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