Associate Director, Customer Digital Business Development

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

A capable and self-motivated business transformation professional to support overall management of AIA’s wellness program, coordinate with the team to manage delivery across key workstreams, and work with the agency team to drive sales of relevant insurance products.

The role translates business objectives into practical strategies, roadmaps and execution plans that drive customer acquisition, member engagement, sales support, digital adoption and customer lifetime value, while helping people live Healthier, Longer, Better Lives.

The incumbent will build strong relationships with insurance agency stakeholders and work closely with Customer & Marketing, ABDD, proposition, digital, operations, finance, compliance and external partners to deliver measurable business outcomes.

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.

Roles and Responsibilities:

General Management

• Be responsible for overall wellness program management, agency engagement, platform marketing and communications, customer feedback management and customer engagement, while working with the agency team to drive sales of relevant insurance products
• Support the Team Head to translate business objectives and challenges into concrete business solutions aligned with the wellness program strategy, roadmap and pre-defined KPIs
• Lead the planning, execution and monitoring of business development, marketing communications, content, engagement and activation initiatives
• Drive cross-functional alignment and governance across proposition, distribution, customer experience, digital, operations, finance, legal, risk and compliance stakeholders
• Develop performance reports and executive presentations using customer, sales and engagement insights
• Oversee overall wellness program management by coordinating with the team to manage workstreams, priorities, timelines, risks, dependencies, governance routines, vendors and delivery of agreed business outcomes

Wellness Program Business Development & Agency Engagement

• Lead the business development and go-to-market agenda with clear plans for member growth, engagement, retention, lead generation and sales conversion
• Develop and maintain trusted relationships with agency leaders, district representatives, agency communication contacts and frontline stakeholders
• Lead agency activation activities including district visits, briefings, training, contests, sales support campaigns and communication touchpoints
• Translate proposition and program priorities into agency-facing messages, talking points, FAQs, sales kits, educational videos, user guides and practical execution materials
• Consolidate agency feedback, identify barriers and opportunities, and work with internal teams to improve propositions, journeys, communications and execution

Platform Marketing, Engagement and Performance Management

• Lead the platform marketing and communications agenda, ensuring clear positioning, channel alignment, tone of voice and compliance readiness
• Manage delivery across agency, call centre, partnership distribution and internal channels, including training and launch communications
• Provide hands‑on support for key presentations, agency materials, member communications and management updates where business context is required
• Oversee engagement campaigns, agency contests and member events from concept through delivery, working with internal teams and vendors
• Monitor platform and business performance and maintain clear dashboards, trackers, action logs and stakeholder updates

Minimum Job Requirements:

• Bachelor’s degree in Business, Marketing, Communications or a related discipline; a postgraduate degree is an advantage
• At least 12 years of experience in insurance, healthcare or financial services, with relevant exposure to business development, digital engagement, platform marketing and communications, customer engagement or large‑scale change initiatives
• Demonstrated experience building relationships with insurance agency or distribution stakeholders; agency engagement, sales support, training, activation or distribution communications experience is strongly preferred
• Strong strategic analysis, business transformation and project / programme management capabilities, including experience leading major cross‑functional initiatives
• Strong presentation development skills, including the ability to create clear, concise and visually effective PowerPoint materials
• Well‑spoken, confident and credible presenter able to communicate complex propositions and priorities in practical, audience‑appropriate language
• Fluent in Cantonese and Mandarin Chinese, with strong professional written and spoken English and presentation skills
• Strong stakeholder management, negotiation and conflict‑resolution skills, with the ability to leverage resources within and outside the organisation
• Able to manage multiple workstreams, timelines, events, communications, budgets and vendors independently
• Knowledge of wellness programs, relevant insurance products, customer digital platforms or insurance distribution channels is an advantage
• A health‑conscious mindset, familiarity with wellness tracking devices and understanding of key wellness metrics are additional advantages
• You are required to obtain the relevant license if your job involves regulated activities

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