Head of Channel Innovation & Marketing

Create connections that move people and business forward.

At AIA, your customer insight, commercial expertise and ideas can contribute to our Purpose of helping millions of people live Healthier, Longer, Better Lives. Across our diverse markets, you will take on meaningful challenges, collaborate with talented colleagues and turn insight into engaging experiences, trusted relationships and sustainable growth for our customers and communities.

Join us to shape how people engage with health, wellbeing and protection, grow through new experiences and extend your impact across Asia.

About the Role

Customer Centricity - This role contributes to the delivery of customer outcomes that are reliable, thoughtful, and create meaningful impact for customers and society. The role holder is expected to embed a customer first mindset in all decisions and actions by developing a clear understanding of customer needs, taking end to end ownership to resolve issues, and working collaboratively across teams to continuously enhance the customer journey—both directly and indirectly.

Lead the Channel Innovation and Marketing function to drive business growth through digital transformation, AI-enabled solutions, and customer-centric marketing strategies. Enhance partner and customer experiences, improve channel productivity and effectiveness, and build a high-performing team that delivers sustainable business results.

Roles and Responsibilities:

Channel Innovation

• Define and drive the Channel Innovation strategy and roadmap to support business growth and distribution priorities.
• Champion AI-enabled transformation, digital-first operating models, and innovation governance to deliver measurable business outcomes.
• Lead the enhancement of partner and sales journeys through digital, AI, and data-driven solutions to improve experience, productivity, and service quality.
• Leverage customer and business insights to drive continuous innovation and adoption.
• Oversee the development and scaling of AI-powered solutions, automation, digital self-service capabilities, and partner connectivity initiatives.
• Monitor adoption, effectiveness, and value realization of digital and innovation investments.

Channel Marketing

• Develop and drive the channel marketing strategy and annual marketing roadmap to support business growth, distribution priorities, and customer engagement objectives.
• Leverage customer, market, and competitive insights to identify growth opportunities and shape strategic business decisions.
• Drive marketing programs / digital campaigns that increase channel productivity, lead generation, customer acquisition, and conversion.
• Champion customer-centric marketing strategies that enhance end-to-end customer and partner experiences, driving improvements in engagement, satisfaction, and NPS.
• Lead segmentation, personalization, and digital marketing initiatives to deliver relevant and impactful customer journeys.
• Monitor customer feedback and campaign performance to continuously optimize experience and business outcomes.
• Partner with Distribution, Product, Customer & Marketing, Operations, and external partners to ensure alignment and execution of channel marketing strategies.
• Oversee the end-to-end strategy, planning, and governance of partner events, overseas conventions, and engagement programs, ensuring alignment with business priorities, budget controls, compliance requirements, and exceptional participant experience.
• Manage marketing investments, sales allowances, and budgets effectively to optimize returns.
• Ensure all marketing activities comply with regulatory requirements and company governance standards.

People Leadership & Talent Development

• Lead, develop, and engage a high-performing team through effective coaching, talent development, succession planning, and performance management.
• Foster a culture of innovation, collaboration, accountability, and continuous learning to support long-term business success

Minimum Job Requirements:

• University degree in Marketing, Business Administration, Digital Marketing, or a related discipline.
• 15+ years of experience in channel marketing, digital transformation, innovation, or distribution management, with proven people management experience.
• Strong knowledge of digital marketing, customer journey design, AI-enabled solutions, CRM, and data analytics.
• Proven track record in driving business growth, customer engagement, and large-scale transformation initiatives.
• Strong strategic thinking, commercial acumen, and stakeholder management skills.
• Excellent leadership, communication, presentation, and project management skills.
• Strong analytical and problem-solving capabilities with a data-driven mindset.
• Good understanding of insurance industry practices and regulatory requirements.
• Good command of written and spoken English and Chinese (Cantonese and Mandarin)

Others:

• You are required to obtain the relevant license(s) if your job involves regulated activities

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

You must provide all requested information, including Personal Data, to be considered for this career opportunity. Failure to provide such information may influence the processing and outcome of your application. You are responsible for ensuring that the information you submit is accurate and up-to-date.