Associate Director, Group Customer and Digital Marketing

Found in: Talent HK C2 - 2 weeks ago

Hong Kong, Hong Kong SAR China AIA Full time

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 Role

This is a newly built role in Group Customer and Digital Marketing.
You will be supporting, leading, driving projects together with AIA’s Business Unit across Asia-Pacific to deliver business objectives set and agreed in the Group Customer and Digital Marketing team, particularly around Customer Repurchase.

This role will lead the enablement of all digital marketing planning and activities within Group Distribution. The person will work closely with all Local Business Units (LBUs) distribution teams on digital marketing campaign design / planning, performance tracking, campaign effectiveness to deliver optimal marketing and business outcomes. This role will also lead the standardizing and upskilling of BUs in digital marketing, social media and performance marketing through clear digital marketing benchmarks and performance indicators.

Roles and Responsibilities:

Programmatic Repurchase:

Develop the roadmap for programmatic repurchase implementation by a phasing approach Put in place agreed achievements and timeline for supporting programmatic repurchase development and local business unit implementation plan Engage with local business units and evangelise benefits of programmatic repurchase Develop management presentations including business case for programmatic repurchase Work with Business Units to identify gaps in current existing customer marketing programmes that can be solved through programmatic and identify pilot countries to roll out related campaigns/programmes Work and coordinate with external consultants if and when required to plan and develop deployment strategy Conduct weekly progress reporting and post implementation review to identify key insights and learning for migration to other BUs Conduct on-going project review and come up with a playbook/framework to implement a complete programmatic repurchase strategy

ECM Management:

Lead and drive repurchase initiatives in local business units, co-building with local marketing teams Work with local business units to identify gaps in existing processes and develop solutions to close gaps, prioritising according to impact Conduct customer data analysis to generate insights to support local business units’ repurchase strategy development e.g. lifetime value integration, define key value pools identified, identify opportunities to grow from repurchase etc.

Job Requirements

Minimum of 12 years’working experience in customer repurchase, customer lifecycle management or customer value management, with hand-on know-how and subject matter expertise Actual experience driving and leading process/ campaign automation using machine learning and artificial intelligence (AI) to drive customer marketing desirable Experience in financial services an advantage Strong numeric and analytical skills to interpret data to plansuccessful marketingstrategies Passionate about customer marketing and customer trends to uncover methodologies and trends in the customer value management space Demonstrate basic understanding of customer relationship management (CRM) technology as well as key marketing technologies Ability to work in a fast-paced, agile organization to handle multiplepriorities cross theregion Great teammate who can work with cross-functional teams to deliverprojects under timelines Project managementexperience Asia Pacific market experience would bepreferred Have an excellent command of written English with a proven track record of clear and impactful communication. Any additional Asian language would be aplus Be able to deliver all the above in a fast and efficient mannerwithout sacrificingquality Strong EQ and ability to work in high pressure environments in aconstructive and professionalmanner BBA, BSc degree in Marketing, Management, Statistics, Engineering or relevantfield

Location

This role can be based out of Singapore or Hong Kong

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