Senior Manager, Customer Analytics

Create connections that move people and business forward.

At AIA, your customer insight, commercial expertise and ideas can contribute to our Purpose of helping millions of people live Healthier, Longer, Better Lives. Across our diverse markets, you will take on meaningful challenges, collaborate with talented colleagues and turn insight into engaging experiences, trusted relationships and sustainable growth for our customers and communities.

Join us to shape how people engage with health, wellbeing and protection, grow through new experiences and extend your impact across Asia.

About the Role

• Serve as the primary business SME for customer analytics, acting as the bridge between Marketing, Business Units, Data Science, Data Engineering and Technology teams.
• Define and operationalize customer data foundations, ensuring customer, behavioral, marketing and transaction data are standardized, automated and scalable across Business Units.
• Partner with the Director of Customer Analytics & Insights to develop and maintain the roadmap for customer analytics products, including lead scoring, propensity models, next-best-action, upsell, cross-sell and customer value models.
• Translate business requirements into analytical solutions and data products that drive customer acquisition, engagement, retention and repurchase outcomes.
• Support the industrialization of customer analytics by establishing scalable processes, automation frameworks, reporting solutions and model deployment standards.
• Ensure customer analytics capabilities are effectively embedded into business processes, marketing activation and customer engagement programs across the region.

Roles and Responsibilities:

Customer Analytics Product Management

• Partner with the Director to define and prioritize the customer analytics product roadmap across Group and Business Units.
• Act as the product owner for customer analytics use cases, ensuring alignment between business priorities and technical development.
• Manage requirements gathering, business case development and stakeholder alignment for customer analytics initiatives.
• Monitor adoption, effectiveness and business impact of analytics products and recommend enhancements where required.
• Coordinate delivery across Data Science, Data Engineering, Martech and Technology teams.

Data Foundation & Automation

• Define customer data requirements, frameworks and governance standards to support analytics use cases at scale.
• Partner with Data Engineering and Technology teams to establish automated, reliable and scalable data pipelines.
• Drive improvements in customer data quality, accessibility and integration across multiple data sources.
• Support the development of Group-level data assets that enable consistent reporting, modelling and activation across markets.
• Ensure customer data structures are designed to support future personalization, predictive analytics and AI-driven use cases.

Predictive Models & Customer Intelligence

• Support the development and deployment of customer analytics products including:
  • Lead scoring models
  • Propensity-to-buy models
  • Cross-sell and upsell models
  • Repurchase propensity models
  • Customer lifetime value models
  • Customer segmentation frameworks
• Translate business objectives into model requirements and success metrics.
• Work with Data Science teams to ensure models are explainable, actionable and operationally scalable.
• Establish processes for monitoring model performance, adoption and commercial outcomes.

Business Partnership & SME Leadership

• Serve as the primary customer analytics SME for Group Marketing and Business Units.
• Work closely with local business teams to identify opportunities where analytics can drive measurable business value.
• Translate complex analytical concepts into practical business recommendations for senior stakeholders.
• Facilitate alignment between business, technology and analytics teams throughout project delivery.
• Support markets in embedding customer intelligence into campaign planning, customer engagement and retention initiatives.

Reporting & Performance Measurement

• Develop and maintain customer analytics dashboards and measurement frameworks.
• Deliver regular performance reviews and business impact assessments to Group leadership.
• Identify opportunities to improve customer acquisition efficiency, retention performance and customer value.

Job Requirements:

• Bachelor or Post-Graduate degree or at least 15 years’ experience on Life Insurance and Financial Services especially in Marketing
• Direct/ hands-on experience and proven success in driving customer repurchase especially at a regional level is compulsory
• Actuarial background especially technical knowledge and experience in product development and pricing an advantage
• Excellent communication skills, both written and verbal
• Sound understanding of insurance related financial metrics
• Sound data and analytics experience
• Strong business acumen and analytical thinking, reflected in impact and influence skills and confidence in high level interactions with the leadership team
• Strategic Thinking, planning and execution skills

                                                                                  

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

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