ECM Campaign Management, Consultant

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

Report to: Senior Manager, Existing Customer Management
Function: Marketing & Partnership Distribution | Department: Existing Customer Management
Location: Ho Chi Minh City
Role: Individual Contributor
The Opportunity:
We are looking for ECM Campaign Management, Consultant who is responsible for
- Leading and managing end-to-end existing customer campaigns rolling out across the customer lifecycle.
- Focusing on designing, managing, and optimizing data-driven campaigns to drive conversion, repurchase, and retention, while collaborating closely with Marketing, Operation, IT, and Distribution teams to ensure a smooth and effective implementation.

Roles and Responsibilities:

Campaign Design & Strategy (40%)

Expected outcome: design the campaigns aligned with business strategy and drive the adoption of always-on and/or tactical campaigns customized by defined potential segment to enhance repurchasing ratio, thereby contributing to AIA’s business growth.

• Translate business priorities into high-impact campaign strategies aligned with lifecycle value creation

• Define advanced customer segmentation, targeting logic, and journey orchestration (rules, triggers, next-best-action)

• Design compelling, customer-centric offers and propositions tailored to segment needs and behaviors

• Lead the shift from ad-hoc campaigns to always-on lifecycle programs that systematically grow customer value

• Partner with Analytics to ensure opportunity sizing and prioritization focus on highest-return initiatives

Campaign Execution (40%)

Expected outcome: Deliver campaigns at speed, scale, and quality with strong business ownership

• Own end-to-end campaign orchestration, ensuring seamless execution across functions (Marketing, Ops, IT, Distribution)

• Establish and enforce campaign governance, delivery frameworks, and clear accountability (RACI)

• Drive cross-functional alignment and decision-making, securing buy-in from senior stakeholders

• Proactively identify risks, bottlenecks, and dependencies, and propose resolutions to protect business outcomes

Performance Management & Optimization (20%)

Expected outcome: continuously improve campaign effectiveness

• Monitor performance tracking across full funnel metrics

• Partner with Analytics to translate insights into actionable improvements and scalable best practices

• Leverage data and insights to identify performance gaps and unlock incremental value

• Drive test-and-learn culture (A/B testing, pilots, experimentation) to continuously optimize results

• Contribute to building next-generation ECM capabilities (personalization, automation, predictive targeting)

Requirements:

• Bachelor’s degree in Marketing, Business, Analytics, or a related field.

• 5+ years of experience in campaign management, CRM, or lifecycle / existing‑customer marketing.

• Proven experience leading end‑to‑end, data‑driven campaigns to drive conversion, retention, and repeat purchase.

• Strong analytical skills with the ability to translate data and insights into actionable campaign improvements.

• Hands‑on experience with CRM and campaign management platforms (e.g., Salesforce Marketing Cloud, Adobe, Braze, HubSpot).

• Experience managing multi‑channel campaigns (e.g., email, SMS, push, in‑app).

• Strong stakeholder management skills, with experience working cross‑functionally with Marketing, Operations, IT, and Distribution.

• Excellent communication skills, with a structured, consultative, and outcome‑focused mindset.

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

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