Head of Content and Social

About the role

MoneySmart, Southeast Asia's leading personal finance platform serving Singapore and Hong Kong, is looking for a Head of Content and Social. This is a senior leadership role reporting to the Group Head of Marketing, with a regional remit: the Singapore content team and the Hong Kong Content Lead report directly to you. The role builds content and social into meaningful acquisition channels, strengthens brand authority, and leads the function's response to AI reshaping content production, personalisation and discovery.

Key responsibilities

• Co-create and own the regional content and social strategy across Singapore and Hong Kong, accountable for audience growth, qualified user acquisition and commercial outcomes.
• Apply editorial direction and brand standards across both markets, accounting for their distinct regulatory and consumer dynamics.
• Lead the editorial response to AI-mediated discovery, ensuring content is structured to be ingested and cited by AI assistants and generative search, and partner with the Head of Organic Marketing on the technical side.
• Drive adoption of AI in content production, ideation, personalisation and distribution while protecting editorial standards and brand integrity.
• Run structured experiments on formats, distribution models, partnerships and commercial mechanics.
• Identify and develop commercial opportunities such as partnerships, branded content and audience monetisation.
• Own the editorial calendar and content production across editorial, social, content partnerships and brand content.
• Integrate content and Organic Marketing into one organic engine, and work with Acquisition Marketing, Brand, Design and Commercial teams.

Required profile

• 10+ years of experience in content, editorial, brand or social leadership, 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.
• Experience managing across multiple markets, balancing regional consistency and local relevance.
• Track record of managing and developing content teams, including managing managers.

Required skills

• Editorial sensibility paired with strategic and commercial instinct.
• Structured experimentation mindset, rigorous about measurement.
• Fluency with how AI is reshaping content creation, personalisation and discovery, including practical use of AI tools.
• Strong analytical mindset and stakeholder management and communication skills.