Associate Director, Customer Life Cycle & Market Activation

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

This role drives Group-wide Existing Customer Marketing (ECM) strategy and capability building to increase repurchase and customer value, by embedding data-driven marketing, scalable frameworks, and end-to-end customer journeys across markets.

This role partners closely with local Business Units (BUs) to design and embed end-to-end customer and agent journeys across key lifecycle moments (onboarding, engagement, cross-sell, reactivation)—leveraging advanced targeting, insight-led campaign design, and full-funnel performance management to deliver measurable business outcomes.

Roles and Responsibilities:

Strategy & Performance Leadership

• Drive innovative ECM strategies and initiatives that improve marketing efficiency, from high-quality lead generation to agent conversion and sales outcomes
• Define, track, and optimize key performance metrics (e.g. repurchase rate, campaign conversion rate, agent act-on rate)
• Accountable for driving measurable improvements in ECM performance across markets

BU Partnership & Capability Building

• Collaborate with BUs to assess current-state ECM capabilities, identify key gaps, and co-develop prioritized action plans based on impact vs effort
• Guide BUs on implementing best-in-class ECM practices across the full customer lifecycle
• Define and track ECM capability maturity across BUs, with a structured roadmap from foundational to advanced capabilities
• Facilitate capability uplift through structured workshops, playbooks, and ongoing coaching

Data-Driven Marketing & Personalisation

• Champion data-driven decision making, leveraging customer insights and analytics models to optimize targeting, segmentation, and campaign performance
• Partner with Marketing Analytics to embed models (e.g. propensity scoring, next best action, customer lifetime value) into campaign execution
• Drive personalization at scale across channels to improve customer engagement, conversion, and retention

Martech Enablement & Campaign Operations

• Work with Martech and Analytics teams to ensure seamless integration of data, models, and campaign execution across CDP / CRM platforms
• Enable markets to leverage data-driven insights seamlessly through their martech stack
• Drive adoption of automated, always-on campaigns with real-time tracking and optimization
• Ensure accurate data input, campaign tracking, and reporting across all execution platforms
• Test and scale analytics use cases (e.g. product propensity, customer scoring, next best action)

Agent & Distribution Integration

• Ensure strong integration between marketing strategies and agent / distribution channels to drive conversion and sales effectiveness
• Partner with BUs to strengthen agent adoption, conviction, and usage of ECM-generated leads and insights

Frameworks, Governance & Scaling Best Practices

• Lead the development and rollout of ECM frameworks, standards, and playbooks to establish consistent Group-wide capabilities
• Define minimum capability standards and track BU adoption and maturity progression
• Establish standardized dashboards and reporting frameworks to monitor ECM performance across markets
• Set up governance cadence (e.g. reviews, scorecards, SteerCo inputs) to track progress, identify gaps, and drive accountability

Innovation & Continuous Improvement

• Identify, test, and scale emerging technologies, digital solutions, and partnership opportunities to enhance ECM effectiveness
• Bring in external best practices and embed cross-market learnings within the Group ecosystem
• Continuously refine ECM strategies based on performance insights and evolving customer behaviour

Stakeholder Management & Collaboration

• Act as a key connector across Group functions (Marketing, Analytics, Martech) and BUs to align priorities and execution
• Engage senior stakeholders to drive buy-in, influence decision-making, and accelerate adoption of ECM initiatives
• Facilitate knowledge sharing and best practice exchange across markets

Minimum Job Requirements:

• 10–15 years of experience in digital / performance marketing, CRM / ECM, or e-commerce, with a demonstrated track record of driving revenue outcomes at scale
• Strong strategic thinking and business acumen, with the ability to influence senior stakeholders and drive alignment across markets and functions
• Proven experience in leading high-impact, data-driven marketing initiatives, delivering measurable improvements in conversion, repurchase, or customer value
• Experience working across multiple markets or regions, with the ability to navigate diverse levels of market maturity and drive adoption of Group initiatives
• Demonstrated success in leading cross-functional collaboration (Marketing, Analytics, Martech, Distribution) to deliver complex programs under tight timelines
• Ability to operate effectively in a fast-paced, matrixed, and agile environment, managing multiple priorities simultaneously
• Excellent communication and storytelling skills, with the ability to translate data into clear, compelling narratives for senior stakeholders
• High level of ownership, execution discipline, and attention to detail, delivering high-quality outputs at pace
• Strong stakeholder management and influence skills, with high EQ and the ability to navigate complex, high-pressure environments constructively
• Bachelor’s degree in Marketing, Business, Analytics, or a related field; advanced degree is a plus
• Fluency in English required; additional Asian languages are an advantage

Build a career with us as we help our customers and the community live Healthier, Longer, Better Lives.

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