Elite Academy, Principal

aia; Kuala Lumpur; On-site; MYR 150,000 - 260,000; Full time

Job summary

AIA is seeking an experienced leader to drive Elite Academy recruitment, performance management, and brand-wide go-to-market initiatives. The role focuses on building a high-quality pipeline, optimizing conversion, and aligning with Sales and Marketing teams across Asia.

You will lead data-driven strategies, training programs, and stakeholder engagement to enhance performance and Elite retention across the region.

Qualifications

• Bachelor’s Degree from a reputable university in any discipline.
• Minimum 10 years of relevant experience in agency development, sales, and marketing, preferably in insurance.
• Proven experience in Agency Distribution and Agency Recruitment, onboarding and development of Life Planners.
• Strong understanding of agency growth strategies backed by data analytics and structured programmes.
• Excellent data analytics, reporting and problem-solving abilities.

Responsibilities

• Drive the funnel strategy for AIA Elite Academy to build a sustainable pipeline of quality recruits.
• Strengthen go-to-market strategy of the Sales team, organise engagement sessions and coordinate with stakeholders.
• Oversee brand visibility via digital marketing, social content and timely lead distribution.
• Design selection criteria and analyze pipeline data to improve conversion.
• Provide strategic advisory support to Sales for go-to-market optimization.
• Ensure timely and accurate communication to Elites and Recruiters across platforms.

Skills

Data analytics

Power BI

Public speaking

Training facilitation

Interpersonal skills

Cross-functional teamwork

Digital marketing

Agency growth strategies

Presentation skills

Education

Bachelor’s Degree

Tools

Power BI

CRM platforms

Job description

Create connections that move people and business forward.

At AIA, your customer insight, commercial expertise and ideas can contribute to our Purpose of helping millions of people live Healthier, Longer, Better Lives. Across our diverse markets, you will take on meaningful challenges, collaborate with talented colleagues and turn insight into engaging experiences, trusted relationships and sustainable growth for our customers and communities.

Join us to shape how people engage with health, wellbeing and protection, grow through new experiences and extend your impact across Asia.

About the Role

Drive the funnel strategy for AIA Elite Academy to build a sustainable pipeline of quality recruits, while executing performance management initiatives to support and enhance the performance of Quality Recruits through the AIA Elite Academy Program, in alignment with the Company’s strategic pillars and business objectives.

Pipeline Management

• Develop and implement a comprehensive funnel strategy to build a sustainable pipeline, ensuring alignment with recruitment targets.
• Strengthen the go-to-market strategy of the Sales team (Elite PIC) by:
  • Organizing and facilitating regular engagement and communication sessions.
  • Coordinating with internal stakeholders to provide necessary support.
  • Monitoring and reviewing the progress and effectiveness of Elite Recruiters.

• Enhance brand visibility through strategic digital marketing efforts:
  • Collaborate with the Marketing team to ensure brand compliance across all content.
  • Oversee and manage consistent “always-on” content across social media platforms.
  • Monitor social media interactions to address negative comments and redirect inquiries to the appropriate PIC.
  • Track and ensure timely distribution of social media leads.
  • Co‑develop testimonial content and coordinate video shoots with marketing agencies.
• Oversee and manage the coding process for recruits.
• Design and enforce selection criteria to ensure quality intake.
• Analyze pipeline data to evaluate conversion ratios and identify areas for improvement; collaborate with the Sales team to implement action plans.
• Respond to system changes by managing change communication to all impacted stakeholders.
• Perform additional duties as assigned by the Head of Department to support operational needs.

Performance Management

• Drive key strategic initiatives to monitor and enhance the performance, training, and development of Elite Academy participants.
• Align with cross-functional teams to optimize overall productivity of the Elite channel.
• Ensure accuracy of training and supervision reports to facilitate timely bonus payouts.
• Consolidate and manage nationwide appeals to prevent delays in bonus or commission disbursements.
• Track and manage the Leaders Watchlist, working closely with the Sales team to improve Elite retention.
• Monitor the quality of SBSG by coordinating with the Sales team to ensure proper execution of the 8-step Reporting Process during Parents Day.
• Provide strategic advisory support to the Sales team in refining their go‑to‑market strategies.
• Generate ad‑hoc reports to support targeted interventions for underperforming agencies.
• Ensure timely and accurate communication to Elites and Recruiters across appropriate platforms (e.g., welcome emails, onboarding, events).
• Continuously monitor and improve processes for more effective tracking and reporting.
• Manage change communication in response to system updates, ensuring smooth transitions for all stakeholders.

Job Requirements:

• Bachelor’s Degree from a reputable university in any discipline.
• Minimum 10 years of relevant experience in agency development and growth, sales, and marketing, preferably within the insurance industry.
• Proven experience in Agency Distribution and Agency Recruitment, including onboarding and development of Life Planners.
• Strong understanding of agency growth strategies supported by data analytics, insights, and structured programmes.
• Excellent data analytical, reporting, and problem-solving abilities, with the capacity to translate insights into business solutions.
• Expertise in performance management systems, BI tools (e.g., Power BI), and CRM platforms.
• Advanced proficiency in Microsoft Word, Excel, and PowerPoint, including presentation development and slide preparation.
• Confident and effective public speaker, comfortable with presentations, training facilitation, and group engagement.
• Demonstrated ability to facilitate training programs and capability‑building initiatives.
• Strong interpersonal and people skills; engaging, interactive, and confident in stakeholder interactions.
• Ability to work independently while collaborating effectively with cross‑functional teams such as Marketing, IT, Data Analytics, and Compliance.
• Experience in Digital initiatives, Business Intelligence, Digital Marketing, or content creation will be an added advantage.
• Possesses own transportation and is willing to travel interstate as required.

#LI-DNI

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

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