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

As pioneering innovators for over 100 years, we’re now transforming our organisation to be faster, simpler and more connected. Because we want to be even better equipped to develop digital solutions and experiences that help more people live Healthier, Longer, Better Lives.

To get there, we need people with tech/digital/analytics expertise and passion to help develop positive, sustainable change through digitally enhanced experiences that will impact the lives of millions of people and create a healthier future for everyone.

If you believe in developing a better tomorrow, read on. 

About the Role

The role is responsible for leading the Content Design Centre of Excellence to support 18 markets in delivering high quality digital content. It will elevate local business units’ content creation capabilities, shaping AIA’s digital experience through best in class content practices. The position also owns and continuously evolves the Content Design Guidelines within AIA’s Qi Design System to ensure consistency, scalability, and excellence across all markets.

Roles & Responsibilities

Vision, Strategy, Team management (30%)

• Create and owns vision and plan, leading the Group Content Design team
• Guide local BUs to create world-class content design capability in 18 markets
• Own customer journeys from the content perspective, and co-create simple, fast, and smart customer experience with UX designers
• Manage and guide UX copywriters and content contributors

Governance (40%)

• Build a community of Content Design practitioners across Group and local BUs
• Own, create, and constantly update Group content guidelines as a part of AIA’s Qi Design System
• Work with local BU counterparts to implement governance around content
• Review key local UX and provide recommendations to improve content
• Create, propose, and implement ideas to improve content creation process for better efficiency and content quality, together with other discipline leads and IT leads
• Act as SME for Experience Design team and BUs on Content Design related matters

Project involvement (30%)

• Create clear, concise, and useful content for customer and agent facing digital tools
• Review analytics data and existing content and suggest recommendations for copy/content improvement
• Provide ideas for content and its format at an early stage of the projects for the most effective communication approach
• Present content and get sign off from stakeholders.
• Manage schedule to ensure on-time delivery of content.
• Identify and manage appropriate local vendors and ensure their content quality meet Group standards where appropriate
• Manage third party content providers
• Contribute towards and be accountable for key Experience Design metrics from a content perspective
• Lead and own the end-to-end process of designing and delivering effective content
• Continually share knowledge and educate AIA teams about content design and the value of it

Minimum Job Requirement

• Minimum 10-12 years of experience in content writing and strategy
• Well experienced in content creation with different types of content (e.g. text, audio, video, visual) as well as content strategy
• People management experience with a track record of achieving goals with diverse team members
• Proven leadership capability in a corporate environment
• Creating and meeting clear KPIs for effective content
• Experience in A/B testing and content optimization
• Excellent UX-focused copy writing capability to simplify complex information without diluting the message
• Excellent presentation skill with experience presenting to senior management
• Excellent communication skill in identifying an optimal solution even if there are competing ideas from different parties
• Excellent project and task management skills
• Strong understanding in use of data to personalize content
• Good understanding of technical limitations in content solutioning
• Up-to-date and wide knowledge of tools for creating more efficient content creation and management process
• Awareness and understanding of AI technology inclusive of the emerging AEO and GEO environment
• Take in ambiguous tasks with competing priorities and deliver them in a fast paced, constantly changing environment
• Strong portfolio focusing on UX-focused writing, visual assets, content strategy, and guidelines
• Must be a driven self-starter and take ownership to define a way forward for ambiguous tasks.

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.