Customer Centricity, Insights & Research, Principal (Senior Manager)

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.

About the Role

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. As part of the Customer Centricity, Insights & Research team, you'll play a vital role in advancing this movement. By truly integrating internal customer data with external research, you will help to craft delightful experiences that customers have with AIA.

Roles and Responsibilities

The role acts as a CX transformation lead — translating insights into prioritised journey actions, mobilising cross‑functional owners, and ensuring improvements are embedded, measured, and sustained.

CX Performance Leadership Lead focus on customer experience improvement, with accountability for identifying priority journeys and experience gaps that matter most to customers. Diagnose root causes behind underperforming or at-risk journeys using data and journey insights. Translate data and insights into clear CX priorities, targets and success measures aligned with the organisation's customer-centric ambition.

CX Transformation & Action Orchestration Partner with journey owning functions to define, prioritise and drive journey improvement initiatives. Facilitate feedback loops to drive measurable CX impact. Ensure CX initiatives result in tangible experience improvements.

Governance, Tracking & Delivery Assurance Steer CX actions through established governance forums. Track progress of agreed CX actions, highlight risks, and escalate where momentum, ownership or outcomes are at risk. Ensure CX performance is consistently reviewed, with clear next steps.

Stakeholder Influence & Enablement Act as a trusted CX partner to senior leaders across functions, helping teams connect customer outcomes with business decisions. Support CX Champions and journey owners in interpreting insights and prioritising actions. Build shared understanding of what "great" looks like for priority journeys and how it drives customer loyalty and business outcomes.

Insight to Action Integration Work closely with customer insights and analytics teams to ensure outputs are actionable, prioritised and decision ready. Integrate insights with other data sources to strengthen recommendations and prioritisation.

Minimum Job Requirements

• Bachelor's degree in Marketing, Business, Statistics, or a related field. A Master's degree is preferred.
• Strong customer‑centric mindset with bias towards action and outcomes.
• Proactive and able to work effectively in fast‑paced environments.
• 10+ years of relevant experience in customer experience, customer transformation, strategy, consulting or customer‑centric roles.
• Proven track record of driving cross‑functional CX initiatives in a complex organisation, from insight to action.
• Hands‑on experience working with NPS and journey‑based CX metrics, including translating results into improvement actions.
• Strong understanding of end‑to‑end customer journeys, sub‑journey design and experience improvement.
• Experience applying customer insights and data (e.g. surveys, VOC, operational metrics) to prioritise CX actions and influence decisions.
• Exposure to change management and execution governance, ensuring initiatives move beyond analysis to delivery.
• Demonstrated ability to influence senior stakeholders and align multiple functions without direct authority.
• Strong facilitation, communication and storytelling skills to mobilise action across diverse teams.
• Structured problem‑solver with sound judgement, able to diagnose root causes and define practical solutions.
• Ability to connect customer experience improvements with business and operational considerations.
• Comfortable operating in ambiguity and navigating competing priorities.

Others

You are required to obtain the relevant license(s) if your job involves regulated activities Build a career with us as we help our customers and the community live Healthier, Longer, Better Lives. You must provide all requested information, including Personal Data, to be considered for this career opportunity. Failure to provide such information may influence the processing and outcome of your application. You are responsible for ensuring that the information you submit is accurate and up-to-date.

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. As the largest listed company on the Hong Kong Stock Exchange, we've been proudly making a difference for people and communities across Asia for over a century. And we build on this every day with our ambition to engage one billion people to live Healthier, Longer, Better Lives by 2030. If you work at AIA, you play an important part in this movement. Which is why we give you every opportunity to learn, grow and shape your career - your way. Inspiring and supporting you to thrive - not just at work, but in life. Believe in better with AIA. View our AIA LinkedIn page Bring your difference to AIA