Role Summary:
AIA Thailand is seeking a highly strategic, analytically strong, and execution-focused leader to drive our Customer Strategy & Business Development function within the Marketing team.
This role will shape customer growth strategies, lead data-driven initiatives across acquisition, conversion, and repurchase, and unlock value across the entire customer lifecycle.
The role partners closely with senior leaders across Marketing, Agency, Digital, Distribution, and Operations to deliver measurable business impact. Ideal candidates come from top-tier consulting firms with proven experience leading complex strategic projects.
Key Responsibilities:
1. Customer Strategy & Business Development
- Lead the overall customer growth strategy across the full lifecycle: acquisition, conversion, cross-sell, repurchase, and retention
- Develop data-driven business cases and customer growth opportunities using insights from behavioral trends and sales analytics
- Drive customer acquisition strategies including digital lead volume and quality improvements, and new-customer conversion uplift
- Lead existing customer repurchase agenda through proposition design, always-on journeys, cross-sell triggers, and retention strategies
- Identify and execute strategic special projects such as new partnerships, customer propositions, and geographic expansion
- Provide structured strategic input to senior leadership across priority topics and management requests
2. Customer Engagement & Conversion Optimization
- Strengthen middle-funnel and conversion through insight-led experimentation and continuous optimization
- Enhance always-on customer propositions, nurturing flows, and maturity campaigns to improve engagement and conversion
- Oversee utilisation of engagement components including lead scoring engine, customer/distributor insights, and recommendation tools
- Ensure digital footprint data is fully leveraged in targeting, personalization, and conversion optimization
3. Distribution Enablement (Omnichannel)
- Partner with Agency and Distribution channel teams to embed customer insights and marketing actions into agent routines and activation models
- Drive adoption of digital sales tools, digital capabilities, and insight-driven engagement content for agents
- Improve agent productivity by enhancing the quality and maturity of digital leads.
- Ensure alignment between Marketing, Agency, and Digital teams for timely end-to-end execution
4. Cross-Functional Leadership & Team Development
- Lead cross-functional orchestration across Marketing, Agency, Digital, Technology, Operations, and Compliance and other related teams
- Build a high-performing Customer Strategy & Development team and strengthen internal strategic and analytical capabilities
- Reinforce strong risk, compliance, and conduct culture with robust governance processes
- Drive a culture of bold thinking, rapid experimentation, and impact-first prioritization
- Keep teams updated on AI and MarTech advancements to boost productivity and customer impact
Qualifications:
- Top-tier management consulting experience as Project Leader / Engagement Manager or equivalent
- 8 -12 years of experience in strategy, customer analytics, business development, or growth roles
- Proven track record leading cross-functional strategic projects with measurable business outcomes
- Strong analytical and hypothesis-driven problem-solving skills
- Excellent communication, stakeholder management, and executive presentation skills
- Preferred: Experience in life insurance, financial services, or digital/omnichannel growth initiatives.
In accordance with recruitment policy and hiring standard of AIA (Thailand) Company Limited, after completing the selection process, you are required for criminal background check before joining the company. Your criminal record information will be retained according to the PDPA policy of the company. As per attached link [https://www.aia.co.th/th/about-aia/privacy/candidate]
