The VP of Digital Marketing is responsible for the development and execution of the overall digital marketing strategy that can drive the growth of lead acquisition and conversion, as well as monitoring and driving towards the commercial KPIs for the Greater China and other potential markets. The VP of Digital Marketing will also lead the team’s execution efforts in display media management, channel optimization, SEO, budget management, and digital optimization, and closely collaborate with the Brand/CX team, sales team, as well as 3rd party agencies to drive higher conversion rates across the key funnel stages and all touch points. The ideal candidate must know the Greater China Region media landscape very well, and financial industry experience is a big plus. He/she also must have strong multi-language communication skills, native Mandarin and Cantonese, be fluent in English, and must be an ambitious and commercial-driven marketer with strong data-driven skills.
Key Responsibilities: Develop digital strategies and roadmaps that can cost-effectively drive more leads and higher conversion rates for the target markets in the short, mid, and long terms. Lead the digital team on the execution of the digital strategies to deliver the ROI and commercial KPIs, across the fields such as display media management, channel optimization, SEO, budget management, digital optimization, revenue projection, and more Develop and execute the mobile app and WeChat acquisition strategy that can lead to revenue growth in a cost-effective manner Creatively explore new channels, new methods and messaging to bring in more business from acquisition side. Responsible for the team’s KPI and budget projection and management. Closely manage and reconcile performance targets in collaboration with key stakeholders such as sales teams.
Oversee KPI reporting and monitoring against agreed targets with in-depth analysis, and take lead in liaison with stakeholders to drive higher lead generation and conversion based on the data analysis. Manage relationships with internal teams and stakeholders, creating strong relationships across the business to support the delivery of an overall digital acquisition strategy Manage relationships with global counterparts to plan strategy and campaigns, ensuring synergies are made where relevant/possible. Take lead in collaborating with other stakeholders in optimizing the end-to-end acquisition/onboarding journeys across multiple environments such as website, mobile app, and Wechat for various lead types including webinar/ebook leads, demos, cold leads, etc. that will effectively drive higher conversion and revenue. Work with the Business Insights team to generate analytical insights that can improve our marketing assets and activities to ultimately drive higher conversions.
Skills/Experience & Competencies Required A minimum of 15 years related experience, with at least 5 years in a senior management role (VP or above) Experience in driving successful B2C digital marketing strategies, with particular competency in digital customer acquisition marketing Solid experience within digital-led organizations preferably in the e-financial or e-trading industry In-depth understanding of the limitations and opportunities of digital acquisition landscaping in the financial industry in Greater China, especially mainland China. Rich experience in managing multi-million-dollar marketing budgets with strong marketing ROI deliverables A strong strategic thinker meanwhile with exceptional ‘hands-on’ execution capabilities Strong analytical skills and a data-driven orientation Attention to detail, proactive to problem-solving and result-oriented Must be able to ‘think out of the box to come up with creative solutions and proposals Ability to work to tight deadlines and to prioritize effectively Ability to develop effective long-term working relationships both within the department & across departments and at all levels within the organization Great internal stakeholders and external 3rd parties management skills together with a strong negotiation Experience at a Forex broker is a big plus Able to work flexible hours to collaborate with teams across multiple time zones Native in Mandarin and Cantonese, fluent English is a must, with full professional proficiency (written and verbal) Robert Half Ltd acts as an employment business for temporary positions and an employment agency for permanent positions. Robert Half is committed to equal opportunity and diversity. Suitable candidates with equivalent qualifications and more or less experience can apply.
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