ROLE DESCRIPTION AND PURPOSE
At BNP Paribas Asset Management, we are seeking a strategic and analytically-minded Digital Marketing Manager to lead digital marketing in Asia Pacific (APAC). The Digital Marketing function within the Chief Marketing Officer’s global organisation is tasked with delivering the digital client experience, contributing to profitable growth through new and existing clients, and building strong relationships throughout the lifecycle of the client journey.
The Digital Marketing Manager role is a strategic role focused on demand generation – growing client segments, contributing to strategy, and planning and executing digital campaigns to achieve business objectives. The ideal candidate is an all-rounder with a client-first mind-set, a solid experience in social media, digital advertising, email and website management, with the ability to use data to track, analyse and improve performance. You will have the opportunity to be part of an innovative and client-centric team focused on building strong awareness and engagement with audiences globally.
The role is based in Singapore and reports to the Global Head of Digital Marketing.
KEY RESPONSIBILITIES
- Drive the digital marketing program in APAC. This includes developing, executing and optimising the demand generation strategy for our products, aligning it with sales and marketing activities.
- Utilise a range of digital marketing techniques including SEO, paid search, social media, display and email for the Demand Generation program and Always-On campaigns.
- Drive full funnel optimisation to improve engagement, lead generation and lead nurturing with CRO and A/B testing.
- Roll out email marketing to Sales, Marketing and Client Service organisations.
- Work with country marketing teams to plan out regional campaigns utilising digital marketing techniques.
- Monitor campaign performance and help develop ideas to improve and optimise campaigns.
- Manage and implement best practises with APAC websites.
- Continually drive and improve online traffic to the websites.
- Work closely with digital marketing colleagues to improve content, conversion and usability of websites.
- Prepare reports on website and campaign analytics, and present to internal stakeholders.
- Own relationships with media agencies, creative agencies and publishers.
- Develop and maintain digital marketing templates, guidelines and playbooks.
KEY INTERNAL / EXTERNAL RELATIONSHIPS
- Internal: APAC CMO and country marketing teams, Global Client Group – Sales, Marketing, Client Service, Investment Specialists, I.T. Digital, Brand & Communication, LRC (Legal, Risk, Compliance)
- External: Media and advertising agencies, Content and digital agencies, Publishers
ROLE REQUIREMENTS
ESSENTIAL QUALIFICATIONS & COMPETENCIES
- Proven experience in digital marketing and demand generation in APAC
- Proven track record of creating and executing successful digital marketing campaigns
- Experience in social media, SEO, paid search, display, programmatic and email marketing
- Experience in managing websites
- Understands usability, UX and UI
- Organised and detail-oriented
- Strong oral and written communication skills
- Analytical, creative and curious
- Pro-active and responsive
- Hands-on, a “can-do” attitude with positive outlook
- Strong business acumen, with a commercial focus on delivering growth
- Understands digital and digital marketing trends impacting clients
- Experience with one or more: Google Marketing Platform, Sprinklr, HootSuite, Moz, SEMrush, Optimizely, WordPress
- Experience with one or more: LinkedIn, WeChat, Line, Baidu, Twitter, Facebook, Instagram
- Have used digital analytics such as Google Analytics, Data Studio or Adobe Analytics
- Bachelor’s degree in Business, Marketing or equivalent
NICE-TO-HAVE QUALIFICATIONS & COMPETENCIES
- Financial services, asset or wealth management
- Media, ad or digital agency background welcome
- Understanding of digital technologies (web, mobile, personalisation, CMS, AI, machine learning)
LANGUAGES
- English
- Mandarin or Cantonese
- Other languages welcome
