Manager (SEO Strategy), Direct and Digital Distribution

About FWD Group FWD Group (<1828.HK>) is a pan-Asian life and health insurance business that serves approximately 40 million customers across 10 markets, including BRI Life in Indonesia. FWD’s customer-led and tech-enabled approach aims to deliver innovative propositions, easy-to-understand products and a simpler insurance experience. Established in 2013, the company operates in some of the fastest-growing insurance markets in the world with a vision of changing the way people feel about insurance. FWD Group is listed on the main board of the Hong Kong Stock Exchange under the stock code 1828. For more information, please visit For more information about FWD Hong Kong, please visit The Job Develop and execute SEO strategies for the corporate website, including on-page optimization, site structure enhancements, and off-page SEO initiatives to improve overall search visibility. Analyze target customer search behavior and intent, define content strategies, and guide the content team in producing high-quality content aligned with SEO and GEO best practices. Optimize content visibility across AI-driven search engines such as Perplexity, ChatGPT Search, and Google AI Overviews. Leverage formats such as Q&A, listicles, and definition-based content to increase the likelihood of brand content being selected as answer sources. Use GA4, Google Search Console, Ahrefs, SEMrush, and other tools to monitor website performance, prepare regular reports, track organic traffic, keyword rankings, click-through rates (CTR), and translate complex data into actionable optimization recommendations. Requirements Minimum 5 years of full-time SEO experience, including at least 2 years in the financial services or insurance industry. Familiarity with the Hong Kong market and regulatory environment is required. Candidates should be able to demonstrate at least two successful SEO case studies. Experience leading annual SEO/GEO initiatives or major SEO projects, with the ability to allocate resources, review deliverables, and drive project execution. Proficient in GA4, Google Search Console, Ahrefs, and SEMrush. Able to build dashboards independently and convert data into actionable insights. Hands-on experience applying GEO (Generative Engine Optimization) in real business scenarios. Familiar with how AI search engines evaluate and cite content, able to propose practical optimization strategies, and capable of monitoring brand citation frequency and accuracy in AI-generated answers. We offer 5-day work, 20-22 days annual leaves, excellent learning & development opportunities and an attractive package to the right candidate. Information collected will be treated in strict confidence and used solely for recruitment purpose. The company will retain all applications no longer than 24 months of which will be destroyed thereafter. When there are vacancies in any of our subsidiaries, holding companies, associated or affiliated companies of, or companies controlled by, or under common control with the Company during that period, we may transfer your application to them for consideration of employment. We are an equal opportunity employer. We do not discriminate on the basis of race, gender, disability or family status in employment process.