Digital Marketing Lead, APAC


Technical Skills

  • Marketing
  • Relationship Management
  • Sales

Job Description

Digital Marketing Lead, APAC

Location: Hong Kong-Hong Kong Island-Causeway Bay

The International Marketing Digital Lead for APAC, is responsible for leading the development and execution of the International Marketing digital strategy for the Asia Pacific region. Such strategy will be anchored in four pillars: Foundational, Strategic, Innovative and Disruptive, both at the market level, and holistically for the International Market business.

Foundational: Ensure the International Markets existing digital eco-system continues to operate in an integrated way with intuitive navigation, high quality content and in a compliant way based on market needs and regulatory requirements.

Strategic:  Align with the business goals of the International Markets businesses operating in the APAC region. Bring an outside-in perspective on the evolving digital landscape and the competitive market trends.  Conceptualize strategic digital ideas to help IM be customer centric. Drive direct to customer (DTC) digital sale via generating high quality leads and leading the establishment of a digital sales eco-system. This leader is expected to create, articulate and execute on an integrated end-to-end customer journey that includes engagement across the entire marketing/sales funnel: pre-sales, acquisition, servicing and retention and is in alignment with one or more of the digital pillar addressed earlier.

Innovative: Conceptualize innovative and differentiating ideas that support our customers and grow the business, and could be brought to market soon.

Disruptive: Conceptualize disruptive ideas in the digital space that potentially could change our business model and be a catalyst to accelerate drive growth, leap frog the competition and differentiate Cigna.

Key activities

The Digital Marketing Lead for International Markets Asia Pacific Region will bring innovative ideas, and will have a growth mindset to deliver insights driven, and customer centric digital solutions that will increase customer satisfaction and drive market share growth for the respective markets.

He/she will have deep bench understanding and experiences, at large global companies, operating in our international markets.  Such experience will include various digital channels and platforms/partners such as: Social Media, Search, performance marketing, Mobile Marketing as well as experience in distribution platforms such as AliBaba, all with the mindset of delivering measurable business value.

This digital leader will focus on a holistic content marketing strategy for IM to ensure clear, refreshed and engaging content that powers Cigna’s digital ecosystem while assisting local markets on localization and cultural sensitivity.  Such content will increase awareness, engagement and will ultimately lead to conversion, retention and measurable growth.  Such content strategy will ensure alignment and integration of message across all customer digital touchpoints: Website, Mobile, Social, Apps, …

He/she will manage a portfolio of digital initiatives in support of the APAC markets and business goals.  This digital leader will also lead the creation and the deployment of a digital governance practice for Cigna’s IM markets to ensure the right digital programs are prioritized, have SLT support, have well articulated ROI, and are deployed on-time, on-budget and to high quality and standards.

The digital leader will stay current with the competitive landscape, for the immediate Cigna competitors as well as the digital competitive landscape in general and will drive awareness and innovative ideas with the IM APAC region.

He/she will have bias for action.  Is agile in thinking and execution.  Is able to deploy pilots that can be scaled upon success, or quickly folded when metrics are not favorable.


·       Exudes confidence that translates into credibility

·       Is approachable and trusted

·       Able to develop collaborative relationships with APAC market leaders, Corporate and COE marketing, IT, as well as other IM stakeholders.

·       Effectively engages and works with various cross Cigna business and functional groups to align and execute digital marketing strategies and projects including other members of the digital COE, brand, corporate marketing, compliance, operations and legal.


Competencies and skills
  • Have executive presence and is able to interact and operate at all levels of the organization
  • Strategic and innovative thinker
  • Insight driven with strong analytical background
  • P&L background a plus. Metrix and value driven mindset preferable
  • Customer oriented with a proven track record of creating customer value from digital solutions
  • Externally focused – knowledgeable about digital innovations, competitors and with the creativity to apply them appropriately within Cigna
  • Excellent influencing and relationship management skills to navigate a global, matrixed environment – ability to work at all levels of the organization including SLT and local market leaders
  • Ability to sell ideas and gain commitment without direct authority
  • Ability to work well within ambiguous environments to set strategy, gain commitment and create value for our customers
  • Holds a BS in a related field.  An MBA is a plus.
  • 10+ years working at senior level in marketing/digital marketing roles. 
  • Consumer and B2B experience preferable.  Experience at top consulting firms a definite plus as long as it is complemented by operating experience.  Experience in banking, financial services, insurance, healthcare, a plus.
Employment TypeFull-time
Education LevelBachelor
Cigna Worldwide Life Insurance CoInsurance and Reinsurance

28 Hennessy Road, Wan Chai, Hong Kong

directions_walk7 mins walk from Wan Chai Station