SEO & ASO Manager

ABOUT TIDE

At Tide we help SMEs save time (and money) in the running of their businesses by not only offering business accounts and related banking services, but also a comprehensive set of highly usable and connected administrative solutions from invoicing to accounting.

Tide is transforming the small business banking market with over 1.6 million members globally across the UK, India, Germany and France. Using advanced technology, all solutions are designed with SMEs in mind. With quick onboarding, low fees and innovative features, we thrive on making data-driven decisions to help SMEs save both time and money.

Tide facts:

• Tide is available for UK, Indian, German and French SMEs
• Over 1.6 million members: 800,000 UK and 800,000 in India and growing rapidly
• Over $200 million raised in funding
• Over 2500 Tideans globally - we’re diversity champions!
• We have offices in Central London, with a member support and technology centre in Sofia, Bulgaria, technology centres in Serbia, Romania, Lithuania and Hyderabad and offices in Gurugram and New Delhi, India

ABOUT THE TEAM

The Member Accession Marketing Team (India) is at the heart of Tide’s growth in the Indian market. Focused on acquiring and onboarding new members from small and medium-sized enterprises (SMEs), the team drives user engagement through highly targeted, localized, and data-driven marketing strategies. We aim to ensure every new member is equipped to fully leverage Tide’s powerful suite of financial tools—fueling both their business success and our mission to support SMEs across India.

ABOUT THE ROLE

We are looking for a highly skilled and data-driven Senior Manager – SEO & ASO to lead our organic growth efforts across web and mobile. The ideal candidate will own end-to-end SEO and ASO strategy to drive high-intent organic acquisition for our MSME-focused financial products including Fixed Deposits, Insurance/Assurance, Lending, Prepaid Cards, and business banking solutions. Key Responsibilities include :

Search Engine Optimization (SEO)

• Build, own, and execute organic acquisition strategy to drive high-quality traffic and conversions from MSME merchants and financial product seekers.
• Conduct keyword research and competitor analysis across MSME, lending, FD, assurance, and prepaid card segments.
• Optimize website architecture, internal linking, product landing pages, blogs, and performance pages to improve rankings & search visibility.
• Lead technical SEO improvements: crawlability, indexing, Core Web Vitals, site speed, structured data/schema.
• Build content strategy with product & content teams—blog articles, product guides, comparison pages, FAQ hubs, UGC, etc.
• Track organic funnel performance and optimize for sign-ups, applications, and revenue impact.
• Manage agency relationships, freelancers, and internal resources.

App Store Optimization (ASO)

• Own the growth of organic app installs for Android & iOS.
• Optimize metadata: titles, descriptions, screenshots, preview videos, and localized content.
• Research and implement keyword expansion, competitor benchmarking, and A/B testing strategies.
• Improve app rating, 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, SimilarWeb, and other tools.
• Define KPIs and report on organic install growth, ranking improvements, conversion impact, and business outcomes.
• Build forecasting models for organic acquisition ROI & revenue contribution.
• Collaborate with performance marketing to reduce CAC via organic uplift.

WHAT WE ARE LOOKING FOR

Qualifications & Skills

• 6–8 years of hands-on experience in SEO & 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.
• Comfort with tools like GA4, GSC, Ahrefs, SEMRush, App Radar, AppTweak, Firebase, Data Studio, Hotjar, etc.
• Good understanding of MSME user behavior, digital lending ecosystem, RBI compliance environment, and financial product search trends.
• Strong analytical & stakeholder communication skills; ability to convert insights into action.

What You’ll Bring

• Growth mindset with ownership attitude.
• Ability to work cross-functionally with product, tech, and performance teams.
• Passion for solving customer problems and building trust-first financial products.

Key Performance Indicators

• Organic traffic & ranking improvements.
• Growth in organic registrations / applications / revenue.
• Increase in app store conversion rate & keyword rankings.
• Reduction in dependency on paid acquisition & CAC improvement.

WHAT YOU’LL GET IN RETURN

TIDE IS A PLACE FOR EVERYONE

At Tide, we believe that we can only succeed if we let our differences enrich our culture. Our Tideans come from a variety of backgrounds and experience levels. We consider everyone irrespective of their ethnicity, religion, sexual orientation, gender identity, family or parental status, national origin, veteran, neurodiversity or differently-abled status. We celebrate diversity in our workforce as a cornerstone of our success. Our commitment to a broad spectrum of ideas and backgrounds is what enables us to build products that resonate with our members’ diverse needs and lives. 

We are One Team and foster a transparent and inclusive environment, where everyone’s voice is heard.

 

At Tide, we thrive on diversity, embracing various backgrounds and experiences. We welcome all individuals regardless of ethnicity, religion, sexual orientation, gender identity, or disability. Our inclusive culture is key to our success, helping us build products that meet our members' diverse needs. We are One Team, committed to transparency and ensuring everyone’s voice is heard.

• Tide does not charge any fees at any stage of the recruitment process.
• All official Tide job opportunities are listed exclusively on our Careers Page and applications should be submitted through this channel.
• Communication from Tide will only come from an official @tide.co email address.
• Tide does not work with agencies or recruiters without prior formal engagement, and we do not authorize third parties to make job offers on our behalf.

If you are contacted by anyone misrepresenting Tide or requesting payment, please treat it as fraudulent and report it to us immediately at talent@tide.co
Your safety and trust are important to us, and we are committed to ensuring a fair and transparent recruitment process.

 

Tide leverages AI to enhance our hiring experience. You can read more about how we use AI in our recruitment process in our AI Policy.

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