Specialist, SEO & Digital Data, Asia

You are as unique as your background, experience and point of view. Here, you’ll be encouraged, empowered and challenged to be your best self. You'll work with dynamic colleagues - experts in their fields - who are eager to share their knowledge with you. Your leaders will inspire and help you reach your potential and soar to new heights. Every day, you'll have new and exciting opportunities to make life brighter for our Clients - who are at the heart of everything we do. Discover how you can make a difference in the lives of individuals, families and communities around the world.

Job Description:

Job Description

• Reporting to the Regional Director of Experience Design, this role will drive the Sun Life Asia’s Corporate Websites’ Brand and product visibility through organic and owned channels, and will be responsible for developing and implementing effective search engine optimization (SEO) strategies to drive organic traffic and improve our online presence. This includes managing on-page SEO and supporting off-page SEO activities, helping Markets optimize keywords and phrases across multiple countries and languages, link building and analyzing web analytics data to help lead and manage the execution of these SEO and digital strategies.

• As the Region’s leading SEO optimization subject matter expert, you are to work closely with our business units to define and implement best practices - setting new standards of excellence for search and content management in order to incrementally improve brand health and achieve commercial targets.

• In this role you will be responsible for monitoring and analyzing website performance using SEO tools and analytics platforms, providing regular reports and recommendations for optimization. You will work with content creators and digital marketing teams to develop and optimize high-quality, keyword-rich content for improved organic visibility, and executing link-building activities to ensure quality links from reputable sources. To help roll out strategies and improvements, you will also be required to direct internal developers to drive technical website fixes, and to work closely with the Senior Analytics Manager to craft and implement the appropriate tagging and analytics strategy for each Market.

• You will be expected as needed to conduct audits in order to craft cohesive, pragmatic and performance-driven SEO workstreams, to manage agencies and to implement multiple ongoing market programs while continually measuring the results. As such, understanding data analytics for web, marketing funnels, buyer journeys and content mapping is crucial. As part of this role, you also will be responsible for creating relevant artifacts, frameworks, monthly metrics dashboards, and guidelines as applicable.

• You will need strong critical thinking skills, with the ability to articulate and present business cases that influence and empower our partners. You will also need a proven track record in leading successful marketing campaigns and programs across complex stakeholder matrixes. Data-oriented and a good understanding of marketing technology is a must.

• Stakeholder management skills and the ability to identify challenges and opportunities across marketing, key operational processes and platforms is also required. Integration and collaboration with the Global, Regional and Local Marketing and Branding teams is essential to this role, as-is managing third party vendors and agency relationships to drive performance across the region.

• You are also required to stay on cutting edge of marketing trends, skills and market movements. We are looking for a performance-driven, efficient, independent, and organized self-starter with business acumen and a growth mindset who can elevate our brand and succeed with us.

Major Accountabilities

• Leading the SEO transformation strategy and programs for 5 key APAC countries (HK, VN, SG, ID, MY), with the objective to achieve 1st page rankings for localized top-category keywords. This will include but is not exclusive to:

  - Leading activities to optimize website content, meta tags, schemas, headers and URLs to ensure alignment with target keywords and enhance search engine crawlability.
  - Identifying technical SEO issues and collaboration with the web development team to implement.
  - Conduct SEO audits, competitive analysis and benchmarking to identify opportunities for improvement and stay ahead of competitors in search rankings.
  - Tracking and analyzing website traffic for Markets, user behavior and conversion rates to assess the effectiveness of SEO strategies and make data-driven recommendations.
   

• Coordinating our Regional Markets website metrics, data, analytics and tagging requests with the Data Analytics Senior Manager and 3rd Party Agencies (based on a holistic Regional Office Digital Marketing Strategy for Asia defined in conjunction with the Marketing & Operations Performance Director and Sr. Data & Analytics Manager).
   

• Establishing and managing a monthly website metrics dashboard that provides a holistic overview of Asia Markets website performance such as unique visits, bounce rates, users struggles and XD performance.

