The posting
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 an SEO & GEO Manager to own MoneySmart's organic search strategy and generative engine visibility in Hong Kong.
This is a hands-on, high-ownership role. You will be responsible for ensuring MoneySmart ranks and is cited as a trusted authority across both traditional search engines and AI-powered discovery surfaces — including ChatGPT, Perplexity, Google AI Overviews, Gemini, and Claude. Organic search is a core growth channel for MoneySmart, and this role sits at the centre of that.
You will work across technical SEO, on-page optimisation, content strategy, and GEO/AEO — balancing execution rigour with a forward-looking perspective on how search and discovery are changing. You will also partner closely with Compliance and Legal to ensure all optimised content meets the regulatory standards required in financial services, without compromising competitive performance.
You will report into the Acquisition Marketing Lead and work closely with the Content, Product, and Engineering teams.
Responsibilities
- Co-own MoneySmart Hong Kong's SEO and GEO strategy end to end — covering technical SEO, on-page optimisation, content briefing, link building, and AI-driven discovery
- Build and execute MoneySmart's approach to Generative Engine Optimisation (GEO) and Answer Engine Optimisation (AEO) in HK — including entity-based search, knowledge graph integration, structured metadata, and content architecture for AI ingestion
- Partner with the content team to produce intent-mapped content — educational articles, product landing pages, and comparison guides — that captures high-intent financial queries and moves users through the conversion funnel
- Conduct regular technical site audits and drive improvements across crawlability, indexation, Core Web Vitals, schema markup, and multilingual infrastructure (hreflang)
- Track and report on organic performance across traditional search and AI surfaces — including impressions, share of voice in AI outputs, CTR, and organic-assisted conversions — using both established and emerging measurement tools
- Partner with Compliance and Legal to ensure all optimised content meets MAS regulatory standards without losing competitive edge
- Work with Product and Engineering teams to prioritise and implement technical SEO improvements — writing clear, actionable tickets and seeing them through to delivery
- Identify and prioritise highest-leverage organic opportunities across MoneySmart's product categories in Hong Kong
- Share learnings and align on standards with the Singapore SEO function to ensure a consistent regional approach
Requirements
- 5+ years of hands-on SEO experience, with a proven track record of growing organic traffic and translating that growth into commercial outcomes
- At least 2 years of experience in fintech, banking, or a heavily regulated financial environment — ideally with direct exposure to MAS, HKMA, or equivalent regulatory frameworks
- Strong technical SEO foundation — comfortable with HTML, metadata, schema markup, crawl optimisation, Core Web Vitals, and hreflang implementation. Able to write concrete tickets for development teams
- Genuine familiarity with GEO and AEO — understands how to optimise for citation and visibility within AI-powered search surfaces, and has a clear view on how financial services content can earn trust in LLM outputs. Curiosity and a learning orientation valued where direct experience is still developing
- Proficiency with SEO tooling including SEMrush, Ahrefs, Google Search Console, Screaming Frog, and GA4. Familiarity with emerging AI visibility tracking platforms is a strong advantage
- Strong content instincts — understands how to brief and shape high-intent financial content that serves both users and search engines
- Analytical mindset with the ability to translate data into clear priorities and recommendations
- Comfortable working in a cross-functional environment with Product, Engineering, Content, and Compliance stakeholders
- Excellent written and verbal communication skills in English. Cantonese and/or Mandarin proficiency is a strong advantage for the HK market
What Success Looks Like
- MoneySmart HK grows organic traffic and acquisition volume sustainably, with clear contribution to commercial outcomes
- MoneySmart establishes strong visibility and citation share within AI-driven search surfaces in Hong Kong — earning trust and authority across both traditional and generative discovery
- Technical SEO health improves measurably — site performance, indexation, schema coverage, and crawl efficiency are consistently strong
- Content is consistently structured and positioned for both search engine ranking and AI ingestion
- Compliance and organic growth operate in harmony — no trade-off between regulatory rigour and competitive performance
- HK organic strategy is aligned with regional standards and contributes to the broader organic acquisition system
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.
