Digital Growth & Lead Gen Specialist

AIA Hong Kong; Hong Kong; On-site; HKD 900,000 - 1,500,000; Full time

Job summary

AIA Hong Kong is seeking an experienced digital marketing leader to drive growth through GEO, SEO, and lead-generation initiatives. The role focuses on optimizing iShop, website content, and customer journeys to improve engagement and conversion.

The successful candidate will own lead nurturing, content governance, and strategy across digital platforms, collaborating with IT, Compliance and business units to deliver compliant, high-impact experiences.

Qualifications

• University degree with minimum 8 years of relevant working experience in the financial services or related industry.
• Good understanding of customer digital behaviors.
• Proven experience in digital, performance marketing and e-commerce.
• Creative mindset.
• Strong interpersonal and time management skills. Able to work under pressure and meet tight deadlines.
• Keen eye for detail; capable of working independently with minimum supervision; ability to multitask.
• Good communication, presentation and influencing skills.
• Proficient in spoken and written Chinese and English.
• You are required to obtain relevant license if your job involves in regulated activities.

Responsibilities

• Driving digital growth through GEO, SEO, and lead-generation initiatives.
• Optimizing iShop, website content, and digital customer journeys.
• Owning the lead nurturing and website content governance to increase engagement and conversion.
• Lead GEO and SEO content strategy and development to improve organic visibility, search relevance, and content discoverability across digital platforms.
• Lead iShop and corporate website lead generation enhancements, including user journey optimization, content improvements, and conversion-focused initiatives.
• Support website content maintenance to ensure information accuracy, regulatory compliance, brand consistency, and a best-in-class user experience.
• Own lead operations, including journey setup, execution coordination, performance monitoring, and ongoing optimization to support lead nurturing and customer engagement.
• Collaborate with internal stakeholders, business units, IT, Compliance, and external partners to deliver effective digital content, platform enhancements, and lead generation initiatives.
• Analyze digital performance, customer journey data, conversion points, and drop-off patterns to identify opportunities for continuous improvement.
• Stay up to date with GEO, SEO, lead generation, MarTech, website, and e-commerce trends to drive innovation and strengthen digital effectiveness.

Skills

Digital marketing

SEO

Lead generation

Content strategy

User journey optimization

Education

University degree

Job description

AIA Hong Kong is seeking an experienced digital marketing leader to drive growth through GEO, SEO, and lead-generation initiatives. The role focuses on optimizing iShop, website content, and customer journeys to improve engagement and conversion.

The successful candidate will own lead nurturing, content governance, and strategy across digital platforms, collaborating with IT, Compliance and business units to deliver compliant, high-impact experiences.