Chief Marketing Officer - Consumer Lines

AIG - Jakarta, Indonesia (Indonesia)

Job Description

Responsibilities:

1. Culture
The CMO will establish a strong customer-centric and customer-needs and experienced-based marketing culture that is attuned to the needs of the Indonesian customer segments we serve. The CMO will strive to make his/her area every bit as technical and analytical as the risk management, actuarial and underwriting
functions of the insurance space. Culture will be focused on customer-centricity and sustainability. The CMO will work with a diverse group of professionals and functions to maximize value for our customers and targeted returns for our shareholders. The CMO will be judged by progress in delivering strategic initiatives, building the business and achieving RAP and RAPPORT targets that support sustainability of our strategy, which in turn will create greater opportunities for investment and value creation for our customers over time.

2. Strategy
The CMO is responsible for developing long-term and strategic marketing plans, as well as generating the tactics necessary to ensure those plans are realized. This should be done in tandem with the Consumer Head and the Product Lines and Distribution Heads. Strategy will be rooted in research (quantitative, qualitative, primary, and secondary) and analytics.


The CMO will ensure:
• That marketing strategy development is consistent with the AIG Vision and Culture.
• That marketing strategy has strong underpinnings in research, analytics and conceptual framework.
• That marketing strategy is multifaceted. Areas of strategic focus should include:
o Market, Customer and Media Segmentation, Targeting and Development
o Media planning and integration
o Product Development
o New Customer Acquisition (Online / Offline Strategies, including Face to Face and intermediated distribution)
o Depth of relationship (multiple products) and customer engagement with our brand
o Customer Experience Management
o Innovative Value Proposition & Product Development
o Brand / Positioning
o Distribution / Delivery (Both Direct and Intermediated)
• The CMO will follow protocol as established under Direct Marketing and other delegated authorities.
• The CMO will work with the Indonesia Product Line managers to obtain underwriting/pricing approval and sign-off on spending.

3. Metrics
The CMO will be responsible for providing a dashboard of key performance indicators to the Region (Regional Consumer and Regional CMO) established by the Region in conjunction with NY. These KPIs will be provided on an established periodic basis. The CMO will be accountable for development and delivery of the metrics and applying them to help manage the business. Metrics will be the basis for measuring the state of Marketing within the framework of the marketing goals.

Metrics Include:
• Financial targets by Product and Distribution - top and bottom line
• Separate and integrated online/offline Marketing Campaign Performance vs. Benchmarks.
• Sponsor Performance Metrics
• Tele-sales Agents Performance Metrics
• Telesales Performance Metrics (both internal and third parties)
• Product Development (New products launched, % of premium from new products, products retired, etc.)
• Existing Customers:
o NPS (Net Promoter Score)
o Relationship depth (e.g. policy count/customer)
o Average Customer Lifespan/LTV (integrated with risk metrics as available)
o Customer Retention
• New Customer Acquisition (quantitative / profile)
• Brand Tracker Studies: Increase in Brand Awareness, Brand Positioning Awareness and Brand Resonance
• Impact of Innovative Marketing Strategies (as the platform is evolved and new products / functionalities / services are introduced)
• AIG's placement and rank in the competitive Environment

4. Marketing Operations:
This CMO is responsible for the management of business processes, systems management, integration of operational procedures and business workflows, and the overall enhancement of operational efficiencies for functional reporting areas. The CMO must work across business as well as support functions to increase synergies and enhance processes. In addition strategic and tactical planning must be facilitated for the on-going improvement of the operational structure including but not limited to annual and project based planning and execution, systems and work flow review and assessments, support and business synergies creation.

