Marketing Transformation Manager

JOB DESCRIPTION

ROLE MANDATE

Accelerate the transformation of Cigna Healthcare Hong Kong’s marketing capabilities, with a focus on digital acquisition, customer journey optimisation, data-driven performance, marketing technology and responsible AI adoption.

 

Role Purpose

The Marketing Transformation Manager will lead the evolution of our digital marketing model, improving how we acquire, engage and convert customers while building stronger capabilities across the end-to-end marketing funnel.

Working closely with Marketing, Digital, Distribution, Product, Technology and external partners, the role will translate strategy into execution and ensure marketing investment delivers measurable commercial outcomes.

Key Responsibilities

1. Marketing Transformation

·    Develop and execute the marketing transformation roadmap, identifying opportunities to modernise capabilities, processes and ways of working.

·    Drive transformation across the end-to-end funnel, from awareness and demand generation through lead acquisition, conversion and retention.

·    Simplify marketing processes and improve speed, effectiveness and accountability.

·    Lead cross-functional initiatives involving Marketing, Digital, Distribution, Product, Technology and other relevant teams.

·    Establish clear milestones, performance measures and governance to ensure initiatives deliver measurable business impact.

2. Digital Marketing & Customer Acquisition

·    Lead digital marketing strategies that support customer acquisition and business growth.

·    Manage and optimise performance across paid search, paid social, display, SEO and other relevant digital channels.

·    Improve lead generation, lead quality and conversion through continuous testing and optimisation.

·    Partner with sales and distribution teams to improve the journey from marketing lead through to conversion.

·    Drive continuous improvement of Cigna’s digital customer journeys, including website and eSales experiences.

3. Marketing Performance & Analytics

·    Establish a performance-driven marketing culture with clear KPIs and measurable commercial outcomes.

·    Develop reporting and analytics that provide visibility across marketing investment, acquisition and conversion.

·    Use customer, campaign and channel insights to identify opportunities for optimisation and growth.

·    Improve marketing attribution and understanding of marketing ROI.

·    Translate data into clear recommendations for senior management.

4. AI, Marketing Technology & Innovation

·    Identify and implement practical applications of AI and emerging technologies across marketing.

·    Improve the use of marketing technology, automation, analytics and customer data to increase productivity and effectiveness.

·    Explore opportunities to enhance content creation, personalisation, targeting, search and campaign optimisation through AI.

·    Partner with Technology and relevant stakeholders to strengthen the marketing technology ecosystem.

·    Promote responsible experimentation and adoption of new marketing capabilities.

5. Customer Journey & Conversion Optimisation

·    Map and optimise priority customer journeys, identifying friction points and opportunities to improve conversion.

·    Drive a structured programme of experimentation, A/B testing and journey optimisation.

·    Work with Product, Digital and Distribution teams to improve customer propositions and digital experiences.

·    Ensure marketing activity connects effectively across the full funnel rather than operating as individual campaigns.

·    Champion a customer-first approach to digital experience and marketing execution.

6. Leadership & Stakeholder Management

·    Provide leadership and direction to the Digital Marketing team and relevant agency partners.

·    Build strong relationships across Marketing, Distribution, Product, Technology and other business functions.

·    Manage agency and vendor performance, ensuring investment delivers appropriate commercial value.

·    Influence senior stakeholders and provide clear recommendations on marketing priorities, investment and performance.

·    Build a high-performance, agile and commercially focused marketing culture.

Candidate Profile

Experience

·    Degree in Marketing, Business, Digital, Technology or a related discipline.

·    Strong experience in digital marketing, marketing transformation, performance marketing or customer acquisition.

·    Demonstrated experience managing significant digital marketing campaigns and budgets.

·    Strong understanding of digital acquisition, marketing analytics, customer journeys and conversion optimisation.

·    Experience working with digital platforms, marketing technology, analytics and automation.

·    Experience leading teams, agencies and cross-functional initiatives.

·    Experience in financial services, insurance, healthcare or another regulated industry would be advantageous.

Skills & Capabilities

Transformation mindset

Challenges established approaches and translates ideas into practical change.

Commercial orientation

Connects marketing activity to acquisition, conversion, revenue and value.

Digital expertise

Brings strong practical knowledge of modern digital and performance channels.

Data driven

Uses evidence to diagnose issues, prioritise opportunities and measure results.

AI curious

Applies AI and emerging technologies thoughtfully to improve marketing outcomes.

Execution focused

Moves effectively from strategy to implementation and delivers at pace.

Strong influencer

Works confidently across functions and with senior stakeholders.

Customer focused

Simplifies journeys and improves the end-to-end customer experience.

Leadership

Builds capability, develops people and creates accountability for results.

Success Measures

·    Improved marketing efficiency and return on investment.

·    Higher-quality customer acquisition and improved digital conversion.

·    Stronger end-to-end visibility of marketing performance.

·    Increased adoption of data, automation and AI across marketing.

·    Faster and more effective marketing execution.

·    Stronger integration between Marketing, Digital, Product and Distribution.

·    Successful delivery of the agreed marketing transformation roadmap.

This role is designed to combine strategic transformation leadership with direct accountability for digital marketing performance and team capability.

About The Cigna Group

Cigna Healthcare, a division of The Cigna Group, is an advocate for better health through every stage of life. We guide our customers through the health care system, empowering them with the information and insight they need to make the best choices for improving their health and vitality. Join us in driving growth and improving lives.