Senior Manager, Customer Analytics
AIA Group · Hong Kong
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
• Serve as the primary business SME for customer analytics, acting as the bridge between Marketing, Business Units, Data Science, Data Engineering and Technology teams.• Define and operationalize customer data foundations, ensuring customer, behavioral, marketing and transaction data are standardized, automated and scalable across Business Units.
• Partner with the Director of Customer Analytics & Insights to develop and maintain the roadmap for customer analytics products, including lead scoring, propensity models, next-best-action, upsell, cross-sell and customer value models.
• Translate business requirements into analytical solutions and data products that drive customer acquisition, engagement, retention and repurchase outcomes.
• Support the industrialization of customer analytics by establishing scalable processes, automation frameworks, reporting solutions and model deployment standards.
• Ensure customer analytics capabilities are effectively embedded into business processes, marketing activation and customer engagement programs across the region.
Roles and Responsibilities:
Customer Analytics Product Management
- Partner with the Director to define and prioritize the customer analytics product roadmap across Group and Business Units.
- Act as the product owner for customer analytics use cases, ensuring alignment between business priorities and technical development.
- Manage requirements gathering, business case development and stakeholder alignment for customer analytics initiatives.
- Monitor adoption, effectiveness and business impact of analytics products and recommend enhancements where required.
- Coordinate delivery across Data Science, Data Engineering, Martech and Technology teams.
Data Foundation & Automation
- Define customer data requirements, frameworks and governance standards to support analytics use cases at scale.
- Partner with Data Engineering and Technology teams to establish automated, reliable and scalable data pipelines.
- Drive improvements in customer data quality, accessibility and integration across multiple data sources.
- Support the development of Group-level data assets that enable consistent reporting, modelling and activation across markets.
- Ensure customer data structures are designed to support future personalization, predictive analytics and AI-driven use cases.
Predictive Models & Customer Intelligence
- Support the development and deployment of customer analytics products including:
- Lead scoring models
- Propensity-to-buy models
- Cross-sell and upsell models
- Repurchase propensity models
- Customer lifetime value models
- Customer segmentation frameworks
- Translate business objectives into model requirements and success metrics.
- Work with Data Science teams to ensure models are explainable, actionable and operationally scalable.
- Establish processes for monitoring model performance, adoption and commercial outcomes.
Business Partnership & SME Leadership
- Serve as the primary customer analytics SME for Group Marketing and Business Units.
- Work closely with local business teams to identify opportunities where analytics can drive measurable business value.
- Translate complex analytical concepts into practical business recommendations for senior stakeholders.
- Facilitate alignment between business, technology and analytics teams throughout project delivery.
- Support markets in embedding customer intelligence into campaign planning, customer engagement and retention initiatives.
Reporting & Performance Measurement
- Develop and maintain customer analytics dashboards and measurement frameworks.
- Deliver regular performance reviews and business impact assessments to Group leadership.
- Identify opportunities to improve customer acquisition efficiency, retention performance and customer value.
Job Requirements:
- Bachelor or Post-Graduate degree or at least 15 years’ experience on Life Insurance and Financial Services especially in Marketing
- Direct/ hands-on experience and proven success in driving customer repurchase especially at a regional level is compulsory
- Actuarial background especially technical knowledge and experience in product development and pricing an advantage
- Excellent communication skills, both written and verbal
- Sound understanding of insurance related financial metrics
- Sound data and analytics experience
- Strong business acumen and analytical thinking, reflected in impact and influence skills and confidence in high level interactions with the leadership team
- Strategic Thinking, planning and execution skills
Build a career with us as we help our customers and the community live Healthier, Longer, Better Lives.
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