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