Digital Campaigns Consultant

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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