Director of Group Brand

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

Director of Group Brand is the senior brand advisor to the Group Chief Marketing Officer and other Executive Committee members to develop strong purpose led brand vision and ecosystem of activities with deep understanding of the mindsets and capturing the imaginations of consumers, investors, business leaders, and key influencers in Asia Pacific region.

He/she also plays a primary role in leading and driving the Group Brand department while building strong relationships across the business as well as externally.

The role holder has a responsibility to champion for the customer throughout the organization and lead the agenda for creating a more customer centric AIA.

Responsible for leading and overseeing the brand management activities across multiple brands within our organization. The job holder will put together an exceptional brand marketing cross-functional team, and leads its development, driving new ideas and crucial day-to-day brand marketing operations with the support of team and other key stakeholders in the Group Marketing team contribute to AIA's Vision to be the world's pre-eminent life insurance provider and crucially deliver on our purpose to help millions of people across Asia live Healthier, Longer, Better Lives (HLBL).

Roles & Responsibilities

• Act as the senior brand advisor and champion to develop strong corporate brand to position AIA as the world’s pre-eminent life insurance provider in the region built upon our HLBL Brand and Business Purpose
• Develop and manage the brand strategy as well as corresponding brand elements to maximize the brand’s equity
• Create comprehensive brand strategies aligned with AIA’s vision and objectives. Define brand positioning, target audience, and messaging to differentiate our brands in the market.
• Create compelling communications and content that brings our purpose to life in support of the business’ and sales team’s initiatives through media planning, creative development, metrics, market research, and agency partner management
• Lead the delivery of a content calendar and strategic plan for our Group social media channels and inspire markets to adopt more engaging, effective and brand building content on their social channels. Implement robust social measurement and listening across the Group.
• Develop and implement the execution plan for thought leadership initiatives through a wide range of content to build awareness and credibility for business and brand in the market, simultaneously establishing the organization as a thought leader in the market
• Accountable for measuring and enhancing brand effectiveness and strength, by defining, governing, monitoring and reporting agreed metrics
• Manage brand as a competitive advantage to the business through appropriate competitive monitoring
• Develop and maintain brand standards to ensure consistent application of brand elements across all marketing and communication materials. Establish governance processes to monitor compliance and protect brand integrity.
• Ensure all branding programmes are aligned with the overall business objectives and that they are optimized and relevant to multiple audiences
• Maximize return on investment in brand with the right sponsorships and other activation initiatives
• Stay updated on industry trends, competitor activities, and market dynamics. Conduct regular market research and analysis to identify opportunities for brand growth and market expansion
• Lead a team of brand managers and provide clear direction, mentorship, and development opportunities. Foster a collaborative and high-performing culture within the brand management team.
• Develop and manage the brand management budget, ensuring optimal allocation of resources and delivering results within budgetary constraints.
• Lead the articulation of the Health and Wellness pillar of the ESG report ensuring our purpose led initiatives are able to demonstrate clear impact to a sufficiently robust level to be disclosed in this strategic financial document.

Minimum Requirements

• University Graduate in Marketing or relevant disciplines gained from reputable University / Tertiary Institution
• Minimum of 20+ years’ proven track record in corporate branding / brand management experience gained in a fast-paced, dynamic, matrix organization, preferably within the financial services industry
• Strong track record in brand leadership experience developing brand strategy and execution of key brand initiatives in supporting the AIA’s business agenda
• In depth knowledge of marketing principles, consumer behavior, and market research techniques
• Strong analytical and problem-solving abilities, with a data-driven and results-oriented mindset
• Ability to develop and maintain relationships at all organisational levels, including winning the trust and confidence of senior executives
• Strong leadership track record who can inspire, develop & engage team through leading by example with strong listening and influencing skills
• Cross-cultural exposure and sensitivities and the ability/maturity to build strong working relationships with a wide range of colleagues throughout the company – ideally having worked in multiple countries across Asia Pacific
• Strong EQ and ability to work in high pressure environments in a constructive and professional manner
• Exceptional communication and presentation skills, with the ability to influence and collaborate effectively across all levels of the organization.
• Strong written and spoken English capabilities. Any Asian language would be a unique advantage

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

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