At AIA we've started an exciting movement to create a healthier, more sustainable future for everyone.So if you believe in inspiring a better future, read on.About the RoleThe position is responsible to lead a team to drive digital partnership success through effective digital marketing and cross-sell strategies for online and omnichannel insurance purchases. In addition, the incumbent is responsible to drive purposeful acquisition of new digital platform partners.
Job Responsibilities:Go-to-Market Strategy- Drive marketing plans for new product launches and ongoing sustenance campaigns for existing products to achieve sales targets. This includes developing the right content strategy by segments or proposition, having a clear and effective media strategy, as well as designing and executing promotional campaigns.
- Track and analyse campaign performance so as to drive continuous improvement.
- Ensure Company receives optimal exposure via all internal and external partners marketing assets and leverage data analytics for customer targeting and engagement customization.
- Continuously strive to improve product performance by running customer surveys and focus groups to gather insights on gaps and opportunities.
- Work with internal and external parties from technology, design, and product teams to design the optimal end-to-end digital purchase journeys for new products distributed through digital platforms. This includes running usability tests to gather customer feedback for design iterations.
- Use Adobe Analytics, analyse journey funnel, identify gaps and develop solutions to improve conversions.
- Ensure marketing activities and customer journey designs are in compliance with regulatory requirements.
Customer Growth & Retention- Devise and execute end-to-end strategy for customer repurchase and cross-selling to maximize customer life-time value capture, covering customer segmentation, leads nurturing and product renewal to achieve digital and online-to-offline (O2O) sales success.
- Work closely with data analytics team to leverage data sets and models to sharpen customer segmentation, as well as enable targeted and personalized engagements for effective cross-selling.
- Drive the team to continuously run AB tests and activities to gather customer insights to improve campaign mechanics, communication channel and user journey.
- Ensure key enablers such as CRM platform, tracking tools and creative agencies are able to meet the requirements for campaign execution.
Partner Acquisition & Relationship Management- Devise strategy for new partnerships acquisition pipeline.
- Identify and acquire new digital partners for digital distribution.
- Prepare and pitch proposition to partners, working with relevant teams on product concepts.
- Negotiate commercial terms and marketing support with partners, while ensuring all legal agreements and compliance requirements necessary for partnership are adhered to.
- Grow value of partnership, maximising AIA's opportunity on partner's platform.
- Drive joint initiatives with partner to achieve joint sales target and goals.
- Manage key stakeholders in legal, risk and compliance with sound knowledge of the industry and regulatory requirements for partnerships and digital products.
Others- Ensure all creative and copy align to the Company's brand standards.
- Provide copywriting and editing support to internal teams such as product and customer service.
- Work with the internal marketing team for wider support on major campaigns.
Job Requirements:We welcome candidates from non-financial sector to apply, including from marketing agencies with experience in supporting diverse industries such as digital products and services field.
- Bachelor's degree in any field of study
- More than ten years experience in a digital marketing, including customer life-cycle management. Priority will be given to candidates with proven track record spanning the creation of marketing strategies, planning of marketing initiatives as well as executing them successfully.
- More than three years experience in people management or leadership capacity
- Excellent proficiency in English with the ability to edit and proof-read copy
- Good organizational and time management skills
- Ability to build relationships in an international work environment with cross-functional groups of internal and external stakeholders at different levels of the organization
- Ability to clearly and effectively communicate (both oral and written) components of the operations process to stakeholders and external audiences
- An entrepreneurial attitude with ability to work in a fast paced, flexible environment on multiple concurrent projects
