Digital Platform Consultant

At AIA we've started an exciting movement to create a healthier, more sustainable future for everyone.

So if you believe in inspiring a better future, read on.

About the Role

The position is responsible for the following:

1. Management of AIA's online platforms/assets (owned media, ex. aia.com.ph), ensuring strategic alignment to company goals
2. Collaboration with (a) the Digital Campaign Manager (content, distribution), (b) the IMC function within the IMC Team, (c) Priority 4 Tribe, and (d) Customer Experience Team to define the role & execution of online platforms/assets within the contexts of IMC campaigns, performance marketing, and customer engagement in pursuit of various objectives such as awareness, engagement, consideration, purchase, repurchase, and retention.
3. Championing a delightful & seamless user experience throughout all digital touchpoints (aia.com.ph, MyAIA customer portal, Total Health Solution ecosystem, and other owned platforms) in collaboration with the CX team
4. Cultivating & maximizing partnerships with both agency partners (as part of IMC collaborative model led by IMC Team) and tech vendors (specifically in relation to the Adobe Experience Cloud).
5. Consistent, strict compliance with the brand visual identity and Digital Design Standards (DDS) in line with the company's thrust to implement Human-Centered Design Thinking and Principles.

Roles and Responsibilities:

A. In managing AIA's online platforms/assets (owned media, ex. aia.com.ph), ensuring strategic alignment to company goals:

1.Organizing & orchestrating ways of working for website/mobile app platform development specifically for aia.com.ph across local partners, agency partners, and tech vendors.

2.Deriving insights from platform data & formulating action plans through a monthly website analytics report, in line with the overall Digital Marketing Strategy to measure across the funnel

3.Manage and collaborates with SEO and Content Marketing agency to regularly optimize all AIA web pages to improve search ranking and quality score

B. In collaborating with (a) the Digital Campaign Manager (content, distribution), and (b) the IMC function within the Integrated Marketing Comms Team to define the role & execution of online platforms/assets within the contexts of IMC campaigns, performance marketing, and customer engagement

1.to the company's performance marketing strategy through insights & analytics to support digital media reporting and attribution modeling

2.Support implementation and optimization of bottom funnel leads nurturing strategies and campaigns through email, content, social media, and performance marketing.

3. Works closely with Leads & Campaigns Management Team to monitor website leads generation and conversion.

C. In Championing a delightful & seamless user experience throughout all digital touchpoints (aia.com.ph, My AIA customer portal, Total Health Solution ecosystem)

1. Applying UX/UI research & design best practices to front-end and back-end developments together with agency partners, distribution partners, and local and Group Office IT counterparts across all online assets

2. Proposing enhancements and additional functions as deemed necessary

Ensuring these address customer paint points in pursuit of the desired customer experience across Learn, Buy, After Sales, and Claims (LBAC)

3. Takes on a digital integration lens and collaborates with other platform owners for a holistic and aligned experience across different digital touchpoints

Supporting Agency platform development, integration, and marketing technology projects.

D. Exercising project management/account management capabilities through documentation of meetings, weekly project status reports, and relationship building with distribution partners & internal counterparts

E. Spearheading cascades, workshops of subject matter expertise in Digital Product Management, Usability & Design Thinking, and Human-Centered Design Principles

F. Performs other responsibilities & duties periodically assigned by supervisor in order to meet operational and/or other requirements.

Other Roles

1. Effectively manage the marketing GOE & VEA budget.

2. Work with the various AIA Philippines, BPI AIA, AIA Group Office, and external parties as required. Support the IMC Lead to deliver tasks and requirements.

3. Perform other responsibilities & duties periodically assigned by supervisor in order to meet operational and/or other requirements.

Financial and Non-Financial Metrics:

• Primary business objective(s): lead generation as aligned with consideration and purchase objectives (total digital leads volume, cost per digital lead, digital lead conversion rate)
• Primary communication objective(s): platform metrics as aligned with overall Digital Marketing Strategy or on a per-campaign basis
• Primary brand objective (s): website and SEO metrics that move the needle on brand awareness and brand discovery (i.e., overall traffic, unique visitors, top search queries, top ranking keywords)
• Timely and efficient delivery of quality website enhancements, search engine optimizations, digital process and journeys, and other digital platform related projects.

Communication Requirements ( Internal/External):

Handles implementation & collaboration of initiatives and campaigns with internal stakeholders such as other units within Marketing (IMC, MarTech, Products, Vitality), Distribution, IT, Operations, Products, Finance, Legal & Compliance, AIA Region, etc. (60%)

Handles implementation & collaboration of initiatives and campaigns with third-parties - tech vendors, creative agencies, media agencies, etc. - in line with the IMC collaborative model espoused by Integrated Marketing Communications (40%)

Minimum Job Requirements:

EDUCATION

• Bachelor's Degree in any Communications or Marketing courses or in any IT-related program

EXPERIENCE

• At least four (4) years experience in Digital Product Management within a large financial services corporation (insurance and/or banking), FMCG, or Telco OR Account Management in a digital marketing agency experience in managing a direct report working with multi-skilled teams at all levels direct

SKILLS

• Mastery of website & mobile app platforms and how content can be created and optimized for each
• Strong understanding of SEO, Usability & Design thinking, front-end and back-end website & mobile app platform development process (ex. Agile Development)
• Strong understanding of Customer Relationship Management (CRM) and online to offline lead generation process/marketing techniques
• Basic understanding of the digital marketing mix (social, display, video, SEM/PPC, SEO, Email, SMS), social media platforms, and best practices
• Knowledge of trends and competitive landscape in digital marketing & marketing technology
• BONUS: Account Management background in advertising industry/Tech Project Management Certification, Project Management certification
• Analytical thinking, strong project management skills, communication skills, presentation skills, public speaking skills, stakeholder management
• Working knowledge of CMS framework, familiarity with Adobe Experience Manager is an added advantage