Customer Data Domain & GenAI Product Owner, Principal

AIA Shared Services; Kuala Lumpur; Hybrid; MYR 240,000 - 420,000; Full time

Job summary

AIA Shared Services in Kuala Lumpur seeks a Senior Data & GenAI Product Leader to own Marketing's customer data domain and GenAI platforms, driving strategy, governance, and value realization across CRM, CMP, CDP, and analytics with privacy-by-design and guardrails.

You will partner with Legal and Security to embed governance, manage data quality, and enable AI-powered content, personalization, and insights while coordinating with cross-functional teams.

Qualifications

• 10–12+ years across data product management/governance and/or MarTech roles.
• 3+ years hands-on with GenAI/LLM in marketing.
• Strong domain expertise across CRM/CMP/CDP, identity resolution, consent, analytics/attribution.
• Demonstrated experience defining data quality rules, lineage/catalog, privacy-by-design with Legal/DPO and Security.
• Hands-on with LLM patterns (RAG, prompt engineering, evaluators/guardrails, observability).
• Proven ability to lead cross-functional teams and executives; strategic thinking expected.

Responsibilities

• Define and own Marketing’s Customer Data Domain: canonical customer profile, household/account relationships, consents/preferences, engagement events, and marketing performance data.
• Establish semantic models, business glossaries, and data contracts/APIs with upstream systems (Web, App, Policy Admin System, Customer Care) & downstream systems (CRM, CMP, CDP, Analytics, AI).
• Set data quality rules (accuracy, timeliness, completeness, latency), SLAs, monitoring & alerts; drive root-cause remediation.
• Govern identity resolution (match/merge, deduplication) and golden record policies; manage customer IDs/keys and reference data across multiple entities.
• Maintain end-to-end lineage and catalog entries to enable discoverability and compliant self-serve access.
• Work with internal Tech/Data teams & external vendors; manage change readiness for schemas, SDKs, tags, and integrations.
• GenAI Product Ownership (Marketing GenAI platforms): define multi-year vision; deliver high ROI use cases; implement prompt governance; standardize libraries, safety policies, and cost controls.
• Collaborate with Legal/Data Governance Council for reviews; drive platform utilization and governance compliance.

Skills

Data governance

GenAI deployment

MarTech product management

CRM/CMP/CDP mastery

Stakeholder management

SQL knowledge

Education

Bachelor’s Degree

Tools

Azure OpenAI

Microsoft Copilot Studio

CDP platforms

Job description

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

Own the strategy, governance, and value realization of customer data and Generative AI across Marketing to drive growth (conversion, lead quality) and operational efficiency (content velocity, cycle time). Serve as the Customer Data Domain Owner for Marketing—delivering trusted, well‑documented, interoperable customer profiles, consent signals, and engagement events that power CRM, CMP, CDP, Analytics, and AI use cases. Serve as Product Owner for Marketing GenAI platforms—defining vision, roadmap, and guardrails to safely scale AI for content, personalization, analytics copilots, and media optimization. Embed privacy‑by‑design, brand safety, role‑based access, and data quality controls into data products and AI workflows in partnership with Legal & Data Governance Council

Roles and Responsibilities

• Define and own Marketing’s Customer Data Domain: canonical customer profile, household/account relationships, consents/preferences, engagement events, and marketing performance data.
• Establish semantic models, business glossaries, and data contracts/APIs with upstream systems (Web, App, Policy Admin System, Customer Care) & downstream systems (CRM, CMP, CDP, Analytics, AI).
• Set data quality rules (accuracy, completeness, timeliness, uniqueness, validity, consistency), SLAs (availability, latency), monitoring & alerts; drive root‑cause remediation.
• Govern identity resolution (match/merge, deduplication) and golden record policies; manage customer IDs/keys and reference data (source taxonomies, channels, campaign metadata) across multiple business entities.
• Maintain end-to‑end lineage and catalog entries (schemas, owners, SLAs, certifications) to enable discoverability and compliant self‑serve access.
• Work closely with internal Tech/Data team & external vendors (CDP/CMP); manage change readiness for schemas, SDKs, tags, and integrations.

GenAI Product Ownership (Marketing AI Platforms)

• Define multi‑year GenAI vision for content ops, personalization, analytics copilots, and media optimization; prioritize a value‑led roadmap (MVP → scale).
• Deliver high‑ROI use cases (Email/Whatsapp/Push Notification copy, image localization, SEO briefs, journey orchestration, insights summarization) with clear success metrics.
• Implement prompt governance (approved templates, PII redaction), retrieval scoping, output logging, watermark/disclosure rules; enforce PII boundaries and secure context windows.
• Select and operate platform stack (e.g., Azure OpenAI/Microsoft Copilot Studio); standardize prompt libraries, evaluators, safety policies, knowledge stores, experiment tracking, and rollouts.
• Integrate securely with CDP/CRM/MAP, DAM/CMS, analytics, and social tools with least‑privilege access; manage cost controls and observability.
• Collaboration & Operating Model Run joint Data Contract + Privacy/Safety Reviews with Legal/Data Council/Security for new AI/activation use cases; maintain shared controls and incident runbooks.
• Training and community of practice for both data domain and GenAI adoption; drive platform utilization and governance compliance

Minimum Job Requirements

• Bachelor’s Degree in any discipline; advanced degree is a plus.
• 10–12+ years across data product management/governance and/or MarTech product roles; 3+ years hands‑on with GenAI/LLM or ML in marketing.
• Strong domain expertise across CRM/CMP/CDP, identity resolution, consent, analytics/attribution, data contracts/APIs, content ops and A/B experimentation.
• Demonstrated experience defining data quality rules, lineage/catalog, role‑based access, and privacy‑by‑design with Legal/DPO and Security.
• Hands‑on with LLM patterns (RAG, prompt engineering, evaluators/guardrails, observability, cost/performance trade‑offs); experience with Azure OpenAI/Microsoft ecosystem preferred.
• Proven ability to lead cross‑functional teams and vendors; strong stakeholder influence and executive communication.
• Strategic thinking, analytical rigor, and disciplined, outcome‑focused execution.
• Basic to Intermediate knowledge of SQL language; basic understanding of Phyton is a plus.

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

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“Better” starts with people who reimagine what is possible and turn ideas into meaningful action. At AIA, you will contribute in your own way, help shape outcomes that matter and collaborate with colleagues across disciplines, teams, markets and levels. We will support you to broaden your perspective, strengthen your capabilities and grow your impact. Together, we challenge assumptions, learn from one another and find better ways forward. Bring your ambition, experience and ideas to AIA, and help shape what “better” looks like. View our AIA LinkedIn page Bring your difference to AIA