6. Analytics
The CMO will drive the use of analytics by taking risk and demand data collected internally and externally to develop and leverage customer intelligence and turn it into concrete strategies and tactics to increase sales and retain customers while achieving RAP targets. Examples of analytics include by are not be limited to:
• Predictive Analytics starting with in-depth strategic profiles that can refine product and service delivery to the most valuable and profitable segments and then moving to predictive targeting techniques. Some of these techniques include Data Mining, Strategic Profiling, Segmentation, Predictive Modeling, Business Rule Planning, Custom Value Analysis and Model Validation.
• Business Intelligence including campaign and customer analysis that become key performance indicators and metric measurements that help drive the business. This includes utilization of business intelligence technologies that deliver on-line and real-time activity reports and dashboards throughout the organization.
• Marketing Analytics to optimize customer relationships including PM/ROI Forecasting, Campaign Optimization, Simulations and Financial Proformas, Test Design, Funnel/Conversion Analysis, Touchpoint Analysis, Campaign Analytics.
• Web Analytics including e-Commerce Conversion Analysis, Multi-channel Revenue Attribution, Site Testing and Optimization.

6. Customer Acquisition (Broad Marketing Off/Online)
The CMO is responsible for continuing to strengthen and build out our direct marketing capabilities. This includes the integration of multi-channels for new customer acquisition Digital Marketing, Direct respons TV, Radio,Print, Mail, and Mobile).

Given our customer-centric, cross-channel marketing strategy, direct marketing capabilities are expected to be fully developed and used in support of face-to-face distribution through intermediaries as well. As the Indonesian consumer preferences evolve the CMO will oversee a shift from business reliance on Agent-assisted face-to-face sales and telemarketing to direct sales and digital commerce. The CMO will ensure that where applicable, all investments in marketing, technology and operations in support of building direct capabilities is done in such a way that they can be leveraged in support of intermediated distribution as well.

7. Existing Customer Relationship Management
For Policy-owner Marketing, the CMO's team will work across broad market, agency and sponsor customers to design and execute re-solicitation, up sell, cross sell, retention and win-back campaigns rooted in analytics with the objective of increasing LTV. The CMO will work closely with the analytics team and product management groups to develop a product sequencing approach as well as put in place retention strategies.

The CMO will drive and lead the local Voice of the Customer (VOC) initiative as a basis for developing the right customer experience delivery, measured ultimately through Net Promoter Score.

8. Call Center Sales Execution Management
The CMO will work in conjunction with the Contact Center Management to define and execute the Call Center strategy, supporting Sponsor, Direct Response and POM campaigns. Scope covers both Inbound Sales (including those on Customer Service calls) and Outbound Sales and call center actions in support of intermediated distribution.
The CMO team will work with the Contact Center Management to establish and monitor KPIs (both operational, such as ASA (Average Speed of Answer) and SL (Service Level here), as well as sales performance such as Contact Rate, all the way through Sales Rate).
The CMO will be accountable for assuring that a seamless and continuous cross channel customer experience is provided to the customer and any solo channel bias is eliminated.

9. Sponsor Marketing
The CMO will manage Sponsor based Marketing, supervising the Sponsor Strategy definition (prospective Sponsor segmentation), and a team in charge of developing the Sponsor Relationship and running the Sponsor Campaigns. The CMO is the ultimately accountable for the Sponsor related Campaigns P&Ls, and is responsible for developing the Sponsor value proposition.

10. Agent Marketing
The CMO will support agency distribution strategy. It is important for the CMO to understand the needs of the channel and what value proposition will make it attractive for agents to work with AIG. Agency distribution will drive execution of the strategies that the CMO develops with the head of Agency Distribution and product management groups (A&H, PL)

11. Product Development
The CMO will ensure that the Consumer product development function is vibrant, disciplined (through an established Product Development methodology) and rooted in best practices and research in alignment with the Consumer product development function.

The CMO will also bring their full knowledge and experience to bear in ensuring that each product has a clearly defined value proposition, positioning and strategy statement that is easily understood and compelling.

The CMO will ensure that new product development initiatives have the buy-in and support of the Product Heads, and when necessary will work with Regional CMO and Product Development to fine-tune and approve product proposals.

