International HNW Strategy – Senior Principal - Proposition & Transformation

Build a healthier and more sustainable future for everyone.

At AIA, your skills, perspective 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 help turn ideas into positive outcomes for our customers and communities.

Join us to shape what comes next, grow through new experiences and extend your impact across Asia.

About the Role

Lead the development and execution of International HNW enablement strategies, partnership ecosystems, target operating models, and market education initiatives across markets. Drive cross-functional governance and proposition delivery to create differentiated customer and intermediary experiences. Establish scalable operating models, strategic partnerships, and proposition adoption through brand building, marketing communications, thought leadership, and change management.

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:

Strategic Initiatives Governance

• Part of the central PMO to drive strategic initiatives, monitor milestones, manage risks and dependencies, and ensure alignment across Group, regional, and local stakeholders. Facilitate governance forums to support effective decision-making and execution.

Cross-Border Referral Strategy & Execution

• Lead the design and implementation of cross-border referral capabilities. Partner with Distribution, Operations, Legal, Compliance, and Risk teams to establish scalable operating models, governance frameworks, and quality controls for compliant and efficient referrals.

HNW Ecosystem & Partnership Development

• Develop differentiated HNW propositions and value-added services through partnerships with Private Banks, Family Offices, Trust Companies, Professional Advisory Firms, and other ecosystem partners. Integrate local and offshore solutions to enhance customer value and growth opportunities.

Target Operating Model, Fulfilment & Service Enablement

• Design and implement target operating models and end-to-end fulfilment and service frameworks for HNW solutions and customer segments. Define customer journeys, service standards, governance processes, and change management plans that enhance client and intermediary experiences.

Brand, Marketing Communications, Thought Leadership & Knowledge Management

• Drive proposition awareness, market positioning, and adoption through brand, marketing communications, education, stakeholder engagement, and change management initiatives. Lead launches, partner events, forums, training programmes, and thought leadership activities while promoting knowledge sharing and best practices across markets.

Minimum Job Requirements:

• University degree in Business, Finance, Economics, Marketing, Actuarial Science or a related discipline; a relevant postgraduate or professional qualification is an advantage.
• 10–15 years of relevant insurance or financial services experience in strategy execution, proposition development, market enablement or transformation, with HNW and Asian or international market exposure.
• Strong knowledge of HNW insurance and wealth solutions, distribution and cross-border referrals, including local/offshore integration and operational, legal, compliance and risk considerations.
• Proven cross-market programme delivery and PMO governance experience, managing milestones, risks and dependencies and facilitating senior stakeholder decisions in a matrix environment.
• Strong commercial and analytical skills, with experience developing ecosystem partnerships, value-added propositions, scalable operating models, customer journeys, fulfilment frameworks and service standards.
• Excellent communication, influencing and stakeholder management skills, with experience in brand and marketing communications, launches, partner engagement, training and thought leadership.

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.

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