Manager I, Digital Marketing

Sun Life Financial; Hong Kong; On-site; HKD 700,000 - 1,100,000; Full time

Job summary

Sun Life Hong Kong is seeking a highly motivated digital marketing professional to accelerate digital growth, lead generation, and website optimization across SunLife.com.hk. This role will own SEO, GEO, analytics, and multichannel campaigns.

The ideal candidate brings 6+ years in digital marketing, strong knowledge of Adobe Marketing Suite, HTML, and data-driven decision making. Fluency in English and Chinese is preferred, with regulatory familiarity a plus.

Qualifications

• Degree in Marketing, Business, Digital Marketing, Communications, or related field.
• 6+ years in digital marketing, digital product, website management, SEO, or performance marketing.
• Experience in financial services or regulated industries preferred.
• Strong knowledge of Adobe suite and HTML required.
• Proven track record leading digital lead generation and e-commerce campaigns.
• Familiarity with Ahrefs/SEMrush, GA4, and Search Console preferred.
• Excellent data analysis, Excel skills, and English/Chinese proficiency.

Responsibilities

• Lead and manage end-to-end digital marketing and lead generation initiatives.
• Own website governance, performance, UX, and accessibility for SunLife.com.hk.
• Develop organic growth via SEO and Generative Engine Optimization (GEO).
• Plan and optimize paid and organic campaigns; manage budgets and ROIs.
• Utilize analytics tools to measure KPIs and inform optimization.
• Drive AI-enabled content production and marketing innovations.

Skills

Adobe Analytics

Adobe Target

Adobe Experience Manager

Google Analytics

GA4

SEO

HTML

Ahrefs/SEMrush

Screaming Frog

Excel

Education

Bachelor's degree in Marketing or related field

Tools

Adobe Campaign Standard

Google Analytics

Job description

Job Description

We are seeking a highly motivated and results-driven digital marketing professional to drive Sun Life Hong Kong's digital acquisition, website, and digital growth initiatives. This role will be responsible for leading lead generation enhancement projects, managing SunLife.com.hk, driving organic growth through SEO and Generative Engine Optimization (GEO), supporting performance marketing campaigns, and delivering digital transformation initiatives that improve customer experience and business outcomes. The ideal candidate combines strong project management expertise, digital marketing knowledge, analytical capabilities, and hands-on experience with marketing technologies to accelerate business growth and digital innovation.

Key Responsibilities

• Lead Generation & Digital Enhancement Projects 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.
• Website Management & Digital Experience 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.
• Organic Growth & AI Enablement 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.
• Performance Marketing & Media Optimization 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.
• Data Analytics, Reporting & MarTech Utilize 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.
• Agency & Stakeholder Management 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.

Qualifications & Experience

• 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.
• Highly literate in Adobe Suite (Adobe Target, Adobe Analytics, Adobe Campaign Standard, Adobe Experience Manager) and good knowledge in HTML is a must.
• Proven track record of leading successful digital lead generation and e-commerce campaigns.
• Growth hacking mindset is welcome.
• Knowledge in Ahrefs or SEMrush, Screaming Frog, GA4, and Google Search Console is preferred.
• Strong data analytical skills and make use of customer survey, web analytics and customer segmentation to plan and execute marketing campaigns.
• Solid MS Excel, Powerpoint, Word and statistical knowledge.
• Excellent in written and spoken English and Chinese.

At Sun Life, we cultivate a High-Performance, Caring Culture that empowers our people to achieve outstanding results, embrace continuous growth, and create meaningful impact.

We succeed together by fostering an inclusive environment where wellbeing, collaboration, and accountability are equally valued.

Job Category: Marketing Posting End Date: 27/10/2026

Shine together At Sun Life, you can be your most brilliant self. Our supportive, flexible, and inclusive work environment is one where you - and your career - can thrive. Whatever your aspirations, collaborative leaders and colleagues are ready to help you learn, grow, and succeed. Make life brighter We're a global company with a passion for people. Our purpose is to help Clients achieve lifetime financial security and live healthier lives. As a team of 30,000 across 26 countries, our impact is far-reaching, and locally relevant There's power in numbers. As part of Sun Life's growing team, you have an impact on people in your community and around the world. Shape the future With an optimistic eye on a brighter future, we drive to innovate. Be part of leading change, push boundaries and try new ways of working. Use data to drive bold actions. Be agile and pivot as we test and learn. At Sun Life, we're driving transformation, sustainability and innovation for our Clients, employees, partners, and communities. Join us. Together, we can make the future brighter. Join a top employer for a brighter future. Visit Sun Life Careers