Digital Marketing, Consultant (Manager)

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

Job summary

AIA Hong Kong seeks a seasoned digital marketer to drive GEO and SEO initiatives, optimize iShop and corporate website content, and own lead generation and content governance. The role requires collaboration with multiple teams to enhance the customer journey, engagement, and conversions across Asia.

You will stay ahead on GEO, SEO, MarTech, and e-commerce trends while delivering measurable outcomes that support healthier, longer, better lives for customers and communities.

Qualifications

• University degree with substantial experience in digital, financial services, or related field.
• Strong understanding of customer digital behaviours and engagement.
• Proven track record in digital, performance marketing and e-commerce initiatives.
• Creative mindset with strong communication and influencing skills.
• Comfortable working with cross-functional teams in a regulated environment.

Responsibilities

• Lead GEO and SEO content strategy and development to improve organic visibility.
• Own iShop and corporate website lead generation and journey optimization.
• Ensure accurate, compliant, and brand-consistent website content.
• Oversee lead operations, journey setup, and ongoing optimization.
• Collaborate with IT, Compliance and business units to deliver digital content and platform enhancements.
• Analyze digital performance and customer journey data to identify improvements.
• Keep training and knowledge up to date on GEO, SEO, MarTech, and e-commerce trends.

Skills

GEO content strategy

SEO

lead generation

digital marketing

e-commerce

content governance

stakeholder collaboration

data analysis

Education

University degree

Tools

Web analytics

Content management systems

Job description

Create connections that move people and business forward. At AIA, your customer insight, commercial expertise and ideas can contribute to our Purpose of helping millions of people live Healthier, Longer, Better Lives. Across our diverse markets, you will take on meaningful challenges, collaborate with talented colleagues and turn insight into engaging experiences, trusted relationships and sustainable growth for our customers and communities. Join us to shape how people engage with health, wellbeing and protection, grow through new experiences and extend your impact across Asia.

About the Role

This role is responsible for:

• 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.

This role contributes to the delivery of customer outcomes that are reliable, thoughtful, and create meaningful impact for customers and society. The role holder is expected to embed a customer first mindset in all decisions and actions by developing a clear understanding of customer needs, taking end to end ownership to resolve issues, and working collaboratively across teams to continuously enhance the customer journey—both directly and indirectly.

Roles and Responsibilities

• 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.

Minimum Job Requirements

• 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.

Build a career with us as we help our customers and the community live Healthier, Longer, Better Lives.

Better starts with people who reimagine what is possible and turn ideas into meaningful action. At AIA, you will contribute in your own way, help shape outcomes that matter and collaborate with colleagues across disciplines, teams, markets and levels. We will support you to broaden your perspective, strengthen your capabilities and grow your impact. Together, we challenge assumptions, learn from one another and find better ways forward. Bring your ambition, experience and ideas to AIA, and help shape what “better” looks like.