Overview:

RMIT Vietnam is looking for a Search & Digital Marketing Lead to drive the strategic direction and execution of organic search, Generative Engine Optimization (GEO), and targeted digital marketing campaigns across domestic and international markets. This role will strengthen RMIT’s visibility across traditional search engines and emerging AI-powered platforms, optimise multi-channel marketing performance, and collaborate with cross-functional teams to drive brand awareness, generate qualified enquiries, and support student enrolment growth.

Expected start date: at the earliest available opportunity.

WHY JOIN RMIT VIETNAM?

At RMIT Vietnam, international exposure meets real-world impact through strong industry and government collaboration. Working at RMIT means building a meaningful career while creating impact in a high-performing environment.

Further insight into our mission, impact and global connections is available in the RMIT Vietnam Profile.

WHAT WE OFFER

• Competitive remuneration VND package for candidates.
• 13th month Tet bonus
• Private Health insurance for you and your direct dependents, plus Personal Accident Insurance
• Generous annual leave, sick leave, volunteer leave and public holidays (Christmas and Tet Holidays)
• Professional development and career advancement
• Access to state-of-the-art facilities and resources
• A vibrant and diverse campus life and more!

POSITION SUMMARY

The Search & Digital Marketing Lead leads the strategic direction and operational execution of RMIT Vietnam’s organic search, Generative Engine Optimisation (GEO), and targeted digital marketing campaigns. Operating at the intersection of traditional search, emerging AI discovery, and multi-channel performance marketing, this role plays a pivotal part in driving brand authority, qualified inquiries, and student enrolment growth across domestic and international markets. This position serves as the subject matter expert across traditional search engines, AI-powered discovery platforms (such as ChatGPT, Perplexity, and Gemini), and localised paid channels (including Facebook, TikTok, and Zalo), and collaborates closely with cross-functional teams in Marketing, Content, Web, and Analytics—as well as global counterparts in Melbourne—to translate market insights into measurable growth across the entire prospective student journey.

KEY ACCOUNTABILITIES SUMMARY

Strategic Search Leadership & AI Evolution

• Formulate and execute RMIT Vietnam’s overarching organic search strategy and multi-year roadmap across traditional search engines and emerging AI discovery engines.
• Lead the institutional shift from traditional keyword SEO to Generative Engine Optimisation (GEO), semantic search, and entity-based authority building.
• Monitor emerging search technologies, algorithm updates, and changing user behaviours to advise marketing leadership on search opportunities across the prospective student journey.

Organic Search Optimisation & Content Architecture

• Lead SEO strategy (i.e. develop search topic and keyword strategies based on audience needs, search behaviour and business priorities) across technical, on-page and off-page optimisation to strengthen RMIT’s organic search visibility.
• Conduct SEO audits and translate search data, audience questions and search intent into recommendations for crawlability, indexing, site architecture, internal linking, page structure, content direction & planning, content structure & quality, in order to achieve best organic user experience, qualified traffic and conversion and search visibility.
• Partner with Web, Content, Digital and relevant teams in Vietnam and Melbourne to prioritise and implement SEO improvements.

Integrated Digital Campaigns, Analytics & Innovation

• Lead the planning, execution, and optimisation of performance marketing campaigns on Facebook, TikTok, Google, LinkedIn, and Zalo targeting strategic cohorts (including Postgraduate prospects, provincial students, and parents) to drive quality leads within allocated budgets.
• Track, evaluate, and report on RMIT’s and competitors’ organic search, GEO citations, SEM performance, and traffic attribution using Google Analytics 4 (GA4), Search Console, Looker Studio, and advanced SEO/GEO monitoring tools. 
• Evaluate and deploy emerging AI tools for content optimisation, semantic search analysis, and campaign automation to elevate team productivity.  
• Provide actionable, data-driven recommendations to leadership and platform updates/trainings to cross-functional teams. 
• Develop recommendations to improve content clarity, credibility, structure and relevance for AI-powered search.

