Head of Organic Growth
Zürich Office
At EF Language Abroad, we believe that the world is better when people try to understand one another.
Since 1965, we've helped millions of students discover new places, embrace diverse cultures, and gain fresh perspectives. We offer immersive short-term and long-term language courses and programs across different languages in the countries where they’re spoken. Together, our global staff help students from around the world develop the language skills they need to achieve their dreams.
As the Head of Organic Growth, you will architect and execute a cutting-edge organic marketing strategy—spanning SEO, AEO, GEO, social search, and organic amplification initiatives. Your leadership will be critical to EF’s mission of driving student enrollment through both traditional and AI-era search and discovery channels, across 40+ markets and 7 languages.
Your key responsibilities will include:
Strategic Leadership:
- Own global strategy for organic search and AI visibility, spanning SEO, AEO (Answer Engine Optimization), GEO (Generative Engine Optimization), and organic social search.
- Deliver technical architecture, multilingual search strategy, Core Web Vitals, and structured entity-first content for 40+ country domains and 7 languages.
- Ensure EF is cited, quoted, and recommended on leading AI and search platforms (Google, ChatGPT, Gemini, Perplexity, TikTok, YouTube, and more).
- Build content architectures and global guidelines that empower local teams to execute with consistency and impact.
- Stay ahead of trends in search, social, and AI—adapting quickly to algorithm and platform shifts.
Team & Cross-Functional Leadership:
- Manage and develop a team of 6–8 specialists (SEO, content, technical, social search).
- Collaborate closely with Paid Media, CRM, Creative Studio, and Hub Managers to ensure organic growth is integrated with wider acquisition goals.
- Cultivate a culture of experimentation, using prompt engineering, citation tracking, and social search A/B testing to keep EF ahead of the curve.
Content, Signals & Authority:
- Drive an entity-first content strategy, shaping content clusters for both human audiences and AI-driven platforms.
- Champion E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) and entity recognition across all organic channels.
- Synchronize global blog, video, social, and PR to maximize unified entity signals, not siloed outputs.
- Own organic social strategies for TikTok, YouTube, Instagram, and emerging search-first platforms—amplifying user-generated content and Ambassadors as structured, discoverable signals.
Performance & Measurement:
- Set and report on organic KPIs—traffic, leads, enrollment contribution, citation share of voice, and adoption of global frameworks by local markets.
- Build attribution dashboards that integrate organic search, social listening, and LLM (large language model) citation data for executive visibility.
- Use social listening to surface keyword trends, student questions, and competitor insights for continued optimization.
What We Are Looking For
Required:
- 10+ years in organic marketing, with proven experience in SEO, GEO, AEO, and social search at a global, multi-market, multi-language scale.
- Track record of driving significant business outcomes through organic discovery in complex, research-intensive industries.
- Direct, hands-on experience optimizing for AI-driven search (Google SGE, ChatGPT, Perplexity, etc.), not just traditional SEO.
- Social search expertise: driving discovery and engagement on TikTok, YouTube, and next-generation platforms.
- Experience managing and developing specialist organic teams.
- Commercial mindset: connecting organic strategy and KPIs directly to revenue and enrollment outcomes.
- Strong communication and stakeholder management skills at all levels.
Preferred:
- Industry background in education, travel, or high-consideration B2C verticals.
- Familiarity with prompt engineering, vector databases, or LLM optimization.
- Multilingual capabilities—content is produced in English, Spanish, French, German, Italian, Japanese, and Korean.
- Experience developing content and citation frameworks leveraged by decentralized, local teams.
What EF offers
- Discounts on EF programs for Staff, and Staff Friends and Family for all EF Programs
- Free use of EF Hello: a premium Language Learning App
- Tuition Reimbursement for continued Education
- Referral Bonus for all referred staff hires
- Discounts with our global hotel and travel partners
- 15% off our on-site Kita
- Swiss Travel Halb-tax reimbursement
- And much more
At EF Language Abroad we are dedicated to our mission of opening the world through education, harnessing the power of language learning to deepen the connection between people across the globe.
