Lead, Digital Acquisition

Standard Chartered; Kuala Lumpur; Hybrid; MYR 240,000 - 420,000; Full time

Job summary

Standard Chartered is seeking a Lead for Digital Acquisition to drive sustainable organic customer growth across SC.com and the SC Mobile App. You will shape the global SEO, GEO, AEO, and ASO strategy, aligning content, technical optimization, and AI-enabled search capabilities with business priorities.

You will partner with Product, Engineering, Analytics, Content, UX and Market teams to establish scalable standards, multilingual optimization, and measurement frameworks across markets while

Qualifications

• Bachelor’s degree in Marketing, CS, or related field; MBA is a plus.
• Experience with Adobe Analytics and SEO tools.
• Strong collaboration with Product, Engineering, Content, UX teams.
• Fluency in English; Chinese preferred for multilingual SEO.

Responsibilities

• Own the global organic growth strategy across SC.com and the SC Mobile App, accountable for traffic, engagement, and conversion.
• Define and lead the AI Search strategy across Google AI Overviews, ChatGPT, Copilot, Gemini, Perplexity, and emerging platforms.
• Lead technical audits, multilingual SEO standards, and scalable optimization playbooks across markets.
• Develop performance scorecards and attribution frameworks linking organic visibility to business outcomes.

Skills

SEO

GEO

AEO

ASO

CRO

Content optimization

Technical SEO

Adobe Analytics

Search Console

AEM

Multilingual optimization

JavaScript SEO

Core Web Vitals

Education

Bachelor’s degree in Marketing or Computer Science

MBA or equivalent

Tools

Adobe Analytics

Search Console

AEM

Enterprise CMS

Job description

Lead for Digital Acquisition

Strategic, data‑driven, and technically strong Lead for Digital Acquisition to drive sustainable organic customer acquisition across SC.com and the SC Mobile App. The primary objective of this role is to increase qualified organic traffic, engagement, and conversion across Standard Chartered's priority digital journeys by improving discoverability across both traditional search engines and emerging AI‑powered search platforms. The role will define and execute the bank's global strategy for SEO, GEO, AEO, and ASO, combining technical excellence, content optimisation, customer intent analysis, experimentation, and AI‑enabled search capabilities to drive measurable business growth. Working closely with Product, Engineering, Analytics, Content, UX, and Market teams, the role will establish scalable frameworks, technical standards, and optimisation playbooks that can be deployed consistently across multiple markets while balancing local customer needs, regulatory requirements, and business priorities.

Key Responsibilities

Organic Growth & Customer Acquisition

Own the global organic growth strategy across SC.com and the SC Mobile App, with accountability for qualified traffic, engagement, leads, and conversion outcomes. Identify and prioritise growth opportunities across customer acquisition journeys including banking, wealth, credit cards, deposits, investments, and insurance. Drive incremental acquisition through SEO, GEO, AEO, ASO, content optimisation, and landing page enhancements. Develop market‑specific and segment‑specific growth strategies across priority geographies. Improve customer discovery throughout the digital funnel, from search visibility to conversion.

AI Search & Search Optimisation

Define and lead the bank's AI Search strategy across Google AI Overviews, ChatGPT, Copilot, Gemini, Perplexity, and emerging AI search platforms. Establish standards for entity optimisation, structured data, and machine‑readable content that improve citation and visibility in AI‑generated answers. Partner with content teams to create search‑intent‑led content frameworks aligned to customer needs and business priorities. Develop scalable playbooks for GEO, AEO, and SEO execution across markets.

Technical Search Excellence

• Define enterprise standards covering:
• Technical SEO
• Schema markup
• Structured data
• Indexation management
• Internal linking
• Multilingual optimisation
• Hreflang implementation
• Core Web Vitals
• Mobile optimisation
• Partner with engineering teams to ensure digital experiences are optimised for discoverability and performance.
• Lead technical audits and remediation programmes across web and app platforms.

Conversion Rate Optimisation & Journey Performance

Conduct landing page and journey assessments to identify opportunities to improve engagement and conversion. Apply heuristic evaluation methodologies to assess intent match, content relevance, user experience, and conversion effectiveness. Develop hypotheses and experimentation plans based on customer behaviour data. Partner with UX and Product teams on A/B testing and optimisation initiatives. Identify why bounce rates are high on priority landing pages. Assess whether content matches customer search intent. Recommend UX, content, and technical improvements to improve conversion. Quantify business impact of optimisation opportunities.

Data, Analytics & Measurement

Develop performance scorecards measuring: Organic traffic growth, AI search visibility, Keyword coverage, Engagement metrics, Conversion rates, Revenue contribution. Leverage Adobe Analytics, Search Console, and other analytics platforms to identify growth opportunities. Build attribution frameworks linking organic visibility to business outcomes. Translate complex analytical insights into actionable recommendations for senior stakeholders.

Skills And Experience

Growth & Optimisation

• Proven experience growing organic traffic and acquisition at enterprise scale.
• Strong background in SEO, GEO, AEO, ASO, and CRO.
• Hands‑on experience improving traffic, engagement, and conversion across high‑volume digital properties.
• Expertise in search intent modelling, customer acquisition funnels, and digital growth strategies.

Technical Expertise Deep Expertise In

• Technical SEO
• Schema.org
• JSON‑LD
• Core Web Vitals
• Crawl optimisation
• Log analysis
• Index management
• JavaScript SEO
• Mobile optimisation
• International SEO
• Experience with Adobe Experience Manager (AEM), enterprise CMS platforms, and content governance frameworks.

Analytics & Experimentation

• Strong proficiency in Adobe Analytics, Search Console, CRO methodologies, Journey analytics, Funnel analysis, Experiment design, Statistical interpretation.
• Ability to develop hypotheses and prioritise optimisation opportunities using data.

AI Search Strong Understanding Of

• Generative Engine Optimisation (GEO)
• Answer Engine Optimisation (AEO)
• AI retrieval systems
• Entity optimisation
• Knowledge graphs
• Search behaviour evolution in AI environments

Preferred Languages: English / Chinese (required) to support multilingual search optimisation and the China digital ecosystem.

Qualifications

• Education: Bachelor’s degree in Marketing, Computer Science, or a related field. MBA or equivalent is a plus.

Benefits

In line with our Fair Pay Charter, we offer a competitive salary and benefits to support your mental, physical, financial and social wellbeing.

• Core bank funding for retirement savings, medical and life insurance, with flexible and voluntary benefits available in some locations.
• Time‑off including annual leave, parental/maternity (20 weeks), sabbatical (12 months maximum) and volunteering leave (3 days), along with minimum global standards for annual and public holiday, which is combined to 30 days minimum.
• Flexible working options based around home and office locations, with flexible working patterns.
• Proactive wellbeing support through Unmind, a market‑leading digital wellbeing platform, development courses for resilience and other human skills, global Employee Assistance Programme, sick leave, mental health first‑aiders and all sorts of self‑help toolkits.
• A continuous learning culture to support your growth, with opportunities to reskill and upskill and access to physical, virtual and digital learning.
• Being part of an inclusive and values driven organisation, one that embraces and celebrates our unique diversity, across our teams, business functions and geographies – everyone feels respected and can realise their full potential.