Customer Digital Business Development, Principal (Senior Manager)

At AIA we’ve started an exciting movement to create a healthier, more sustainable future for everyone.

It’s about finding new ways to not only better people's lives, but to better the communities and environments we live in. Encompassing our ambition of helping a billion people live Healthier, Longer, Better Lives by 2030.

And as part of our marketing, distribution & partnership team, you’ll play a vital part in advancing this movement. From inspiring meaningful connections with customers, partners and other stakeholders, to delivering purpose-led brand positioning and messaging, you'll be making a positive, healthy impact across all channels. You will have a unique and important part to play in helping more people live Healthier, Longer, Better Lives. 

So if you believe in inspiring a better future, read on.

About the Role

A capable and self-motivated business transformation professional to support the development of leading customer experience supported by Customer Digital Platform and Engagement initiatives that seamlessly drive innovative customer acquisition, engagement and nurturing to unleash greater customer lifetime value and helps people live Healthier, Longer, Better Lives.
General Management
• Support the Team Lead to translate business objectives and challenges into concrete and tangible business solutions that manages business functions to align with platform strategy, roadmap and pre-defined KPIs
• Lead and drive for planning, executing, and monitoring the effectiveness of marketing communications and content in achieving desired benefit
• Act as a key player to work with relevant stakeholders to drive digital engagement initiatives to create seamless customer journey and customer nurturing
• Closely collaborate with stakeholders of different functions to promote and integrate customer feedback loop framework
• Capture & analyze data insights to understand customer voice and expectations and come up with resolutions
• Ensure best in class customer feedback loop management and platform business performance monitoring and reporting
• Ensure all marketing communications materials and content are comply with regulated activities and obtained the relevant licenses and fulfilled the licensing requirements
• Develop and prepare relevant reporting and management presentation for tracking platform marketing and communications effectiveness and drive actional insights

Roles and Responsibilities:

• Capture & analyze data insights to understand customer voice and expectations and come up with resolutions
• Ensure best in class customer feedback loop management and platform business performance monitoring and reporting
• Ensure all marketing communications materials and content are comply with regulated activities and obtained the relevant licenses and fulfilled the licensing requirements
• Develop and prepare relevant reporting and management presentation for tracking platform marketing and communications effectiveness and drive actional insights

Be responsible for the following with regards to the overall customer platform strategy and Planning, Platform Marketing and Communications and Customer Feedback Loop Management (including AIA+, AIA Vitality etc):

Platform Marketing and Communications

• Drive and support customer platform marketing and communications:
  • Accountable for overall customer platform marketing content and go-to-market communications strategy (such as AIA+, AIA Vitality etc)
  • Act as key player to drive internal and external stakeholders and alignment on ongoing tone of voice, app personality and relevant communications
  • Channel management, communications and training to key channel players including agency/ call centre/ partnership distributions for new initiatives launch
  • Sales kit and communications development and implementation such as agency memo/ educational video/ user guide etc
• Expedite content marketing with insights, intelligence and third-party data and segmentation strategy to enable the execution of integrated marketing programs and deliver marketing communications including campaigns/ events/ seminars etc
• Actively collaborate with Design Excellence and relevant parties to co-design the end-to-end customer journey and copywriting
• Proactively engage with relevant internal and external stakeholders to determine award strategy and promote AIA+ & AIA Vitality

Customer Feedback Loop Management

• Drive and support customer feedback close loop management and coordination, production escalation, service level management
• Defines the tone of voice and app personality.  Conducts regular reviews and adjustments to stay relevant with the real situation
• Conduct relevant market research and customer survey to understand voice of customers and drive insights for customer engagement and experience journey optimization
• Act as key focal point of contact for all in-apps journey/ customer survey/ internal and external feedback handling via various channels

Digital Engagement

• Actively liaise with relevant BUs to build digital capabilities to support customer nurturing and ECM 
• Institutionalize customer segment led and personalized digital engagement and marketing campaigns
• Collaborate with distribution channel to support omni-channel strategy

Enable potential digital engagement touchpoints across company (including internal and external touchpoints)

Minimum Job Requirements:

• A Bachelor degree in Business, post graduate degree is a plus
• At least 8+ years of working experience in Insurance, healthcare and Financial industry
• Has experience in driving and executing digital engagement initiatives, platform marketing and communications and managing large scale change initiatives; local or regional
• Has worked in or lead various business function within an Insurance / Financial institution in execution
• Strong strategic analysis and project/program management skills
• Has led major cross function teams in projects, LEAN Six Sigma Master Black Belt or Black Belt certified is a plus
• Comfortable managing conflict, handling tough negotiations & using both to get to optimum resolutions
• Proficient in English and Chinese written and presentation skills
• Ability to deliver results by leveraging resources within and outside the organization

Others:

• You are required to obtain relevant licence if your job involves in regulated activities

Build a career with us as we help our customers and the community live Healthier, Longer, Better Lives.

You must provide all requested information, including Personal Data, to be considered for this career opportunity. Failure to provide such information may influence the processing and outcome of your application. You are responsible for ensuring that the information you submit is accurate and up-to-date.