Growth & Search Marketing Manager (FMCG)

• Design and lead local search strategies covering SEO, SEM, GEO and AI-powered search.
• Track emerging trends in AI search, competitive visibility and consumer search behaviour to uncover new opportunities.
• Define clear KPIs, measurement frameworks and continuous optimisation roadmaps.
• Lead GEO efforts to improve brand presence and recommendation rates in AI search environments (citations, mentions, share of voice and sentiment).
• Partner across Brand, Corporate Affairs, Trade Marketing, CRM and E-commerce teams to embed GEO principles into content and campaign planning.
• Build measurement approaches to track and improve AI visibility performanc

Consumer Journey & Growth Orchestration

• Identify opportunities to connect search, content, website and CRM touchpoints into a more cohesive consumer journey.
• Work with CRM teams to strengthen acquisition, engagement and retention through search and content strategies.
• Translate search insights into concrete actions that improve both consumer experience and business results.
• Support annual and strategic planning by providing search, GEO and behavioural insights.
• Collaborate cross-functionally to integrate brand campaigns, content and engagement programmes into a unified growth approach.

Agency & Investment Management

• Manage search agencies to deliver agreed objectives and KPIs.
• Set clear governance, reporting and optimisation processes

Requirement

• Bachelor’s degree required; Master’s in Marketing or Business is an advantage.
• At least 6 years of Search / Digital / Growth experience in FMCG, preferably within a multinational environment.
• Excellent command of English and Chinese (both written and spoken).
• Proven expertise in search marketing, content strategy, digital marketing or growth marketing.
• Solid understanding of GEO, AI search and emerging search technologies.
• Experience with website optimisation, UX principles and content strategy.
• Hands-on experience with web analytics, search performance tools and reporting platforms.
• Strong stakeholder management and influencing skills.
• Comfortable leading new initiatives with an experiment-and-learn mindset.
• Able to navigate complex organisations and align multiple stakeholders