Assistant Vice President, Integrated Campaigns & Growth

Great Eastern is advancing how we use customer data, marketing technology and personalisation to create more relevant customer engagement and drive measurable growth. We are strengthening how these capabilities come together across paid and owned media, digital channels and distribution to improve performance across the customer funnel.

As AVP, Integrated Campaigns & Growth, you will work closely with the Head of MarTech & Growth to lead priority growth campaigns from strategy through execution and optimisation, bringing together the right audiences, channels, customer journeys and conversion levers to deliver measurable outcomes. You will work with specialists across Performance Marketing, the Salesforce CoE, creative and communications, UX design, digital platforms, analytics and distribution, connecting these capabilities around a common growth objective.

We are looking for someone who deeply understands the mechanics of growth marketing, is highly comfortable with data and experimentation and knows how to identify, test and scale the levers that improve performance across the customer funnel.

Key Responsibilities

• Lead priority growth campaigns end to end, defining the opportunity, target audience, value proposition, campaign mechanics and success measures, and working with channel specialists to shape the approach required to deliver the intended customer and commercial outcomes.

• Shape the full-funnel approach across paid and owned media, digital and assisted channels, connecting acquisition, engagement, lead generation, nurturing, routing and follow-through to improve progression from consideration to conversion.

• Establish campaign-level targets and economics, bringing together assumptions across audience opportunity, lead volumes, channel performance, conversion and expected return.

• Orchestrate integrated execution across Performance Marketing, the Salesforce CoE, creative and communications, UX design, digital platforms, analytics and distribution, ensuring specialist strategies and channel activities come together as a connected customer journey.
• Maintain an integrated view of performance across the funnel, bringing together channel, audience, engagement, attribution and conversion insights to identify where value is being created or lost and prioritise the interventions that matter.

• Drive cross-channel experimentation and in-flight optimisation, working with internal specialist teams as well as external agencies and partners to identify and test opportunities across audiences, journeys, messaging and other growth levers and connect learnings across the campaign.

• Maintain focus beyond lead generation through to downstream action and conversion, working with distribution and relevant platform teams to improve lead quality, follow-through and overall funnel throughput.

• Turn campaign results into a compounding performance advantage by codifying learnings, benchmarks and proven interventions into reusable playbooks and applying them systematically to subsequent campaigns and growth initiatives.

We are looking for people who

• Have deep experience in growth marketing and data-led, multi-channel campaigns, with a strong understanding of how acquisition, engagement, lead generation and conversion work together across the customer funnel.

• Understand growth economics and can work confidently with audience sizing, funnel conversion, cost per lead or acquisition, customer value and return, using channel and attribution insights to inform campaign-level decisions.

• Are highly data-driven and can diagnose performance across audiences, channels and funnel stages, identify the underlying constraint and translate that diagnosis into specific actions or experiments.

• Bring broad working knowledge across performance marketing, AdTech, CRM and lifecycle engagement, customer data and segmentation, marketing automation, digital journeys, experimentation, measurement and attribution, with sufficient fluency to connect these disciplines effectively.

• Have a strong experimentation mindset, with experience developing hypotheses, designing tests, interpreting results and progressively improving performance rather than relying on static campaign plans.

• Understand how digital demand connects with assisted or intermediated distribution, including lead quality, prioritisation, routing, follow-through and the operational factors that ultimately influence conversion.

• Can bring together specialist teams across marketing, data, technology, creative and distribution around a common growth objective, challenge assumptions constructively and drive decisions and action across organisational boundaries.

• Have typically 8+ years of relevant experience across growth marketing, integrated marketing, digital marketing, CRM or related disciplines. Experience in insurance, banking or another regulated consumer business will be advantageous, particularly where customer journeys span digital and assisted channels.

How you succeed

• Champion and embody our Core Values in everyday tasks and interactions.
• Demonstrate high level of integrity and accountability.
• Take initiative to drive improvements and embrace change.
• Take accountability of business and regulatory compliance risks, implementing measures to mitigate them effectively.
• Keep abreast with industry trends, regulatory compliance, and emerging threats and technologies to understand and highlight potential concerns/ risks to safeguard our company proactively.

Who we are

Founded in 1908, Great Eastern is a well-established market leader and trusted brand in Singapore and Malaysia. With over S$100 billion in assets and more than 16 million policyholders, including 12.5 million from government schemes, it provides insurance solutions to customers through three successful distribution channels – a tied agency force, bancassurance, and financial advisory firm Great Eastern Financial Advisers. The Group also operates in Indonesia and Brunei.

The Great Eastern Life Assurance Company Limited and Great Eastern General Insurance Limited have been assigned the financial strength and counterparty credit ratings of AA- by S&P Global Ratings since 2010, one of the highest among Asian life insurance companies. Great Eastern's asset management subsidiary, Lion Global Investors Limited, is one of the leading asset management companies in Southeast Asia.

Great Eastern is a subsidiary of OCBC, the longest established Singapore bank, formed in 1932. It is the second largest financial services group in Southeast Asia by assets and one of the world's most highly-rated banks, with an Aa1 rating from Moody's and AA- by both Fitch and S&P. Recognised for its financial strength and stability, OCBC is consistently ranked among the World's Top 50 Safest Banks by Global Finance and has been named Best Managed Bank in Singapore by The Asian Banker.

To all recruitment agencies: Great Eastern does not accept unsolicited agency resumes. Please do not forward resumes to our email or our employees. We will not be responsible for any fees related to unsolicited resumes.