Digital Growth Lead — SEO, AI & Analytics

Leadingnation; Hong Kong; On-site; HKD 900,000 - 1,300,000; Full time

Job summary

Sun Life Hong Kong seeks a highly motivated digital marketing professional to lead acquisition, website, and growth initiatives. You will manage SunLife.com.hk, drive organic growth with SEO and GEO, and oversee performance marketing campaigns to accelerate business outcomes.

The role requires project management, analytics, and hands-on MarTech experience across Adobe Suite, GA4, and HTML. Fluency in English and Chinese is essential for cross-functional collaboration.

Qualifications

• 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.
• Proven track record of leading successful digital lead generation and e-commerce campaigns. Growth hacking mindset is welcome.
• Excellent in written and spoken English and Chinese.
• Strong data analytical skills and make use of customer survey, web analytics and customer segmentation to plan and execute marketing campaigns.

Responsibilities

• 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.
• 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.
• 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.
• 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.
• Utilise 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.
• 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.

Skills

Adobe Suite

HTML

SEO

Analytics

Lead generation

Digital marketing

Project management

Bilingual (English/Chinese)

Data analysis

Education

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

Tools

Ahrefs

SEMrush

Screaming Frog

GA4

Google Search Console

Job description

Sun Life Hong Kong seeks a highly motivated digital marketing professional to lead acquisition, website, and growth initiatives. You will manage SunLife.com.hk, drive organic growth with SEO and GEO, and oversee performance marketing campaigns to accelerate business outcomes.

The role requires project management, analytics, and hands-on MarTech experience across Adobe Suite, GA4, and HTML. Fluency in English and Chinese is essential for cross-functional collaboration.