Vitality Propositions – Strategy and Engagement Principal

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

This role manages end-to-end AIA Vitality customer and distribution proposition, strategy, and engagement that will drive business growth and value. He/She regularly looks into customer-centric innovations/solutions that would add more value to current & future AIA Vitality programme, integrated insurance products and would intuitively make a difference in our customers’ lives.

This role directly reports to the Head of Propositions. He/She will be highly involved from customer research, ideation or conceptualization, development, POC and implementation, training, marketing & communications plan development & execution, distribution engagement, monitoring of results as well as reporting to Management & Executive Committees.

Role and Responsibilities:

Propositions Development

• Develops compelling health and wellness propositions to regularly improve the AIA Vitality program with the goal of driving member growth and engagement and to ultimately deliver business value.
• Spearheads regular AIA Vitality program review, the annual Vitality Pricing Review/PLPM Analysis, and Vitality Experience Study to evaluate program financials and identify areas for improvement.
• Researches and looks for new trends and developments in health & wellness that may potentially be introduced to customers through the AIA Vitality program.
• Regularly conducts competitor and industry scan to look for opportunities where AIA can be the thought leader or have the first-mover advantage in the health & wellness space specifically in the insurance industry.
• Works with Propositions Leads and Product Tribe in integrating AIA Vitality for new product introductions or enhancements.
• Leads the creation of compelling and value-adding propositions and campaigns anchored on AIA Vitality ecosystem that will result in business growth and impact other key metrices.
• Conducts customer research and validation to test the viability of the proposition and test if it does meet market needs.
• Aligns with group and regional counterparts to ensure synergy of propositions and get AIA Vitality best practices from other markets.

AIA Vitality Customer and Distributor Strategy

• Crafts overall AIA Vitality customer and distributor strategy to meet key metrices aligned with company strategy.
• Plan out and implement AIA Vitality annual refresh that shall include new propositions, program enhancements, and campaigns.
• Ensures inclusion of AIA Vitality in the training roadmap of distribution force and training materials/modules are regularly enhanced.
• Work with distribution channels in developing and implementing campaigns and incentives to drive integrated product sales, enrolment, and engagement.

Member Engagement and Experience

• Work with the AIA Vitality Campaigns Consultant in crafting campaigns to drive member engagement.
• Take necessary steps to make the AIA Vitality customer journey simple and engaging, to drive higher engagement.
• Identify opportunity areas to enhance the customer experience on the AIA Vitality ecosystem.
• Work closely with the Proposition Partnerships Principal to ensure selection, onboarding, and integration of compelling partners with lucrative offers that can drive ‘healthy behavior’ and make a difference in customers health journey.
• Supports in the user acceptance testing (UAT) and give timely feedback so it may be addressed prior deployment.

Launch and Promotion of AIA Vitality Propositions and Offerings

• Collaborates and strategizes with different stakeholders to ensure a smooth and effective launch, introduction, and promotion of new and propositions that will drive desired KPIs.
• Contributes in the setting of KPIs to measure the success of the new proposition.
• Prepares training materials and conduct train the trainers (TTT) to all training teams.
• Designs and executes employee promotions and campaigns together with the Human Resources Department to drive awareness and utilization of new offerings.
• Works with distribution teams on effectively cascading the proposition and new offerings to the entire distribution force and ensuring that is embedded in on-going agency initiatives, events, and promotions. 
• Partners with Brand Marketing and Comms teams in developing comms calendar, overarching campaign, and materials/collaterals to push for awareness and utilization of new proposition/offering.
• Links with CEG Team to come up with campaigns utilizing AIA Vitality propositions as a hook to further drive business value.

Reporting

• Regularly monitors key AIA Vitality metrices and on-going campaigns.
• Prepares the necessary and regular reports and updates. 
• Provides other reports as requested.
• Oversee AIA Vitality GOE and ensure spend is within budget

Minimum Job Requirements:

• Education – Graduate of a business course (Business Administration, Commerce, Management, Economics, Marketing and Insurance)
• Experience – An experienced Management, Marketing or Business Development professional, who has built his or her credentials and developed a solid track record with one or more reputable retail, financial services multinationals in the banking, insurance, fund management, or consumer finance sector
• Certifications/licenses – MBA, FLMI an advantage
• Special skills - Strategic thinking, Excellent analytical skills, Strong leadership, Skills, Communication skills (English and Filipino), Presentation skills, Relationship Management skills, Campaigns/Events management, People Management skills, Resource Management skills, Customer Orientation, Creativity, In-depth knowledge on use of Microsoft Office and Problem-solving Skills
• The Principal will have experience working with multiple markets in Asia and will possess in depth knowledge of health & wellness space, sales, marketing, propositions, programs, tools and support mechanisms

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.