Nathan Kugel
Manager, Search Strategy @Deloitte Digital
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WORK HISTORY
Manager, Search Strategy @Deloitte Digital
I lead SEO, GEO, and digital product strategy engagements for enterprise clients across healthcare, life sciences, and retail. My work spans organic growth programs, AI search methodology, and product transformation at the portfolio level.Served as a portfolio-level product leader at a major health system, hosting quarterly PI Planning sessions, running OKR workshops, and keeping multiple product teams aligned on one cohesive roadmap. Teams hit up to 70% fewer backlog incidents and 100% of PI goals within three planning cycles.Owned the organic search roadmap for a luxury retail brand across a 3-year program, driving 46% YoY organic revenue growth and 30% increase in unbranded traffic. Led a cross-functional team of 7 and expanded the contract through upsells by tying every metric back to business outcomes.Built the content strategy for a GenAI-powered health answer platform at a major life sciences company, developing a scoring rubric with MDs and editors to evaluate AI output quality and inform model selection.Built AEO monitoring frameworks in SEMrush and Profound to track LLM citations, share of voice, and AI visibility.Led a full B2B website redesign using search and behavioral data to define new site architecture, structured data, and content strategy through to launch.
EDUCATION
Rutgers University
Psychology, Business
SKILLS
ABOUT NATHAN KUGEL
I\'ve spent 14 years doing a version of the same thing: figuring out what customers actually need, building the strategy to reach them, and getting organizations aligned around executing it. The context changes depending on the client. Sometimes that\'s an enterprise SEO program, sometimes it\'s a product transformation, sometimes it\'s helping a leadership team understand what AI search means for their business. But the motion is consistent. Right now most of my work lives at the intersection of two things that don\'t often sit in the same room: search strategy and product thinking. I\'ve run organic growth programs that drove measurable revenue impact. I\'ve also run PI Planning for enterprise product portfolios, led OKR workshops with product owners, and helped health system IT teams shift from chasing incidents to building products that improve patient outcomes. Those aren\'t separate careers. They\'re the same muscle applied to different problems. On the AI search side I\'ve been building before the industry had frameworks for it. I designed the content strategy for a GenAI-powered health answer platform, developed AEO and GEO methodology for a major life sciences company, and built monitoring frameworks in SEMrush and Profound to track LLM citations and AI visibility. I run workshops on GEO and AEO for executive teams across industries and I\'ve contributed to how my firm thinks about AI discoverability at scale. The hat I wear on any given day depends on what the client needs. What doesn\'t change is how I work: I find the real problem, build the case for solving it, and bring the right people together to get it done.
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