Hong Kong SAR
Digital Marketers | Insurance & Financial Services I help insurance and financial brands harness digital innovation to drive measurable business growth. With 17+ years of experience, I specialize in performance marketing strategies that scale customer acquisition for insurance products, credit cards, and loans through in-depth targeting, predictive analytics, and conversion optimization. My expertise lies in building high-impact digital ecosystems that combine emerging technologies with deep industry knowledge to transform traditional marketing approaches. As a strategic leader, I architect data-driven marketing solutions across web and mobile platforms, from social listening-powered brand strategies to performance-optimized affiliate programs. My focus is on creating customer-centric digital experience that leverage automation and intelligent targeting while navigating the unique requirements of financial service marketing.
Formulating data-driven, segment-led communication strategies in middle marketing funnel to stimulate consideration to conversion to achieve APE and VNB sales target in direct channel. • Led data-driven, full funnel marketing strategies with internal teams and agencies, executing segment-led campaigns to accelerate digital sales growth. • Brand reviewer to ensure brand consistency across all digital commerce communication. • Collaborated with creative and media agencies to develop impactful creative assets and media strategies to stimulate consideration to conversion sales journey. • Optimized ROI by tracking performance across channels, products and creatives using Google Analytics and Power BI sales dashboard.
From branding and communication strategy, digital performance marketing including SEM, SEO, social media, digital analytics to digital transformation and innovation, the role requires end-to-end involvement to drive digital strategies in terms of communication, performance marketing, transformation and innovation. • Digital marketing - digital communication for acquisition and lead generation – media strategy on paid media (SEM, Social Media, display), to leverage Search Engine Optimization to drive awareness, consideration and conversion. • Branding and communication strategy - with various events, design targeted messages to different segments (HK, MCV) in different channels, touchpoints, content creation (articles, videos, interviews, social media) to achieve brand health, communication target whilst manage internal and regional stakeholder expectation. • Product proposition – working with internal stakeholders to design, optimize differentiating, client-centric product message for client-facing and agent-facing marketing deliverables. • Digital projects to maximize and optimize digital engagement – product collaterals, events, digital tools (retirement calculator, education budgeting, critical illness and medical quotes) to enhance digital engagement, client experience journey prior to lead generation. • Digital analytics, transformation and innovation – transform lead generation with Adobe Marketo solution and Salesforce optimization, analyze performance with insights on Adobe Analytics and Google Analytics to support transformation, innovation projects in local and regional development scale.
AIA Group Limited and its subsidiaries comprise the largest independent publicly listed pan-Asian life insurance group. The company provides wide ranges range of insurance products and services including life insurance, accident and health insurance and savings plans. The Digital and Content Marketing team dedicates to drive repurchase rate and generate new business with various award-winning digital initiatives. The role includes managing automated marketing platforms to engage customers on different life events; campaign launch and management to increase touch point for financial planners to engage customers; optimize digital content to enhance customer experience throughout customer journey in the whole digital ecosystem, etc.
AEON is a financial service company in Hong Kong that provides personal financial service such as credit card, personal loan, cash advance, virtual payment service, etc. Having credit card service as the core business of the company with other service associated with it, my responsibilities range from driving acquisition on credit card, financial loan, increasing conversion on the company's net-membership, lifecycle management and web service enhancement based on branding guidelines, industry's trend and compliance level. Besides, I also manage some online marketing routines of the team such as SEM, SEO, mobile app development, social media collaboration, e-commerce platform and loyalty program, some fintech opportunity research.