Specialist, Digital Brand Acquisition, Asia

4 months ago

Hong Kong, Hong Kong SAR China Sun Life Full time

Job Description

:

This is a key position in Asia’s Client Experience & Marketing team, requiring a digitally saavy professional who is highly analytical and results-oriented. Based in Hong Kong SAR, this role is responsible for elevating Sun Life’s digital brand presence and assisting the Director of Performance Marketing to drive paid digital acquisition campaigns and initiatives.

The role is expected to be a key collaborator within the Customer Experience & Marketing discipline, and work closely with our BU partners and marketing colleagues to improve efficiencies and achieve commercial targets by helping to define, strategizing and implementing new standards of excellence for Paid Media and Digital Lead Management.

The below demonstrates key expertise needed to be successful in this role:

Paid Digital Advertising (SEM, Programmatic, Display, Social Advertising, Aggregators, Affiliates) including managing marketing P&L, evaluating results, creating performance-driven strategies, to the implementation of programs, and continuous optimization of initiatives. Lead management, CRM systems, and lead scoring Digital execution Digital ROI including CPC, CPQ, CPL, CPA, and ROAS Effective working in an agile environment and workflow Strong relationship, negotiation, and influence at all levels as part of a regional team with multiple BU partners

To succeed in this role, the Manager, Digital Brand & Acquisition Marketing will require hands-on end-to-end experience in Paid Advertising and Media Buys across digital platforms; from managing marketing budgets, evaluating results, creating performance-driven strategies, to the implementation of programs, and continuous optimization of initiatives that help improve the brand and drive business growth.

Hands-on experience in lead management and CRM systems is vital to this role, as-is a good understanding of lead scoring, lead management and contact strategies post-acquisition. Underpinning this, includes experience in creating and analyzing paid media marketing funnels, targeting and segmentation strategies and conversion rate optimization. You will need a solid understanding of paid media, demand generation versus lead generation and brand versus product marketing.

Deliver the paid digital marketing strategy for Asia (20%)

Develop and lead the paid digital marketing acquisition strategy working with BU leads to proactively drive digital marketing opportunities that drive revenue through digitally acquired leads. Build digital brand through optimizing and improving performance of paid media assets. Define best practice & governance process, in-line with the digital enablement of the business / regional strategy. Orchestrate and spearhead a streamlined view of all paid media activities across each market, creating baseline performance measurements, reporting and cadence of our current state Design and deliver a systematic approach for tracking and improving performance of our paid digital advertising spend across the region Understand key competitors and their overall paid SEM strategy to ensure our activities best position Sun Life for digital acquisition success.

Deliver brand alignment online (10%)

Ensure our brand is well represented and aligned to our guidelines across the region, acting as Asia’s Digital Brand Champion. Work with BUs to innovate and stay on the cutting edge of digital brand activities, new social platforms, and digital ways of bring Sun Life’s brand to new clients.

Manage Martech, implementation, usage, and charging model across Asia (15%)

Define the overall MarTech requirements for Asia, assisting BUs to align the stack to their business strategy, operational requirements, and capability levels. Lead the work to define with BUs what is required and ensure that each are being charged appropriately for usage. Support Asia MarTech ecosystem by offering education/updates/innovations to meet the needs of the BUs. Drive adoption of enterprise MarTech to reduce MarTech fragmentation. Encourage usage through ongoing Champion trainings. Support the MarTech license renewal, user access and user roles where possible.

Manage Digital Lead generation across Asia (45%)

Collaborate with our local business partners to evaluate and optimize existing lead management programs to improve lead-to-customer acquisitions. (marketing qualified leads, sales qualified leads and customer acquisition). Work with Experience Design teams to ensure onsite acquisition / leads forms are briefed, well designed, and are delivering both client and business growth objectives. Work with Distribution to ensure higher conversion rates of leads and improved negotiation rights for Sun Life on commission structures. Work with Data & Analytics team to drive improvements in campaign performance and acquisition outcomes. Ensure improvements in cost per quote, cost per lead, and cost per acquisition measures.

Manage agencies and align reporting requirements towards best value (10%)

Aligning various reporting requirements towards impact and best value, such as for Digital Marketing Measures, OKRs, CPC through to CPA, Asia Management Meetings, etc

Specialized knowledge

Understanding the use and application of key metrics relevant to the role; utilizing data and analytics, drawing insights and creating compelling business reports Campaign management across Google Adwords, Bing, Facebook Business Manager and Data Management Platforms; creating and leading Brand and Product Marketing, Lead Gen and Demand Gen programs Understanding CRMs, database segmentation strategies and marketing technologies; leveraging First-Party, Second-Party and Third-Party Data for marketing campaigns. Experience with Data Management Platforms is useful, but not essential Agile marketing knowledge or agile methodologies is useful Digital Marketing best practices Comfortable with both quantitative and qualitative data, as well as textual and visual information design Stellar presentation, management and communication skills, with the ability to influence An understanding of Insurance, financial services will be preferred, but not essential

Problem solving

Competency in analytical thinking, creative exploration, and effective problem solving Ability to find patterns and commonalities on problems and challenges Ability to articulate and leverage insights and data as part of the decision making process Client/ user-focused and human-centred with passion to improve Client Experience delivery, Brand proposition and engagement, Client digital relationships, adoption and loyalty, and overall business success/ growth

Education and experience

University graduate or above, in any type of relevant discipline with the requisite professional experience and expertise in similar roles and enterprise context 6+ years professional experience Success in working across cultural, geographical, and political lines Passionate about acquisition marketing, growth, digital marketing and eCommerce / digital lead conversion

Job Category:

Marketing

Posting End Date:

11/07/2024

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