WorldFirst
Head of Organic Growth
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At Ant International
Our mission is to become the world’s most trusted digital services connector, enabling businesses everywhere to participate and thrive in the global economy. By building technology that simplifies cross-border commerce, we help organisations of all sizes grow beyond borders and unlock sustainable global opportunities.
This role sits within WorldFirst, our international payments platform dedicated to helping businesses move money around the world quickly, securely and transparently. Since joining Ant International in 2019, WorldFirst has accelerated its ambition to build one of the world’s most powerful platforms for international trade, combining WorldFirst’s trusted cross-border payment expertise with Ant’s global technology and digital solutions.
Today, WorldFirst brings together the energy and pace of a scaling fintech with the strength and backing of a global technology leader. With ambitious growth plans and continued investment in innovation, we are building the platform that will power the next generation of global commerce.
About the role
WorldFirst is looking for a Head of Organic Growth to lead our global organic search strategy and build the next generation of search capabilities for the payments industry.
This is a team lead role with genuine ownership. You will define and execute the organic growth roadmap across SEO, generative engine optimisation (GEO), answer engine optimisation (AEO), and app store optimisation (ASO) - driving visibility, qualified traffic, and conversion across all WorldFirst markets.
You will lead a global team of SEO managers, agencies, and freelance specialists, and work across our Business, Personal and Enterprise business lines.
Beyond core SEO, this role is about building. You will scale our AI and programmatic SEO capabilities, develop SEO products purpose-built for financial services, and position WorldFirst at the leading edge of how organic search works in an AI-native world.
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WorldFirst has moved over $500 billion for businesses trading across borders. Part of Ant International and trusted by 1.5m+ customers, we have the scale, data, and ambition to build something category-defining in organic growth. This role exists to make that happen.
What you will be doing
- Own the global organic growth strategy across SEO, GEO, AEO, and ASO, with clear accountability for measurable new customer and revenue impact.
- Lead, develop, and scale a distributed team of SEO managers, alongside agency and freelance partners, building a high-performing organic growth function.
- Design and deploy AI-driven and programmatic SEO systems that operate at scale across multilingual, multi-region markets.
- Build SEO products - tools, frameworks, and content engines - specifically for the payments and cross-border trade industry.
- Drive technical SEO excellence: crawling, indexing, site architecture, Core Web Vitals, and platform-level improvements in partnership with engineering and product teams.
- Develop international SEO frameworks, including hreflang, regional keyword strategy, localisation, and geo-targeting, across 30+ markets.
- Create content strategies and roadmaps rooted in search intent, customer needs, content performance data, and E-E-A-T principles - with particular attention to YMYL compliance in financial services.
- Build global authority through strategic link acquisition and digital PR.
- Partner with regional and cross-functional teams (product, engineering, content, brand, regional marketing) to ensure every market experience is optimised for how people actually search.
- Own organic performance reporting: turn data from analytics and SEO platforms into clear priorities and actionable insight for leadership and stakeholders.
- Act as the organisation's search thought leader - advising on emerging trends across traditional search, AI-generated search, and app store ecosystems.
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What we are looking for
- 8+ years of SEO experience, with at least 2 years leading a team, agency/outsourced roster, or both.
- Demonstrated track record of driving significant organic growth at scale, ideally within B2B, SaaS, fintech, payments, or financial services.
- Deep understanding of international SEO, including hreflang, localisation frameworks, and multi-region search dynamics.
- Strong technical SEO knowledge, paired with experience collaborating directly with engineering and product teams.
- Experience building or scaling programmatic SEO systems, AI-powered content or search workflows, or internal SEO tooling/products.
- Working knowledge of GEO, AEO, and ASO - or a clear appetite and ability to build capability in these areas.
- Excellent analytical and communication skills: you can work with data directly and translate complex search dynamics into clear strategic narratives for senior stakeholders.
- Strong grasp of E-E-A-T and YMYL considerations, particularly as they apply to regulated industries.
- Proactive, high-ownership mindset. Comfortable operating in a fast-paced, international environment with competing priorities.
- Experience in payments or fintech is strongly preferred.
- Familiarity with HTML, CSS, or lightweight scripting for SEO tooling is a plus.
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