About the Company
At Sun Life, we cultivate a High-Performance, Caring Culture that empowers our people to achieve outstanding results, embrace continuous growth, and create meaningful impact. We succeed together by fostering an inclusive environment where wellbeing, collaboration, and accountability are equally valued.
About the Role
The Senior Manager, Digital Marketing is responsible for leading Sun Life Vietnam's digital marketing strategy and execution to drive brand growth, customer acquisition, and engagement across digital channels.
Responsibilities
- Digital Strategy & Performance Marketing: Define and execute end-to-end digital strategy aligned with business and brand priorities. Lead performance marketing across paid media to drive qualified leads and conversion. Optimize media investment through data-driven testing and attribution to maximize ROI.
- Customer Acquisition & Funnel Optimization: Own and optimize the full digital acquisition funnel (awareness → conversion → retention). Improve lead quality and conversion through collaboration with CX, Product, Distribution (incl. bancassurance). Drive marketing automation and lifecycle management (CRM/Marketo).
- Data, Analytics & Martech: Track campaign performance and user behavior; generate actionable insights. Build dashboards and reporting frameworks for decision-making. Own and optimize marketing tech stack and data integration.
- Digital Platforms, SEO, GEO: Manage and optimize owned platforms (website, landing pages, social, app touchpoints) for performance and UX. Develop and execute SEO and GEO strategies to strengthen brand discoverability. Optimize content authority and structure for generative search environments. Monitor AI search trends and continuously refine strategy.
- Governance, Stakeholder & Team Management: Ensure all digital activities comply with regulatory, legal, and internal governance standards. Partner with Legal, Compliance, and Risk to manage data privacy, marketing claims, and reputational risks. Ensure all activities, decisions and deliverables comply with fair treatment of Clients principles, proactively identifying and mitigating risks of unfair client outcomes in line with Company conduct expectations.
- Team Leadership & Capability Building: Lead, coach, and develop the team across digital marketing, communications, and related functions. Set clear goals, ownership, and quality standards. Build capabilities in storytelling, executive communications, issue management, and digital/AI competencies.
Qualifications
Bachelor's degree in Marketing, Business, Digital Media, or related field. 8–10 years of experience in digital/performance marketing or growth marketing. Experience in financial services or regulated industries preferred.
Required Skills
- Data-driven and performance-oriented mindset
- Strong commercial acumen and ROI focus
- Strong expertise in paid media, SEO/SEM, analytics, and marketing automation
- Hands-on experience in managing performance campaigns with clear ROI outcomes
- Familiarity with AI-driven search trends, content optimization, or emerging GEO practices is a strong advantage
- Agile, innovative, and proactive
- Strong stakeholder management and cross-functional collaboration
- Deep understanding of digital customer journeys
Preferred Skills
- Problem solving: Analyze and resolve campaign performance and data-related issues using structured, data-driven approaches. Identify root causes and recommend practical optimization actions across digital channels and platforms. Handle ambiguity and incomplete information effectively, making sound decisions in fast-changing digital environments. Manage multiple, interdependent challenges with strong prioritization and time management. Collaborate with stakeholders to develop effective, compliant solutions.
