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Tide is a fintech platform serving over 2 million SMEs globally with business banking, invoicing, accounting, and related financial solutions. The company operates across the UK, India, Germany, and France with 2,800+ employees and has raised over $300 million in funding.
You will lead end-to-end SEO and App Store Optimization (ASO) strategy to drive high-intent organic acquisition for Tide's MSME-focused financial products, including Fixed Deposits, Insurance, Lending, Prepaid Cards, and business banking solutions.
Key responsibilities include:
**Search Engine Optimization (SEO):** Build and execute organic acquisition strategy targeting MSME merchants and financial product seekers. Conduct keyword research and competitor analysis across lending, FD, assurance, and prepaid card segments. Optimize website architecture, internal linking, product landing pages, blogs, and performance pages. Lead technical SEO improvements including crawlability, indexing, Core Web Vitals, site speed, and structured data. Develop content strategy with product and content teams (blog articles, guides, comparison pages, FAQ hubs). Track organic funnel performance and optimize for sign-ups, applications, and revenue impact. Manage agency relationships and internal resources.
**App Store Optimization (ASO):** Own organic app install growth for Android and iOS. Optimize metadata including titles, descriptions, screenshots, preview videos, and localized content. Research and implement keyword expansion, competitor benchmarking, and A/B testing. Improve app ratings, reviews management, and conversion from store listing views to installs. Partner with product teams to align features and releases with store optimization opportunities.
**Analytics & Performance:** Analyze data using GA4, Search Console, App Radar, Sensor Tower, AppFollow, SEMRush, Ahrefs, and SimilarWeb. Define KPIs and report on organic install growth, ranking improvements, conversion impact, and business outcomes. Build forecasting models for organic acquisition ROI and revenue contribution. Collaborate with performance marketing to reduce CAC through organic uplift.
You will work cross-functionally with product, technology, and performance teams, demonstrating ownership, growth mindset, and passion for solving customer problems in the financial services space.
**Requirements:**
- 3+ years of hands-on experience in SEO and ASO, ideally in Fintech or BFSI
- Proven track record of scaling organic acquisition and driving measurable business impact
- Strong expertise in keyword planning, technical SEO, link-building strategies, and app store analytics
- Proficiency with GA4, GSC, Ahrefs, SEMRush, App Radar, AppTweak, Firebase, Data Studio, Hotjar, and similar tools
- Good understanding of MSME user behavior, digital lending ecosystem, RBI compliance environment, and financial product search trends
- Strong analytical and stakeholder communication skills; ability to convert insights into action
- Excellent copywriting, communication, and English grammar skills
- Strong attention to detail, proofreading, and editing abilities
- Ability to adapt writing style to brand tone of voice
- Excellent planning, organizational, and time management skills
- Familiarity with industry trends and competition; ability to identify strategic opportunities
- Experience in fintech, startups, or fast-growing companies preferred
- Experience with subscription and/or app-based business models preferred
