Associate Director, Digital Marketing

Associate Director, Digital Marketing

AIA Group
Hong Kong
12-15 years
Not Specified

Job Description

Bring your career aspirations to life with AIA!This is a newly created role in Digital Marketing and you will be a key member of the Agile team embedded in the Group Distribution Impact Office (DIO). You will be supporting, leading, executing projects together with AIA’s Business Unit across deliver business objectives set and agreed in the Group DIO team. You will report to the Director of eCommerce who is also the DIO Customer Experience & Digital Marketing Lead.
This role will be the Subject Matter Expert and lead the enablement of all digital marketing planning and activities within Group Distribution. The person will work closely with all Local Business Units (LBUs) distribution teams on digital marketing campaign design / planning, performance tracking, campaign effectiveness to deliver optimal marketing and business outcomes. This role will also lead the standardizing and upskilling of BUs in digital marketing, social media and performance marketing through clear digital marketing benchmarks and performance indicators.
  • Lead, influence and support all Local Business Units (LBUs) and working closely with Group Agency, Group Partnership Distribution and Group Corporate Solutions teams to deliver best in class digital marketing programs and campaigns to achieve business outcomes
  • Design and implement clear digital marketing campaign management processes across all Group Distribution teams via the plan, execute and optimization lifecycle
  • Consolidate at the group level the overall marketing campaign calendar with key marketing programs and campaigns for all LBUs Distribution digital marketing teams
  • Drive the manage digital marketing campaign key performance indicators (KPIs) and success metrics to align with business and outcomes. Consolidate and report cross-platform digital engagement across owned and paid channels including websites, search, social media, etc
  • Work closely with Customer Experience team to uncover customer insights and to map customer journeys across multiple marketing digital channels and customer touch points including conversion points and sales funnels. Provide Subject Matter leadership and support to LBUs to increase site visitors, lead generation, create deeper engagement, and improve online lead conversions
  • Work closely with Group Marketing to lead and facilitate marketing digital workshops for all stakeholders to upskill, share best practice, collaborate to develop new and creative growth marketing strategies to align business strategies and business outcomes across all distribution channels
  • Manage/support BU distribution digital marketing teams and business partners on optimizing digital marketing media channel mix including owned and paid media. Jointly review and analyze performance of LBUs / group media agency (owner) or publisher
  • Identify business and customer trends and insights via social listening/ intelligence and digital marketing platforms and tool. Evaluate and work closely with Group Digital Marketing on emerging martec technologies and provide thoughts and perspectives for adoption by Local Business Units’(LBUs) Distribution teams where appropriate
  • Be the subject matter expert (SME) to LBUs’ Chief of Distribution Officers and team on digital marketing matters

This role requires active interaction with key stakeholders internally and externally.
  • Group Distributions
  • Local Business Units (LBUs) Distributions Team (including Chief Partnership Distribution Officers (CPDOs) and Chief Agency Officers (CAOs)
  • Group Digital Marketing
  • Local Business Units Marketing team
  • Group Technology

  • Marketing teams from distribution partners
  • Marketing/media agencies or service providers

Minimum Job Requirements
  • Minimum of 12 years’ proven working experience of digital marketing for financial services industry across preferably
  • Demonstrable digital marketing experience & successful track record in leading or managing marketing via digital media channels including emails, social media and/or display advertising, SEO/SEM
  • Highly creative with experience in using customer insights to identify target segments and developing digital campaigns to engage, inform and motivate customers from awareness, consideration to conversion to deliver business outcomes
  • Strong numeric and analytical skills to interpret data to design successful marketing strategies
  • Good knowledge of web analytics tools (i.e. Adobe Analytics, Google Analytics) with experience in social monitoring tools
  • Experience in optimizing digital marketing sales funnels with successful A/B and multivariate use cases
  • Working experience in setting up and optimizing Facebook/Google Adwords campaigns
  • Passionate about digital marketing and customer trends to uncover best practices and trends in the digital marketing
  • Demonstrate basic understanding of customer relationship management (CRM) and enterprise digital marketing software (i.e. Adobe Marketing Cloud products, Microsoft Dynamic, salesforce). Knowledge of HTML, CSS, and JavaScript and constraints
  • Ability to work in a fast-paced, agile organization to manage multiple priorities cross the region
  • Team player who can work with cross-functional teams to deliver projects under tight timelines
  • Project management experience
  • Asia Pacific market experience would be preferred
  • Have an excellent command of written English with a demonstrable track record of clear and impactful communication. Any additional Asian language would be a plus
  • Be able to deliver all the above in a fast and efficient manner without sacrificing quality
  • Strong EQ and ability to work in high pressure environments in a constructive and professional manner
  • BBA, BSc degree in Marketing, Advertising or relevant field

Reporting Structure and Supervisory / Managerial Responsibilities:
  • Individual contributor role

Build a career with us as we help our customers and the community live healthier, longer, better lives.
You must provide all requested information, including Personal Data, to be considered for this career opportunity. Failure to provide such information may influence the processing and outcome of your application. You are responsible for ensuring that the information you submit is accurate and up-to-date.

Job Details

About AIA Group

For a century, we have served millions of people and generations of families all around the Asia-Pacific region.AIA is the largest independent publicly listed pan-Asian life insurance group – with a presence in 18 markets across the Asia-Pacific region.Our Vision is to be the world’s pre-eminent life insurance provider. That is our service to our customers and our shareholders.Our Purpose is to play a leadership role in driving economic and social development across the region. That is our service to societies and their people.Our Promise to help people live Healthier, Longer, Better Lives.

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