Position Title
Specialist, Performance Marketing (SEO)
Report to
Lead, Performance Marketing
Position Summary
This role is responsible to lead Search Engine Optimization (SEO) initiatives, drive traffic and platform visibility both organically and through AI-generated search experiences under the Loyalty & Travel Services (LTS) division. The incumbent shall develop and execute comprehensive SEO strategies to improve search engine rankings, maximise discoverability and attract high-intent users across key platform pages for Travel Services. Apart from that, this role will own end-to-end SEO performance, spanning on-page, off-page and technical optimisation, with a strong focus on ensuring priority pages consistently achieve top search engine results and will be required to work closely with internal stakeholders and external agencies across all marketing initiatives, leveraging data, search insights and evolving AI-driven search behaviours to support business growth.
Key Accountabilities
- Develop and implement comprehensive SEO strategies to improve website visibility and drive organic traffic.
- Conduct in-depth keyword research to identify new opportunities and optimize existing content.
- Optimize website content and structure following on-page SEO best practices, including meta tags, titles, and internal linking.
- Perform technical SEO audits to identify and fix website issues that may affect search engine rankings.
- Implement on-page optimization techniques such as structured data (Schema Markup), canonical tags, XML sitemaps, etc.
- Manage off-page SEO activities including backlink building and content creation.
- Stay updated on the latest SEO trends and algorithm changes and adjust strategies accordingly.
- Ensure platform SEO performance consistently drives priority pages to top search engine results pages (SERPs), maximising visibility, discoverability and qualified organic traffic.
- Collaborate closely with internal teams, external agencies, and content creators to champion and embed SEO best practices across all marketing initiatives.
- Monitor and analyze website performance metrics using tools like Google Analytics, Google Search Console, SEMrush, etc.
- Track and report SEO performance metrics, including organic traffic, keyword rankings, and conversion rates.
- Responsible for content writing for website pages, blog posts, social media posts, and other marketing materials.
Qualifications and Working Experience
- Bachelor’s Degree in Marketing, Data Analytics or a related discipline.
- Google certifications/search engine partner certifications.
- At least 3 years of SEO working experience in a relevant industry.
Areas of Experience
E-Commerce / Service-based industry
Personality Traits
- Data-driven and analytical, with a strong commercial mindset
- Possesses basic coding knowledge and a working understanding of data analytics
- Proactive, adaptable, and comfortable navigating evolving SEO and AI-driven search trends
- Detail-oriented with a strong sense of ownership
- Strong collaborator and clear communicator across teams and agencies
