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Lead, AI in Brand & Marketing
lead · Marketing
Lead, AI in Brand & Marketing
Zurich Insurance Group | APAC
Context
Zurich APAC is running a strategic initiative focused on reimagining how insurance is discovered, considered and sold in an AI-led world. This role sits within a newly formed squad and owns the brand and marketing dimension of that question: (1) How does Zurich show up, build authority and drive preference when consumers increasingly discover and evaluate insurance through AI-mediated channels and (2) how do we rebuild the marketing function itself around AI-native ways of working.
What the Role Does
1. AI Search & Discovery Strategy
- Define Zurich APAC's strategy for visibility and brand authority in AI-mediated search environments - covering large language model outputs, AI Overviews, conversational search, and emerging agentic discovery surfaces
- Translate that strategy into content, structured data, and channel decisions that position Zurich as a credible, cited and preferred brand in AI-generated responses
- Monitor the rapidly shifting landscape of AEO (Answer Engine Optimisation) and GEO (Generative Engine Optimisation) and keep Zurich's approach ahead of the curve
- Work with markets across APAC to localise and implement, accounting for significant variation in search behaviour and AI adoption across the region
2. AI-Native Marketing Operations
- Identify and pilot agentic workflows that meaningfully change how the marketing function operates - from content creation and campaign planning to insight generation and performance marketing and reporting
- Work hands-on with developers, marketing technology teams and external partners to scope, test and implement tools - not just advise on them
- Build internal capability and confidence around AI tools across APAC marketing teams, acting as a practitioner-advocate rather than a theorist
What We're Looking For
Must-Haves
- Demonstrable experience in search strategy in the context of generative AI - has thought seriously about how LLMs surface brands and has tested or implemented approaches in response
- Hands-on familiarity with AI tools relevant to marketing - not just awareness, but actual use and experimentation
- Strong strategic instinct: can frame an ambiguous problem, develop a point of view, and communicate it credibly to senior stakeholders
- Comfortable operating in a squad/project model - this is not a conventional marketing role with a fixed scope; it requires comfort with building the plane while flying it
- APAC fluency - understands that this is not a homogenous region and can navigate differences in digital behaviour, platform mix and market maturity
Strong Differentiators
- Experience in understanding the trust and regulatory dimensions that shape how the category behaves in AI environments
- Has worked in or closely with a product or technology team - can speak both languages
- Has built or contributed to agentic workflow implementations, not just evaluated them
What This Role Is Not
- A traditional SEO or performance marketing role
- A purely strategic advisory role - there is a clear expectation of hands-on delivery and implementation
- A team leadership role at the outset, though that may evolve as the initiative scales
Location & Scope
Singapore-based, with a regional APAC remit. The role works across lines of business and reports into the newly formed initiative squad.