SEO & ASO Manager

Xe helps people and businesses with currency services and money transfer solutions through technology on our website, mobile app, and phone channels.

About this role
The SEO & ASO Manager owns Xe’s global search presence, from web and app stores to AI‑driven search and LLM visibility. The role builds the foundation for organic growth, drives app store performance, and prepares Xe for future AI‑search environments, working closely with Product, Content, Growth, and Engineering.

Roles & Responsibilities

Search Engine Optimization (SEO)

Audit and rebuild Xe’s global SEO strategy, focusing on high‑intent money transfer and FX.

Lead keyword research and mapping for all key markets and languages.

Define and drive content optimisation for on‑site pages, landing pages and blog articles at a global scale.

Collaborate with engineering on site performance, crawlability and structured data improvements.

Monitor and report on SEO performance metrics, providing actionable insights to leadership.

Own Xe’s link acquisition strategy (ethical, relevance‑driven).

Conduct technical audits and identify optimisation opportunities to improve page load times and Core Web Vitals scores.

Coordinate site navigation and architecture optimisations to improve hierarchy, crawlability and conversion rates.

Leverage A/B testing to assess SEO initiatives before global scaling, demonstrating impact on traffic and business KPIs.

App Store Optimization (ASO)

Manage Xe’s visibility and conversion performance on Apple App Store and Google Play.

Conduct keyword research, A/B test metadata and optimise creative assets.

Collaborate with Product Marketing and UA teams to align app acquisition and retention strategies.

LLM & AI Search Optimization

Research and implement strategies to increase Xe’s visibility and accuracy in LLM‑based search (ChatGPT, Perplexity, Gemini, Copilot).

Develop and test structured data, content formats and partnerships that improve Xe’s representation in generative AI results.

Collaborate with Data and Product teams to integrate Xe’s API data (exchange rates, tools, brand assets) into LLM ecosystems.

Stay ahead of emerging trends in search + AI discovery and advise leadership on opportunities.

Monitor performance across emerging AI search tools/platforms and maintain industry benchmarks/KPIs.

Position Requirements

4+ years’ experience in SEO (ideally in fintech, e‑commerce, or marketplaces).

Proven track record improving organic traffic and conversion performance across web and/or app environments.

Strong understanding of technical SEO, Schema Markup, Core Web Vitals and modern content frameworks (React, Next.js, etc.); proficient in HTML, CSS, JavaScript and JSON‑LD.

Familiarity with App Store Optimization tools (AppTweak, Sensor Tower, Data.ai).

Analytical mindset, comfortable working with GA4, GSC, Looker Studio and keyword analytics tools (SEMRush, BrightEdge, Conductor, etc.).

Perks & Benefits

Medical, Dental & Vision Insurance

401(k) Plan with Match

Employee Stock Purchase Plan

Paid Vacation / Sick Leave

Hybrid Work Schedule

Tuition Assistance

Growth Opportunities

Corporate gatherings, team bonding events, and more

Plumm Mental Health and Wellbeing support

Volunteering day for a charity of your choice

XE offers a competitive salary and benefits package. The estimated pay for this role ranges from ($00,000USD to $00,000USD). Actual compensation is based on the candidate’s skills, qualifications and experience. Xe is an equal employment opportunity employer and welcomes applicants from all backgrounds. We are committed to providing reasonable accommodations to qualified individuals with disabilities.

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