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Organic search expertise is the latest in-demand skillset among ad agencies. Media agencies are competing with brands and each other to fill senior roles intended to burnish their capabilities in search engine optimization, AI discoverability and organic search.

Digiday identified eight agencies, including both indie and holding company shops, currently advertising for director, assistant director or manager-level organic search positions.

“It’s a product of the buzz and emphasis on AI and SEO,” said Adam Edwards, chief product officer at Brainlabs. “Every brand wants to better understand how they get themselves mentioned and cited on ChatGPT and on Gemini.”

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In 2020, Carson Roney was a college basketball and volleyball player recording dances on a fairly new app called TikTok. Six years later, Roney has 5 million followers on TikTok, nearly 700,000 followers on Instagram, and deals with brands including the NBA, Gatorade and Abercrombie.

Roney and her manager, Erin Convey from Wasserman, credit that growth to her ability to bridge genres. She may be a scholar athlete, but she’s also passionate about beauty and lifestyle, an increasingly common connection cropping up in sports that allows both creators and brands to diversify. It’s no longer just sports or the more traditionally sports-adjacent brands hiring creator athletes — now brands like e.l.f. cosmetics are sponsoring the Professional Women’s Hockey League.

Roney sits at that still-developing, but rather lucrative, intersection.

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