Digital Marketing Manager, FI

Morgan McKinley; Hong Kong; On-site; HKD 1,200,000 - 1,800,000; Full time

Job summary

Morgan McKinley in Hong Kong seeks a senior Digital Marketing Leader to develop and execute integrated strategies for life insurance and financial services. You will drive growth through performance campaigns, content optimization, and cross‑functional collaboration with legal, IT, and product teams.

The role requires 8+ years in large financial institutions, fluent Cantonese and English, and a proven track record in B2C marketing, analytics, and budget management.

Qualifications

• Bachelor's degree holder.
• 8+ years of relevant experience from large financial institutions.
• Strong B2C marketing experience.
• Fluent Cantonese and English.

Responsibilities

• Develop and execute integrated digital marketing strategies and annual plans aligned with business targets.
• Conduct market research, competitor analysis, and customer segmentation for growth opportunities.
• Manage performance marketing campaigns (SEO, SEM, Google Ads, social media, display advertising, email marketing) to drive quotes and customer acquisition.
• Design and optimize digital conversion funnels and e-sales/service journeys.
• Translate insurance products and enrollments into accessible digital content; oversee corporate websites, mobile apps, and membership programs.
• Collaborate with legal, compliance, and product teams to meet regulatory requirements; work with IT and CRM on digital transformation and UAT.
• Track and analyze KPIs, conversion rates, and ROI using Google Analytics; manage budget across channels and report to leadership.

Skills

Digital marketing strategy

Campaign management

Content management

Analytics & reporting

Budget management

Market research

B2C marketing

Cantonese/English fluency

Education

Bachelor's degree

Tools

Google Analytics

SEO/SEM platforms

CRM tools

Job description

Core Job Responsibilities

• Digital Strategy & Planning:
• Develop and execute integrated digital marketing strategies and annual plans aligned with business and sales targets (e.g., life insurance, general insurance, or personal lines).
• Conduct market research, competitor analysis, and customer segmentation to identify online growth opportunities.
• Lead Generation & Campaign Execution:
• Manage performance marketing campaigns (SEO, SEM, Google Ads, social media, display advertising, and email marketing) to drive quote generation and customer acquisition.
• Design and optimize digital conversion funnels and e-sales/service journeys.
• Content & Brand Management:
• Translate complex insurance products, policy benefits, and seasonal enrollment periods into accessible, consumer-friendly digital content.
• Oversee corporate websites, mobile apps, and customer membership programs.
• Compliance & Stakeholder Coordination:
• Work closely with legal, compliance, and product teams to ensure all digital advertising and customer communications meet regulatory requirements.
• Collaborate with IT and CRM teams on digital transformation, platform integration, and user acceptance testing (UAT).
• Analytics & Budget Management:
• Track and analyze key performance indicators (KPIs, conversion rates, and ROI) using web analytics tools like Google Analytics.
• Control and allocate the digital marketing budget across channels and report performance metrics to senior leadership.

Job Requirements

• Bachelor's degree holder
• At least 8 years of relevant experience gained from large financial institutions
• Good experience of B2C sector
• Fluent Cantonese and English