Digital Paid Media & SEO Senior Manager

Manulife

2d•Onsite

About The Position

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 Paid Media Manager to join our dynamic and growing global team and help us in our digital transformation and data democratization journey. Job Description Reporting into the Head of Demand Generation, Global Digital Marketing, the Senior Digital Paid Media Manager will lead end-to-end delivery for digital marketing campaigns, including digital marketing campaign strategy, set up, execution, optimization, reporting & insights/analysis. Based in Vietnam, you will lead media planning & support the execution of a range of full funnel campaigns with both brand and performance marketing objectives via our media performance hub. 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.

Requirements

8+ years of experience working in digital media across all channels in Vietnam (search, social, programmatic, video, etc.), certified with the latest Google/Meta badges
Degree in Marketing, Business Administration or relevant qualifications
Strong expertise in planning and managing full funnel multi-channel digital media, especially on performance marketing and lead generation in Vietnam.
Strong understanding of SEO, both from a technical and content perspective
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 utilize 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 optimizations 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.
Strong network within the agency and media vendor industry in Vietnam
Understanding of working and operating media campaigns in a regulated environment
Financial background is a nice to have
Excellent presentation and communication skill

Nice To Haves

Thought leadership on innovation and emerging media trends relevant to Hong Kong market.
Financial background is a nice to have
Prior experience with contract negotiation, SOW development or agency management is a nice to have
A quick learner with good problem-solving skills who is open to challenges and has a strong growth-mindset and passion for digital media

Responsibilities

Collectively manage the end-to-end digital media campaign marketing strategy and execution across a variety of products, ensuring that it links all marketing elements across both paid digital and traditional media.
Develop and deliver the global regional SEO strategy within Vietnam, supporting the strategy and implementation for both content and technical SEO
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 Vietnam 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 market and 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.

Benefits

We’ll empower you to learn and grow the career you want.
We’ll recognize and support you in a flexible environment where well-being and inclusion are more than just words.
As part of our global team, we’ll support you in shaping the future you want to see.

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