AIG Asia Pacific has an aspiration to be the leading general insurer within the region. We will perform better, invest in the future and create opportunities.
We will do this through delivering against our commitment to bring passion, insight and excellence to everything that we do, be an ally to our customers, clients and partners;
protecting people in the moments that matter.
This role is instrumental to the achievement of our objectives and aspiration through the delivery of market leading direct marketing and digital enablement solutions.
Key to our success will be the deployment and optimization of best practice multi-channel and multi-product marketing for acquisition, growth and retention programs inclusive of the elements necessary for their enablement building telemarketing capabilities, greater digitalization of our business across the end-to-end customer and partner experience.
This would be inclusive of ownership, execution and continuous enhancement of our customer engagement strategy across all channels.
This role will develop and drive top and bottom line performance improvement by working with the Global Digital & Direct Marketing function, Regional product towers (leading with Accident & Health) and Hong Kong country teams to sustainably transform our business.
This will include, but not be limited to : campaign development, performance management and profitability; agile test and learn marketing;
customer lifetime management and portfolio optimization.
Develop and manage all marketing programs. Regularly share findings and identify campaign optimization opportunities to fulfill key growth, marketing allowable (profitability) and efficiency goals.
Oversee expenses to ensure effective utilization of marketing, enablement and project spends, ensuring that appropriate tracking and benefit realization is managed.
Enforce standards related to meeting budget commitments, marketing efficiencies and related marketing benchmarks.
Good knowledge of financial aspects of digital, direct marketing (OBTM and IBTM) and partner marketing campaign management, including budgeting, revenue generation, direct and indirect expenses.
Work closely with internal business units to ensure DDM strategy is aligned with all product and country strategies and are in compliance with prevailing governance standards.
Own the achievement of acquisition, cross-sell and retention business targets and agreed KPIs.
Create, manage, and implement integrated direct marketing campaigns and be the digital practice leader for Hong Kong.
Leverage demand and agile marketing best practices and tools to attract, target, convert and retain customers through customer value management, compelling value proposition deployment, multi-channel marketing and test and learn methodologies.
Ensure governance standards for campaign, marketing and telesales operations are well-managed.
Manage and inspire external partners in the development and optimization of initiatives.
Work closely with peer functions such as Product, Call Center and Marketing & Communications to amplify marketing efforts to pursue business goals.
Actively lead and participate annual planning to ensure clear annual plans tied to country and business growth and profitability targets.
Ensure the management of the end-to-end marketing discipline that leverages insights, data & analytics, processes and technology practices to maximize the effectiveness and efficiency of digital marketing initiatives.
Constantly pursue marketing opportunities through effective leverage of customer insights, customer feedback mechanisms, digital tools, data and analytics to heighten digital customer experience and financial goals.
Prepare and manage regular management reports for production metrics, customer experience and analytics.
Manage and reconcile marketing budgets in tandem with peer business functions.
Telesales Channel Management
Build new capabilities in the Hong Kong market to support outbound and inbound telesales.
Working with Operations and Product team to build strong active channel capability and management ensuring that teams are experienced and building and optimizing telesales capabilities across people, process and technology.
Initially this will include defining the telesales organizational model to align to business requirements.
Setting the goals and standards for optimal operational efficiency : headcount, workforce planning, leads and sales funnel management.
Ensuring that teams leverage telesales platform capabilities and, supported by global enablement teams, identify requirements and deploy solutions that drive center, TSR and campaign efficiency across the sales funnel.
Build and ensure sustainable development of telesales including adherence to compliance and regulatory standards, management and improvement of quality assurance through processes, systems and technology.
Drive opportunities to grow Digital / DM and Partnership revenue and margin via product and competitor benchmarking and innovation.
Create a detailed marketing plan to build a sales opportunity pipeline to ensure effective ongoing targeted new clients acquisition.
Manage and inspire external partners in the development and optimization of initiatives.
Drive initiatives to grow marketing book; e.g. new business, new channels, streamline processes and drive overall portfolio performance and improvements
Identification of future digital marketing trends, business models and media consumption to enable commercial advantage
Develop and take ownership of the Hong Kong Digital Enablement Strategy in concert with country financial and customer centricity goals, in the context of the five objectives for AIG Asia Pacific, to support the distribution of products and services.
Apply disciplined project management skills to manage digital enablement initiatives.
Collaborate with country and regional teams to enhance digital marketing tools and capabilities.
Develop and execute enablement strategies encompassing market segmentation, digital experience, product mix and positioning, channel optimization and efficiency and analytics to achieve or exceed defined business goals.
Insight driven performance
Establish and monitor industry level benchmarks for marketing performance and digital customer / partner experience.
Develop competitive analysis by segment, channel and LOB - through a structured approach to identify and act on developments in the digital domain to defend and expand AIG’ position in the market.
Develop, manage and execute against a performance and productivity driven annual plan.
Lead a multi-disciplinary team of professionals across marketing, analytics, sales operations and enablement.
Build a performance-driven, test and learn and commercially-driven team focused on performance and productivity,
Champion a culture of proactively managing risk, continuous improvement, action and accountability.
TECHNICAL SKILLS & EXPERTISE
10-12 years’ work experience with extensive understanding of Direct and Digital Marketing campaign and financial management, analysis and profitability performance reporting.
Outstanding skills in commercial strategy development and execution across channels and platforms.
Experienced in the management of integrated / multi-channel marketing and from creation to implementation with a particular focus on telemarketing and digital channels
Excellent Project Management skills and demonstrated ability to function as a digital leader within a cross-functional organization.
Solid understanding of the Hong Kong marketing landscape.
Strong interest in data analytics and data-driven business performance management.
Highly developed analytical, communication and presentation skills, interpersonal skills and the ability to work business groups across the organization.
High degree of professional confidence and credibility with effective presence, strong written and verbal communication skills, able to communicate concepts and plans that resonates with internal target audience at all levels.
Excellent business analysis ability. Good working knowledge managing financial aspects of the business including budgeting, sales revenue, direct and indirect expenses and portfolio / remediation management.
Mature and proven track record in working independently and collaboratively with minimal guidance.
An outcome-driven, creative thinker with an innovative bent to problem solving.
Strong knowledge of competitor or best in class functionality and a keen ability to prioritize tasks to deliver quick yet meaningful results.
It has been and will continue to be the policy of American International Group, Inc., its subsidiaries and affiliates to be an Equal Opportunity Employer.
We provide equal opportunity to all qualified individuals regardless of race, color, religion, age, gender, gender expression, national origin, veteran status, disability or any other legally protected categories.