Strategist, AI Optimization

Sunnyvale, California, United States Marketing

Marcom is the creatively-led global team that oversees Apple’s consumer facing marketing. We ensure the flawless development and execution of world-class communications across all media and platforms. Every day, hundreds of millions of Apple customers around the world interact with our products. We drive the strategy and creative work that provide both new and existing customers with simple, engaging and inspiring marketing and commerce experiences.

The AI Search Strategy team is part of Marcom Strategy and is dedicated to creating inspiring and personalized experiences that help customers discover Apple products, services, and software through AI search.

The AIO Strategist is at the forefront of AI-driven optimization efforts across all digital marketing platforms. It combines strategic thinking with hands-on execution and requires a combination of vision and creative problem-solving. This role is embedded within interactive content strategy and partners closely with analytics, media, engineering and creative teams and is critical to enhancing how customers discover and engage with Apple's products and services.

• Work with leadership to define strategic priorities and budgets for the work and growth of the team.
• Responsible for leading our GEO (Generative Engine Optimization) strategy for product communications targeting, personalization, and creative optimization, including how and where generative AI is applied in content pipelines.
• Support local market teams with tools and playbooks to scale our GEO strategy globally.
• Ensure GEO strategies are legally compliant and aligned with Apple privacy and accessibility standards and values.
• Collaborate with strategy, media, production, partner marketing (or channel), engineering, and creative teams to ensure alignment on goals and execution.
• Drive adoption of new tools and platforms that improve targeting accuracy and scale.
• Work alongside creative technology teams to inform emerging opportunities for innovation.
• Manage relationships with agency partners specializing in AI, setting goals and guiding day-to-day priorities.
• Set KPIs and performance benchmarks for AI search initiatives.
• Establish testing and optimization frameworks for continuous performance improvement.
• Ensure campaigns are optimized for visibility, efficiency, and effectiveness.
• Partner with engineering to improve data infrastructure and tagging required for optimization.
• Translate GEO performance data into actionable insights for cross-functional teams.
• Improve knowledge-sharing and the development of expertise across teams on AI search best practices.

• 10+ years of experience partnering with Strategy, Content Strategy, Media, Product, Engineering, and Creative teams in digital marketing, with a focus on media and search optimization programs (including 2+ years leading a team and managing external partners/agencies).
• Deep knowledge of paid media platforms (Google, Meta, programmatic, etc.) and hands-on experience in performance data analysis, audience segmentation, attribution models, and targeting logic.
• Strong ability to translate performance insights into actionable strategies across paid media and search initiatives.
• Shown success optimizing for both AI-driven and traditional search platforms, including tailoring recommendations to align with brand creative guidelines for design and copy.

• Validated experience translating sophisticated technical data into actionable marketing insights for a complex organization.
• Knowledge of AI-powered bidding strategies and media automation tools across major ad platforms.
• Understanding of data privacy regulations related to targeting and personalization.
• Previous leadership in developing AI search optimization strategies for large-scale, multi-channel campaigns.
• Prior experience managing localization efforts and multilingual marketing campaigns across global regions, focusing on localization, regional performance data, and cultural relevance.
• Experience optimizing campaigns across multiple regions or markets.
• Experience partnering with content…