Performance Marketing Specialist

Role Summary

Bowties mission is to make insurance good again and our vision is to build a category-defining health insurance company.

As a young and fast-growing company grooming and learning from the next generation is always our priority. We are looking for great talents who share our values to join our performance marketing team.

About the Role

Bowtie is Hong Kongs first virtual insurer and our Performance Marketing team sits at the intersection of commercial growth and analytical rigour. Were looking for a hands-on Performance Specialist to join our Paid Acquisition Squad - someone who has cut their teeth in an agency or in-house environment and is ready to take full ownership of sales-driven campaigns in-house.

This isnt a coordination role. Youll be deeply involved in day-to-day campaign execution performance analysis and continuous optimization across paid acquisition campaigns. Youll also work closely with our data and analytics leads contributing to an increasingly automated AI-augmented marketing function.

Your Key Responsibilities Include:

Campaign Management & Optimization

• Plan set up and manage paid performance campaigns across Google Ads Meta and other ad platforms including tracking and pixel/tag configuration with a focus on driving leads and sales

• Support budget pacing bidding adjustments and audience targeting under the guidance of the team; develop confidence in making independent optimization calls over time

• Translate campaign and creative strategies from cross-functional marketing teams into structured testing plans defining hypotheses success metrics and test parameters then drive iterative optimizations to deliver against aligned goals

• Conduct structured A/B and multivariate tests on creatives copy and landing pages; maintain clear documentation of test setups and results

Performance Analysis & Reporting

• Maintain recurring performance reports across channel mix funnel stages and product lines

• Translate campaign data into clear performance updates and flag key observations to the team

• Contribute to full-funnel attribution analysis cohort tracking and conversion path evaluation

• Work with SQL (preferred) or AI tools to query and visualize performance data beyond platform-native dashboards

• Apply statistical analysis techniques (preferred) to uncover relationships between customer behaviour patterns and downstream sales impact

AI & Automation

• Actively adopt and experiment with AI tools to improve campaign workflows from automated bidding scripts and creative generation to reporting automation and prompt-assisted analysis

• Bring an AI-ready mindset: you dont wait to be told when a tool might save hours; you find it test it and propose it

• Support the teams broader push toward code-based and automated analytics including integrations with internal data systems

Cross-functional Collaboration

• Work alongside other marketing teams product owners data analytics teams etc. to align campaign strategy with business metrics

• Coordinate with creative and product teams on asset requirements campaign briefs and landing page optimisations

• Communicate performance findings clearly in both English and Cantonese

About you

• 23 years of performance marketing experience ideally agency-side or in-house within insurance or fintech

• Demonstrated track record in managing sales-driven paid acquisition campaigns with measurable revenue or conversion outcomes

• Fluent in English and Cantonese (written and spoken); Mandarin is a plus

• Experience transitioning from agency to in-house is a plus but not required

Technical Skills

• Proficient in Google Ads Meta Ads Manager GA4 CM360 SA360 Floodlight GTM (preferred)

• Advanced proficiency in Excel and Power Query for data reporting and analysis; experienced in building and maintaining dashboards; SQL is preferred but not a hard requirement

• Familiarity with BI tools (Looker Studio Metabase Tableau or similar) for reporting and visualisation

• Hands-on experience using AI tools in a work context this is important; we want to see examples (e.g. using AI for campaign analysis idea generation or workflow automation)

Mindset & Attributes

1. AI-Ready: Youve already integrated AI tools into how you work and youre curious about whats next not just aware of the trend but actively applying it

2. Data-Driven Rigor: You make decisions with data know the limits of your data and can communicate uncertainty clearly

3. Ownership Mentality: You treat campaigns as your own P&L in the long run proactive about surfacing issues and driving solutions end-to-end

4. Precision: Detail-oriented in campaign setup QA and reporting; errors cost money and you know it

5. Commercial Awareness: You understand that clicks and impressions are means not ends youre oriented toward policy sales and customer acquisition costs

We Offer

Apart from a great career path and an opportunity to do good and do well we also offer:

• Competitive package

• Flexible work arrangement

• Benefits include medical/ dental coverage and wellness programs

• Employee discounts

• Fun co-operative and flexible startup culture

• Weekly sharing sessions and regular social gatherings

• Excellent learning opportunities with Professional Development Sponsorship
  

About Bowtie

We are the first licensed virtual insurer (虛擬保險公司) in Hong Kong.

We believe that insurance is fundamentally good and we are here to bring the good back through our passionate innovative and customer-centric team.

By combining our deep domain expertise and our own proprietary modern technology we are building one of the most iconic category-defining health insurance companies in Asia.

We take pride in moving fast all the time and our track record in moving ahead in the game. Our digital insurance platform is also ranked #2 in the world in Sia Partners 2023 report.

As we grow were always looking for highly dynamic hands-on and passionate talent to join our team. If you are looking for a rewarding career where you will grow together with strong talents from different backgrounds and build products and services that bring a positive impact on the lives of millions of people in Hong Kong / Asia apply to our opening today!

Information collected will be treated in strict confidence and used solely for recruitment purposes.

The company will retain all applications no longer than 24 months of which will be destroyed thereafter.

We are an equal-opportunity employer. We do not discriminate on the basis of race sex disability or family status in the employment process.