Associate Director, Customer Value Growth

aia; Hong Kong; On-site; HKD 1,200,000 - 2,000,000; Full time

Job summary

AIA in Hong Kong is seeking a seasoned campaign and customer segmentation leader to drive strategic planning and execution across marketing, product and distribution channels.

You will own the segmentation model, manage strategic initiatives, and collaborate with stakeholders to deliver campaigns, content, and performance insights while building a positive team culture.

Qualifications

• University degree in business administration or related field.
• 10+ years of experience in campaign management, marketing, or related roles.
• Strong leadership, stakeholder management and data analysis skills.

Responsibilities

• Lead end-to-end planning and execution of campaigns across marketing, segmentation and product.
• Drive adoption of segmentation model among internal stakeholders and ensure alignment with business goals.
• Manage strategic initiatives with KPI targets, budgets and risk mitigation.
• Collaborate with channels to develop campaign content and publication materials; review effectiveness and iterate.

Skills

Leadership

Business acumen

Problem solving

Stakeholder management

Project management

Data analysis

Education

University graduate preferably in business administration

Job description

About the Role

• Lead the strategic planning and execution of all campaigns, including but not limited to marketing, customer segment and product, for the company to support and facilitate distribution channels to achieve their product-level financial targets. Lead the strategic planning and execution of the company’s channel activation, drive distribution channels to utilize customer and marketing department’s assets and to deliver desirable business results.
• This position also needs to drive the enterprise usage of segmentation model, liaise with different stakeholders and to promote the adoption on their daily works.
• There might be special strategic initiatives assigned by management, drive the distribution channels with useful information, materials and insights for effective selling and customer engagement.

Roles and Responsibilities

Lead the strategic planning and execution of campaigns

• Solicit and implement management direction about all kinds of campaigns to facilitate the achievement of company’s business objectives
• Collaborate with channels to identify the best campaign ideas and execution to enhance the achievement of the company’s business objectives
• Lead the end-to-end planning and implementation process of campaigns including but not limited to marketing, segment and product campaigns
• Ensure accurate, effective and efficient fulfillment processes for all kinds of campaigns
• Promote focused products and campaigns to distribution channels leveraging segment-based approach
• Support product strategy and development process by providing ideas and timely market information

Drive enterprise use of segmentation model

• Being the owner of company’s segmentation model that drive the model usage and adoption to different internal stakeholders
• Collaborate with customer research and insights team to keep abreast of and refresh the segmentation model that align with business focus
• Plan and develop segment materials that fits various stakeholders’ needs

Manage strategic initiatives assigned by management

• Lead the end-to-end planning and implementation process for assigned strategic initiatives
• Collaborate with key stakeholders to deliver KPI targets of the special initiatives
• Manage communication with key stakeholders on a regular basis
• Obtain necessary budget and manage the utilisation of the approved budget according to plan, if any
• Ensure risks and/or issues are identified and appropriate action plans are put in place, elevate to management for resolution where appropriate

Manage channel communications

• Collaborate with channels to develop useful content for publication/communication materials such as “Vantage”, “AIA Morning Video” and “iSay” to facilitate selling and customer maintenance for the channels
• Produce the materials based on requirements, and obtain necessary approval and endorsement for publication to appropriate platforms
• Utilise/develop appropriate platforms for the launching the publication/communication materials
• Review the effectiveness of the materials and make necessary improvement
• Visit agency districts and distribution channels to promote campaigns, gather feedback and maintain a close relationship with various distribution channels

Other Responsibilities

• Coach and develop team members to ensure timely and quality deliverables which comply with company’s standards
• Support Department Head to build a positive work culture within Brand and Communications Team which contribute to a satisfactory “Gallop” scores
• Support ad hoc projects and tasks

Minimum Job Requirements

Education

• University graduate preferably in business administration

Experience

• Minimum of 10 years’ experience preferably in financial, insurance or related industry, of which at least 5 years in a Campaign Management, Marketing, Agency Management, Customer Segmentation Development, Business Development, or Project Management role

Skills and Requirement

• Able to lead internal and cross-functional teams, and bold to make tough decisions
• Strong business acumen and results oriented, with proven track record in achieving business results
• Strong problem-solving skill
• Excellent stakeholder management skill
• Excellent project management skill
• Excellent data analysis skill

Others

• You are required to obtain the relevant license(s) if your job involves regulated activities