Troocoo are proud to partner with a well-established, multi-brand financial services group that has built a genuine reputation for punching above its weight in organic search within banking and finance. Having historically relied on strong organic performance to drive high-intent traffic across its portfolio of brands, the business is now navigating a period of real change as search behaviour shifts and AI-driven discovery reshapes how customers find and compare financial products.

This is a rare opportunity to help define what that future looks like, working across multiple brands with genuine investment behind you and real influence over the direction of the strategy.

About The Role As Digital Acquisition Lead (SEO), you will own customer acquisition across organic search and AI-driven discovery for a portfolio of well-known brands. This means going well beyond keyword rankings, you will improve visibility where customers research and compare, increase qualified leads, and lift lead-to-application conversion in support of stronger downstream commercial outcomes.

Search behaviour is shifting fast: more queries are being answered without a click, and rankings can move quickly. This role is about measurable acquisition results and quick, practical improvements, not activity for its own sake. You will expand the business's capability from traditional SEO into a broader acquisition function that covers both search engines and AI-driven discovery.

You will partner closely with the General Manager, an Editor, a Digital Product Owner, an SEO Lead, a Senior Digital Analytics Specialist, an Acquisition Manager, a Paid Media Specialist, a Product Data and Insights Manager, and a Senior Systems Engineer, acting as a key strategic voice for organic and AI discovery performance across the business.

Key Responsibilities





- Own acquisition performance across organic search and AI-driven discovery, primarily accountable for qualified lead volume and quality, prioritising work based on commercial outcomes rather than visibility alone.
- Monitor discovery performance and translate changes in search results and AI answers into clear, actionable responses.
- Run and document experiments to improve intent match, page structure, internal linking, and on-site conversion.
- Maintain response playbooks for major discovery shifts and tracking issues, coordinating fixes with content, product, analytics, and commercial teams.
- Ensure tracking and measurement are accurate and consistent so leads can be attributed and funnel issues diagnosed.
- Maintain technical health across owned properties, including indexation, site performance, accessibility, and internal linking.
- Set standards for page structure, including templates, headings, metadata, and hierarchy, to improve both user experience and machine readability.
- Build topic plans for high-intent customer decisions aligned to priority products, and improve the clarity and credibility of content used in search and AI answers.
- Use proprietary data and insights to create discovery assets that stand out in the market.
- Use automation and AI tools responsibly to speed up analysis, prioritisation, experimentation, and execution, with clear human ownership and governance.
- Define and track KPIs for organic acquisition, including clicks, qualified leads, lead-to-application conversion, and funded outcomes,



with a clear link to revenue.
- Use performance data to decide where to invest, what to stop, and what to fix.

About you You are an experienced digital acquisition or SEO professional with genuine curiosity about the AI discovery landscape and the ambition to help define what best practice looks like in this space. You are analytical and commercially minded, comfortable being held accountable to numbers, and confident adapting as the ground shifts beneath you. To be successful, you will bring:

- 5+ years of experience in digital acquisition or growth marketing roles, accountable for measurable outcomes.
- Hands-on experience using AI tools to support analysis and execution, with appropriate review and ownership.
- Evidence of impact, such as shipped experiments that moved a key metric, an example of responding to a major discovery change, and a cross-functional improvement you have driven in measurement, tracking, or technical health.
- Strong SEO fundamentals and experience with SEO tools and analytics, such as SEMrush, Ahrefs, and Screaming Frog, are highly regarded.
- Strong analytical skills, with the ability to translate complex data into clear, prioritised action.
- A humble, self-confident, and collaborative approach. This isn't a role for someone who wants to arrive as "the SEO expert"; it's for a problem solver who wants to work together and set goals as a team.
- Experience operating in a regulated industry is highly desirable.

This is a great prospect to lead at the cutting edge of organic and AI discovery, within a business that is serious about investing in this space and genuinely values adaptability, curiosity, and commercial thinking. For a confidential discussion, please contact Emma Hegarty at [email protected] or apply now.

📌 Digital Acquisition Lead (SEO) (Brisbane)
🏢 Troocoo
📍 Brisbane