Manager I, Digital Marketing

You are as unique as your background, experience and point of view. Here, you'll be encouraged, empowered and challenged to be your best self. You'll work with dynamic colleagues - experts in their fields - who are eager to share their knowledge with you. Your leaders will inspire and help you reach your potential and soar to new heights. Every day, you'll have new and exciting opportunities to make life brighter for our Clients - who are at the heart of everything we do.

At Sun Life, we're driven by our Purpose: helping our Clients achieve lifetime financial security and live healthier lives. Our values shape how we work: caring, authentic, bold, inspiring, and impactful.

When you join Sun Life, you'll work with passionate colleagues and empowering leaders who support your growth and celebrate your contributions, so you can make a meaningful difference in our Clients lives.

Discover how you can make a difference in the lives of individuals, families and communities around the world.

Job Description:

We are seeking a highly motivated and results-driven digital marketing professional to drive Sun Life Hong Kong's digital acquisition, website, and digital growth initiatives. This role will be responsible for leading lead generation enhancement projects, managing SunLife.com.hk, driving organic growth through SEO and Generative Engine Optimization (GEO), supporting performance marketing campaigns, and delivering digital transformation initiatives that improve customer experience and business outcomes.

The ideal candidate combines strong project management expertise, digital marketing knowledge, analytical capabilities, and hands-on experience with marketing technologies to accelerate business growth and digital innovation.

Key Responsibilities

1. Lead Generation & Digital Enhancement Projects

• Lead and manage end-to-end digital marketing and lead generation initiatives from business requirement gathering through implementation, testing, launch, and post-launch optimization.
• Coordinate cross-functional stakeholders including Marketing, IT, Transformation, Compliance, Operations, Data Analytics, and external vendors.
• Prepare management updates, business cases, project reports, and recommendations for senior stakeholders.

2. Website Management & Digital Experience

• Serve as the webmaster for SunLife.com.hk, ensuring website content, functionality, governance, and customer experience are maintained to the highest standards.
• Monitor website performance and user behavior through Adobe Analytics and other analytics platforms.
• Drive continuous improvements in user experience, site performance, customer journeys, conversion paths, and accessibility.

3. Organic Growth & AI Enablement

• Develop and execute organic growth strategies across SEO, GEO (Generative Engine Optimization), referral traffic, and content marketing channels.
• Act as AI change champion through identification and adoption of AI opportunities for content and creative production, partnering with Regional Office stakeholders to drive innovation and accelerate business outcomes.
• Track and monitor organic traffic, keyword rankings, brand visibility, and digital discoverability across both search and AI ecosystems.

4. Performance Marketing & Media Optimization

• Plan, execute, and optimize digital acquisition campaigns across paid search, display, social, video, affiliates, and emerging digital channels.
• Manage media budgets, targeting strategies, campaign setup, audience segmentation, and performance optimization.
• Work closely with media agencies, platforms, and technology partners to maximize ROI and conversion performance.

5. Data Analytics, Reporting & MarTech

• Utilize Adobe Analytics, Adobe Experience Manager, Google Analytics, dashboards, and other MarTech platforms to analyze customer behavior and campaign performance.
• Define KPIs and measurement frameworks for website, SEO, lead generation, and campaign activities.
• Support attribution analysis, funnel performance measurement, customer journey analytics, and conversion optimization.

6. Agency & Stakeholder Management

• Manage relationships with digital agencies, media agencies, SEO partners, technology vendors, and publishers.
• Work closely with Product, Brand, Content, Customer Experience, Compliance, and IT teams to drive successful execution of marketing initiatives.
• Align internal and external stakeholders on business priorities, project timelines, and campaign objectives.

Qualifications & Experience

• Bachelor's degree in Marketing, Business, Digital Marketing, Communications, Information Systems, or related disciplines.

• 6-8+ years of experience in digital marketing, digital product, website management, SEO, performance marketing, or digital project management.
• Experience in financial services, insurance, banking, or highly regulated industries is preferred
• Highly literate in Adobe Suite (Adobe Target, Adobe Analytics, Adobe Campaign Standard, Adobe Experience Manager) and good knowledge in HTML is a must
• Proven track record of leading successful digital lead generation and e-commerce campaigns. Growth hacking mindset is welcome
• Knowledge in Ahrefs or SEMrush, Screaming Frog, GA4, and Google Search Console is preferred
• Strong data analytical skills and make use of customer survey, web analytics and customer segmentation to plan and execute marketing campaigns
• Solid MS Excel, Powerpoint, Word and statistical knowledge
• Excellent in written and spoken English and Chinese

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