HNW & Affluent Marketing, Principal

AIA SINGAPORE PRIVATE LIMITED; Singapore; On-site; SGD 80,000 - 110,000; Full time

Job summary

A leading financial services company based in Singapore is seeking a candidate for a pivotal role in marketing and customer engagement. This position focuses on enhancing the experience of affluent and High-Net-Worth clients by optimizing communication strategies and leading customer loyalty programs. Applicants should have substantial experience in consumer marketing within financial institutions, specifically with High-Net-Worth segments. The role requires strong collaboration, strategic thinking, and excellent interpersonal skills.

Qualifications

• Minimum 8-10 years of consumer or partner marketing experience in financial institution/insurance industry.
• Experience in managing High‑Net‑Worth Segment is an advantage.
• Ability to operate at a strategic level and tactical delivery.

Responsibilities

• Optimise communications to drive customer lifetime value for Affluent and High‑Net‑Worth segment.
• Lead the High Net Worth client proposition plan.
• Negotiate and onboard strategic partners.

Skills

Consumer or partner marketing experience

Engagement roles in financial institution

Strategic thinking

Analytical skills

Presentation skills

Strong communication skills

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

The incumbent is responsible for the execution of customer engagement initiatives through seamless omnichannel customer experience for our Affluent and High‑Net‑Worth segment. This entails the leading and continual optimisation of customer touchpoints, improvement in customer experience and delivery of all best‑in‑class B2C and B2B2C engagement initiatives.

Supporting the enterprise ambition of building a compelling proposition and best in class customer experience, he/she will be responsible for conceptualising and delivering the High‑Net‑Worth client proposition plans and demonstrate continuous optimal performance through an uplift in member base, repurchase and new business from the Affluent and High Net Worth Customer Programme, AIA Altitude.

Success in this role is centred on strong collaboration with Distribution, Life Operations, Legal and Compliance and Technology team to offer best in class support for the sales force and data‑driven engagement for the customers.

WHAT YOU’LL BE DOING

• Optimise the effectiveness of communications, both digitally and non‑digitally, to drive customer lifetime value by increasing the recency, frequency, and value of interactions with the Affluent and HNW Segment.
• Lead the enterprise High Net Worth client proposition plan to drive uplift in business from both onshore and offshore.
• Given the competitive landscape to capture opportunities in the Wealth space, the incumbent would need to strengthen and optimise the High‑Net‑Worth Customer Loyalty programme, AIA Altitude to drive membership growth with new business and members’ repurchase to contribute to the company’s target for HNW business.
• Negotiate and onboard strategic partners, both in Singapore and key offshore markets like Malaysia, Thailand, Hongkong, Indonesia and Taiwan, to strengthen our proposition by offering value added services for the Affluent and HNW Segment.
• Conceptualise and execute both B2C and B2B2C Client Events to drive engagement and loyalty for future repurchase.
• Manage B2B2C Engagement initiatives that provide platforms for our sales force to engage with their customers.

WHAT YOU SHOULD HAVE

• Minimum 8-10 years of consumer or partner marketing experience in financial institution/ insurance industry
• Strong experience in engagement roles, with experience gained in leading financial institution/ insurance industry. Experience in managing High‑Net‑Worth Segment is an advantage.
• Experience in developing targeted customer communications, including development of creative briefs, conceptualising creative concepts and managing creative agency
• Good foresight in selecting partners to collaborate with to drive optimal outcome
• Ability to operate at a strategic level as well as being comfortable with tactical delivery
• Excellent strategic thinking, analytical skills and presentation skills to market new initiatives
• Self‑starter with sense of urgency, ability to work without close supervision and positive attitude
• Strong communication and interpersonal skills to work with people at all levels and influence people from diverse cultural background

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

You must provide all requested information, including Personal Data, to be considered for this career opportunity. Failure to provide such information may influence the processing and outcome of your application. You are responsible for ensuring that the information you submit is accurate and up-to-date.