search scorecard segmented by service line and academic program, built on Search Console, GA4 and tag management, rank and share of voice tracking, server log analysis, paid platform reporting, and attribution that survives scrutiny, with a live read on which peer academic medical centers are winning which terms.
Paid Search Advisory Serve as the in-house paid search expert for marketing strategists across UHealth, the Miller School, and the Academy, advising on campaign architecture, keyword and audience strategy, bid strategy, and budget allocation across service lines and academic programs.
Advise on the balance between paid and organic investment, identifying where we are paying for terms we already win organically, where organic gaps justify paid coverage, and where AI answers have changed the value of a click.
Set enterprise paid search standards and review campaigns against them, covering account…