MetLife

Department:

The MetLife Global Brand & Marketing (GBM) team has been evolving in line with MetLife’s transformation to a company that delivers greater value for our customers, employees and shareholders, Today, GBM is a strategic, customer-focused marketing practice that is dedicated to driving business impact across the globe. With a focus on customer led value propositions, relevant customer engagement and fostering a purpose driven brand, the team is committed to enhancing MetLife’s relationship with its customers and helping them navigate life’s twists and turns. GBM has 450+ employees in global, regional and local roles.

The role:

The role sits with in the Regional Marketing team based in the Asia region and is part of the extended global Customer Experience Design function. Reporting to the Vice President, Head of Digital and Integrated Marketing, Asia, this individual contributor role is responsible to plan, develop and support all MetLife integrated lead acquisition programs aimed at building a pipeline of sales-ready leads and qualified opportunities as well as driving relevant traffic to MetLife’s online sales portals.

The role’s primary focus will be to drive MetLife’s business goals successfully by creating a digital demand generation and lead acquisition strategy using digital marketing communication channels (including email, social & programmatic advertising, SEO/SEM etc.) The role also contributes to the thought leadership on digital acquisition across our footprint.

Key Responsibilities:

·        Plan and execute all aspects of our lead acquisition campaigns, from identifying target audiences to measuring and reporting results with a keen eye on customer acquisition opportunities

·        Partner & collaborate with the markets for digital media, content marketing and data analytics and the central brand marketing team.

·        Execute on paid digital acquisition activities including display retargeting, social media ads, email marketing, 3rdparty list partnerships, and other advertising channels to maximise lead conversion

·        Develop and deliver foundational SEO practices/tools working closely with the digital platform enablement team to drive sustainable growth in organic traffic

·        Track and measure all digital marketing channels and campaigns; understand and develop campaign optimization strategies; monitor and report on campaign effectiveness in close partnership with the Analytics Manager

·        Collaborate with the country teams to optimize external agencies performance and work together to deliver best practices, test plans, new formats, playbooks etc.

·        Partner with the digital & country marketing teams to build and execute integrated, measurable acquisition programs.

·        Drive higher conversion of qualified leads into opportunities by working together with the distribution teams by empathically understanding the channel performance metrices.

Key Relationships:

• Reports to: Vice President, Head of Digital and Integrated Marketing

• Key Stakeholders: Asia Regional CMO Asia, country marketing teams, Global Marketing functional teams.

Candidate Qualifications

·        10 or more years marketing experience, with regional exposure in Asia

·        Expert in SEO/SEM, social, search, programmatic, display advertising campaigns and driving tangible business results

·        Hands-on in managing digital media agencies and be the go-to person playing the intermediary role between the local marketing teams and local/regional agencies.

·        Proven experience in identifying target audiences, crafting call to actions and business creative rationale, devising digital campaigns that engage, inform and convert into leads.

·        Strong command of digital ad-tech automation and technology stack

·        Experience in coordinating execution with the support of our regional media agencies in local Asia markets

·        Proficient in measuring and reporting on campaign activity, measure ROI and other metrics.

·        Working knowledge of Adobe Analytics and the Adobe Marketing stack is desirable.

·        Experience with SEMRush, Socialbakers, Similar Web and other SEO/SEM and analytics tools considered a bonus.

·        Knowledge of CRM and lead management tools are a plus.

·        Ability to draw insights from large data sets to provide actionable direction

·        Experience in an online/ecommerce business for any industry is preferred

·        Independent and entrepreneurial

·        Able to thrive under pressure and bring a positive attitude to the team

·        Creative self-starter with a strong sense of initiative