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Manager, Digital and Content Marketing

Date: Aug 16, 2019

Location: Hong Kong, HK

Company: AIA Careers

Job Summary

The purpose of this role is to advance the industry-leading Marketing Automation model to next level, and to champion a proprietary Digital Cross-selling model to accelerate customer repurchase and deliver superb customer experience backed by engaging content along the end-to-end customer journey for both individual and corporate business of AIA HK, with an aspiration to propel customer centricity through digitalization and innovation and take our digital ecosystem to new heights.


Roles and Responsibilities

  • Deliver AIA HK and Customer Office objectives (annual VoNB / ANP / OPAT targets) and priorities with value-added propositions and business strategy to deepen relationship with customers, concentrating on building value and creating differentiated customer experience
  • Define differentiated proposition as an "all-in-one" insurance solutions provider across individual and corporate customers through advanced customer strategies to sustain AIA’s pre-eminent position in the market
  • Formulate and execute Digital and Content Marketing strategies applicable in maximising up-selling or cross-selling opportunities to existing customers of individual and corporate business
  • Recommend and develop digital platforms and solutions by capitalising on modernised technology to enhance customer engagement capabilities in association of driving customer campaigns to maximise the sizable customer base of both individual and corporate business
  • Establish AIA HK proprietary Digital Cross-selling Blueprint with new methodologies by leveraging vendor capabilities to expedite digital repurchase journey from multiple touchpoints in AIA HK’s digital ecosystem, to trigger purchase intent backed by customers’ digital behaviour and analytics
  • Expedite Content Marketing with insight, intelligence, instant and third-party data to enable the execution of integrated marketing programs and deliver end-to-end marketing communications, including ATL and BTL campaigns, events and seminars, social media engagement that shape the strategic positioning and generate business leads
  • Establish compelling customer value propositions to maximise untapped opportunities from individual and corporate customers base, to drive penetration of designated product mix aligned with company strategy backed by insights, and to uplift channel productivity by strengthening the engagement and collaboration with Agency & Partnership Distribution
  • Propel Next Gen Distribution with exciting innovation, on-boarding journey, and insight-driven and segment-led sales enablement to facilitate channel-customer interactions through digital touchpoints, so as to deliver differentiated customer experience and foster customer loyalty
  • Collaborate with distribution channels and different business units to drive Existing Customer Marketing campaigns to be in line with the proposition defined for target segments to ensure right fit between product portfolio, segment needs and growth goals
  • Contribute to create and sustain AIA HK’s leadership position in digital arena through events, customer campaigns, internal and external marketing
  • Work closely with Group Office counterpart to execute company-wide strategies


Job Requirements

  • Highly self-motivated, responsible, proactive, agile, and determined to drive assigned targets and projects with perseverance and passion
  • Strong business acumen and customer-oriented, keep abreast with market trend of technology and digital solutions within and outside insurance industry
  • Innovative on digital and marketing ideas, willing to breakthrough tradition and challenge status quo
  • Meticulous, strong analytical, execution, problem-solving, time and project management skills
  • Excellent written and presentation skills on both Chinese and English
  • Good team player with self-confidence in mobilising cross-team stakeholders to achieve department goals and project objectives
  • Bachelor degree in Business Administration, Marketing, Digital, Finance or related disciplines
  • Minimum 7 years work experience in financial services, management consulting or related industry, at least 3 years of which in Marketing, Customer Relationship Management (CRM), Digital, Product Development, Business Development or Project Management role


We offer an attractive remuneration package to the successful candidate.  Please submit your application by clicking “Apply Now” for our processing.


All personal information provided by applicant will be treated in strict confidence and used solely for recruitment purposes.  The personal information will be used strictly in accordance with AIA’s personal data policies, a copy of which will be provided upon request.  It is possible that information about the applicant or the applicant’s application will be shared with AIA and its related companies.  AIA will retain all applications for a period of up to 24 months after which the documents will be destroyed.

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