SEO and Personalisation Advisor

NSW Department of Customer Service; Sydney; On-site; AUD 110,266 - 122,058; Full time

Job summary

Join the NSW Department of Customer Service as an SEO and Personalisation Advisor, where you will lead the transformation of digital communications. Your role involves crafting strategies for enhancing user experience through effective SEO practices and personalisation initiatives on the government’s digital platforms. If you're passionate about digital innovation and customer-centric services, apply now.

Qualifications

• 3+ years of experience in SEO for large-scale websites.
• Experience delivering personalisation activities using Adobe Target.
• Strong analytical mindset with data presentation skills.

Responsibilities

• Execute customer-centric SEO and personalisation initiatives.
• Optimize site search and monitor performance.
• Collaborate with internal teams to improve SEO capabilities.

Skills

SEO

Data Analysis

Stakeholder Engagement

Tools

Adobe Target

Google Analytics 4

GA4

SEMrush

Google Data Studio

Job description

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NSW Department of Customer Service provided pay range

This range is provided by NSW Department of Customer Service. Your actual pay will be based on your skills and experience — talk with your recruiter to learn more.

Base pay range

A$110,266.00/yr - A$122,058.00/yr

SEO and Personalisation (NSW Government Digital Channels)

• Play a significant role in the transformation of digital government communications
  
  
• Temporary opportunity until 30 September 2025 (potential for extension)
  
  
• Based at Sydney - McKell Building with flexible working arrangements
  
  
  

About the team and the role

The NSW Government Digital Channels team is responsible for the central digital channels of the NSW Government, including nsw.gov.au and NSW Government social media platforms.

We lead the transformation of the government's digital presence by delivering inclusive, consistent, and customer-centric experiences. Our flagship program, OneCX, is consolidating government information from many websites into a single, unified nsw.gov.au - putting the needs of the customer first.

As Advisor - SEO and Personalisation, you will report to the Senior Manager, SEO and Personalisation, and contribute to the strategy, execution, and uplift of our search (internal and external) and personalisation capabilities. You will help design, implement and continuously improve SEO, Google Vertex AI Search, and Adobe Experience Platform (Adobe Target) activities to ensure customers can discover and access relevant information and services across the site.

If you have a growth mindset, put the customer at the centre, and are excited about shaping the future of government digital service delivery, we want to hear from you.

Your responsibilities

· Deliver innovative, customer-centric SEO and personalisation initiatives through hands-on execution across nsw.gov.au, supporting measurable improvements in customer experience and discovery.

· Contribute to the optimisation of site search on nsw.gov.au, including ongoing monitoring, reporting, and performance improvements.

· Support the development and deployment of personalisation and recommendation strategies using Adobe Target and GA4, including campaign setup, segmentation, testing, and reporting.

· Prepare in-depth analysis and insights from tools such as Google Analytics 4, Search Console, SEMrush, Adobe Target, and internal search analytics using dashboards built in Google Data Studio (Looker Studio) to inform decision-making and drive continuous improvement.

· Collaborate with internal stakeholders, agency partners, content editors, product managers, and technical teams to support SEO, internal search, and personalisation goals.

· Develop documentation, standards, training materials, and processes to uplift capability in SEO and personalisation across NSW Government content teams.

· Stay across trends and opportunities in SEO, personalisation, AI-powered search, and web experimentation - and apply learnings to innovate and improve.

· Manage vendor relationships where required, including implementation partners for search and personalisation technologies.

Key Skills and Experience to be successful

• 3+ years of experience in SEO for large-scale websites (government, enterprise, or e-commerce), with strong understanding of technical SEO, keyword research, structured data (schema), redirects, and web analytics.
• Experience working with internal site search and/or AI-powered search tools.
• Experience delivering or supporting personalisation or experimentation activities using tools like Adobe Target and GA4.
• Experience building or using Google Data Studio (Looker Studio) dashboards to present insights clearly to stakeholders and support data-driven decisions.
• Strong analytical mindset, with the ability to extract insights from multiple data sources and make actionable recommendations.
• Excellent stakeholder engagement and communication skills, including the ability to present technical concepts clearly to non-technical audiences.

Valued, but not required:

• Experience with Drupal CMS
• Understanding of ethical considerations in using AI and personalisation

How to Apply:

Your application should include a cover letter of no more than 2 pages, and an up-to-date resume of no more than five pages which clearly details your skills and experience as relevant to this role. Applicants invited for interview will be required to complete additional assessments.



Salary Grade 07/08, with the base salary for this role starting at 110,266 base plus superannuation

Click Here to access the Role Description.

For enquiries relating to recruitment, please contact Swathy Mohan via [e-mail].

For enquiries relating to the role, please contact Vipul Patel via [e-mail]

Visit the Capability Application Tool to prepare for the recruitment process by accessing practice application and interview questions based on the focus capabilities listed in the role description.

Closing Date: 09:59 am, 24 June 2025

Careers at Department of Customer Service
A career at the Department of Customer Service (DCS) gives you the opportunity to help improve government services and be part of reform that benefits people across NSW. We are focused on delivering excellent customer service, digital transformation, and regulatory reform. Come join us and influence the future of our great state.


Belong in our diverse and inclusive workplace

The strength of our workforce lies in its diversity and embracing difference, while the key to our success is leveraging the contributions of employees with different backgrounds and perspectives.

You can view our full diversity and inclusion statement here.

We want you to bring your best self to this application process. If you have any support or access needs that may require adjustments to allow you to fully participate in this selection process (including an alternate format of the application form) please contact [e-mail] or 02 9494 8351.

For more information, please visit


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