Assistant Manager, Digital Analytics

Principal (Hong Kong, Hong Kong) 12 days ago

Job Purpose:

We are looking for an all-rounded star on digital analytics to support us grow our digital business with ambitious aspiration in next 3 years. You will be playing a key role in building the practice on implementation, development, and optimization of steering tools of our digital activities. You will work alongside various functions such as Data, Product, Marketing, and Engineering teams to revitalise how we collect data and use the insights to advance and deliver the ‘Principal experience’.

Essential Functions:

Growth / Digital Analytics

  • Supports Head of Customers on product ideation and roadmap, and drive the digital analytics strategy to meet digital business outcomes (i.e. meet growth targets, drive traffic of target profiles, site content engagement, increase conversions and goal completions).
  • Responsible for digital data and user behaviour measurement, analysis, and insights across our digital platforms (e.g. web, app), digital journey optimization and tagging strategy (via Google 360).
  • Architect/design journey data collection and analytics requirements for development teams to implement on web, mobile and app.
  • Oversee and coordinate tagging on new site content and functionality, tracking parameter implementations and audits/quality.
  • Strategize and implement A/B testing with Product owners, UX and development teams.
  • Act as SME to drive changes and opportunities to deliver targeted outcomes: Supports Product Owners to meet Objectives & Key Results (OKRs) through regular reporting on traffic/platform performance, and campaigns and tests effectiveness
  • Partner with Marketing team to increase lead generation and capturing through organic and paid media, and improve SEO rating
  • Be key member of Asia regional COE: Apply best practices and market trends to continuously optimize and create the best of breed digital analytics

Customer Analytics

  • Working closely with Customer practice and data scientist to design and build data models (both descriptive and predictive) throughout customers’ lifecycle (acquisitions, onboarding/activation, retention) to identify opportunities to deliver a differentiated customer experience and drive go-to-market/product development and innovations
  • Be the SME of digital data: Support the creation of the ‘customer 360 view’ across online and offline, unstructured, and structured data sources
  • Some questions you will get to work with data members to answer:
  • How do we define ‘high value’ or ‘best customers via CLV model – for our business and individual customers? And what’s the economics?
  • How can we personalise our engagement strategy (in terms of channels, content, products) for our target customers?
  • What is the optimal selection and variety of funds/scheme/portfolio for our customers?
  • What makes a goof intermediary/channel and how do we keep them selling our products?
  • How do we optimise our retention program/offer to keep our customers happy, stay with us, and even up/cross sell?
  • How do we optimise our marketing/advertising budget across channels to drive quality leads, conversion, and long-term brand building activity?

Knowledge/Practice building

  • Actively contribute to build out the customer and data practice at Principal and support the wider business on data-driven decision making, grow analytics capabilities and sharing best practices
  • Storytelling: Engage non-technical and cross-functional users on value and insights on digital analytics

Educational Qualification:

  • A bachelor’s degree.

Job related experience required:

  • 6-8 years of experience in web/app and social analytics role, with good understanding of SEM, SEO, ad exchanges, e-commerce, and digital trends
  • Experience working with Tag Manager and A/B Testing tool, functional understanding of JavaScript and ability to read standard HTML code
  • Proficient in SQL, Python or R for data management and analysis sills
  • Excellent skills with visualisation such as PowerBI,Tableau for storytelling even with non-technical users
  • Excellent people skills — you’ll be meeting with stakeholders to translate business needs into technical requirements
  • Knowledge of Social Listening tool (e.g. Sprinklr) would be an advantage

Competencies and Soft skills required and preferred:

  • Experience in Insurance, Pension or Wealth industry is an advantage
  • Good exposure in digital space in financial industry – understands market, customer, and business
  • Customer/user centred design thinking – obsessed about customer experience!
  • Curious in nature, urge to innovate and make an impact, openness to change and appreciate ambiguity during transformation, and eagerness to learn
  • Team player and energizer. At the same time hands-on mentality and ready to ‘get his/her hands dirty’
  • Charismatic – excellent influencing, communication, and mentoring skills

Assistant Manager, Digital Analytics

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