Job Description

Business Function:

As the leading bank in Asia, DBS Consumer Banking Group is in a unique position to help our customers realise their dreams and ambitions. As a market leader in the consumer banking business, DBS has a full spectrum of products and services, including deposits, investments, insurance, mortgages, credit cards and personal loans, to help our customers realise their dreams and aspirations at every life stage. Our financial solutions are not only the best in the business – they were made just right for you.


Job Purpose:

Lead the Future of AI‑Driven Search at DBS: Recognised globally as the World’s Best Bank, DBS is redefining what search means in an era shaped by generative AI. As consumer discovery shifts from keyword clicks to intent‑based, AI‑generated answers, DBS is investing in a transformative GEO/GSO (Generative Engine Optimisation/Generative Search Optimisation) strategy to future‑proof how our customers find, trust, and choose us.

We are seeking a trailblazing leader to architect and execute this next frontier of search. This role is not just about GEO — it’s about reinventing visibility across generative search engines, while strengthening DBS’ authority across Singapore’s most-searched financial topics.

If you’re passionate about strategic impact, experimentation, search content and shaping an entirely new search discipline in banking, this is your moment.

Responsibilities:

Build DBS’ AI‑Ready Search Strategy (GEO + SEO)

• Own the end‑to‑end GEO strategy for CBG Singapore — driving visibility, authority, and conversions across AI search platforms.
• Translate search intent, FAQs, and segment‑specific questions into content strategies for key product categories.
• Lead experiments, generate learnings, and scale proven models.

Drive Content Authority Across Owned + Earned + Paid

• Build authoritative, AI‑optimised content across channels

• Develop a GEO prioritisation matrix to inform areas of focus

   

Architect Content for AI Summarisation

• Ensure content answers user intent directly — with structured, multi‑modal formats (headings, tables, FAQs, images, video).
• Improve crawlability and schema on site pages to elevate inclusion in Google AI Overview & LLM outputs.
• Enhance E‑E‑A‑T across all content: Experience, Expertise, Authoritativeness, Trustworthiness.

Strengthen Search Integration Across Marketing

• Full funnel Search Strategy: Integrate organic and paid search to maximise ROI, using insights from both sides to drive efficiency and visibility
• Partner closely with Digital Banking, Marketing, PR/Comms, Creative, Media and GEO agencies.

Lead Insights, Measurement & Attribution

• Develop and Own GEO/SEO dashboards, with a clear line of business impact attribution
• Track key metrics for continuous optimisation
• Introduce new funnel attribution that captures “clickless” AI discovery.

Anchor GEO centre of excellence

• Setting vision and scaling best practices across the business to ensure every touchpoint is optimised for AI‑driven discovery

Directly influence DBS’ ability to win in an AI‑driven search landscape by:

• Enhancing the AI search visibility
• Driving uplift targets of AI mentions, citations, ranking, AI SOV and product conversions
• Reshaping content operations to support faster content creation
• Strengthening brand trust across segments
• This role is central to DBS’ ambition to own discovery in generative search.
• This is a rare opportunity to build a new discipline from the ground up at a bank known for digital leadership. You will set the standard for how a major financial institution shows up in generative search — shaping the model others will follow.

Requirements

• Proven track record in GEO/SEO/SEM or search‑led content strategy within complex digital environments.
• Proven track record improving organic visibility, authority, and conversion for large-scale brands.
• Deep understanding of AI‑powered search (AI Overview, Gemini, GPT‑based engines) and how to optimise for intent-based answers.
• Strong grasp of E‑E‑A‑T, schema, multi‑modal search optimisation, and technical SEO fundamentals.
• Experience managing agencies and cross-functional teams.
• Financial services experience preferred but not mandatory.

• A strategic, experimental, and highly collaborative leader who thrives in fast-evolving digital landscapes.

   

Job Requirements