Performance Marketing Specialist

Role Summary

Bowtie’s 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 Kong's first virtual insurer, and our Performance Marketing team sits at the intersection of commercial growth and analytical rigour. We're 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 isn't a coordination role. You'll be deeply involved in day-to-day campaign execution, performance analysis, and continuous optimization across paid acquisition campaigns. You'll 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 don't wait to be told when a tool might save hours; you find it, test it, and propose it
• Support the team's 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

• 2–3 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

• AI-Ready: You've already integrated AI tools into how you work and you're curious about what's next — not just aware of the trend but actively applying it
• Data-Driven Rigor: You make decisions with data, know the limits of your data, and can communicate uncertainty clearly
• Ownership Mentality: You treat campaigns as your own P&L in the long run — proactive about surfacing issues and driving solutions end-to-end
• Precision: Detail-oriented in campaign setup, QA, and reporting; errors cost money and you know it
• Commercial Awareness: You understand that clicks and impressions are means, not ends — you're 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, we're 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.