Senior Manager, Performance Marketing, Asia Pacific (Ex-Japan) Senior Manager, Performance Marketing, Asia  …

Fidelity International
in Hong Kong
Permanent, Full time
Last application, 15 Sep 21
Negotiable
Fidelity International
in Hong Kong
Permanent, Full time
Last application, 15 Sep 21
Negotiable
Fidelity International
The purpose of this role is to drive integration and expansion of always-on digital marketing channels (SEM, SEO, Retargeting) that will enable the organisation to further reach and engage with our customers throughout their digital journeys.

Department Description

The Regional Marketing team is a dedicated marketing centre of excellence resource within the Asia Pacific ex-Japan region designed to foster excellence in marketing strategy and execution through the development of regionally executed marketing programs and the provision of strategic and tactical support to country marketing teams. The regional team works alongside country channel marketing teams as well as regional and local distribution teams to ensure a consistent strategic direction for our sales and marketing programs. With the marketing efficiency supporting 2030 FIL growth target, the regional marketing team works alongside Global CMOs team across global key initiatives to ensure scalability, transferability and adaptability.

As part of the Regional Marketing team, the Performance Marketing team is newly created to deliver relevant and personalised cross-channel engagement to our customers and prospects by fostering a unified approach to marketing data collection and management. The team works alongside with country channel marketing teams to provide strategic guidance, support, and centralise implementation where needed to drive consistency and efficiency across APAC ex Japan. The team's scope spans across a range of marketing capabilities including SEM/SEO/Retargeting planning and execution, overall marketing data analytics strategy and standardisation, as well as working closely with global digital partners on advertising/analytics technology adoption.

Purpose of your role

The purpose of this role is to drive integration and expansion of always-on digital marketing channels (SEM, SEO, Retargeting) that will enable the organisation to further reach and engage with our customers throughout their digital journeys. The role acts as a champion of performance marketing best practices and leverages data to inform our current channel strategy and new channel expansion approach to increase our digital footprint. In partnership with agencies, the role leads end to end implementation and optimisation tactics across all always-on channels for multiple business segments. The role engages with a diverse set of stakeholders and cross-functional partners across the globe to deliver on marketing objectives and overall business goals.

Key Responsibilities

  • Develop a cohesive strategy for always-on digital marketing channels (SEM, SEO and Retargeting) that is in alignment with overall marketing strategy

  • Expand existing always-on activities by identifying, testing, and integrating new channels into our programs to increase digital touchpoints and efficiency

  • Deliver a holistic view of insights and recommendations by connecting data and findings from different sources across all always-on channels

  • Own end to end execution process for SEM and Retargeting and manage full-funnel optimisation leveraging keyword research, bid strategies, targeting tactics, and A/B testing for website landing page UI/UX

  • Collaborate with key stakeholders and cross-functional partners to define KPIs across different campaigns and audience segments, and be accountable for the optimisation tactics and results for all always-on channels

  • Engage with key stakeholders and cross-functional partners to ensure there is good understanding and alignment on regional always-on strategy, roadmap and KPIs

  • Support global and regional technical initiatives including audience segmentation, attribution modelling, report automation, and 3rd party platform integration to advance data capabilities and improve cost and operation efficiency

  • Keep wider marketing teams informed of industry trends and competitors' activities and ensure best practices are adopted across all markets

Experience and Qualifications Required

  • 10+ years' experience in digital marketing with an emphasis on search engine marketing and other paid media channels
  • Strong understanding of Google marketing platforms and technologies (SA360, DV360, Tag manager, etc)
  • Data-driven mindset with a strong customer centric approach; demonstrated success in using market and data analysis to inform and influence marketing decisions and roadmap
  • Excellent analytical skills and ability to synthesise large amounts of data from various sources into actionable insights
  • Ability to articulate and visualise complex analytical findings and ideas clearly to non-technical audience
  • Knowledge in funnel and landing page optimisation, customer segmentation and A/B experiments
  • Excellent interpersonal and collaboration skills, able to work effectively with all levels within and outside of the organisation
  • Proven regional experience in a matrixed organisation
  • High level knowledge of SEO principles and best practices
  • Experience in Adobe Analytics, Adobe AdCloud, and related platforms is a plus
  • Proficient in both English and Chinese

Company Overview

Great minds, better together.

Fidelity International is an equal opportunities employer and is commited to a policy of treating all its employees and job applications equally.

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