• Working cross-functionally with Global and Local teams as a key contributor to their digital platform roadmaps for content (i.e. migration on Content Management Systems, contributing to discussions for new SEO tools and enablement’s, etc.)

• Overseeing the operations and workflow of SEO agencies, including managing the setup and implementation of SEO plans for Sun Life’s websites.

• Onboarding of Google accredited review program across Asia Markets, and facilitation/management of monthly reporting.

• Develop and manage the budget planning for all RO supported SEO activities across Asia Markets. Partner/Agency price and terms negotiation for SEO and regional retainers with reduced price YoY.

Specialized knowledge

• Expertise in marketing disciplines across Search, Content Strategy and Conversion Rate Optimization

• Knowledge of technical SEO, including speed optimization for web and mobile.

• Familiarity with social media marketing and its impact on SEO.

• Understanding of conversion rate optimization (CRO) principles.

• Technical background or high-comfort level with marketing solutions

• Familiar with Agile methodologies and ways of working

• Experience with working in Insurance or Financial Services industry would be helpful, but not a must

• Experience with Regional / International Organizations with multiple Markets helpful, but not a must

• Familiarity with change management and organizational digital transformations useful

• Understanding legal Risks and Governance for content

• Must have experience hands-on Content Management System experience such as AEM or Kentico

• Basic understanding of website design, development, HTML/CSS coding, JavaScript, JQuery, Meta schemas, Pay Per Click (PPC) advertising, link-building strategies etc.

• Tag management experience (ideally Tealium iQ)

Problem Solving Skills

• Familiarity with RCA (Root Cause Analysis) frameworks or similar, to troubleshoot and solution problems.

• Ability to understand and communicate clear problem statements while maintaining healthy relationships with stakeholders.

• Solution-oriented, with proven ability to balance and prioritize projects and demands.

• Strong project management skills to handle multiple SEO initiatives simultaneously.

• Ability to identify key metrics; qualitative and quantitative to gain insight and drive business results.

• Decisive and proactive, with the ability to make executive decisions or seek senior management buy-in when necessary.

• Adaptive oral and written communication skills to effectively liaise with teammates of different career bandings.

Education & Experience

• Degree holder in marketing, digital marketing or a related field, with a minimum of 6+ years’ experience in organic search, content and social media marketing environment.

• Relevant SEO certifications (such from Google, HubSpot and/or Semrush).

• 2+ years of experience as an SEO manager or a similar SEO-focused role.

• In-depth knowledge of SEO best practices, search engine algorithms and digital marketing trends, with a strong understanding of the Indian search landscape.

• Proficiency with SEO and analytics tools like Google Search Console, SEMrush, Google Keyword Planner and Google Analytics.

• Knowledge of A/B testing, local SEO and SEO reporting tools.

• Experience with content management systems (CMS) and website optimisation platforms, like WordPress.

• Ability to successfully be a program owner and be accountable to deliver on concurrent projects with tight timelines in a fast-paced environment.

• Proven ability to work collaboratively across cultures, time zones, and band levels.

• Demonstrated development and execution of strategies and digital program.

• Excellent English communication skills – written, listening and verbal.

• Experience managing and negotiating with outside agencies and third-party vendors.

• Strong interpersonal skills and ability to develop relationships to influence change.

• Innovative problem-solving skills and excellent analytical abilities

• Strong ability to identify and implement process improvements.

• Experience in a global or regional roles, working effectively to deliver targets across diverse cultures.

• Technology-savvy, with keen interest in emerging technologies and 'all things digital', including a rich understanding of evolving customer needs as well as hands-on experience with leading content management and service platforms.

• Well-rounded experience on tag-based web and mobile app analytics data collection and reporting with Adobe Analytics. This includes the full project cycle from requirements consulting and solution/tag design to technical validation and platform configuration.

• Strong analytical skills and the ability to interpret data and make data-driven decisions.

• Excellent communication and interpersonal skills to collaborate effectively with cross-functional teams.

Job Category:

Marketing

Posting End Date:

10/10/2024