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About the Role

The Performance Marketing Officer is responsible in driving customer acquisition, lead generation, and engagement across digital platforms.

This role will play a pivotal part in managing digital campaigns, optimizing performance across social media and other digital channels, and leveraging social listening tools to improve customer care and brand sentiment.

Roles and Responsibilities:

Campaign Strategy & Execution

Develop and execute performance marketing campaigns across Google Ads, Facebook, LinkedIn, Instagram, and other digital platforms to achieve lead generation, engagement, and sales objectives.
Design customer acquisition strategies tailored to life insurance audiences using a multi-channel approach.

Social Media Performance Management

Analyze and optimize social media content and campaigns to drive engagement, reach, and conversions.
Collaborate with the social media team to ensure alignment with brand guidelines and marketing objectives.

Social Care & Listening

Manage Social Care Team handling monitoring and responding to customer inquiries, complaints, and feedback on social platforms to enhance the customer experience.
Use social listening tools to analyze sentiment, identify trends, and inform content and campaign strategies.

Ad Optimization

Continuously test and optimize campaigns, including A/B testing of creatives, audience targeting, and bidding strategies.
Partner with the creative team to develop engaging ad copies, visuals, and video content tailored for various digital platforms.

Digital Channel Management

Oversee performance marketing initiatives across additional channels, such as email marketing, programmatic advertising, and affiliate networks.
Explore and implement emerging digital platforms and tools to expand reach and effectiveness.

Data Analysis & Reporting

Track, analyze, and report on KPIs such as CPL, CPA, CTR, engagement rates, and conversion rates across channels.
Use analytics tools (Google Analytics, Sprout Social, Hootsuite, etc.) to generate actionable insights and refine strategies.

Collaboration & Stakeholder Engagement

Work closely with internal teams (product, sales, underwriting) and external agencies to ensure campaigns align with business objectives.
Engage with social media and technology vendors to enhance campaign execution.

Market Trends & Compliance

Stay updated on digital marketing trends, tools, and innovations in the financial and insurance sectors.
Ensure all campaigns comply with regulatory standards for advertising life insurance products.

Other Roles

Effectively manage the marketing GOE & VEA budget.
Work with the various AIA Philippines, BPI AIA, AIA Group Office, and BPI counterparts, and external parties to ensure alignment of AIA Philippine's overall campaigns and strategies.
Support the Partnership Brand & Communications Team to deliver tasks and requirements.
Perform other responsibilities & duties periodically assigned by supervisor to meet operational and/or other requirements.

Minimum Job Requirements:

Education - must possess a Bachelor's/College degree, preferably in Marketing/Digital Marketing or its equivalent
Experience - at least four (4) years experience in Digital Marketing within a large financial services corporation (insurance and/or banking), FMCG, or Telco OR Account Management in a digital marketing agency experience in managing a direct report working with multi-skilled teams at all levels
Special Skills -
- Mastery of the digital marketing mix (social, display, video, SEM/PPC, SEO, Email, SMS), social media platforms, and best practices
- Strong understanding of Customer Relationship Management (CRM) and online to offline lead generation process/marketing techniques
- Basic understanding of website & mobile app platforms and how content can be created and optimized for each
- Basic understanding of SEO, UX/UI thinking, front-end and back-end website & mobile app platform development process
- Knowledge of trends and competitive landscape in digital marketing & marketing technology
- BONUS: experience in Adobe Marketing Cloud
Analytical thinking, strong project management skills, communication skills, presentation skills, public speaking skills, stakeholder management

Digital Campaigns Consultant