Digital Marketing Strategist for Sustainable Growth

9 hours ago

Hong Kong, Central and Western District, Hong Kong SAR China AIA Singapore Private Limited Full time
About the Role

The Senior Manager / Associate Director, Digital Marketing will be responsible for developing and executing innovative digital marketing strategies including leveraging social media for direct to consumer and intermediated distribution marketing.

Key Responsibilities:
  • Developing comprehensive digital marketing strategies in support of customer acquisition and repurchase, particularly for BUs.
  • Creating social media management strategies to leverage learnings on key social media platforms in China that can be applied in other markets where AIA operates, including influencer marketing.
  • Supporting BUs in the development of paid digital campaigns across platforms to drive traffic, leads, and conversions, and providing guidance on optimization of campaigns to maximize ROI and meet KPIs.
  • Developing strategies to generate content that can be used by distributors and marketing teams to power customer marketing and sales, leveraging on new innovation such as generative AI.
  • Exploring opportunities on insurance-related e-commerce platforms, ensuring the company's digital presence meets consumer purchasing behaviors, including strategies to leverage live streaming and interactive campaigns to enhance engagement and educate customers.
  • Using analytics tools to track campaign performance, measure ROI, and extract actionable insights, and providing regular reports to senior management, with data-driven recommendations for improvements.
Requirements

To succeed in this role, you should have a Bachelor's degree in Marketing, Communications, Digital Media, or a related field. A Master's degree or equivalent certification in Digital Marketing or Social Media is a plus.

You should also have a minimum of 8+ years of experience in social media, digital marketing, and campaign management, with a significant focus on Mainland China. Proven track record of developing and executing successful digital marketing campaigns for international or well-recognized brands is essential.

A deep understanding of the Chinese digital ecosystem, including WeChat, Douyin, RED, Weibo, Zhihu, Bilibili, and relevant advertising tools, is also required. Experience running performance-driven paid media campaigns with clear ROI metrics and familiarity with SEO/SEM strategies and analytics tools are highly valued.

Strong skills in content marketing, localization, and storytelling tailored for Chinese audiences are necessary, as well as the ability to create strategies at both macro and micro levels while delivering measurable outcomes.

Demonstrated problem-solving skills and capacity to thrive in a fast-paced, results-driven environment are essential, along with exceptional negotiation and collaboration skills.

Fluent in Mandarin Chinese with professional proficiency in English (spoken and written) is required, as well as excellent communication and presentation skills, with the ability to explain complex ideas to both technical and non-technical stakeholders.

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