Search Marketing Manager (SEO, SEM & GEO) FMCG

About the role

We are looking for a Growth & Search Marketing Manager to lead digital visibility, customer acquisition and engagement for a global consumer brand. You will own SEO, SEM, AI‑driven search and website optimisation initiatives while collaborating with regional and global teams.

Key responsibilities

• Design and execute local search strategies covering SEO, SEM, GEO and AI‑powered search.
• Monitor AI search trends, competitive visibility and consumer behaviour to identify new growth opportunities.
• Define KPIs, measurement frameworks and continuous optimisation roadmaps.
• Lead GEO efforts to boost brand presence, citation quality, share of voice and sentiment in AI search environments.
• Partner with Brand, Corporate Affairs, Trade Marketing, CRM and E‑commerce teams to embed GEO principles into content and campaign planning.
• Build measurement approaches to track AI visibility performance.
• Identify opportunities to connect search, content, website and CRM touchpoints into a cohesive consumer journey.
• Translate search insights into concrete actions that improve experience and business results.
• Support annual and strategic planning with search, GEO and behavioural insights.
• Manage search agencies, set governance, reporting and optimisation processes.

Required profile

• Bachelor’s degree required; Master’s in Marketing or Business is a plus.
• Minimum 6 years of search/digital/growth experience in FMCG, preferably in a multinational environment.
• Excellent command of English and Chinese (written and spoken).
• Proven expertise in search marketing, content strategy and growth marketing.
• Strong stakeholder management and influencing skills with an experiment‑and‑learn mindset.

Required skills

• SEO
• SEM
• GEO
• AI‑powered search
• Website optimisation
• UX principles
• Web analytics
• Search performance tools
• Reporting platforms