Description
Our Marketing teams conceptualise and implement go-to-market activities to achieve increased usage and visibility. The Regional Marketing team is responsible for in-app campaign planning, product marketing, partnerships and content strategy to drive acquisition and engagement. The Regional Brand and Growth Marketing team covers all aspects of online and performance marketing, which involve tracking and measuring data to better reach our users. Our local marketing teams work closely with the regional teams to localise and adapt strategies to increase brand awareness and acquisition in each market. Browse our Marketing team openings to see how you can make an impact with us.
About the Team:
Our Traffic team drives Shopee’s regional AI-driven traffic growth, focusing on how users discover content through emerging AI-powered search and conversational platforms. As AI changes the way people search, we explore new opportunities beyond traditional SEO - from Google AI Overviews to platforms like ChatGPT and Gemini.
We work end-to-end, from shaping strategy and running experiments to executing with product and content teams, reviewing performance, and scaling what works. The team is highly collaborative, data-driven, and forward-looking, constantly learning and adapting to stay ahead in the evolving AI search landscape.
Job Description:
We are seeking a result-oriented, innovative, and self-driven individual to lead Shopee’s regional AI-driven traffic growth strategy and build up the team with the right capability.
As the AI Traffic Lead, you will be responsible for unlocking search traffic opportunities from emerging AI-powered discovery channels, including Google AI Overviews / AI Mode and leading AI platforms such as ChatGPT and Gemini etc from the traditional way of optimizing for search traffic. You will manage the end-to-end strategy and execution, from planning AI traffic initiatives to overseeing execution, reviewing performance, iterating strategies, and scaling successful approaches though product and operation.
- Define and drive the overall strategy for AI-driven traffic growth, identifying short-term opportunities and long-term potential across AI-powered search and conversational platforms
- Study how different AI platforms surface, prioritise, and reference content, and translate insights into clear, testable growth initiatives
- Design and oversee experiments to validate AI traffic ideas, including defining success metrics and iteration plans
- Oversee technical execution and guide content execution, working with content teams to ensure alignment with the AI traffic strategy
- Review performance, insights, and learnings on an ongoing basis, refine approaches, and scale successful models where applicable
- Track and analyse competitor strategies, visibility, and performance across AI-driven traffic channels, identifying gaps and opportunities
- Lead and build a team with the right capabilities to adapt to the new AI-driven search era
Requirements:
- Degree in Business, Marketing, Engineering, Data, or a related field
- Background in SEO is a bonus
- Passion in AI platforms/product and new discovery or traffic models, and being able to think out of box
- At least 5 years of experience in strategy, growth, analytics, product, or related roles within a tech or digital environment. MBB experience is a bonus
- Proven ability to manage complex initiatives and projects, from idea generation to execution, comfortable with hands-on operation
- Strong analytical and problem-solving skills, with the ability to drive solutions through a deep-dive into data and product
- Strong communication and stakeholder management skills, able to align with different cross-functional teams and internal/external senior stakeholders
- Experience in building and leading a team
- Adaptable and comfortable operating in a dynamic and ambiguous environment