Job Description

Role Summary

You'll own Bowtie Malaysia's entire organic discovery strategy from the ground up — across traditional search, and the newer terrain of ChatGPT, Perplexity, and Google AI Overviews. This isn't optimizing an existing channel; it's building one that doesn't exist yet, in a category where Google and AI engines apply their highest scrutiny (YMYL content) and where entrenched local insurers already have years of head start.

If you'd rather architect a market's first organic acquisition engine than manage an established one, this is that role.

About the Role

You'll own the full SEO/GEO/AEO strategy for Bowtie Malaysia — technical infrastructure, content scale, and search performance — while building and leading the local content team that makes it happen.

Key Responsibilities

1. SEO & GEO/AEO Strategy

• Own the technical SEO architecture for Bowtie Malaysia, including structured data (schema markup for medical and insurance content) and site design optimized for both traditional crawlers and AI agents.
• Build Bowtie's presence and citation rate across AI answer engines (ChatGPT, Perplexity, Google AI Overviews), not just traditional Google rankings.

1. Content Scaling

• Build and scale a content library from scratch to 2,000+ indexed articles, in partnership with the Insurance Content Specialist and a local content team you lead.
• Establish keyword and intent mapping for the Malaysian medical insurance market.

1. Authority & Performance

• Drive domain authority and organic traffic growth against a genuinely from-zero starting point — real infrastructure, real content, real authority signals, not shortcuts.
• Own performance tracking across both traditional and generative search, and report on what's working and what isn't.

1. Team Leadership

• Lead and grow a local content team as the library and traffic scale.

About you

Experience & Skills

• 5+ years in organic search/SEO, including 2+ years in a team lead or managerial capacity. Fintech, health, or insurance experience a strong plus.
• Deep technical SEO expertise — structured data (e.g., MedicalWebPage, InsuranceProduct schemas), vector search principles, and GEO/AEO optimization mechanics.
• High proficiency with GA4, Google Search Console, Ahrefs, Semrush, Screaming Frog, and custom LLM evaluation frameworks.
• Understanding of search behaviour and language dynamics in English and Bahasa Malaysia.

The Person

• You're obsessed with being cited, not just ranked — as comfortable optimizing for an AI answer engine as for a page-one Google result.
• Zero-to-something is the fun part for you — you're energized by building infrastructure and authority from scratch, not maintaining what already exists.
• You think in systems — technical architecture, content pipelines, and team structure, all at once.
• You're comfortable being the first search hire in a brand-new market, and you know exactly when to pull in support.
• You're data-driven but not paralyzed by it — you move from insight to a shipped page quickly.
• You're genuinely curious about how AI answer engines decide what to cite, not just how Google decides what to rank.

Language

• English and Bahasa Malaysia required.

We Offer

Apart from a great career path and an opportunity to do good and do well, we also offer:

• Competitive package
• Flexible work arrangement
• Benefits include medical/ dental coverage and wellness programs
• Employee discounts
• Fun, co-operative, and flexible startup culture
• Weekly sharing sessions and regular social gatherings
• Excellent learning opportunities with Professional Development Sponsorship

About Bowtie

We are the first licensed virtual insurer (虛擬保險公司) in Hong Kong.

We believe that insurance is fundamentally good, and we are here to bring the good back through our passionate, innovative, and customer-centric team.

By combining our deep domain expertise and our own proprietary modern technology, we are building one of the most iconic, category-defining health insurance companies in Asia.

We take pride in moving fast all the time and our track record in moving ahead in the game. Our digital insurance platform is also ranked #2 in the world in Sia Partners' 2023 report.

As we grow, we're always looking for highly dynamic, hands-on, and passionate talent to join our team. If you are looking for a rewarding career where you will grow together with strong talents from different backgrounds and build products and services that bring a positive impact on the lives of millions of people in Hong Kong / Asia, apply to our opening today!

Information collected will be treated in strict confidence and used solely for recruitment purposes.

The company will retain all applications no longer than 24 months of which will be destroyed thereafter.

We are an equal-opportunity employer. We do not discriminate on the basis of race, sex, disability, or family status in the employment process.