12. Brand Management
The CMO is responsible for developing a sound strategy to build the value of our brand(s) over time within AIG's / AIG broader brand strategy. The CMO will work closely with the Regional Consumer CMO and Indonesia Consumer Insurance and Agency Distribution heads on branding strategy and research toward this end. Proposals should be supported by the appropriate level of brand research and strategic arguments supporting the proposal.

13. Digital Marketing and Technology Ecosystem Management
The CMO will work in tandem with the Regional e-Business Team to deliver performance on the entire Digital Ecosystem, establishing together with his Digital Head, the Ecosystem strategy and management, assuring full integration and responsiveness to business needs. This entails the creation and maintenance of a powerful website / portal strategy looking for best in class cases and Implementation of a digital customer experience management program across the internet/mobile channels aligned with a multichannel customer centric approach.

The CMO will develop effectively different web based services incorporating added value functionality according to our customer and prospect expectations including white-label portals and web services for agents according to company standards.

14. Marketing Services
In addition to the previously mentioned functions, the CMO will oversee a group responsible for Marketing Services, covering: all market research, competitive analysis, RFPs, Agency Management, Marketing Collateral, List hygiene , Campaign P&L reporting and other reporting (such as NPS), PR/Event Marketing and other Campaign execution support.

15. Human Resource Development & Training
The CMO is responsible for developing an effective marketing organization working with Human Resources and Consumer Head to develop a strategic human resource plan to strengthen the marketing function. This plan should include both targeted hiring and training.

After developing the plan and obtaining approval, the CMO will ensure that it is executed.



About AIGAmerican International Group, Inc. (AIG) is a leading international insurance organization serving customers in more than 130 countries and jurisdictions. AIG companies serve commercial, institutional, and individual customers through one of the most extensive worldwide property-casualty networks of any insurer. In addition, AIG companies are leading providers of life insurance and retirement services in the United States.

AIG Property Casualty is a global market leader, one of the few truly global property casualty franchises.
AIG Life and Retirement is one of the largest life insurance organizations in the U.S., and provides protection, investment and income solutions needed for financial and retirement security.
United Guaranty Corporation is the marketplace leader in mortgage insurance in the U.S.

Additional information about AIG can be found at www.aig.com | YouTube: www.youtube.com/aig | Twitter: @AIG_LatestNews | LinkedIn: http://www.linkedin.com/company/aig

Desired Skills & Experience

Qualifications:

* Minimum 15 years of experience in a senior marketing function in a complex multinational corporation with a reputable and established marketing organization.
* A minimum of 10 to 12 years in a customer-oriented corporation with strong brand awareness in its market.
* A minimum of 5 of these years focused on insurance, financial services or a related business. The ideal candidate will have direct marketing and Internet development experience in financial services, preferably within the insurance industry. Marketing experience in auto insurance in particular and consumer insurance in general is a plus.
* Experience with Broad Marketing and Internet media, the role of media to create brand awareness vis-à-vis demand creation, and best practices with respect to media measurement.
* Practical successful experience in executing marketing strategies; especially preferred in emerging and developing markets internationally.
* Experience and proven success in business development deals and operations through direct and intermediated distribution channels.
* Call Center Sales Operations management, a plus.
* Strong leadership abilities; successful track record of leading teams and managing people.
* Results driven and metrics oriented; prefers the challenge of a fast-paced and goal oriented organization.
* Able to work collaboratively in a matrix managed environment with exceptional influencing skills to gain support for new ideas and approaches.
* Visionary - the successful candidate will have a clear view of the 'big picture' and have a track record of being able to translate the strategic view into a plan that will be successfully executed by the marketing team. The CMO should be a change agent, innovator and entrepreneur.
* An undergraduate degree in marketing or a related discipline; an MBA or other relevant advanced degree preferred.
* Outstanding written and verbal communication skills.
* English speaking skills are required. Indonesian language skills would be a big plus. 

Apply