JOB PURPOSE

We are looking for a self-driven Digital Marketer to lead the planning, execution, and optimisation of our digital marketing initiatives, with a strong focus on organic growth, content strategy, and AI-driven search.

This role sits at the intersection of search, content, and user experience, driving strategies that improve discoverability, attract high-intent audiences, and enhance engagement and conversion across our digital ecosystem.

You will work closely with Digital, Technology, and Content teams, alongside internal stakeholders and external partners, to develop integrated strategies that strengthen our visibility across both traditional search engines and emerging AI-powered platforms.

The ideal candidate demonstrates strong curiosity and initiative in exploring new technologies, particularly in SEO, AI search, and personalisation, and is able to translate insights into scalable, high-impact digital strategies that support broader marketing and business objectives.

KEY RESULT AREAS / RESPONSIBILITIES

1. Search & AI Discovery Optimisation (SEO, Generative Search, LLM Visibility)

• Develop and execute strategies to improve visibility across organic search, AI-generated search results, and LLM-based discovery platforms.
• Optimise content and site architecture for AI search behaviours, including entity-based search, semantic relevance, and structured data (schema).
• Identify and capitalise on opportunities to surface within AI-driven search experiences through targeted content creation, structuring, and optimisation for answer-driven and AI-generated search experiences.
• Work with technical teams or external agency/vendor to ensure strong SEO foundations, including crawlability, indexing, site performance, and structured data implementation.
• Conduct keyword and intent analysis with a focus on both branded and non-branded, high-intent, and long-tail queries aligned to user journeys.
• Continuously monitor search trends, including AI-driven traffic shifts, and adapt strategies accordingly.

2. Content Strategy & Governance (Website and other Digital Assets)

• Lead the planning and development of SEO-first, AI-search-ready content aligned to audience intent and institutional priorities.
• Collaborate with Content, Brand, Writer and Academic stakeholders to create high-quality, authoritative content that strengthens topical authority for institutional websites.
• Own and manage website content updates within the CMS (e.g. AEM), including page creation, optimisation, and ongoing content enhancements to support search performance and user experience.
• Establish and enforce content governance frameworks, including content standards, QA processes, version control, and lifecycle management (creation, review, update, retirement).
• Maintain and continuously optimise digital content and assets through performance analysis, ensuring regular updates, enhancements, and alignment with SEO, AI-search, and user experience best practices.
• Guide stakeholders on best practices for content creation, ensuring alignment with SEO, AI-search, and brand standards.
• Identify and evaluate new content channels, tools, and best practices, and collaborate with internal teams to test, activate, and scale emerging digital opportunities.

3. Personalisation & Optimisation (Adobe Target / AI-driven Experiences)

• Design and execute personalisation strategies across digital touchpoints using tools such as Adobe Target.
• Develop and manage A/B and multivariate testing roadmaps to optimise user journeys and conversion pathways.
• Define audience segmentation frameworks and targeting strategies, leveraging behavioural, demographic, and intent data to deliver relevant, personalised experiences.
• Analyse user interactions and engagement patterns to generate insights that inform optimisation strategies.
• Establish experimentation frameworks and governance, including test design, success metrics, statistical significance, and learning documentation.
• Work towards building AI-driven personalisation capabilities, advancing towards predictive and real-time experience optimisation.

4. AI-Enabled Digital Experiences

• Lead the exploration and implementation of AI-driven solutions to enhance digital experiences, content delivery, and conversion across the user journey.
• Own and evolve AI-powered touchpoints such as chatbots, digital prospectus, and recommendation systems to improve engagement and lead generation.
• Identify and develop opportunities to leverage AI across the funnel, from discovery to engagement and conversion.
• Apply AI-driven insights and behavioural signals to optimise landing pages, content pathways, and call-to-action strategies.
• Continuously evaluate emerging AI tools, platforms, and capabilities, translating them into practical applications that drive measurable business outcomes.

JOB SPECIFICATIONS

Minimum Qualification

2–4 years of experience in SEO, content strategy, or organic digital marketing.

Competencies (Knowledge, Skills and Abilities)

• Strong understanding of SEO fundamentals, including on-page, technical SEO, and content optimisation.
• Familiarity with AI search ecosystems and LLM behaviour is highly advantageous.
• Experience with analytics tools such as Google Analytics (GA4), Google Search Console, and SEO platforms (e.g. Semrush).
• Ability to translate data into actionable insights and strategic recommendations.
• Experience in content planning, keyword strategy, and editorial development.
• Understanding of personalisation platforms (e.g. Adobe Target) is a plus.
• Basic knowledge of HTML, CSS, and structured data (schema markup) is advantageous.
• Experience with CMS platforms (preferably Adobe Experience Manager) is a plus.
• High proficiency in English, both written and spoken.
• Strong communication, interpersonal, and presentation skills.
• Proficiency in Mandarin (written and spoken) is an added advantage.

Competencies (Behavioural)

• Strong analytical and data-driven mindset.
• Effective time management, multitasking, and prioritisation skills.
• Resourceful, proactive, and able to work independently with strong ownership.
• Detail-oriented with a focus on quality and accuracy.
• Curious and forward-thinking, with interest in AI and search innovation.
• Effective collaborator across content, technical, and marketing teams.
• Adaptable in a rapidly evolving digital landscape.

The Company reserves the right to amend, revise, or supplement this job description at any time, with such changes communicated through official channels.