AIA Vitality Propositions, Strategy and Engagement Principal

At AIA we’ve started an exciting movement to create a healthier, more sustainable future for everyone.

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