Head of Content and Social

MoneySmart is Southeast Asia’s leading personal finance platform, helping consumers across Singapore and Hong Kong find the right financial products and make smarter decisions with their money. We’re at an inflection point: moving from a comparison platform to a genuinely personalised financial companion, and marketing is the engine that gets us there.

Mission

This is a senior leadership role with a clear mandate: build content and social into meaningful acquisition channels for MoneySmart while strengthening the brand and authority that make those channels work. Content and social are central to how MoneySmart shows up in the lives of consumers — building the trust, authority, and brand preference that financial decisions require. But they are not just brand functions. We expect them to drive measurable audience growth, qualified user acquisition, and contribution to commercial outcomes.

The role also sits at the centre of a structural shift in how content is created, distributed, and discovered. AI is reshaping every part of the content function — from production speed and personalisation depth to how content gets cited within AI assistants. You will lead MoneySmart's response: building a content operation that uses AI to scale quality and experimentation, while ensuring MoneySmart's editorial voice and authority show up consistently across both human and AI-mediated discovery surfaces.

You will lead editorial strategy, content production, social media, and content partnerships across SG and HK. The Singapore content team reports into you directly, and the Hong Kong Content Lead also reports into you — giving you a true regional remit. You will work closely with the Head of Organic Marketing (SG & HK), Acquisition Marketing, Product, and Commercial teams, and report to the Group Head of Marketing.

Responsibilities

Co-create and own MoneySmart's regional content and social strategy across Singapore and Hong Kong, with explicit accountability for audience growth, qualified user acquisition, and contribution to commercial outcomes

Apply editorial direction and brand standards across both markets, accounting for the distinct regulatory and consumer dynamics in each

Lead MoneySmart's editorial response to AI-mediated discovery — ensuring content is structured and positioned to be ingested and cited by AI assistants and generative search experiences. Partner with the Head of Organic Marketing (SG & HK) on the technical and structural side

Lead the function's adoption of AI in content production, ideation, personalisation, and distribution — driving meaningful gains in quality, scale, and experiment velocity without compromising editorial standards or brand integrity

Lead a culture of structured experimentation across content and social — testing formats, distribution models, partnership approaches, and commercial mechanics to identify where business value can be created

Identify and develop commercial opportunities — partnerships, branded content, audience monetisation models — where they make commercial sense

Own the editorial calendar and content production across editorial, social, content partnerships, and brand content

Build a partnership between content and Organic Marketing so that organic reach operates as one integrated system, not two parallel functions

Work with Acquisition Marketing, Brand, Design and Commercial teams to ensure content and social support broader business priorities

Requirements

10+ years of experience in content, editorial, brand, or social leadership roles, ideally in fintech, eCommerce, marketplaces, or consumer tech

Proven track record of building brand strength through content and social, with measurable improvements in audience growth, engagement quality, or brand health metrics

Editorial sensibility paired with strategic and commercial instinct — knows when content quality is the goal, and knows when to push for harder business outcomes

Genuine experimentation mindset — comfortable running structured tests, comfortable with uncertainty, rigorous about measurement, and honest about what works and what doesn't

Genuine fluency with how AI is reshaping content creation, personalisation, and discovery — including practical experience using AI tools to scale content quality and velocity, and a thoughtful perspective on what AI should and should not do in editorial work. Pragmatic about the trade-offs between efficiency and editorial integrity

Experience managing across multiple markets, with the judgment to balance regional consistency and local relevance

Track record of managing and developing content teams, including managing managers

Strong analytical mindset with the ability to translate data into editorial and strategic decisions

Excellent stakeholder management and communication skills

What success looks like

Content and social become meaningful acquisition channels, with measurable contribution to audience growth and downstream commercial outcomes across both markets

MoneySmart's brand strength improves measurably across both markets — through audience growth, engagement quality, brand recall, and consumer perception

AI is meaningfully integrated into the content and social function — improving production quality, experiment velocity, and personalisation depth, while preserving editorial standards and brand voice. MoneySmart's editorial presence is strong across both traditional and AI-mediated discovery surfaces

Content and Organic Marketing operate as one integrated organic engine, not two parallel functions

Content and social are regarded internally as a strategic growth lever — not a support function — and as a team known for editorial rigour, experimentation discipline, and honest measurement

MoneySmart Culture Values & Tenets

The traits we admire are core intrinsic qualities we look for in someone we want on our team, and we look for people who are Hungry, Humble and Smart. We also expect all our people to uphold the following company values:

Play to win as a team

Solve for the customer

Embrace a personal growth mindset

Step up and own it

Challenge the status quo and deliver outcomes

MoneySmart Group is an equal opportunity employer. Please include only relevant details and avoid unnecessary information (e.g., photos, age) in your job application to assist us in ensuring that the interview process is devoid of bias.