Head of Organic Marketing

MoneySmart is Southeast Asia's leading personal finance platform, helping consumers across Singapore and Hong Kong find the right financial products and make smarter decisions with their money. We're at an inflection point: moving from a comparison platform to a genuinely personalised financial companion, and marketing is the engine that gets us there.

Mission

We're looking for a Head of Organic Marketing, SG & HK to own MoneySmart's organic acquisition strategy across Singapore and Hong Kong.

This is a senior, commercially accountable, hands-on role. You will be directly responsible for using organic search and the broader organic acquisition system as a measurable revenue channel - driving sustained user growth, reducing reliance on paid media, and building organic into one of MoneySmart's most strategic levers for long-term commercial advantage.

This is also one of the most important AI-fluent roles in our marketing organisation. The way consumers search for and discover financial products is changing rapidly - moving from traditional SERPs toward AI-mediated discovery through ChatGPT, Perplexity, Google AI Overviews, Gemini, and emerging surfaces. A senior organic leader in 2026 must be fluent in this shift, not learning it on the job. We expect you to bring a clear point of view on how to build MoneySmart's authority and citation share across AI surfaces, how to measure performance in an emerging space, and how to use AI tooling to operate the organic function at a scale and speed that wasn't possible two years ago.

SEO is the core of this role. You will own Singapore SEO end to end and provide strategic oversight of Hong Kong SEO. But the remit is broader than traditional SEO alone - you will own how SEO, content, organic social signals, referral loops, on-site organic mechanics, socials and AI-mediated discovery work together as one acquisition system. The job is to make the whole greater than the sum of the parts.

This is a player-coach role. You will own Singapore organic delivery directly, including SEO strategy, technical optimisation, content briefing, and team leadership. You will also lead at a regional level, influencing standards, prioritisation, and approach across both markets.

You will work closely with the Head of Organic Marketing, SG & HK - organic acquisition and content need to operate as one integrated engine, not two parallel functions. You will report to the Group Head of Marketing.

Responsibilities

• Own MoneySmart's regional organic marketing strategy across Singapore and Hong Kong, with explicit commercial accountability for organic acquisition and revenue contribution
• Develop a coherent view of how SEO, content, organic social, referral, and on-site organic mechanics work together as one system, and lead the work to make that system perform
• Build MoneySmart's presence and authority in AI-driven search surfaces (Generative Engine Optimisation and Answer Engine Optimisation) - ensuring MoneySmart is consistently cited, surfaced, and recommended within AI assistants and AI-powered search experiences across both markets
• Set regional standards and ensure consistency in approach across SG and HK while accounting for market-specific search and consumer dynamics
• Lead Singapore SEO end to end - covering technical SEO, on-page optimisation, content strategy, link building, and competitive positioning
• Drive technical SEO improvements in partnership with Product and Engineering - site performance, schema, indexability, and crawl efficiency
• Identify and prioritise highest-leverage SEO opportunities across MoneySmart's product categories in Singapore
• Develop MoneySmart's strategy for the shift from traditional SERPs to AI-mediated discovery - including content structuring for AI ingestion, schema and entity optimisation, citation strategy, and tracking visibility across AI surfaces such as ChatGPT, Perplexity, Google AI Overviews, and Gemini
• Identify and develop new organic acquisition opportunities and channels where they make commercial sense.
• Provide strategic direction to the Hong Kong Acquisition & Organic Marketing Lead, ensuring HK organic strategy is aligned with regional standards while remaining market-appropriate
• Influence priorities, approach, and resourcing in HK without direct line management
• Identify opportunities for shared infrastructure, tooling, and learnings across both markets
• Partner closely with the Head of Content & Social, SG & HK to ensure organic and content operate as one acquisition engine
• Partner with Acquisition Marketing to understand how organic and paid acquisition work together - and where organic can reduce paid dependency
• Translate organic acquisition insights into recommendations that influence content, product, and commercial decisions

Requirements

• 10+ years of experience in SEO and organic acquisition, with deep technical, on-page, and content SEO expertise - ideally in fintech, eCommerce, marketplaces, or consumer tech
• Proven track record of growing organic traffic at scale and translating that growth into measurable commercial outcomes
• Genuine AI fluency at a senior level. This includes: a clear strategic view on how AI is reshaping search and discovery practical experience optimising for citation and visibility within generative search engines and AI assistants (GEO/AEO) fluency with AI tooling for SEO research, content briefing, technical analysis, and scaled execution and pragmatic judgment about what AI can and cannot do well in organic acquisition. This is not a 'nice to have' - it is core to the role. Candidates without a substantive perspective on AI in organic marketing are unlikely to succeed
• Strong technical SEO foundation - comfortable working with engineers on site architecture, performance, indexation, and structured data
• Broader perspective on organic acquisition - understands how SEO, content, social signals, referral, and on-site mechanics work together as a system, even if SEO is the centre of gravity
• Experience working across multiple markets, with the judgment to balance regional strategy and local search dynamics
• Genuine commercial orientation - comfortable being held to revenue and acquisition targets, not just traffic metrics
• Strong analytical mindset with proficiency in SEO tooling, search analytics, attribution, and emerging AI visibility tracking tools
• Demonstrated ability to influence content, product, and engineering teams
• Excellent stakeholder management and communication skills

What success looks like

• Organic has a clear, sustained contribution to acquisition and revenue across both markets
• SG and HK organic traffic and acquisition volume grow meaningfully and sustainably
• Hong Kong organic strategy is aligned with the regional approach and improves under shared standards
• MoneySmart establishes strong visibility and citation share within AI-driven search surfaces across both markets - protecting and growing organic acquisition as user search behaviour shifts toward AI-mediated discovery
• SEO, content, and adjacent organic mechanics operate as one integrated acquisition engine, not parallel functions
• Cost-per-acquisition from paid channels is meaningfully reduced as organic contribution grows

MoneySmart Culture Values & Tenets

The traits we admire are core intrinsic qualities we look for in someone we want on our team, and we look for people who are Hungry, Humble and Smart. We also expect all our people to uphold the following company values:

• Play to win as a team
• Solve for the customer
• Embrace a personal growth mindset
• Step up and own it
• Challenge the status quo and deliver outcomes

MoneySmart Group is an equal opportunity employer. Please include only relevant details and avoid unnecessary information (e.g., photos, age) in your job application to assist us in ensuring that the interview process is devoid of bias.