Vice President, Search Content Marketing, Consumer Banking Group

Business Function

As the leading bank in Asia, DBS Consumer Banking Group is in a unique position to help our customers realise their dreams and ambitions. As a market leader in the consumer banking business, DBS has a full spectrum of products and services, including deposits, investments, insurance, mortgages, credit cards and personal loans, to help our customers realise their dreams and aspirations at every life stage. Our financial solutions are not only the best in the business – they were made just right for you.

Job Purpose\:

Are you a trailblazer in the ever-evolving world of search and SEO? Do you thrive on shaping digital landscapes and unlocking unparalleled growth? If so, DBS Bank, the World's Best Bank, invites you to seize a truly exceptional opportunity.

This isn't just a role; it's a strategic imperative. As our Vice President in Search Content Marketing, you will be at the forefront of defining how consumers discover and engage with DBS consumer banking solutions. You will architect and execute a search content strategy that is at the cutting edge, embracing the power of generative AI and setting new benchmarks for digital visibility and customer acquisition.

You will be instrumental in weaving together organic and paid search, optimizing every touchpoint to deliver maximum ROI. Your expertise will directly influence our digital footprint, ensuring DBS remains the top choice for our customers in a rapidly digitizing world.

This is your chance to make impact on one of Asia's leading financial institutions, shaping its digital future and cementing its position as a leader in customer-centricity.

Responsibilities\:
 

• Organic Search and Paid Alignment\: Strategize and complement paid media with organic search to improve overall marketing effectiveness and ROI. Leverage high-performing organic keywords/intent in paid campaigns to improve quality scores, reduce costs, and increase visibility. Conversely, use paid search data to uncover new keyword opportunities for organic content optimization


• Budget Allocation Optimization\: Adjust paid media budget allocation based on the performance of organic search and the level of competition in paid search. Shifting budget towards channels or campaigns that offer the best ROI.


• Budget Allocation Optimization\: Adjust paid media budget allocation based on the performance of organic search and the level of competition in paid search. Shifting budget towards channels or campaigns that offer the best ROI.


• Staying Current with Search / SEO Trends\: Keep up-to-date with the latest SEO trends, algorithm updates, and emerging technologies, with a particular focus on the evolving landscape of AI-powered search, including Google's AI Overview, AI Max, and the impact of generative AI tools.


• Search / SEO Strategy Development & Execution\: Develop and implement comprehensive SEO strategies that consider both traditional search engines and generative AI platforms to improve the online visibility of DBS consumer banking solutions.


• Search / SEO Analysis and Optimization\: Conduct keyword research, competitor analysis, and website audits to identify optimization opportunities. Optimize website content, structure, metadata, and schema markup, tailoring content for both traditional search and AI-powered summarization.


• Multi-Modal Search Optimization\: Implement strategies for optimizing images, videos, and other rich media formats for multi-modal search, recognizing the growing importance of diverse content formats in generative AI responses.


• Collaboration with Search / SEO Agencies\: Collaborate with external agencies to develop and implement advanced SEO strategies, ensuring alignment with the latest advancements in AI-driven search.


• Performance Monitoring and Reporting\: Monitor, analyze, and report on Search / SEO performance metrics, identifying areas for improvement. Track visibility in AI-generated summaries and measure user engagement beyond traditional click-through rates.


• Collaboration with Content and Web Teams\: Work with content creators and web developers to ensure Search / SEO best practices are followed during website development, emphasizing content structure and E-E-A-T (Experience, Expertise, Authoritativeness and Trustworthiness) optimization for generative AI.


• Generative AI Search / SEO Optimization\:Structure website content around relevant topics and entities to ensure comprehensive coverage and enable AI tools to extract pertinent information.


• Prioritize clear and concise answers at the beginning of content, utilizing headings, lists, tables, and FAQs to facilitate AI summarization.


• Focus on demonstrating expertise, experience, authoritativeness, and trustworthiness through robust citations, credible sources, and transparent authorship.


• Optimize content for natural language and conversational queries, adapting to how people interact with generative AI tools.
   

Requirements\:
 

• Bachelor's degree in Marketing, Digital Media, or a related field. Relevant certifications (e.g., Google Analytics, Google Ads) are a plus.


• Minimum of 10-12 years of progressive experience in Search Engine Optimization (SEO) and Search Engine Marketing (SEM), ideally within a large enterprise or a fast-paced digital agency servicing large clients.


• Proven track record of developing and executing successful, data-driven SEO strategies that significantly improved organic visibility, traffic, and conversions.


• Experience in the financial services sector is highly preferred but not strictly mandatory.


• Demonstrate understanding and use of consumer intent and behaviour in search strategy is crucial.


• Deep and current understanding of search engine algorithms, ranking factors, and best practices, with a particular emphasis on Google's ecosystem.


• Extensive knowledge and practical experience with the impact of generative AI on search, including Google's AI Overview, AI Max, Gemini, ChatGPT, and other AI-powered tools. This includes optimizing content for AI summarization and E-E-A-T principles.


• Proven ability to develop, articulate, and execute comprehensive search strategies that align with broader business objectives and marketing goals.


• Leadership skills with the ability to build, mentor, and inspire teams and stakeholders, fostering a culture of innovation and continuous improvement.


• Proactive and adaptable mindset, consistently staying ahead of industry trends, algorithm updates, and emerging technologies, particularly in the AI landscape.


• Results-oriented with a strong focus on ROI and demonstrating measurable impact on business outcomes.