Job Responsibilities
Requirements Gathering & Technical Translation
- Translate Campaign Briefs: Partner with Marketing, Product, and Distribution teams to gather requirements for life insurance campaigns (e.g., upsell/cross-sell riders, policy renewal reminders, lapse prevention).
- Define Target Logic: Translate business ideas into precise technical data logic (e.g., defining criteria for "policyholders aged 30-45 with a traditional life policy but no critical illness rider").
- Write Functional Specifications: Draft detailed user stories, process maps, and functional specification documents (FSDs) for Campaign Developers and Data Engineers.
Campaign Design, Segments & Target Selection
- Audience Segmentation: Define and build target audience lists within Enterprise Campaign Tools (e.g., Salesforce Marketing Cloud, Adobe Campaign, SAS Customer Intelligence).
- Data Mapping & Readiness: Analyze life insurance core systems to identify necessary data points (e.g., policy status, premium due dates, agent codes, communication preferences) and ensure data availability for campaigns.
- Exclusion & Suppression Logic: Implement strict contact governance rules, such as "Do Not Contact" registries, privacy consent preferences, and cross-campaign fatigue rules (e.g., limiting communications to one push notification per week).
End-to-End Campaign Execution & Automation
- Customer Journey Mapping: Design automated, multi-channel trigger workflows based on lifecycle milestones (e.g., automated welcome journeys for new policyholders, birthday messages, premium payment grace-period warnings).
- UAT & Quality Assurance: Lead User Acceptance Testing (UAT) to verify campaign logic, tracking links, personalization tokens, and communication formats before deployment.
- Incident Management: Monitor active live campaigns, investigate data discrepancies or delivery drops, and coordinate fixes with IT support teams.
Tracking, Reporting & Insights
- Campaign Measurement Frameworks: Define Campaign Key Performance Indicators (KPIs) including open rates, click-through rates (CTR), conversion rates, and financial metrics like New Business API (Annualized Premium Equivalent).
- Build Performance Dashboards: Partner with Data Analysts to design and build automated reports (via Tableau, Power BI, or integrated campaign analytics tools) to track marketing performance.
- Post-Campaign Post-Mortems: Deliver actionable commercial recommendations to marketing stakeholders based on campaign response data and control group comparisons.
Compliance & Process Optimization
- Regulatory Compliance: Ensure all campaigns strictly comply with local insurance regulations (e.g., anti-spam laws, financial product marketing guidelines, and data protection rules like GDPR or PDPA).
- Process Standardization: Continually optimize the campaign delivery workflow to reduce time-to-market and eliminate manual handling of customer data lists.
Job Requirements
- Bachelor's degree holder
- At least 10-15 years of relevant experience gained from life insurance companies
- Fluent Cantonese, English and Mandarin
