Lead, AI in Brand & Marketing
About the role
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.
Questions about this role
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