Regional Head of Direct Marketing, APAC

• Accident & Health (A&H) and Personal Insurance is a key strategy as AIG continues - to position itself as - a top performing company that is known for its strategic value, operational excellence and financial performance.
• This role is instrumental to the achievement of our objectives and aspiration through the delivery of market leading direct marketing and digital -campaigns and solutions solutions for our Partner and Direct business.
• This role will develop and drive top and bottom line performance improvement by working with the Global Head of DDM & Partnerships, Regional Head of A&H and country teams to sustainably grow and transform our business. This will include, but not be limited to: partner and sponsor development, campaign management, performance management and profitability; including driving customer marketing management initiatives and sales excellence programs.
• As we continue to look to meeting changing needs of customers this role also works with teams to build and deploy - direct marketing and digital enablement sales solutions, to enhance and increase efficiency in call centers for outbound and inbound sales and maximise cross-sell and customer retention efforts.

• P&L Management - Oversee direct marketing businesses to achieve financial targets, both top-line and bottom-line, in accordance with business objectives and market potential. Supporting GPW objectives through DDM new and existing business across key APAC markets for A&H -, while - supporting overall Direct Marketing Personal Insurance objectives.
• Prepare and agree annualdirect marketing cost, premium, TARP and profitability budgets and develop business strategies and oversee execution of programs to achieve agreed financial targets.
• Work with country teams to develop and manage all direct marketing programs. Regularly share findings and identify campaign optimization opportunities to fulfill key growth, profitability and efficiency goals.
• Oversee direct marketing governance and direct marketing cost management, and delegations of authority to ensure effective utilization of marketing campaign spends, ensuring that appropriate tracking and benefit realization is managed.
• Enforce standards related to meeting budget commitments, marketing efficiencies and related marketing benchmarks.
• Good knowledge of financial aspects of direct, partner and digital marketing campaign management, including budgeting, revenue generation, direct and indirect expenses.
• Work closely with internal business units to ensure Direct Marketing strategy is aligned with all product and country strategies, and are in compliance with prevailing governance standards.

• Create, implement and revise strategic business plan, budget and forecast - Design and drive the implementation of direct marketing campaigns through suitable channels (Telemarketing, Partnerships and Digital ) with the goal to acquire and retain customers
• Development and timely execution of DM and Partnership A&H Strategy
• Monitor market trends and competitor activities to respond with appropriate marketing strategies and tactics
• Understands the A&H business model, underwriting appetite and methodology.

• Ensure teams own the achievement of acquisition, cross-sell and retention business targets and agreed KPIs.
• Utilise agile marketing best practices and tools to attract, target, convert and retain customers through customer marketing management, value proposition deployment, multi-channel marketing and test and learn methodologies.
• Partner with the analytics teams to ensure a data-driven approach to campaign creation, design and optimization.
• Ensure governance standards for direct marketing campaigns and telemarketing operations are well-managed.
• Ensure the management of the end-to-end marketing discipline that leverages insights, data & analytics, processes and technology practices to maximize the effectiveness and efficiency of Direct Marketing initiatives.
• Ensure systems, process, administration, policies, procedures are in place, to manage the business and monitor its performance and success

• Drive the development and continual improvement in the telemarketing channel across best practice, telephony, training and development and digital enablement.
• Working with Country DDM Leaders and Telemarketing to optimize the channel and drive continued sale improvement, efficiency, and sales quality
• Set the goals and standards for optimal operational efficiency: recruitment and retention,workforce planning and remuneration, leads and sales funnel management.
• Build and ensure sustainable development of telesmarketing including adherence to compliance and regulatory standards, management and improvement of quality assurance through processes, systems and technology.

• Drive opportunities to grow DM and Partnership opportunities and revenue
• Create a detailed marketing plan to build a sales opportunity pipeline to ensure effective ongoing targeted new sponsor / partner and customer acquisition.
• Work with Global Partnership team and country Partnership Leads to develop and implement an agreed pipeline strategy across traditional and digital sponsor and partnership opportunities.
• Support regional and country RFP responses, including business proposals and partner meetings.
• Champion and drive new sponsor and partner implementation in-line with AIG’s approval, governance, and onboarding process.

• Lead a multi-disciplinary team of professionals across marketing, analytics, sales operations and enablement.
• Build a performance-driven, commercially-driven team focused on performance and productivity,
• Drive collaborative behaviour with leadership team across the wider business – work in matrix organisation with multiple country involvement
• Demonstrate understanding of regulatory and compliance processes and actively participate in relevant governance committees
• Champion a culture of proactively managing risk, continuous improvement, action and accountability.

• Proven work experience with extensive understanding of Direct Marketing campaign and financial management, analysis and profitability performance reporting.
• Outstanding skills in commercial strategy development and execution across channels and platforms.
• Experienced in the management of integrated/multi-channel marketing and cross-discipline marketing concepts from creation to implementation.
• Excellent Project Management skills and demonstrated ability to function as a digital leader within a cross-functional organization.
• Demonstrated ability to adapt digital marketing tactics in response to technology developments as they arise.
• Solid understanding of the marketing landscape including web, mobile, content management, video, voice, tools and advertising.
• Strong interest in digital marketing, data analytics and data-driven business performance management.
• Highly developed analytical, communication and presentation skills, interpersonal skills and the ability to work with technical and non-technical business groups across the organization.
• High degree of professional confidence and credibility with effective presence, strong written and verbal communication skills, able to communicate concepts and plans that resonates with internal target audience at all levels.
• Excellent business analysis ability. Good working knowledge managing financial aspects of the business including budgeting, sales revenue, direct and indirect expenses and portfolio/remediation management.
• Mature and proven track record in working independently and collaboratively with minimal guidance.
• An outcome-driven, creative thinker with an innovative bent to problem solving.
• Strong knowledge of competitor or “best in class” functionality and a keen ability to prioritize tasks to deliver quick yet meaningful results.
• Insurance and/or financial institution experience highly desired.

AIG