Associate Director, Wellness Proposition Strategy and Development

Associate Director, Wellness Proposition Strategy and Development 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 Lead the formulation of wellness strategy for AIA, design customer‑centric, industry‑leading wellness programs and manage the operations of AIA Alta Wellness Haven. This role is central to delivering our promise of increasing healthspan for our prestigious high net worth (HNW) customers. This role is a unique opportunity to shape the future of wellness for our HNW customers and drive meaningful health outcomes. Roles and Responsibilities: Strategy Formulation and Transformation Define the wellness proposition strategy for UHNW and HNW customer segments Set the strategic roadmap and partnership strategy for Wellness Haven Lead the evolution of the centre operating model and membership structure to enhance customer engagement and financial sustainability. Stay abreast of global and local wellness trends to drive innovation of appealing wellness offerings for prestigious customers Analyze centre financials and customer profile to identify trends and opportunities for business growth Apply deep knowledge in functional medicine and preventive healthcare to curate personalized wellness journeys Centre Operations and Partner Management Oversee day‑to‑day operations and P&L of the Wellness Haven, ensuring service excellence, compliance and financial sustainability. Manage relationships with expert partners across Hong Kong and China, ensuring strategic alignment and value delivery. Leverage AIA assets and partnerships to optimize cost and expand reach Review Service Partner(s)’ workflow and operating systems regularly to ensure effectiveness in daily operations. Ensure Centre’s operations are compliant with the documented procedures, service benchmarks, regulatory requirements, company’s policies and practices. Ensure centre staff who perform regulated activities have obtained the relevant licenses and fulfilled licensing requirements, if applicable. Build mechanisms to ensure effective handling and investigation of complaints from customers and channels, and report findings timely. Collect customer / channel feedback and take improvement actions where necessary. Produce regular centre reporting with service partner(s) for KPI tracking, and perform analysis with recommendations to relevant committees to identify areas for improvement and action plans. Review financial budgets, prepare financial reports, and provide recommendations for cost optimization. Implement scientific tracking systems and dashboards to track customer progress and centre performance. Promotional Strategy and Stakeholder Engagement Position the centre as a sales enabler and differentiator in the HNW proposition. Develop and implement promotional strategies to drive traffic, build awareness, and educate agency and customers. Work with business development and training team to develop channel engagement plans. Collaborate with service providers, channels and Club Alta team to co‑design events, agency contests and member communications. Ensure proper event management and supervise centre staff to ensure successful delivery of events. Work with marketing team for external promotion to build wellness thought leadership. Foster professional relationships with internal and external stakeholders. Team Leadership Lead and develop a team of wellness professionals, fostering a culture of excellence, innovation, and customer‑centricity. Provide guidance, coaching and performance management to ensure team success Keep team motivated and build a high‑performance collaborative team Develop governance framework and work process Build cordial relationship with cross‑functional teams to facilitate daily operations. Minimum Job Requirements University graduate with 10+ years experience in healthcare and wellness industry Demonstrate passion in healthspan innovation, with strong sense of wellness trends and developments locally and globally Ability to apply a commercial orientation within operation design with data analytic skill, with experience in “hospitality” sophisticated solutions Experience of wellness centre operations is a plus Strong leadership skill to lead a diverse team to meet KPIs Strong sense of ownership and proactiveness to drive change Solution‑oriented and resilient mindset Able to function under stress and multiple priorities Excellent presentation skills and able to influence stakeholders to affect process change. Thoughtful approach from planning to monitoring. Ability to work collaboratively and navigate a matrixed organization and external partnerships Proficiency in spoken and written English, Cantonese and Mandarin Others Required to obtain relevant license if job involves regulated activities 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. #J-18808-Ljbffr