Head of Content and Social
- Compensation
- Not disclosed
- Location
- Singapore
- Work setup
- Not specified
- Seniority
- C level
- Employment
- Not specified
- Experience
- 10+ years
- Category
- Not specified
- Posted
Skills
Must have
- 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 perspe
- 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
Full description
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