Your Challenge:
Consumer discovery is shifting rapidly from traditional search engines and media outlets toward social channels and AI-driven answer engines. This role bridges traditional PR, influencer marketing, and Generative Engine Optimization (GEO) to ensure Philips products are trusted, highly visible, and accurately represented across traditional media, social platforms, and AI-powered search engines (LLMs).
Positioned as a key capability evolution within Philips Personal Health across Western Europe, this position leads the transition into Generative Engine Optimization (GEO) - shaping machine-readable, authoritative content via earned channels so that AI platforms continuously discover, interpret, and cite Philips categories and products.
As this is an emerging space, we do not expect you to have mastered every aspect of AI discovery on day one. We are looking for a progressive, ambitious communicator with strong earned media foundations across consumer-first platforms who is eager to step into the unknown, build cross-functional momentum, manage agency partners, and pioneer the playbook for the region.
Your role:
Pioneer AI Discovery & GEO: Lead the regional strategy for Generative Engine Optimization. Audit how Philips categories appear in AI search engines, identify narrative gaps in LLM corpora (the text datasets AI reads to generate answers), and define the execution for a machine-readable earned assets that secure AI citations.
Modernize Earned Media: Evolve traditional PR, expert reviews, KOL/thought leadership, and influencer marketing into a unified authority layer across Western Europe; ensuring communications strategies are fully integrated with category, brand and business priorities.
Drive Agency Performance & Governance: Direct, challenge, and manage agency partners. Own domain’s agency briefing processes, performance KPIs, GEO targets, and decision-making rhythms to ensure high-quality execution.
Translate Strategy into market Activation: Translate communications strategies into actionable market plans by working closely with Category PR, Marketing, Digital, Legal, Regulatory, Privacy, and Quality stakeholders to deliver compliant and effective earned authority programmes.
Lead Regional Launches, Reputation & Issues Management: Own proactive PR, influencer marketing & GEO planning for key product moments and activations. This includes supporting spokesperson readiness, media Q&As, briefing materials, reactive statements, issue management, and crisis communications preparation for sensitive topics across the region in alignment with established escalation frameworks and global teams.
Strengthen Influencer & Social Authority: Partner closely with Social and Influencer Marketing teams to develop creator, influencer, ratings & reviews, and content strategies that build consumer trust, category authority, and AI-powered discoverability.
Empower Local Markets: Work with agency partner to provide Western European market teams with practical playbooks, frameworks, and coaching to shift local executions from volume-based coverage to high-citation, AI-ready authority.
Leverage Analytics & AI Tools: Utilize media monitoring, social listening, search insights, and AI tools to track sentiment, share of voice, source authority, and AI answer visibility.
Measure GEO & Earned Authority Performance; Create and maintain the region's PR, Influencer Marketing, and GEO measurement framework, including quality coverage, message pull-through, sentiment, share of voice, source authority, AI citations, content freshness, risk indicators, and recommended actions.
You're the right fit if:
Growth Mindset & Ambition: High initiative, curiosity, and a drive to pioneer a new practice where standard industry playbooks are still being written.
Cross-Functional Driver: Strong leadership skills with the ability to navigate matrixed organizations, align diverse stakeholders (from marketing to legal), and keep decisions moving forward.
Agency & PR Leadership: Proven track record in steering agency partners, setting standards, challenging work constructively, and nurturing top-tier media and influencer networks.
Digital, Search & AI Curiosity: Natural interest in digital trends, search behaviors, and AI platforms, with the ability to translate technical GEO concepts into actionable steps for non-technical teams.
Data-Driven Decision Making: Comfortable working with dashboards, GEO platforms, media intelligence, social listening, search data, and AI-answer audits to identify opportunities and inform strategy.
Crisis & Reputation Management; Sound judgment in regulated communications environments and experience assessing communications risks, triaging emerging issues, and operating within crisis communications frameworks
Qualifications
Experience: 8+ years in PR, media relations, integrated communications, digital PR, influencer marketing, SEO/GEO strategy and AI search visibility, or closely related fields.
Technical & Analytical Capability Demonstrated experience working with SEO, search insights, audience intelligence, GEO platforms, media monitoring, social listening, PR measurement, and AI tools to inform communications strategies and performance.
Industry Focus: Background in consumer health, health technology, beauty, personal care, or other claims-sensitive categories is a plus.
Track Record: Demonstrated ability to manage agencies, build earned authority through journalists, publishers, reviewers, experts, creators, and influencers, and provide recommendations to execute strategies to markets
Crisis & Reputation Experience supporting issue management, crisis communications, and reputational risk in complex and/or regulated environment
Education: Master’s or Bachelor’s degree in Communications, PR, Marketing, or equivalent practical experience.
Compensation & benefits
Doing meaningful work should come with fair, transparent rewards. The base salary range for this role is €78.187 - €130.312.
We determine pay within the range using objective factors, like the skills the role requires, your relevant experience and the responsibility you'll have in this role, alongside internal equity and local market considerations. This role is eligible for 3% on-target Short Term Incentive with your rewards linked to both individual performance and company results. We’ll share the full approach with you during the interview process, so you can make a clear, informed decision.
How we work together
We believe that we are better together than apart. For our office-based teams, this means working in-person at least 3 days per week.
About Philips
Are you ready to do the work of your life to help the lives of others? Learn more about our business, discover our rich and exciting history and learn more about our purpose.
If you’re interested in this role and have many, but not all, of the experiences needed, we encourage you to apply. You may still be the right candidate for this or other opportunities at Philips. Learn more about our culture of impact with care.
About Philips
Are you ready to do the work of your life to help the lives of others? Learn more about our business, discover our rich and exciting history and learn more about our purpose.
If you’re interested in this role and have many, but not all, of the experiences needed, we encourage you to apply. You may still be the right candidate for this or other opportunities at Philips. Learn more about our culture of impact with care.
