Senior Manager - Digital Marketing - Insurance

Job Purpose : Managing and executing all paid, owned and earned media campaigns to achieve the budgeted top & bottom line for the channel from the digital medium.

Key Accountabilities :

Paid Media :

- Plan, develop, coordinate and timely deliver the digital paid media campaigns module (search, online publishers, mobile sites, ad networks, affiliates, database owners and other digital media) for the channel in meeting the business and marketing targets within the assigned budget.

- Monitor the performance of paid media campaigns, generate and analyse web statistics and prepare evaluation reports with recommendations for improvement.

- Develop the content for the paid media activity (e.g. website content, online banners, search ads, etc.) on website and other online channels by coordinating with internal stakeholders.

- Manage the production of digital content including coordinating with external vendors and ensuring all the materials are consistent, the brand guidelines and professional standards.

- Supporting in effective optimizing of the campaign daily keeping the CTR, CPC, CPV, CPL, CPO and COA above the industry standards.

- Working with the creative agency & preparing different creative concept that will help in further improvement of ROI.

- Supporting in analysis of online consumer behavior from various campaigns and optimises the campaigns accordingly.

Owned Media :

- Plan, develop, coordinate and timely deliver the digital content: Managing real estate on the website, to ensure higher click rates, more traffic, visibility and higher product uptake

- Communication development for all digital communication on all customer facing portals

- Implement SEO on all customer facing portals, monitor results for higher SERP's and improve traffic to the website

- Analyze consumer behavior from various campaigns and optimize the campaigns accordingly

- Co-ordination with internal depts. for managing content/functionalities

- Co-ordination with digital agencies

Earned Media :

- Implement the Social Media Marketing strategy

- Manage the social media marketing/viral initiatives & drive engagement activities

- Manage and drive ORM with the PR team, Customer Service team, online team and social media agency

- Execute blogger activation campaigns based on marketing plans

- Manage the social media agency and social media touch points

Business targets :

- Meeting the MoM targets from all forms of paid, owned and earned media

Other Responsibilities :

- Liaise with digital agencies for planning and execution of online and digital media plans and manage external service providers including design house.

- Stay up to date with digital marketing trends and update the other team members

Work Relationship :

- Maintain relationships with superiors, peers and subordinates as well as external parties which will contribute directly to the successful accomplishment of this job.

- Brand Marketing

- Legal & Compliance

- Finance

- IT

- All digital media agencies on board

Experience Required - Minimum 6 Years

Non-technical Experience :

- At least 8-10 years experience in a similar role of a financial services company or a digital marketing agency handling digital media.

- Good negotiation skills and networking skills.

- Excellent written and verbal communication skills.

Technical Experience:

- Digital marketing & content/creative evaluation skills for digital media preferably in the financial space.

- Good understanding of all forms of digital media.

- Average to above average understanding of an agency's internal processes.

- Average to above average understanding of all financial products.

Professional Qualification - Digital Marketing specialization preferred

Core Competencies :

- Leadership

- Developing & Coaching

- Communication

- Business Focus

- Customer Focus

- Planning & Organizing

- Teamwork & Collaboration

- Change / Innovation Orientation

- Ownership of Result

- Problem Solving

- Creativity and ability to come out with out-of-the box ideas

Technical Competencies :

- Understanding of digital agency processes

- Understanding of paid, owned & earned media

- Understanding of online consumer behaviour

- Familiarity with digital tools like Google Analytics, Ad sense, Ad words & social listening tools

- Has actively participated in the social media space