SEO & ASO Lead

Description

At Xe, we live currencies. We provide a comprehensive range of currency services and products, including our Currency Converter, Market Analysis, Currency Data API and quick, easy, secure Money Transfers for individuals and businesses. We leverage technology to deliver these services through our website, mobile app and by phone. Last year, we helped over 300 million people access information about the currencies that matter to them and over 225,000 people used us to send money overseas.

ABOUT THIS ROLE
We’re now looking for a strategic, hands-on SEO & ASO Lead to take ownership of our global search presence — across web, app stores, and the new world of AI-driven search and Large Language Model (LLM) visibility.

The SEO & ASO Lead will define and execute Xe’s search and discovery strategy across all digital surfaces where people seek money transfer and currency information — from Google to ChatGPT.

You’ll be responsible for rebuilding our SEO foundations, growing organic traffic and conversions, optimising our app store presence, and preparing Xe for visibility in AI-assisted search environments.

This role combines strategic thinking, technical expertise, and cross-team collaboration with Product, Content, Growth, and Engineering.

OUR PRINCIPLES

• AMBITION - We dream big, try things out and always ask “why not?” and “what if?” We’re ambitious in our thinking and our delivery
• RESPONSIBILITY - We get involved, bring our perspective, and are always open to new ideas. We take personal responsibility
• COMMUNITY - We value a sense of belonging, trusting each other and encouraging authenticity. We contribute to our community

ROLES & RESPONSIBILITIES

Search Engine Optimization (SEO)

• Audit and rebuild Xe’s global SEO strategy, focusing on high-intent money transfer, FX, and brand queries.
• 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.
• 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).

App Store Optimization (ASO)

• Manage Xe’s visibility and conversion performance in 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 (e.g. 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.

POSITION REQUIREMENTS

• 4+ years’ experience in SEO or growth marketing (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, Core Web Vitals, and modern content frameworks (React, Next.js, etc.).
• Familiarity with App Store Optimization tools (AppTweak, Sensor Tower, Data.ai).
• Analytical mindset — comfortable working with GA4, GSC, Looker Studio, and keyword analytics tools.
• Curiosity for AI-driven search trends (OpenAI, Anthropic, Google SGE, etc.) and how they’ll reshape discovery.
• Ability to work cross-functionally with engineers, designers, and marketers.

PERKS & BENEFITS

• Medical, Dental & Vision Insurance
• 401K Plan with Match
• Employee Stock Purchase Plan
• Paid Vacation / Sick Leave
• Hybrid Work Schedule
• Tuition Assistance
• Growth Opportunities
• Corporate gatherings, team bonding events, and much more!
• Plumm Mental Health and Wellbeing
• Volunteering day for a charity of your choice

XE offers a competitive salary and benefits package. The reasonable estimated pay for this (Salary Exempt or Non-exempt hourly rate) role ranges from ($90,000USD to $110,000USD). Actual compensation is based upon factors such as the candidate’s skills, qualifications, and experience. In addition, XE offers comprehensive and inclusive employee benefits for this role including healthcare, dental and vision benefits, a 401(K) plan, Paid Vacation/ Sick Leave and more.

We want Xe to be a great place to work and to ensure that our communities are represented across our workforce. A vital part of this is ensuring we are a truly inclusive organization that encourages diversity in all respects.

Xe is an Equal Employment Opportunity employer. All qualified applicants will be considered for employment regardless of age, national origin, race, color, disability, religion, sexual orientation, gender identity or expression, or any other characteristic protected under applicable law. We are committed to providing reasonable accommodations to qualified individuals with disabilities. If you need assistance or an accommodation due to a disability, you may contact us at recruitment@xe.com

The position responsibilities outlined above are intended to define the general contents and requirements to perform this job. It is not to be taken as a complete statement of responsibilities or requirements. This job description does not restrict the Company’s right to assign or reassign duties and responsibilities to this job as needed.