At AIA we've started an exciting movement to create a healthier, more sustainable future for everyone.
So if you believe in inspiring a better future, read on.
About the Role
Report to: Chief Marketing & Partnership Distribution Officer
Location: 15/F Sai Gon Centre Tower 2 Building 67 Le Loi St., Saigon Ward, HCMC
Function: Marketing & Partnership Distribution I Department: Corporate Branding & Communication
Type: Managerial
THE OPPORTUNITY
AIA's purpose is to help people live Healthier, Longer, Better Lives.
We are looking for Associate Director, Corporate Branding & Communication who:
- Lead the development and execution of brand and communication strategies that bring that purpose to life, strengthening AIA's brand equity, ensuring consistent and trusted messaging across all touchpoints, and protecting and enhancing AIA's reputation.
- Drive measurable impact by using market insights and performance data, and by partnering across the business and with external agencies to deliver cohesive brand experiences and effective communications.
ROLES AND RESPONSIBILITIES
1. Own and evolve AIA's corporate brand strategy
- Define and evolve the brand's identity, positioning, and voice to reflect the company's mission and values
- Ensure brand consistency across all customer touchpoints-advertising, digital platforms, customer service, and product materials
- Lead brand positioning initiatives that drive measurable business impact.
- Ensure consistent application of brand elements across all channels to build recognition, trust, and a cohesive customer experience.
- Use data and market insights to continuously refine the brand strategy for maximum relevance and value.
2. Ensure brand consistency and high-quality execution across touchpoints
- Lead branding campaigns that consistently reflect the group's brand identity across all channels using group-developed marketing assets.
- Collaborate with internal teams and external agencies to uphold brand guidelines at every stage of the customer journey.
- Track brand performance using key KPIs and apply data-driven insights to enhance engagement and customer loyalty.
- Manage brand reputation and positioning through metrics such as Net Promoter Score (NPS) and social media sentiment.
- Monitor branding effectiveness with KPIs and make data-driven adjustments to boost engagement and loyalty.
3. Lead communication strategy and stakeholder alignment
- Define long-term communication strategies aligning messaging with business goals, brand values, and audience needs.
- Prioritize effective channels (digital, media, internal) to maximize reach and engagement.
- Ensure consistent messaging across touchpoints with clear guidelines and team coordination for unified communication.
4. Manage PR, media relations, and crisis communications
- Develop PR strategies to communicate the company's vision, values, and initiatives, enhancing brand image.
- Build strong media and stakeholder relationships to secure positive coverage and manage reputation.
- Create clear, consistent messaging for press releases and public statements to align with corporate goals and build trust.
- Develop crisis communication plans with clear protocols, key messages, and stakeholder strategies for swift response.
- Monitor real-time crisis impact and sentiment to adapt tactics, prevent issues, and protect reputation.
- Mobilize resources promptly to address communication issues across PR, marketing, and communication teams.
JOB REQUIREMENTS
- Bachelor's degree in Business, Marketing, Finance, or related field.
- Minimum 15 years of relevant working experience.
- Proven experience leading corporate brand strategy and multi-channel brand/campaign execution.
- Strong communications strategy, media relations, and reputation management background.
- Demonstrated ability to build and enforce brand and messaging frameworks across touchpoints.
- Data-driven approach to setting KPIs, tracking performance, and optimizing plans.
- Hands-on experience developing and leading crisis communication planning and response.
