FIND YOUR 'BETTER' AT AIA
We don’t simply believe in being ‘The Best’. We believe in better - because there’s no limit to how far ‘better’ can take us.
We believe in empowering every one of our people to find their 'better' - in the work they do, the career they build, the life they live and the difference they make. So that together we can support even more people - including our own - to live Healthier, Longer, Better Lives.
If you believe in better, we’d love to hear from you.
About the Role
The role of Associate Director, Digital Marketing will be responsible for developing and executing innovative digital marketing strategies including leveraging social media for direct to consumer and intermediated distribution marketing.This role requires a deep understanding of Asia’s unique digital ecosystem, including social media platforms, e-commerce channels, and mobile-first marketing trends. The ideal candidate will be an expert in leveraging platforms such as Bilibili, Facebook, Instagram, LINE, TikTok / Douyin, WeChat, Weibo, Xiaohongshu, Zhihu and other emerging digital channels to enhance brand awareness, engage customers, and drive lead generation.
Roles and Responsibilities:
- Digital Marketing Strategy: Provide expert support to BUs in their development of comprehensive digital marketing strategies particularly in support customer acquisition and repurchase.
- Social Media Management: Develop strategies to leverage learnings on key social media platforms in Asia (e.g., as Bilibili, Facebook, Instagram, LINE, TikTok / Douyin, WeChat, Weibo, Xiaohongshu, Zhihu) that can be applied in other markets where AIA operates, including influencer marketing.
- Performance Marketing and Paid Media: Support BUs in the development of paid digital campaigns across platforms to drive traffic, leads, and conversions. Provide guidance on optimization of campaigns to maximize ROI and meet KPIs.
- Content Marketing and Localization: Develop strategies to generate content that can be used by distributors and marketing teams to power customer marketing and sales, leveraging on new innovation such as generative AI
- E-Commerce and Online Engagement: Explore opportunities on insurance-related e-commerce platforms, ensuring the company’s digital presence meets consumer purchasing behaviors, including strategies to leverage live streaming and interactive campaigns to enhance engagement and educate customers.
- Data Analytics and Reporting: Use analytics tools to track campaign performance, measure ROI, and extract actionable insights. Provide regular reports to senior management, with data-driven recommendations for improvements.
Minimum Job Requirements:
- Bachelor’s degree in Marketing, Communications, Digital Media, or a related field. A Master’s degree or equivalent certification in Digital Marketing or Social Media is a plus.
- A minimum of 8+ years of experience in social media, digital marketing, and campaign management, with a significant focus across Asia.
- Proven track record of developing and executing successful digital marketing campaigns for international or well-recognized brands.
- Experience in the financial services, insurance, or other highly regulated industries is a strong advantage.
- Deep understanding of the Asia’s digital ecosystem, including Bilibili, Facebook, Instagram, LINE, TikTok / Douyin, WeChat, Weibo, Xiaohongshu, Zhihu and relevant advertising tools.
- Experience running performance-driven paid media campaigns with clear ROI metrics.
- Familiarity with SEO/SEM strategies and analytics tools (e.g., Baidu Analytics, Google Analytics, Instagram Insights, Tencent Ads, and WeChat Insights).
- Strong skills in content marketing, localization, and storytelling tailored for Chinese audiences.
- Ability to create strategies at both macro and micro levels while delivering measurable outcomes.
- Demonstrated problem-solving skills and capacity to thrive in a fast-paced, results-driven environment.
- Strong experience in building partnerships with KOLs, agencies, and media channels to amplify campaigns.
- Exceptional negotiation and collaboration skills.
- Fluent in Mandarin Chinese with professional proficiency in English (spoken and written).
- Excellent communication and presentation skills, with the ability to explain complex ideas to both technical and non-technical stakeholders.
- Results-oriented mindset, with a passion for leveraging digital innovation to drive brand growth.
- Strong cultural awareness and understanding of Chinese consumer behavior
- Ability to work cross-functionally across the Group.
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.