Cross-functional Leadership & Advisory

• Act as the subject matter expert and internal advisor for Search across Marketing functions.
• Partner with Web, Content, Brand, Digital, Marketing Intelligence and program teams to embed Search considerations into planning and execution. Influence stakeholders to prioritise Search recommendations based on audience needs, data and business impact.
• Brief, direct, and oversee external agency partners and vendors to ensure deliverables align with search strategy, quality standards, and KPIs.
• Mentor and supervise junior staff/interns while delivering search enablement workshops for internal stakeholders.
• Support broader marketing initiatives and integrated campaigns as requested.
• Other duties commensurate with the scope of the role

Key Selection Criteria

• Qualifications: Bachelor’s or Master’s degree in Marketing or a relevant discipline.
• Experience: Minimum 3–5 years of demonstrated success in SEO, SEM, and multi-channel digital marketing execution, with documented experience in GEO / AI Search optimisation.

Search & SEO expertise

• Demonstrated experience optimising university web assets and content structures for Large Language Model (LLM) training datasets, entity authority, topical clusters, and semantic search retrieval.
• Demonstrated experience developing and implementing SEO and organic Search strategies, including technical, on-page and off-page SEO.
• Strong understanding of search engine crawling, indexing, ranking, site architecture, search intent and content optimisation.
• Experience using Google Search Console, Google Analytics and relevant SEO/search intelligence tools.
• Strong understanding of keyword/topic research, organic search performance and search behaviour.
• Understanding of emerging AI-powered search and its implications for organic visibility, content and digital authority.

Strategic & analytical capability

• Ability to translate complex search data and technical findings into clear strategic recommendations.
• Strong analytical and problem-solving skills, with the ability to identify root causes, opportunities and priorities.
• Ability to develop and prioritise a Search roadmap rather than focus only on individual SEO activities.
• Understanding of how Search connects with content, digital experience, brand and broader marketing objectives.
• Strong commercial and audience understanding, with the ability to connect Search activity to meaningful business outcomes.

Stakeholder & influencing capability

• Strong stakeholder management and influencing skills, with the ability to work effectively with both technical and non-technical stakeholders.
• Ability to explain Search opportunities and recommendations clearly to senior stakeholders.
• Demonstrated ability to lead through influence across multiple teams rather than relying solely on direct authority.
• Experience working with external agencies or specialist partners and managing their contribution to Search outcomes.

Future-focused capability

• Demonstrated curiosity and adaptability in a rapidly changing Search and AI environment.
• Ability to critically assess emerging Search technologies and trends and translate relevant developments into practical opportunities.
• Commitment to continuous learning and experimentation in Search, digital and AI.

For full details of the accountability, please refer to the Job Description.

HOW TO APPLY

To be considered for this role, it is mandatory to submit both a resume and a cover letter. Please click on the 'Apply' link provided in this Job Ads to initiate the application process.

 Applications will be reviewed on a rolling basis, and the University reserves the right to appoint prior to the closing date.

Compliance Requirements

All academic appointments at RMIT Vietnam must meet University and local regulatory requirements, including English proficiency, background checks, and (for international candidates) eligibility for a work permit. 

English is the language of teaching and communication at RMIT Vietnam. For this role, the minimum requirement is IELTS (General) with a score of at least 6.5 (or equivalent, as outlined in the Recruitment, Selection and Onboarding Guidelines). 

Further guidance will be provided during the recruitment process.

RMIT UNIVERSITY COMMITMENT

RMIT is committed to the rights of students and staff to be safe, respected, valued, and treated as an equal in their place of study and work. All staff are expected to share this commitment and contribute to a safer community. While carrying out their role, staff are in a position of trust with students. Staff have a duty of care to report wellbeing concerns about students through the designated channels and uphold the code of conduct. RMIT Vietnam expects all staff members to comply with its Code of Conduct, policies and procedures, which relate to legal and regulatory requirements and our ways of working.

IMPORTANT NOTICE:

• Please ensure that your application is submitted through our Workday system on the RMIT Careers page. We do not accept applications through other means.
• RMIT Vietnam will never request any fees or payments during the application process. Be vigilant about scams asking for payment to apply.
• For any questions or support, feel free to reach out to our Talent Acquisition team at nhu.tranngocquynh@rmit.edu.vn

#RMITVietnam

Applications Close:

RMIT University Vietnam (RMIT Vietnam) is a campus of RMIT University. RMIT Vietnam is creating an innovative research, teaching and learning culture. We are committed to providing internationally recognised high-quality education and professional training for our students, clients and members of the community.  As an internationally recognised Australian university based in Asia, RMIT Vietnam is assisting in the development of human resources capability in Vietnam and the region.

https://www.rmit.edu.vn/about-us