Navigating GEO and AI Search: Lessons From Scrunch’s Head of Marketing
As AI transforms how buyers discover and evaluate solutions, traditional SEO playbooks are being rewritten. In this episode of the Executive Guidance podcast, Kevin White, Head of Marketing at Scrunch, joins Jeff Gangemi to explore how LLMs are reshaping intent, discovery, and conversion, and what marketers should do next.
As AI transforms how buyers discover and evaluate solutions, traditional SEO playbooks are being rewritten. In this episode of the Executive Guidance podcast, Kevin White, Head of Marketing at Scrunch, joins Jeff Gangemi to explore how LLMs are reshaping intent, discovery, and conversion, and what marketers should do next.
Speakers
This episode’s host, Jeff Gangemi, holds an MBA from Cornell University. He has spent the past 15 years building demand generation, content marketing, and digital programs that drive meaningful transformation and growth for both internal teams and external clients.
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Kevin White is the Head of Marketing at Scrunch and a seasoned go-to-market leader with 20+ years of experience across high-growth SaaS companies including Segment, Retool, and Common Room. He’s known for his hands-on, experiment-driven approach to modern marketing and AI search strategy.
AI-powered search is changing how buyers research, decide, and convert. Kevin White joins Jeff Gangemi to explain why LLM-driven discovery rewards clarity over volume and experimentation over assumptions.
Drawing on real-world testing and customer data, Kevin breaks down how marketers can adapt to GEO, structure content for AI without harming UX, and focus on the long-tail opportunities traditional SEO often misses.
Topics explored include:
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Why LLM traffic often converts at higher intent
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How to think about GEO experimentation without guesswork
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Structuring content for AI and humans simultaneously
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Why specificity matters more than rankings in AI search
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What modern search strategy looks like in an LLM-first world
About the host
Jeff is dedicated to helping clients of all sizes build transformational growth strategies that directly impact revenue. With a background in digital growth consulting with Accenture, Jeff brings expertise across demand generation strategies, content, campaigns, lead and funnel management, operating model design, cost optimization, martech and data, and digital transformation.
PREVIOUSLY AT