Ready to lead, disrupt and reinvent the sleep industry?
We are Emma – The Sleep Company. Founded in 2015, we’ve become the world’s largest D2C sleep brand, available in over 35 countries with more than 25 stores across Europe. Recommended by leading consumer associations in EMEA, APAC, and the Americas, we develop the best sleep comfort products that empower our customers to awaken their best every day.
At Emma, we are a community of smart, driven people, united by a strong culture of collaboration, teamwork, and knowledge sharing. We think big, take ownership, and are empowered to drive meaningful impact. Through hands-on experience, mentorship, and continuous learning, we drive our own growth and learning. With Emmies from over 60 nationalities and offices across multiple regions, our diverse perspectives enrich our workplace culture. Ready to shape the future of sleep with us? Let’s make it happen!
This role is a performance marketing leadership position focused on TV investment and TV steering. We call it Performance Marketing because the focus is on measurable impact, continuous optimization, and learning, rather than traditional TV planning approaches centered primarily on GRPs.
You will be responsible for performance driven budget allocation and optimization across a significant annual TV investment, working closely with Brand, Creative, Media Agencies, Analytics, and Finance. The creative and storytelling direction is led by our brand and creative teams. Your role is to ensure the investment strategy is data informed, well governed, and continuously improved through testing and measurement.
You will steer roughly €25M in annual investment and influence nine digit plus revenue outcomes.
What you´ll do:
Own Emma's presence in AI-generated search results across platforms including ChatGPT, Google Gemini, Perplexity, Microsoft Copilot, and emerging generative search surfaces – globally. Build and run a structured GEO measurement framework: define prompt sets by market and category, track Share of Voice across AI platforms, and translate findings into clear performance signals. Develop and implement content and entity strategies that increase the likelihood of Emma being cited, recommended, or featured when consumers search for sleep products through AI-powered interfaces. Audit existing content assets, structured data, and brand signals to identify gaps between what Emma publishes and what AI models surface – then close them. Work cross-functionally with Country teams, Affiliates, Content, Brand, and Product to ensure GEO principles are embedded into how Emma creates and publishes content at scale. Monitor the competitive landscape across AI search surfaces, track how the category is evolving, and give leadership a clear picture of where Emma stands versus key competitors. Partner with external tools and vendors (e.g., AI monitoring platforms) to sharpen our tracking capabilities and inform our optimization roadmap. Define what GEO success looks like at Emma and build the reporting infrastructure to demonstrate it.
Who we´re looking for:
At least 5–10 years of experience in SEO, content strategy, or digital marketing – with demonstrated curiosity about and early hands-on exposure to generative AI and LLM-based search. You understand how large language models retrieve and surface information, and you know what makes a brand more likely to be cited versus ignored. Strong analytical skills: you're comfortable building frameworks from scratch, working with prompt-based data, and turning ambiguous signals into actionable conclusions. Fluent in English . Additional languages are a plus given Emma's global footprint. You're a builder. This is the first GEO role at Emma – you'll be defining the function, not inheriting a playbook. You have an independent, structured way of working and are energized by blank-slate problems. You collaborate naturally: you'll need to bring many markets, Brand, and Content teams along with you, so influence without authority is second nature. You stay close to the frontier – you follow how AI search is evolving and you form opinions on what it means for brands. Bonus: experience with AI visibility or Share of Voice tools (e.g., Peec.ai or similar).
What we offer:
The chance to build a new discipline at one of Europe's fastest-growing consumer brands – with real visibility at the leadership level. Discounts on our top-notch products. The opportunity to collaborate with multinational teams across Frankfurt, Lisbon, and beyond. Exciting events that aren't just team-building exercises but opportunities to create epic memories. All the tools you need to grow and take ownership from the beginning. Pet-friendly environment, where you can bring your furry desk buddy.
Become an Emmie
Emma is transforming the world of sleep - and we want the highest-performing people to help us pull it off. We want you. But only if you're willing to go all in. Only if you're willing to questi