• Serve as the team’s Search Engine Optimization/Artificial Intelligence Optimization (SEO/AIO) product expert, with knowledge of both organic and local SEO, and how AI is changing the search landscape. • Provide excellent customer service as the liaison between sales teams and the SEO team. • Troubleshoot technical issues that could potentially delay SEO campaign launches, such as access to a client’s CMS and Google platforms. • Monitor the onboarding and ongoing pacing of SEO and other digital advertising campaigns to ensure timely, accurate implementation and full delivery. • Ensure all campaign revisions are fully communicated and executed with 100% accuracy. • Maintain processes and best practices and provide suggestions to leadership on improvement opportunities.

• Develop and maintain scalable SEO frameworks, governance standards, and best practices across a network of clinic websites and sub-brands • Create templates and shared optimization standards that allow consistency while supporting brand-level differentiation • Manage search strategy across multiple CMS platforms (e.g., WordPress, Squarespace), prioritizing improvements based on business impact and technical feasibility • Conduct technical SEO audits including crawlability, indexing, Core Web Vitals, structured data, and site architecture • Translate SEO opportunities into clear technical requirements for development partners • Maintain overall content hygiene across the network by auditing legacy content, consolidating overlapping pages, and updating outdated information • Optimize content for emerging AI-powered search experiences, including Google AI Overviews and generative answer engines • Structure content to improve visibility within AI-generated summaries, featured answers, and conversational search interfaces • Implement schema markup and entity optimization to improve machine understanding of fertility services, providers, and treatment pathways • Adapt content strategies to align with evolving search behavior, including question-based queries, conversational search, and multi-step patient research journeys • Monitor how AI search results impact organic traffic patterns and adjust optimization strategies accordingly • Own local SEO strategy to capture high-intent queries such as "fertility clinic near me" and city + treatment combinations • Manage location page architecture and internal linking across dozens of clinic locations • Collaborate with reputation management team on Google Business Profile governance and optimization • Understand how local visibility interacts with national brand authority and communicate realistic performance benchmarks across markets • Manage daily content updates across multiple clinic and network websites using CMS tools (e.g., WordPress, SquareSpace) • Ensure accuracy and consistency of on-page content, metadata, headers, and internal links • Collaborate with clinical and marketing teams to ensure content aligns with brand voice, service offerings, and regional priorities • Support the production and formatting of new landing pages, service lines, and campaign-related microsites • Apply Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) expectations to all SEO content decisions • Collaborate with clinical, legal, and compliance teams to ensure SEO recommendations align with medical accuracy and regulatory requirements • Prioritize patient trust and content clarity over aggressive keyword targeting; know when to defer to medical standards • Track and report on organic search performance including rankings, traffic, and conversion behavior using BrightEdge and GA4 • Conduct keyword research and competitive analysis to inform content updates and new page creation • Build and maintain dashboards or reports that tie SEO outcomes to business and patient acquisition goals • Communicate progress clearly to marketing leadership and cross-functional stakeholders • Collaborate with marketing, content, and development teams to align web initiatives and resolve CMS-related issues • Support QA testing for new web launches across the clinic network

• Serve as the team’s Search Engine Optimization/Artificial Intelligence Optimization (SEO/AIO) product expert, with knowledge of both organic and local SEO, and how AI is changing the search landscape. • Provide excellent customer service as the liaison between sales teams and the SEO team. • Troubleshoot technical issues that could potentially delay SEO campaign launches, such as access to a client’s CMS and Google platforms. • Monitor the onboarding and ongoing pacing of SEO and other digital advertising campaigns to ensure timely, accurate implementation and full delivery. • Ensure all campaign revisions are fully communicated and executed with 100% accuracy. • Maintain processes and best practices and provide suggestions to leadership on improvement opportunities.

• Monitor, track, and analyze TELUS’ citations and brand mentions within AI-generated search results using platforms like Ahrefs, Meltwater AI Lens, and other emerging GEO tools • Develop and maintain dashboards and reporting frameworks to measure AI visibility, citation accuracy, and share of voice in generative search results • Identify opportunities and risks related to AI-generated brand mentions, working proactively to optimize how TELUS is represented by AI systems • Collaborate with the PR team as they develop and execute digital PR campaigns aimed at earn high-quality backlinks and brand mentions from authoritative publications, industry outlets, and relevant digital platforms • Design and implement comprehensive off-page SEO strategies to improve domain authority, backlink profiles, and organic search rankings • Conduct competitive backlink analysis and identify link-building opportunities across TELUS' various lines of business • Partner with content, product, brand, and regional marketing teams to identify opportunities for AI mentions and earned media coverage • Provide regular reporting on brand mention sentiment and AI citation performance