Director, Digital

Prudential Services Asia; Hong Kong; On-site; HKD 1,500,000 - 2,100,000; Full time

Job summary

Prudential Services Asia, headquartered in Hong Kong, seeks a Digital Director to lead regional digital strategy across Asia and Africa, aligning LBUs with group priorities and delivering high-impact digital initiatives.

You will drive AI-enabled insights, content optimization, and omnichannel experiences, while mentoring teams and coordinating with marketing, IT, and distribution to improve lead generation and customer journeys.

Qualifications

• Minimum 15 years of digital experience in financial services or insurance.
• Proven leadership across regional digital initiatives.
• Expertise in performance marketing, SEO, content, and customer journey optimization.

Responsibilities

• Define and execute regional digital strategy across LBUs.
• Drive AI-enabled insights to personalize customer journeys.
• Lead digital marketing capabilities and manage external agencies.
• Oversee website and app experience optimization.

Skills

Digital strategy

Leadership experience

Stakeholder management

AI & analytics

SEO/content marketing

Data-driven marketing

Regional collaboration

Tools

GA

CDP

Marketing automation

Job description

Prudential’s purpose is to be partners for every life and protectors for every future. Our purpose encourages everything we do by creating a culture in which diversity is celebrated and inclusion assured, for our people, customers, and partners. We provide a platform for our people to do their best work and make an impact to the business, and we support our people’s career ambitions. We pledge to make Prudential a place where you can Connect, Grow, and Succeed.

We are seeking a talented and results‑driven Digital Director to join our Group office as an individual contributor. In this strategic role, you will play a key role in executing and delivering digital projects, enhancing digital platforms, and optimizing digital experiences and usability across our various Local Business Units (LBUs).

You will be the driving force behind managing digital KPIs group‑wide and ensuring that each LBU aligns with and achieves the group's strategic digital priorities. You will play a crucial part in our digital transformation journey, helping us to redefine the digital landscape in the insurance industry and to provide a seamless, state‑of‑the‑art experience to our customers.

This role demands an individual who possesses a strong blend of strategic thinking, executional excellence, and leadership skills. Drive digital visibility and discovery by identifying opportunities to enhance Prudential’s presence across the digital ecosystem, particularly within the Search and Explore journey. This includes advancing content optimisation, leveraging AI to elevate on site and external search performance, improving lead quality, and strengthening end to end lead nurturing.

Lead regional digital strategy and execution, partnering with marketing teams across Asia and Africa to deliver high impact initiatives and continuous website enhancement, driving awareness and qualified traffic while ensuring consistency across markets. Embed AI driven insights into customer experience, leveraging AI search and digital analytics to deepen understanding of customer needs and behaviours, and translating these into intuitive, segment based digital journeys that help customers identify the right products and solutions.

Champion app and web ecosystem integration, supporting the rollout of the Prudential App across markets by providing centralised assets and enabling effective go to market execution in partnership with local BUs. Unlock the value of first party data, aligning website and app experiences to capture and connect digital customer footprints, and translating these into actionable insights that enhance personalisation and business outcomes. Build regional digital marketing capabilities, coaching and mentoring teams to foster a culture of innovation, collaboration, and high performance, while strengthening expertise in AI enabled and data driven marketing.

Partner with distribution teams to design and deliver customer led engagement strategies across digital platforms, ensuring alignment between channel marketing initiatives and broader digital experience strategies.

Requirements:

Minimum 15 years of digital experience, with proven leadership within financial institutions or insurance; regional experience is an advantage. Deep expertise across digital marketing disciplines, including performance marketing, AIO/SEO, content, and end‑to‑end customer journey optimisation. Strong experience in digital data ecosystems, including GA, CDP, and marketing automation platforms, to drive personalisation and performance. Proven track record in developing and executing data‑driven digital strategies, spanning customer acquisition, engagement, and conversion. Hands‑on experience in website optimisation and digital experience management, with a focus on usability, lead generation, and conversion uplift. Demonstrated ability to leverage data and AI‑driven insights to inform decision‑making and enhance marketing effectiveness. Strong experience managing regional digital agencies, with a focus on performance, governance, and continuous optimisation. Ability to operate effectively in complex, fast‑paced environments, managing competing priorities and delivering results under tight timelines. Strong stakeholder management and influencing skills, with the ability to lead cross‑market initiatives without direct reporting lines. A well‑rounded leader combining analytical rigour with digital innovation, underpinned by a strong results orientation.

Prudential is an equal opportunity employer. We provide equality of opportunity of benefits for all who apply and who perform work for our organisation irrespective of sex, race, age, ethnic origin, educational, social and cultural background, marital status, pregnancy and maternity, religion or belief, disability or part‑time / fixed‑term work, or any other status protected by applicable law. We encourage the same standards from our recruitment and third‑party suppliers taking into account the context of grade, job and location. We also allow for reasonable adjustments to support people with individual physical or mental health requirements.

We are Prudential. For every life, we are partners. For every future, we are protectors. Prudential plc provides life and health insurance and asset management to 17 million customers across 20 markets in Asia and Africa. We are headquartered in Hong Kong and have dual primary listings on the Stock Exchange of Hong Kong and the London Stock Exchange. We are focused on four strategic regions: Greater China, ASEAN, India and Africa. Our customers are served by around 55,000 agents and more than 200 bank partners. Prudential plc is not affiliated in any manner with Prudential Financial, Inc., a company whose principal place of business is in the United States of America or with the Prudential Assurance Company, a subsidiary of M&G plc, a company incorporated in the United Kingdom. Find out more at www.prudentialplc.com Follow us on LinkedIn