Senior Marketing Director, Digital Strategy

1 month ago

Hong Kong, Central and Western District, Hong Kong SAR China AIA Full time

At AIA, we're embarking on an exciting journey to create a healthier and more sustainable future for everyone.

If you're passionate about driving business growth and delivering exceptional customer experiences, read on.

About the Role

This is a newly created role in Group Customer and Digital Marketing, where you'll play a key part in supporting and leading projects with AIA's Business Unit across Asia-Pacific.

Your primary focus will be on delivering business objectives set by the Group Customer and Digital Marketing team, particularly around Customer Repurchase.

You'll own the enablement of all digital marketing planning and activities within Group Distribution, working closely with Local Business Units (LBUs) distribution teams on digital marketing campaign design/planning, performance tracking, and campaign effectiveness.

Additionally, you'll standardize and upskill BUs in digital marketing, social media, and performance marketing through clear digital marketing benchmarks and performance indicators.

Responsibilities

Key responsibilities include:

  • Developing a roadmap for programmatic repurchase implementation using a phased approach.
  • Establishing agreed achievements and timelines for supporting programmatic repurchase development and local business unit implementation plans.
  • Engaging with local business units and evangelizing the benefits of programmatic repurchase.
  • Developing management presentations, including a case for programmatic repurchase.
  • Working with Business Units to identify gaps in current existing customer marketing programs that can be solved through programmatic and identifying pilot countries to roll out related campaigns/programs.
  • Coordinating with external consultants, if required, to plan and develop deployment strategies.
  • Conducting weekly progress reporting and post-implementation reviews to identify key insights and learning for migration to other BUs.
  • Creating an ongoing project review and developing a playbook/framework to implement a comprehensive programmatic repurchase strategy.
Requirements

To succeed in this role, you'll need:

  • A minimum of 12 years' experience in customer repurchase, customer lifecycle management, or customer value management, with hands-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 is desirable.
  • Experience in financial services is an advantage.
  • Strong numeric and analytical skills to interpret data and develop successful marketing strategies.
  • A passion for customer marketing and customer trends, with a willingness to uncover methodologies and trends in the customer value management space.
  • Demonstrated basic understanding of customer relationship management (CRM) technology and key marketing technologies.
  • The ability to work in a fast-paced, agile organization, handling multiple priorities across regions.
  • Great teamwork skills, with the ability to collaborate with cross-functional teams to deliver projects under tight timelines.
  • Project management experience is essential.
  • Asia Pacific market experience is preferred.
  • An excellent command of written English, with a proven record of clear and impactful communication. Any additional Asian language would be a plus.
  • The ability to deliver high-quality results in a fast and efficient manner, without sacrificing quality.
  • Strong emotional intelligence and the ability to work in high-pressure environments in a constructive and professional manner.
  • A BBA, BSc degree in Marketing, Management, Statistics, Engineering, or a relevant field is required.

This role can be based out of Singapore or Hong Kong.

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