ECM Campaign Management, Consultant

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: Senior Manager, Existing Customer Management
Function: Marketing & Partnership Distribution | Department: Existing Customer Management
Location: Ho Chi Minh City
Role: Individual Contributor

The Opportunity:
We are looking for ECM Campaign Management, Consultant who is responsible for
- Leading and managing end-to-end existing customer campaigns rolling out across the customer lifecycle.
- Focusing on designing, managing, and optimizing data-driven campaigns to drive conversion, repurchase, and retention, while collaborating closely with Marketing, Operation, IT, and Distribution teams to ensure a smooth and effective implementation.

Roles and Responsibilities:

Campaign Design & Strategy (40%)

Expected outcome: design the campaigns aligned with business strategy and drive the adoption of always-on and/or tactical campaigns customized by defined potential segment to enhance repurchasing ratio, thereby contributing to AIA's business growth.

• Translate business priorities into high-impact campaign strategies aligned with lifecycle value creation

• Define advanced customer segmentation, targeting logic, and journey orchestration (rules, triggers, next-best-action)

• Design compelling, customer-centric offers and propositions tailored to segment needs and behaviors

• Lead the shift from ad-hoc campaigns to always-on lifecycle programs that systematically grow customer value

• Partner with Analytics to ensure opportunity sizing and prioritization focus on highest-return initiatives

Campaign Execution (40%)

Expected outcome: Deliver campaigns at speed, scale, and quality with strong business ownership

• Own end-to-end campaign orchestration, ensuring seamless execution across functions (Marketing, Ops, IT, Distribution)

• Establish and enforce campaign governance, delivery frameworks, and clear accountability (RACI)

• Drive cross-functional alignment and decision-making, securing buy-in from senior stakeholders

• Proactively identify risks, bottlenecks, and dependencies, and propose resolutions to protect business outcomes

Performance Management & Optimization (20%)

Expected outcome: continuously improve campaign effectiveness

• Monitor performance tracking across full funnel metrics

• Partner with Analytics to translate insights into actionable improvements and scalable best practices

• Leverage data and insights to identify performance gaps and unlock incremental value

• Drive test-and-learn culture (A/B testing, pilots, experimentation) to continuously optimize results

• Contribute to building next-generation ECM capabilities (personalization, automation, predictive targeting)

Requirements:

• Bachelor's degree in Marketing, Business, Analytics, or a related field.

• 5+ years of experience in campaign management, CRM, or lifecycle / existing‑customer marketing.

• Proven experience leading end‑to‑end, data‑driven campaigns to drive conversion, retention, and repeat purchase.

• Strong analytical skills with the ability to translate data and insights into actionable campaign improvements.

• Hands‑on experience with CRM and campaign management platforms (e.g., Salesforce Marketing Cloud, Adobe, Braze, HubSpot).

• Experience managing multi‑channel campaigns (e.g., email, SMS, push, in‑app).

• Strong stakeholder management skills, with experience working cross‑functionally with Marketing, Operations, IT, and Distribution.

• Excellent communication skills, with a structured, consultative, and outcome‑focused mindset.