Sr. Marketing Manager - AEO

Kraken is a mission-focused company rooted in crypto values, dedicated to accelerating the global adoption of crypto. They are seeking a Senior Manager for Answer Engine Optimization (AEO) to define and lead Kraken's strategy for discoverability across various AI-driven platforms and systems.

Responsibilities:

• Define and lead Kraken’s AEO strategy — spanning AI search (SGE, Bing Copilot), voice assistants, LLM integrations, and multimodal surfaces
• Build and maintain Kraken’s entity and data ecosystem, ensuring accurate, structured, and retrievable information across Wikidata, schema, and knowledge graphs
• Partner with Engineering and Product to implement AEO-first technical infrastructure (structured data, graph APIs, embeddings, crawl optimization)
• Lead AEO content architecture, guiding teams on creating short-form, citation-friendly, verifiable content aligned to AI retrieval behaviors
• Collaborate with Brand, Legal, and PR to ensure Kraken’s data and messaging are authoritative, compliant, and discoverable in AI systems
• Measure and optimize AI visibility and citations using emerging tools (e.g., Perplexity, Bing Copilot analytics, SGE monitors)
• Partner with Data Science to define AEO performance frameworks — moving beyond rankings toward citation share, retrieval rate, and AI-influenced conversion
• Build internal education and best practices for AEO across Kraken’s global teams

Requirements:

• 7+ years in search, structured data, or technical growth roles, with deep understanding of AI-driven discovery ecosystems
• Expertise in Answer Engine Optimization (AEO), Entity SEO, and Semantic Search — including schema markup, knowledge graph curation, and data structuring
• Proven ability to bridge engineering and content, translating AI retrieval requirements into actionable systems
• Experience optimizing for LLM and AI search visibility (Google SGE, ChatGPT browsing, Bing Copilot, Perplexity, etc.)
• Strong command of structured data formats (JSON-LD, RDFa, microdata), APIs, and crawling/indexing behavior
• Excellent data literacy — experience defining and tracking non-traditional KPIs (citations, entity relationships, knowledge panel accuracy)
• Exceptional communication skills — capable of evangelizing AEO to both technical and creative teams
• Deep interest in crypto and Web3, ideally with an understanding of on-chain data, decentralized identity, and crypto market dynamics
• Background in information retrieval, NLP, or knowledge engineering
• Experience building knowledge graphs or integrating with open data ecosystems (Wikidata, schema.org)
• Familiarity with AI evaluation and prompt engineering for search optimization
• Past experience leading AI visibility initiatives for regulated or high-trust industries (finance, health, etc.)