Head of Brand

BELIEVE IN BETTER

Do you believe in leading the way to a better, healthier, more sustainable future?

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

And to get there, we need leaders with the courage, clarity and humanity to inspire, guide and support their teams to thrive every day - in the work they do and the life they live. Our leaders always have and will play a vital part in our journey to help more people live Healthier, Longer, Better Lives, build healthier societies and cultivate healthier environments that better everyone.

If you sound like that leader, read on.

The opportunity:
The Head of Brand & Marketing is responsible for leading the strategic direction and execution of brand and marketing initiatives that enhance awareness, drive engagement, and support customer growth and retention. This role plays a critical part in shaping AIA NZ’s brand presence and market positioning through integrated and impactful marketing strategies. By aligning brand and marketing efforts with the company’s purpose and strategic objectives, the Head of Brand & Marketing contributes directly to AIA NZ’s commercial success and long-term vision.

Key responsibilities include:
Leadership- Act as a key contributor to the divisional leadership team, providing strategic insight, cross-functional collaboration, and shared accountability for divisional success.- Lead the delivery of strategic objectives and take full accountability for the performance and outcomes of your business area, ensuring alignment with organisational priorities and measurable impact.- Build and sustain a high-performing, resilient team through ongoing feedback, coaching, and development.- Strengthen internal networks and business insight by maintaining key relationships across the ELT community, identifying opportunities to support strategic and operational goals.- Champion transformational initiatives and foster a culture of change and continuous improvement.

Strategy & Execution- Lead the strategic direction of AIA NZ’s brand and marketing, ensuring alignment with AIA Group and local business goals.- Develop and deliver integrated marketing strategies across products, services, and distribution channels to drive acquisition, engagement, and retention.-
- Use customer insights and market trends to shape brand and marketing strategies, campaigns, and creative content.- Oversee brand campaigns, content, and experiences that build emotional connection and ensure consistency with brand guidelines.- Design and deliver targeted marketing initiatives for both customers and advisers, tailored to their needs and behaviours. Collaborate with Distribution and Product teams to support go-to-market strategies and drive commercial growth.- Lead sponsorships, partnerships, and ambassador programs to enhance brand visibility and social impact, with clear measurement of outcomes.- Leverage marketing technology platforms (e.g., Adobe, Salesforce, CRM) and data analytics to deliver personalised, data-driven campaigns. Drive customer segmentation, profiling, and targeted communication strategies to improve engagement, loyalty, and retention.

Stakeholder Engagement & Communication- Build and maintain strategic relationships with internal stakeholders, Group Office and external agencies.- Influence and educated the business on brand and marketing value, acting as a thought leader.- Manage vendor relationships and ensure delivery against contractual obligations.

Project and Risk Management- Lead major brand and marketing projects and initiatives, ensuring timely delivery and commercial impact.- Manage budgets in collaboration with Finance, ensuring prioritisation of ROI.- Promote a positive risk management culture and proactively manage brand and market-related risks.

Ideally, you’ll bring:
- Strong experience in digital marketing, UX design, and delivering tangible business growth.- Deep understanding of customer insights, segmentation, and value propositions in a digital landscape.- Experience with marketing technology platforms such as Adobe, Salesforce, and CRM systems.- Proficient in leveraging data analytics and SaaS platforms to enhance marketing effectiveness.- Demonstrated success in managing large-scale projects and marketing campaigns.- Proven ability to select and manage external agencies and vendors.- Experience in financial services advantageous.

Why choose AIA?

At AIA, we believe in empowering every one of our people to find their 'better'. We do this by offering:
- Opportunities to grow within the business throu