Senior Business Analyst, Campaign Management (Manager)

Company : Morgan Mckinley

Job Type : Full Time

Hong Kong

Job Description - Senior Business Analyst, Campaign Management (Manager)

Job Responsibilities

Requirements Gathering & Technical Translation

Translate Campaign Briefs: Partner with Marketing, Product, and Distribution teams to gather requirements for life insurance campaigns (e.g., upsell/cross-sell riders, policy renewal reminders, lapse prevention).
Define Target Logic: Translate business ideas into precise technical data logic (e.g., defining criteria for "policyholders aged 30-45 with a traditional life policy but no critical illness rider").
Write Functional Specifications: Draft detailed user stories, process maps, and functional specification documents (FSDs) for Campaign Developers and Data Engineers.

Campaign Design, Segments & Target Selection

Audience Segmentation: Define and build target audience lists within Enterprise Campaign Tools (e.g., Salesforce Marketing Cloud, Adobe Campaign, SAS Customer Intelligence).
Data Mapping & Readiness: Analyze life insurance core systems to identify necessary data points (e.g., policy status, premium due dates, agent codes, communication preferences) and ensure data availability for campaigns.
Exclusion & Suppression Logic: Implement strict contact governance rules, such as "Do Not Contact" registries, privacy consent preferences, and cross-campaign fatigue rules (e.g., limiting communications to one push notification per week).

End-to-End Campaign Execution & Automation

Customer Journey Mapping: Design automated, multi-channel trigger workflows based on lifecycle milestones (e.g., automated welcome journeys for new policyholders, birthday messages, premium payment grace-period warnings).
UAT & Quality Assurance: Lead User Acceptance Testing (UAT) to verify campaign logic, tracking links, personalization tokens, and communication formats before deployment.
Incident Management: Monitor active live campaigns, investigate data discrepancies or delivery drops, and coordinate fixes with IT support teams.

Tracking, Reporting & Insights

Campaign Measurement Frameworks: Define Campaign Key Performance Indicators (KPIs) including open rates, click-through rates (CTR), conversion rates, and financial metrics like New Business API (Annualized Premium Equivalent).
Build Performance Dashboards: Partner with Data Analysts to design and build automated reports (via Tableau, Power BI, or integrated campaign analytics tools) to track marketing performance.
Post-Campaign Post-Mortems: Deliver actionable commercial recommendations to marketing stakeholders based on campaign response data and control group comparisons.

Compliance & Process Optimization

Regulatory Compliance: Ensure all campaigns strictly comply with local insurance regulations (e.g., anti-spam laws, financial product marketing guidelines, and data protection rules like GDPR or PDPA).
Process Standardization: Continually optimize the campaign delivery workflow to reduce time-to-market and eliminate manual handling of customer data lists.

Job Requirements

Bachelor's degree holder
At least 10-15 years of relevant experience gained from life insurance companies
Fluent Cantonese, English and Mandarin

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Senior Business Analyst, Campaign Management (Manager)

Job Description - Senior Business Analyst, Campaign Management (Manager)

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