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Associate Director, Integrated Digital Marketing

Hong Kong, Hong Kong | AIA Group

  • Industry:
    Insurance - Health & Life
  • Position Type:
  • Functions:
    Marketing
  • Experience:
Job Description:
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Accelerate BU learning agenda, testing & implementation of AIA’s Personalised Marketing System (PRIME)

Lead and supervise proof of concept with AIA Hong Kong for Personalised Marketing System (PRIME) to deploy and deliver on agreed used cases in using marketing technologies with the assistance of expert consultants to drive next generation marketing

Support and extend China’s marketing technology systems

Integrate proof of concept with other strategic projects across the business units

Complete knowledge transfer and co-create strategies and plans with Chief Customer Officer (CCO)/Chief Marketing Officer (CMO) and teams to deliver business outcomes

Develop Business Unit (BU) specific content strategies, BU upskilling plans and create playbooks and knowledge transfer system that are locally relevant.

Articulate AIA Business Unit (BU) key performance indicators (KPIs), standards, benchmarks and operating measurement system for digital marketing automation based on industry best practices.

Integrate with Customer Centricity blueprints across AIA

Marketing lead for Project WISE next-gen website development

Lead AIA-wide website enhancement project to drive monetization from AIA’s millions of unique website visitors

Co-create Business Unit (BU) and Chief Marketing Officer requirements, rollout plans across the region

Co-lead with Group Technology Office (GTO) the overall design language, integration of consolidated Group Marketing plans, delivery schedule and phasing and business unit (BU) implementation

Manage integration with PRIME and creating systems to derive more benefit from existing licenses of Adobe Target, Adobe Analytics

Leverage Google for support in adding capabilities

Manage management consultant in delivering project

Drive integrated marketing across Group and BU Marketing 

Be a strategic consultant to Business Unit Chief Marketing Officer (CMO) in integrating digital across their agenda and increasing digital marketing spend

Be a regional subject matter expert (SME) for online performance and enhancement for marketing teams in Hong Kong, South Korea, China and Taiwan

Serve as digital / social marketing expert for Product and Proposition

Other key projects and initiatives as determined in a highly dynamic and expanding digital marketing agenda

Financial and Non-Financial Measures

Unlock incremental ANP via online plans

Lead/direct multi-million dollars Business Unit (BU) online investments

Two times increase in AIA.com visitors and deliver monetization plans

Co-accountable for Group CMO’s team financial measures on VONB

Co-own Brand Power results to increase brand health


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