The Opportunity

Manulife is embarking on a multi-year journey to build a Global Performance Marketing Shared Service CoE (Center of Excellence) which will fuel our bold ambition to become a digital customer leader. The function brings together Marketing Technology (Martech) and Demand Generation (Demand Gen) – a comprehensive, full-funnel approach designed to drive tailored customer journeys powered by connected data, that when integrated raises brand awareness, drives quality traffic, generates leads, secures sales, and fosters brand loyalty.

We are looking for an innovative and curious Senior Manager/Associate Director, Digital Paid Media , to join our dynamic and growing global team based in Hong Kong and help us in our digital transformation and data democratization journey.

Position Responsibilities

Reporting into the Head of Demand Generation, Global Digital Marketing, the Senior Manager/Associate Director, Digital Paid Media, will lead end-to-end delivery for digital marketing campaigns, including digital marketing campaign strategy, set up, execution, optimisation, reporting & insights/analysis. Based in Hong Kong, you will lead a team of 2 media buyers, executing a range of full funnel campaigns with both brand and performance marketing objectives.

In this role, you will need to excel in stakeholder management and strike the right balance between building strategies that can scale whilst accommodating market needs. It is expected that the successful candidate will lead the development of digital media campaigns internally and integrate these with offline channels, working with external media agencies to synchronize digital activities with any offline buys. Additionally, you will support and guide various team members on digital media operational specifics related to smooth campaign execution, so deep knowledge of media planning, audience planning, platform setup, reporting and key campaign-related processes is required for the role.

Main Duties

Lead a team of two people who will collectively manage the end-to-end digital media campaign marketing strategy and execution for our Global Wealth and Asset Management and Insurance divisions across a variety of products, ensuring that it links all marketing elements across both paid digital and traditional media.

Work hand in hand with the market segment teams and creative agencies on the media strategy and goals to make informed decisions around targeting, platforms, creative formats, and budget allocation.

Analyze and apply industry trends, performance data, and other resources to inform strategies, audience development, test-and-learn opportunities, optimizations, and measurement frameworks.

Track, share, and carefully manage timelines across the team, ensuring the team have the support and tools they need to deliver.

Assist with process optimization for enhanced campaign efficiency both within the Hong Kong team as well as the wider global Demand Generation team

Serve as a platform expert across established and developing digital and traditional media channels, with the ability to advise and guide direct reports on targeting capabilities, creative formats, ad copy development, buying methods etc.

Develop top talent and act as a mentor and leader to the SMEs.

Conduct competitor analysis within categories with a focus on Share of Voice (SOV) in SEM and other channels.

Partner with our Google and Meta reps, along with other local media vendors to maintain strong relationships and best utilise their support

Lead learning and development initiatives for the team, fostering a growth mindset while staying up-to-date with industry developments, competitive insights, and best practices.

Experience Required

7-8+ years of experience working in digital media across all channels in Hong Kong (search, social, programmatic, video, etc.), certified with the latest Google/Meta badges, with at least 2-3 years in a manager role training up other team members

Strong expertise in planning and managing full funnel multi-channel digital media, especially on performance marketing and lead generation.

In depth, hands-on working knowledge of buying ads on Google Ads, Facebook Ads, Google Marketing Platform (DV360/CM360/SA360), with an overall understanding of tools such as Adobe Analytics, CDP

Solid experience in trafficking, tagging journeys and reporting tools like CM360

Expertise in marketing measurement and attribution modeling with the ability to utilise E2E (end-to-end) reporting frameworks by stitching together online and offline data to drive actionable business insights.

Ability to pull strong data driven insights and make optimisations based on internal and external environmental factors

Ability to prioritise evolving business / landscape needs and manage different resources in an agile fashion

Strong cross-functional management skills, comfortable managing and communicating with multiple international stakeholders.

Understanding of naming convention and CID/UTM architecture and implementation

Ability to analyze large datasets across various media platforms to uncover meaningful insights and provide actionable recommendations.

A quick learner with good problem-solving skills who is open to challenges and has a strong growth-mindset and passion for digital media

Thought leadership on innovation and emerging media trends relevant to Hong Kong markets

Prior experience with contract negotiation, SOW development or agency management is a nice to have

Strong network within the agency and media vendor industry in Hong Kong

Understanding of working and operating media campaigns in a regulated environment

Financial background is a nice to have

Excellent presentation and communication skills

Fluent in both written and spoken Cantonese & English

What Motivates You?

You obsess about customers, listen, engage, and act for their benefit.

You think big, with curiosity to discover ways to use your agile mindset and enable business outcomes.

You thrive in teams and enjoy getting things done together.

You take ownership and build solutions, focusing on what matters.

You do what is right, work with integrity, and speak up.

You share your humanity, helping us build a diverse and inclusive work environment for everyone.

About Manulife and John Hancock

Manulife Financial Corporation is a leading international financial services provider, helping people make their decisions easier and lives better. To learn more about us, visit https://www.manulife.com/en/about/our-story.html.

Manulife is an Equal Opportunity Employer

At Manulife/John Hancock, we embrace our diversity. We strive to attract, develop and retain a workforce that is as diverse as the customers we serve and to foster an inclusive work environment that embraces the strength of cultures and individuals. We are committed to fair recruitment, retention, advancement and compensation, and we administer all of our practices and programs without discrimination on the basis of race, ancestry, place of origin, colour, ethnic origin, citizenship, religion or religious beliefs, creed, sex (including pregnancy and pregnancy-related conditions), sexual orientation, genetic characteristics, veteran status, gender identity, gender expression, age, marital status, family status, disability, or any other ground protected by applicable law.

It is our priority to remove barriers to provide equal access to employment. A Human Resources representative will work with applicants who request a reasonable accommodation during the application process. All information shared during the accommodation request process will be stored and used in a manner that is consistent with applicable laws and Manulife/John Hancock policies. To request a reasonable accommodation in the application process, contact recruitment@manulife.com.

Working Arrangement