ORGANIC GROWTH LEAD

ORGANIC GROWTH LEAD

APAC | Marketing | Reports to: Head of Customer Engagement & Retention

To accelerate organic growth across our APAC businesses, covering web, search SEO and ASO, and grow our reach among high-quality prospects who become valuable clients. As search shifts towards AI-generated answers, this hands-on team lead will own SEO and AI search visibility, lead the SEO workstream of our CMS migration, and drive A/B testing on web to turn organic traffic into client improving conversions across the funnel.

The Organic Growth Lead will work closely with the division’s senior management team and senior marketers across APAC markets to translate commercial goals into channel-specific plans.

JOB RESPONSIBILITIES

•CMS migration: Act as SEO owner for the migration to our new headless CMS, defining requirements for templates, metadata, URL structures, localization and structured data, and leading URL mapping, redirects, QA and post-launch monitoring to protect rankings and traffic.

•AI search: Define and lead our approach to visibility in AI Overviews, AI Mode, ChatGPT, Claude, Perplexity and other answer engines, working with marketing teams to close content gaps, and establish measurement for AI citations, share of voice and referral traffic.

•CRO and experimentation: Own the A/B testing roadmap using our CRO tool, running experiments on landing pages and key journeys to lift organic conversion rates and evidence the commercial value of the channel.

•SEO strategy: Define and lead the organic search strategy for each market across technical, on-page and off-page SEO, including international SEO (hreflang), in line with Google’s and other search engines’ quality guidelines.

•Own the ASO strategy with product and app teams, and partner with the Social lead to grow YouTube, social and news as acquisition channels establishing IG as an authority in the trading and investing space.

•Oversee delivery through an in-house and agency model, setting clear priorities based on business goals and the biggest opportunities.

•Lead, develop and motivate a multi-skilled organic team across markets.

•Build strong relationships with product, engineering, content, paid media, compliance and local market teams to embed SEO best practice, and work with paid media to close gaps between paid and organic.

•Own performance analysis, forecasting and reporting for all organic channels, linking activity to commercial outcomes and communicating progress to all levels, including senior management.

PERSON SPECIFICATION

•Confident, driven leader who motivates and inspires

•Stakeholder influencer, challenger and problem solver

•Curious and experimental, with a genuine interest in how AI is reshaping search

•Strong prioritisation and delegation skills

•Passionate about collaborating with other expert teams

EXPERIENCE

Essential

•Significant experience leading SEO across technical, on-page and content (agency experience welcome)

•Hands-on experience delivering at least one large-scale CMS or platform migration while protecting organic performance

•Demonstrable understanding of AI search and generative engine optimisation, with examples of initiatives you have led

•Hands-on experience running A/B tests and CRO programmes

•Proven people leadership, including managing teams and agencies across multiple markets

•Strong analytical skills using tools such as GA4, Google Search Console, Looker Studio and Screaming Frog, Botify or Lumar

Desirable

•Experience with Storyblok or another headless CMS

•Experience with a CRO tool such as Optimizely

•Experience in a newsroom or fast-paced publishing environment

•Fluency in English and additional APAC language capabilities, such as Mandarin or Japanese, would be advantageous for supporting regional stakeholders and market activities.

QUALIFICATIONS

•Degree in business, marketing or a related subject, or equivalent professional experience

•Excellent written and spoken English