Marketing Analytics & Performance Manager

JOB SUMMARY

We are seeking a dynamic and results-driven Marketing Analytics & Performance Manager to lead our digital marketing efforts. This role requires strong analytical skills, expertise in performance marketing channels, and a proven ability to manage campaigns that drive effective lead generation and measurable ROI. The ideal candidate will be responsible for leveraging data-driven insights to optimize campaigns, oversee a team, and ensure the successful execution of our digital marketing strategy.

JOB DUTIES

A. Strategic Leadership & Management:

• Develop and implement comprehensive digital marketing strategies across various channels (e.g., SEO, SEM, Social Media, Email, Affiliates).

• Lead, mentor, and manage a team of marketing professionals to achieve goals and foster continuous improvement.

• Collaborate cross-functionally with sales, product, and other internal stakeholders to align marketing efforts with business objectives.

• Oversee budget allocation and management for all digital marketing campaigns to ensure efficient spending and optimal ROI.

• Stay abreast of industry trends, tools, and best practices in marketing analytics and performance marketing to ensure our strategies remain cutting-edge.

B. Marketing Analytics & Reporting:

• Implement and manage Google Tag Manager (GTM) for accurate tracking and data collection across all digital assets.

• Support the implementation of analytics tagging on websites and landing pages to ensure robust data capture.

• Analyze extensive online user behavior, campaign performance, and market trends to identify opportunities for improvement and growth.

• Develop and maintain comprehensive marketing KPI dashboards to monitor campaign performance and extract actionable insights.

• Produce meaningful marketing KPI dashboards, performance reports, and ad-hoc analysis for internal and external stakeholders.

• Measure and report on the effectiveness of site experiments, implementation, and testing opportunities via personalization or A/B testing.

• Conduct in-depth analysis on data from paid media, affiliates, email, and social media campaigns to optimize performance and maximize ROI.

• Utilize advanced analytics tools (e.g., Google Analytics, Google Data Studio, CRM data) to generate actionable insights and recommendations.

C. Performance Marketing & Lead Generation:

• Design, execute, and optimize effective lead generation campaigns across various digital channels, including Google Ads, Facebook Ads, LinkedIn Ads, Affiliate Networks, and programmatic platforms.

• Manage and optimize all aspects of paid media campaigns (e.g., keyword research, ad copy creation, bidding strategies, landing page optimization) to maximize conversions and ROI.

• Oversee the ideation, funnel activity, and execution of lead nurturing campaigns to guide prospects through the sales funnel.

• Drive continuous conversion optimization strategies, with the aim of improving efficiency and ROI for all digital marketing campaigns.

• Oversee and manage SEO strategies, including on-page, off-page, and technical SEO, to improve organic search rankings and drive traffic.

• Collaborate with creative agencies to develop compelling ad creatives and landing pages that resonate with target audiences.

• Ensure compliance with all relevant advertising policies and regulations.

• Bachelor's degree in Digital Marketing, Marketing Analytics, Business, Statistics, or a related field. Master's degree is a plus.

• Minimum 5 years of experience in digital marketing, with at least 2 years in a management or leadership capacity.

• Solid understanding of compliance and regulatory frameworks within highly regulated industries, particularly insurance.

• Extensive hands-on experience in success across key performance channels: Web, SEO, Email Marketing, Affiliate Marketing, Paid Ads (Google, Facebook, LinkedIn), and Social Media.

• Expertise in leveraging Google Analytics & Google Tag Manager (GTM) is a must.

• Proficiency with advanced analytical tools like Google Data Studio (or similar), CRM platforms (e.g., Salesforce), and marketing automation systems.

• Demonstrated ability to extract actionable insights from complex data to optimize campaign ROI.

• Proven ability to design, execute, and optimize effective lead generation and nurturing campaigns for complex products, driving high-quality leads.

• Strong understanding of data privacy regulations and best practices for handling sensitive customer information.

• Strong communication and interpersonal skills, able to collaborate effectively with sales teams, product development, underwriting, and legal/compliance.

• Language Skills: Fluent in Vietnamese and English proficiency.

• Passion for continuous learning and staying ahead of digital marketing trends.

Bonus Point if you have:

• At least 2-3 years of direct experience in the non-life insurance or broader financial services industry in a marketing, analytics, or performance role. You understand the unique landscape of motor, home, health, and travel insurance products and customer journeys.

• Basic understanding of JavaScript, CSS, HTML for tagging and web optimization.