Business Development Manager - Sales & Marketing, LIG

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

As a part of the AIA Corporate Solutions Division, the Sales and Marketing LIG Business Development Manager will report to the Senior Manager, Sales & Marketing (LIG & Marketing Communications).

The LIG Business Development Manager is responsible for accelerating the growth of the Life in Group (LIG) portfolio within AIA Corporate Solutions by developing and executing data-driven cross-sell strategies across the existing corporate client base. This role owns the delivery of scalable worksite, virtual, and digital engagement initiatives through the AIA Tied Distribution channel to maximize customer penetration, conversion, and lifetime value.

The Business Development Manager is accountable for translating market insights into high-impact campaigns, strengthening distribution effectiveness, and continuously optimising performance to achieve revenue targets.

Additionally, the role will manage and evolve AIA Workplace Wellbeing as a differentiated engagement platform by curating strategic health and wellness partnerships that enhance client value, deepen employer relationships, and unlock new commercial opportunities within the Employee Benefits market.

Success in this role is measured by sustained growth in LIG revenue, increased customer engagement, and the ability to deliver scalable, commercially impactful solutions.

Responsibilities

• Drive LIG Revenue Growth: Lead the end-to-end development and execution of data-driven cross-sell strategies across the corporate client base to increase LIG penetration, conversion rates, and revenue contribution.

• Own Campaign Strategy & Performance: Design, launch, and optimise multi-channel (worksite, virtual, digital) campaigns via the AIA Tied Distribution channel, with clear ownership of funnel metrics, ROI, and scalable growth outcomes.

• Expand Access & Distribution Effectiveness: Expand existing and develop scalable employee engagement access models to enable AIA Consultants to effectively reach, engage, and convert corporate employees and dependents.

• Strengthen Digital Ecosystem: Drive adoption and continuous enhancement of digital platforms (e.g., WorkWell, AIA+, iSMART) to improve customer experience, engagement, and lead generation effectiveness.

• Lead Strategic Partnerships & Platforms: Manage and evolve WorkWell with AIA Programme by curating high-impact vendor partnerships, ensuring strong commercial alignment, service quality, and sustained market relevance.

• Enable Sales Excellence: Influence product mix and conversion outcomes by co-developing targeted sales tools, incentive frameworks, and training programmes to elevate consultant effectiveness.

• Performance Tracking & Insights: Establish robust reporting frameworks to monitor pipeline, campaign performance, and business outcomes, delivering actionable insights to stakeholders and driving continuous optimisation.

• Stakeholder Leadership: Collaborate across Agency, Marketing, Digital, Technology, and Corporate Solutions teams to align priorities and accelerate LIG growth initiatives.

• Governance & Representation: Actively contribute to key steering committees and represent AIA in relevant industry platforms to strengthen market positioning and partnership opportunities.

• Strategic Initiatives: Lead and support high-impact projects that advance LIG growth ambitions and enhance the overall Employee Benefits value proposition.

• Lead or support additional strategic projects and cross-functional initiatives that contribute to LIG growth and business objectives.

​Job Requirements

• Forward thinking with a proven track record of successfully bringing next generation products, services and technologies to market and while establishing/maintaining strong relationships by building consensus with peers/partners within and outside the organization.

• ​Entrepreneurial, proactive, independent and able to work with minimum supervision.

• Highly organized and with excellent attention to detail; ability to assist in management reporting and project management is crucial.

• Ability to work confidently in challenging situations.

• An excellent negotiator and is resourceful and relentless in trying to get to a solution.

• Meticulous, service oriented and great teammate.

• Possess good written and oral communications skills with strong interpersonal skills & relationship-building.

• Tertiary degree in any field

• Minimum eight (8) years of relevant experience in the Financial Services industry

• Relevant Employee Benefits/ Corporate Wellness experience a plus

• Strong knowledge of Life and Health insurance products; candidates would need to possess CMFAS M5, M9, HI, BCP, PGI and ComGI certification to be conversant in this role;

• Positive attitude and able to work under pressure with tight timeline

• Proficiency in MS Office apps

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

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