Job Requirements

About the Role The role is responsible for driving organic growth and business acquisition across the retail banking portfolio through SEO and Generative Engine Optimization (GEO) initiatives. The role will lead the development and execution of comprehensive search growth strategies across traditional search engines and AI-powered discovery platforms by combining technical SEO, content strategy, customer intent analysis, analytics, experimentation, and AI-led optimization.

The role will manage a team of SEO Growth Hackers and collaborate with Product, Technology, Content, Analytics, UX, and Marketing teams to build scalable organic growth capabilities. The objective is to increase customer acquisition through improved search visibility, stronger digital experiences, and higher conversion from organic channels.

Key Responsibilities

Primary Responsibilities

- Develop and execute SEO and Generative Engine Optimization (GEO) strategies aligned with business acquisition objectives across the retail banking portfolio.

- Lead and mentor a team of SEO Growth Hackers, providing strategic direction, prioritization, and capability development.

- Own organic acquisition initiatives across retail banking products including Savings Account, Personal Loans, Credit Cards, Deposits, NRI Banking, and retail products.

- Identify growth opportunities through search intent analysis, customer behavior insights, keyword research, competitor analysis, and market trends.

- Develop customer-centric content strategies using Jobs To Be Done (JTBD), search intent mapping, topical authority, and content ecosystem approaches.

- Drive technical SEO initiatives including website architecture, crawl optimization, indexation, internal linking, structured data, schema implementation, rendering improvements, and Core Web Vitals.

- Build SEO and GEO frameworks to improve visibility across search engines, AI-powered search experiences, answer engines, and conversational discovery platforms.





- Optimize digital content and website experiences to improve discoverability in AI-generated responses and emerging search formats.

- Develop strategies around semantic SEO, entity optimization, knowledge structures, and content relationships to strengthen search authority.

- Partner with Product, Engineering, Content, Analytics, and UX teams to ensure SEO and GEO best practices are embedded across digital journeys.

- Drive SEO experimentation and growth initiatives to improve organic traffic, engagement, conversion rates, and business contribution.

- Leverage AI tools for search intelligence, content optimization, competitor analysis, automation, and workflow improvements.

- Define and monitor SEO and GEO measurement frameworks including organic traffic growth, rankings, visibility, AI search presence, conversions, and revenue impact.

- Build dashboards and reporting mechanisms to communicate performance, insights, and growth opportunities to senior stakeholders.

- Stay updated with search algorithm changes, AI search developments, and industry best practices to continuously improve organic growth strategies.

Secondary Responsibilities

- Strong problem-solving skills with a growth mindset and positive attitude.

- Understand business objectives and translate them into actionable SEO, GEO, and digital acquisition strategies.

- Ability to optimize customer journeys through search insights, user behavior analysis, and conversion improvement opportunities.

- Understanding of Generative Engine Optimization (GEO), Answer Engine Optimization (AEO), and AI-driven search ecosystems.

- Knowledge of entity optimization, semantic SEO, structured data, knowledge graphs, and content frameworks designed for AI discovery.





- Ability to create strategies to improve brand presence across AI-generated answers through content quality, authority signals, digital PR, and ecosystem optimization.

- Basic understanding of digital analytics, attribution, funnel analysis, and performance measurement.

- Experience working with SEO platforms and analytics tools such as Google Search Console, GA4, Adobe Analytics, Ahrefs, Semrush, Screaming Frog, or equivalent tools.

- Understanding of content marketing, technical SEO, schema markup, website optimization, and digital experience improvement.

- Comfortable working in Agile teams with a focus on incremental improvements and measurable ROI.

- Ability to collaborate with internal teams and external partners/agencies to drive execution.

What We Are Looking For

Education

- Graduation: Science / Commerce / Engineering / Computer Science / IT or equivalent.

- Post-graduation: MBA preferred.

Experience

- 7 to 10 years of relevant experience in SEO, organic growth, digital acquisition, or performance marketing.

- Proven experience in scaling organic acquisition programs for consumer-facing digital businesses.

- Experience managing SEO teams and driving measurable business outcomes.

- Robust understanding of enterprise SEO, content strategy, technical SEO, analytics, and search growth frameworks.

- Experience in BFSI, ecommerce, marketplaces, or other high-volume digital businesses preferred.

- Exposure to AI search optimization, Generative Engine Optimization (GEO), or AI-led content workflows will be an advantage.

Skills and Attributes

- Strong leadership and team management capabilities.

- Strategic thinking with the ability to align marketing efforts with business objectives.

- Proficiency in digital marketing tools, platforms, and performance analytics.

- Excellent communication and stakeholder management skills.

- Ability to stay updated with industry trends and apply innovative approaches.

- Strong project management and organizational skills.

📌 Senior Digital Marketing Manager (Mumbai)
🏢 IDFC FIRST Bank
📍 Mumbai