Customer Centricity, Senior Principal (Associate Director)

aia; Hong Kong; On-site; HKD 1,200,000 - 1,800,000; Full time

Job summary

AIA, a leading insurer in Hong Kong, is seeking a senior leader to drive customer-centricity across marketing, distribution and partnerships. You will shape the Customer Experience Strategy, oversee governance, and ensure alignment with brand values.

The role requires extensive CX leadership, data analytics, journey mapping, and change management to elevate every touchpoint. Fluency in Cantonese and English is essential; Mandarin is a plus.

Qualifications

• Minimum 15 years of work experience in customer experience strategies within financial services, management consulting or related industries; insurance industry experience is a plus
• Experience with Net Promoter Score and Net Promoter System (design and launch of actions) is required
• Strong emphasis on customer insights and analytics with the ability to think strategically, tell compelling stories, and influence to embed customer centricity
• Excellent written and presentation skills in Cantonese and English; Mandarin is an advantage

Responsibilities

• Oversee, manage, and implement the Customer Centricity Program to improve overall customer experience and increase NPS
• Develop and deliver the Customer Experience Strategy and coordinate CX measurement, governance, and accountability
• Lead and manage the CX governance framework to ensure alignment with priorities, standards, and timely execution
• Lead, develop, and implement the customer-centric culture program with HR and other departments
• Collaborate with Proposition, Operations, Distribution and other teams to drive CX transformation using data analytics, journey mapping and change management
• Support Head of Customer Centricity, Insights & Research in department management, reporting, strategy development

Skills

Customer experience

NPS

Data analytics

Journey mapping

Change management

Stakeholder management

Campaign development

Brand alignment

Bilingual Cantonese/English

Job description

Overview

The role is part of the marketing, distribution & partnership team, focused on leading customer-centric initiatives and integrating CX governance with brand marketing principles to deliver consistent, empathetic customer interactions across all touchpoints. The aim is to support the company’s ambition to become a leading customer-centric insurer in Hong Kong and to deliver an excellent customer experience while reinforcing the brand’s promise and values.

Roles and Responsibilities

• Oversee, manage, and implement the Customer Centricity Program with the goal of improving overall customer experience as evidenced by increasing NPS.
• Develop and deliver the Customer Experience Strategy and coordinate with Group Office and functional stakeholders to drive and orchestrate CX measurement, governance, and accountability across the organization.
• Lead and manage the CX governance framework to ensure alignment with strategic priorities, compliance with standards, clear accountability, and timely execution of customer experience initiatives across all touchpoints.
• Lead, develop, and implement the customer-centric culture program to ensure all staff are aware of their role and impact they can make for customer experience through communication, campaigns, recognition, and training. Collaborate with Human Resources and other departments as needed on the rollout.
• Work with Proposition, Operations, Distribution, and other teams leading taskforces/committees by leveraging CX capabilities to drive practical transformation, including:
• Data Analytics and Insights: establish fact-based baselines using customer research and data analytics for specific CX journeys and against competitor benchmarking
• Journey Mapping: partner with CX designers to map processes and customer journeys, applying design thinking to create solutions with stakeholders
• Change Management: collaborate with working committees/taskforces to enable rapid cross-functional collaboration and execution, ensuring alignment with senior stakeholders and clear change management plans
• Support the Head of Customer Centricity, Insights & Research on overall department management, reporting, presentation, strategy development, and promotion of Customer Centricity.

Minimum Job Requirements

• Minimum 15 years of work experience and a strong track record of driving customer experience strategies in financial services, management consulting, or related industries; insurance industry experience is a plus
• Experience with Net Promoter Score and Net Promoter System (design and launch of actions) is required
• Strong emphasis on customer insights and analytics with the ability to think strategically, tell compelling stories, and influence to embed customer centricity across the enterprise
• Problem solving, analytical, judgment, and decision-making skills
• Ability to interpret data, identify trends, and drive decision-making through insights
• Strategic thinking with the ability to plan and execute tactical actions against business challenges
• Experience leading large-scale projects and providing thought leadership on customer journeys and strategy
• Experience developing or supporting campaigns that reinforce brand values
• Ability to operate in a fast-paced environment and translate ambiguous concepts into action plans
• Capacity to work with ambiguity and manage change effectively
• Exceptional stakeholder management and influencing skills across disciplines to drive commercial outcomes
• Experience with insurance-oriented technology, digital and analytics-powered direct-to-consumer propositions
• Excellent written and presentation skills in Cantonese and English; Mandarin is an advantage

Other

• You are required to obtain a relevant license if your job involves regulated activities