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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
