Senior Manager, Customer Analytics

At AIA, we've started an exciting movement to create a healthier, more sustainable future for everyone. We're looking for a Senior Manager, Customer Analytics to join our marketing, distribution & partnership team.

About the Role

As the primary business SME for customer analytics, you will serve as a bridge between Marketing, Business Units, Data Science, Data Engineering, and Technology teams. Your responsibilities will include:

• Defining and operationalizing customer data foundations to ensure customer, behavioral, marketing, and transaction data are standardized, automated, and scalable across Business Units.
• Partnering with the Director of Customer Analytics & Insights to develop and maintain the roadmap for customer analytics products.
• Translating business requirements into analytical solutions and data products that drive customer acquisition, engagement, retention, and repurchase outcomes.
• Supporting the industrialization of customer analytics by establishing scalable processes, automation frameworks, reporting solutions, and model deployment standards.
• Ensuring 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, and 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 in Life Insurance and Financial Services, especially in Marketing.
• Direct/hands-on experience and proven success in driving customer repurchase, especially at a regional level.
• Actuarial background, especially technical knowledge and experience in product development and pricing, is 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.