Associate Director, Marketing Performance Strategist

2 weeks ago

Singapur, Singapore AIA Full time

At AIA we’ve started an exciting movement to create a healthier, more sustainable future for everyone.

So if you believe in inspiring a better future, read on.

About the Role

This role strives to drive excellence in marketing performance across the Group, developing strategies and capabilities that drive customer action and maximises marketing efficiency through paid and owned content and media.

The person will work closely with all Local Business Units (LBUs) marketing teams on marketing campaign design / planning, performance tracking, content effectiveness to deliver optimal marketing and business outcomes. This role will also lead the standardizing and upskilling of BUs in performance and content marketing to achieve minimum standards of cost efficiencies and performance metrics.

Join Us

Roles and responsibilities

Lead the development of an integrated digital marketing strategy across performance marketing, content marketing and customer journey for Customer Acquisition, Engagement and Repurchase Drive new and innovative marketing initiatives and solutions that improves marketing efficiency across the conversion funnel Lead the strategy for data-driven marketing campaigns and decision making, using analytics models and customer data insights Collaborate with BUs to ensure the delivery of impactful inbound and outbound marketing campaigns designed based on customer journeys to deliver new, high-quality leads, digital direct customer conversion and existing customer repurchase Review and measure the efficiency of activities and initiatives across paid and owned channels and propose marketing channel mix optimization initiatives to enhance marketing return on investment and reduce Cost Per Conversion rates Collaborate with BUs to uncover customer insights based on data collected in the CDP and develop customer journeys across multiple digital channels and customer touch points including conversion points, sales funnels and engagement activities Implement frameworks for Customer Journey Design based on customer segmentation, customer intent and data models that delivers personalized experiences for customers leading to higher lead and sales conversion Together with marketing analytics:Enable markets to demonstrate data-driven insights for successful marketing campaigns and sustainable business growthDevelop the data & analytics strategy and standard Key Performance Indicators performance measuresEnsure accurate input and tracking in all campaign execution toolsTest and implement analytics models such as Marketing Mix Modelling, Attribution, and Incremental to support markets in improving marketing effectiveness and return on investment Develop process and standards for Incremental measurement and Experimentation (A/B testing) to be applied across the Group Own and lead agency and vendor relationships in support of the integrated programme plans, such as Google and Meta, with a potential for aggregated Group media buying efficiencies  Co-develop and facilitate marketing workshops to upskill, collaborate to develop new growth marketing strategies for markets across all distribution channels Stay ahead of the latest digital trends and continued advancements in digital technologies and marketing methodologies Discover emerging technologies, digital innovations, and new platforms and systems to optimize productivity and effectiveness Closely coordinate with relevant market and Group partners to bring in subject matter expertise and/or ensure the sharing of the best methodologies across the region

Minimum Job Requirements

Minimum of 12 - 15 years of marketing leadership experience preferably in e-commerce or online sales  Strong business insight and analytical thinking, reflected in impact and influence skills and confidence in high level interactions with organisation leadership Shown experience in leading impactful teams to deliver on revenue targets via digital marketing, e-commerce, online campaigns Ability to work in a fast-paced, agile organization to handle multiple priorities cross the region Experience leading cross-functional teams to deliver projects under timelines Have an excellent command of written English with 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 Degree or equivalent experience in Marketing, Advertising or relevant field

Location

The role can be based in Hong Kong or Singapore

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