SEO Lead - D2C Online

About the role

You will own search for Ambak's direct business - and search here means demand creation, not just demand capture. The people who would benefit from a home-loan marketplace outnumber the ones typing balance transfer into Google today by orders of magnitude. Ranking for what exists is table stakes. The real work is growing what gets searched: building the content, tools, and language that put a new question into the country's head. This is not e-commerce SEO either - a home-loan customer researches for weeks, converts over a month-plus, and half the journey now starts on YouTube, in Hindi, or inside an AI answer. You report to the D2C Business Head and work daily with performance marketing, creators, and tech.

What you'll own

• Own the search demand curve. Non-branded category queries, branded queries, and the lift between them. You set the thesis for what India should be searching about home finance - then you make it true.
• Turn questions into assets. Rate checks, am I overpaying diagnostics, EMI and BT calculators, myth-busters - content and tools built around questions people almost know to ask.
• Build the vernacular layer. India's next crore of borrowers researches in Hindi, Gujarati, and more. Vernacular search is whitespace in this category. You will own it.
• Own technical SEO. Architecture, speed, schema, indexing - the plumbing that makes everything else compound.
• Ride the demand other channels create. When a performance ad or a creator video makes someone curious, the term they search and the answer they land on are yours. You design that handoff.
• Own the new search surfaces. AI answers, YouTube search, voice. Wherever the questions are moving, you are there first.
• Measure incrementality. Prove search volume grew because of what you did - brand-search lift, query-class growth, assisted conversions - not position-one screenshots.

What we're looking for

• [4-7] years in SEO with a curve you personally bent. Best case: a category where you helped create demand, not just harvest it. Fintech or lending helps; a high-consideration, long-cycle category helps more.
• You think in demand curves, not keyword lists - and you can argue what makes a population start searching for a question it never asked before.
• Technical and content both: you can audit a crawl and kill a weak headline in the same hour.
• You run your own analysis. Search Console, logs, sheets, SQL - we don't care which. You never wait on an analyst to tell you what your work did.
• You write clearly, you default to action, and that's the content team's job is not a sentence you say.

Why Ambak

• A real problem at real scale: Rs 1,300 Cr in monthly disbursals, 50+ lending partners, and a category - home finance - that India agrees is broken and nobody has fixed.
• A real seat: the search strategy, the content thesis, and the roadmap are yours to set. Zero-to-one, with the founders in the room.
• Coaching is how we manage. Difficult questions will be direct.
• We are far more worried about people not daring than about them failing.
• Backed by Peak XV and Z47, building the mortgage infrastructure India actually deserves.