Audience Growth Manager - (AI/Search) Performance Marketing

Your New Company A dynamic digital commerce group with strong capabilities in brand building and e‑commerce operates a growing portfolio of in‑house consumer brands. One of its core focuses is a homegrown footwear label, positioned for regional and global growth through innovation in product storytelling, digital discovery, and content‑led commerce.

Your New Role As Audience Growth Manager, you will lead the strategy and execution of traffic growth, discoverability, and digital authority for the group's in‑house footwear brand.

This role is responsible for building a modern discovery engine that goes beyond traditional SEO and paid media-focusing on AI‑native search, content ecosystems, and authority building to ensure the brand is consistently visible, referenced, and trusted across emerging search and AI platforms. Key Responsibilities 1. AI Search & Discovery Strategy

• Develop and own AI‑centric discovery strategies (GEO/AEO) to grow organic visibility for the brand.

• Ensure strong brand representation across AI search environments, assistants, and emerging platforms.

• Strengthen entity signals, brand authority, and structured visibility within AI ecosystems.

2. Content & AI Optimisation

• Build a scalable, AI‑friendly content framework across editorial, social, and long‑form formats aligned to footwear and lifestyle storytelling.

• Optimise structured data, FAQs, and content architecture for AI indexing and retrieval.

• Oversee AI‑assisted content creation workflows with strong brand and quality governance.

3. Traffic Growth & Conversion

• Drive non‑branded traffic growth through AI discovery, visual search, and content‑led funnels.

• Design integrated conversion journeys connecting social platforms, content, and AI‑driven entry points.

• Collaborate with e‑commerce and tech teams to align discovery insights with onsite experience and merchandising.

4. Media & Brand Authority

• Develop third‑party editorial content and placements that enhance credibility and AI citation value.

• Build relationships with media partners, creators, and communities aligned with the brand.

• Strengthen brand trust signals to improve organic visibility and long‑term discoverability.

5. Analytics & Optimisation

• Track advanced metrics such as AI visibility share, citation frequency, and discovery‑led traffic.

• Conduct ongoing testing and optimisation across content formats and AI models.

• Translate insights into actionable improvements across brand growth initiatives.

Qualifications

• 3+ years of experience in digital growth, organic acquisition, content strategy, or performance marketing.

• Practical experience working with AI‑integrated search, content systems, or discovery platforms.

• Strong communication skills bilingual capability (English and Mandarin) is an advantage for Mandarin speaking clients.

• Familiarity with structured data, schema, AI content workflows, or retrieval‑based systems is a plus.

• Experience in e‑commerce, footwear, fashion, or lifestyle brands is preferred.

• Comfortable operating in a fast‑paced, brand‑led, multi‑disciplinary environment.