As a digital marketing professional with a strong background in performance marketing, you will report to the Head of Digital Marketing in MSIG Asia. You will work with local marketing teams in business units (BUs), which are insurance companies in countries or territories in the region, to acquire new customers and retain existing customers. You will play a pivotal role in establishing a data-driven marketing environment and optimise customer engagement through CX-informed strategies within the marketing funnel. You will manage marketing campaign planning, assist the execution of the marketing plan, and identify opportunities to improve overall marketing ROI with BUs.
Key Responsibilities
- Strategy Development: Plan and develop engaging and results-oriented campaigns to drive qualified leads and web traffic in the region. Implement marketing automation campaigns in marketing automation tools, including customer journeys, segmentation, automation rules, and triggers.
- Campaign Management: Manage the entire campaign lifecycle, from ideation and proposal writing to brief creation, timely execution and project management of deliverables and reports.
- Campaign Optimisation: Track and report a holistic view that allows for an end-to-end funnel tracking of campaigns. Continuously monitor, analyse and optimise campaigns to improve KPIs, including CPA, LTV, CTR, and conversion rates.
- Collaboration: Align and partner closely with marketing teams in the BUs in the region to ensure cohesive execution of campaigns across customer digital touchpoints. Assist marketing teams to improve capabilities and practices, and capture and share showcases in the region to maximise synergies.
- SEO & SEM Strategy: Lead the development and execution of SEO-driven traffic growth strategies, including keyword research, on-page optimisation, content planning, and improving organic search rankings.
Requirements
- 7+ years' experience in performance marketing, ideally from an agency or in-house consumer marketing role with travel or e-commerce exposure.
- Proven track record of delivering measurable results in customer acquisition, engagement, and revenue growth. Excellent understanding of digital marketing metrics and the ability to make data-driven decisions to improve performance.
- Experience in digital lead generation by considering effective online marketing communications and content optimisation to drive web traffic and conversions.
- Hands-on experience with ad platforms (e.g., Google Ads, Facebook Ads Manager), data analytics tools (e.g., Google Analytics), and data platforms (e.g., CDP, CRM, etc.).
- Experience in identifying bottleneck issues, formulating hypotheses for solutions, implementing them as a Proof of Concept in a business context, and validating the results in digital marketing activities.
- Experience in establishing data environments such as CDP and consumer surveys, user monitoring tools, systems etc., where data can be acquired and utilised to make decisions based on data-driven approaches is a plus.
- Strong understanding of UI/UX principles and experience applying them across customer digital touchpoints, including paid advertising, websites, social media, and email.
- Experience managing external vendors, agencies, and partner relationships.
- Analytical mindset with experience in data interpretation and turning insights into actionable marketing strategies.
- Solid project management skills with the ability to manage multiple campaigns simultaneously and meet tight deadlines.
