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About the Role
The MarTech Specialist will play a critical role in driving customer engagement, repurchase, retention, and win-back for AIA's life insurance business through advanced marketing technology solutions. This role focuses on leveraging automation, personalization, and data-driven insights to support customer lifecycle initiatives, including onboarding, renewal, repurchase, and win-back campaigns. The specialist will manage AIA's marketing technology ecosystem, ensuring seamless integration and optimization to deliver personalized experiences across digital channels.
- Manage and optimize AIA's MarTech stack, including:
- Personalized content platformsfor onboarding and engagement.
- Messaging automation toolsfor WhatsApp and other direct channels.
- Marketing CRM systemsfor campaign orchestration and customer lifecycle management.
- Other tools supporting campaign automation, analytics, and customer journey orchestration.
- Design and implement automated campaigns to support customer repurchase, retention, and win-back strategies.
- Collaborate with Customer Engagement, Content, and Retention teams to deliver personalized communication across channels.
- Ensure integration between MarTech platforms and core systems (CRM, policy administration, data warehouse).
- Monitor campaign performance and provide actionable insights to improve engagement and conversion.
- Maintain data integrity and compliance with regulatory requirements (e.g., PDPA).
- Manage relationships with MarTech vendors, including overseeing service delivery, negotiating and processing contract extensions, and ensuring continuity of services.
- Stay ahead of MarTech trends and recommend innovative solutions to enhance customer experience.
