Director of Omnichannel Lead Management

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.

WE ARE LOOKING FOR.....

AIA has embarked on Omnichannel as a key groupwide strategic imperative to unlock growth across ALL digital lead sources delivering an end-to-end multi-channel approach that aims to provide customers with a seamless digital discover, engage, buy and service experience.

The Omnichannel initiative is sponsored by 2 RCEs with matrix reporting and additional support from GCMO and GCTO office

Digital lead sources include, but not limited to, Agent self / social prospecting, Existing Customer (ECM (including unassigned)), Corporate Solutions (IVS), Digital Platform Partnerships (DPP) and AIA Direct (D2C Paid & Owned media, website, AIA apps, sponsorship etc).

The program background and charter summary:

- Omnichannel is a strategic imperative and AIA, as the leading life insurance company in the region, is in a strong position to capitalize to deliver a competitive advantage to our customers that is scalable and hard to replicate by our competitors
- Omnichannel capability is designed to benefit ALL digital sources of leads resulting in increased lead conversion and superior customer engagement
- It will further deepen our relationships with our partners customers and prospects by building stronger brand advocacy and Health & Wellbeing awareness.
- Omnichannel will improve the lead value exchange by providing Agents with deeper customer insights upon lead assignment thus increasing the value of the lead quality and eventually conversion.
- Omnichannel will ultimately see an uplift in business key indicators like agent productivity, increase in VoNB and deliver stronger customer outcomes and satisfaction.

The overall program is led by Group Agency Distribution, supported by senior dedicated leads across 4 workstreams. These include:
Workstream 1: Agency / Distribution Enablers

Workstream 2: Lead Management

Workstream 3: Data & Analytics

Workstream 4: Technology

This role will report directly into the Head of Group Distribution Impact Office but with oversight and functional support from the Group Customer Engagement & Digital Marketing teams.

This role will be the lead for Workstream 2, ‘Lead Management’, which will be accountable and responsible for the following 5 modules:
1. Lead Capture

2. Lead Nurturing (by ecosystem)

3. Lead Assignment & Insight

4. Lead Nurturing (by Agent) - with Agency team partnership

5. Lead Recycle & Retargeting

This role will coordinate relevant activities across the 5 modules of the workstream with SMEs, closely collaborate with the focus BU teams in designing the solution, the Martech requirements, the leads and sales “from-to” targets with clear timelines, and project delivery plan to deliver Omnichannel into the BUs.

This person will be an active member of the Omnichannel Leadership Team and will require 4 major internal partnerships for activation:

- BU Omnichannel PIC, their Omnichannel teams
- Group Head of Digital Marketing, Customer Engagement & teams
- Group Tech and Data/Analytics teams
- Group Distribution (DPP, Partnerships, Corporate Solutions & DIO)

Lead Management Omnichannel design
- Map out the Lead process across eligible sources, by lead source and type of customer status (new to AIA, DPP customer, and ECM customer)
- Assess from-to process by lead source and contrast with consultant gap analysis
- Determine the BU level size of the prize estimates via lead number, conversion rate and impact, across each dimension of improvement
- Create lead nurturing models, leveraging all existing AIA assets including SIM (agent driven content-based nurturing), AIA website, SuperApp, Servicing apps and AIA Vitality
- Create nurturing learning agenda via new to AIA assets and partners for assessment and fit at BU level
- Construct funnel for ANEMIC model (Acquire, Nurture, Engage, Match, Inspire, Convert) - work with agency leads on post-matching dimensions and determine ways to ‘recapture and remarket’ non converted leads
- Articulate the standards for Mature Leads and set targets (from-to) and agent outreach and engagement standards
- Determine BU level minimum standards and learning agenda
- Determine learn