📌 Core Information
🔹 Job Title: Director of Content
🔹 Company: AIA
🔹 Location: Hong Kong, HK-AIA Group Office
🔹 Job Type: Full-Time
🔹 Category: Marketing, Distribution & Partnerships
🔹 Date Posted: 2025-04-24
🔹 Experience Level: 10+ years
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Setting an editorial agenda for AIA, determining topics, audiences, channels, and formats for communication
- Leading the development of thought leadership content based on insights into consumer health across Asia
- Collaborating with senior leaders to design and execute a thought leadership program
- Writing, editing, and producing multimedia content across various channels
- Evaluating content performance and ensuring strategic alignment with target audiences
ASSUMPTION: This role requires a high level of strategic thinking, creativity, and leadership to drive AIA's content strategy and thought leadership initiatives.
📋 Key Responsibilities
✅ Create and execute a multi-channel content strategy, backed by performance targets, that supports AIA business priorities
✅ Collaborate with senior leaders to design and execute a thought leadership program underpinned by fact-based insights
✅ Write/top-edit press releases, speeches, op-eds, scripts, talking points, white papers, and research reports
✅ Produce multimedia content including videos, infographics, podcasts, and online TV programs
✅ Evaluate content to identify opportunities for curation and cross-promotion
✅ Track and analyze content performance to ensure strategic alignment and reach within target audiences
✅ Shape content dissemination across owned, earned, and paid media
✅ Collaborate with brand and digital colleagues to evolve content templates and design guidelines
ASSUMPTION: This role involves a mix of strategic planning, creative content development, and analytical evaluation to ensure AIA's content resonates with its target audiences.
🎯 Required Qualifications
Education: Bachelor's degree in Journalism, Communications, English, or a related field (or equivalent experience)
Experience: At least 15 years of leadership experience in business media or corporate settings with a consistent record of creating world-class content
Required Skills:
- Deep understanding of content dynamics across channels and media types
- Exceptional writing and editing skills in English language
- Strong operational skills including project and process management
- Exceptional leadership skills, capable of empowering and inspiring teams
- Expertise in content analytics with an ability to apply data-driven decision-making
- Sophisticated understanding of business, finance, and economics
- Strong ethical judgment and cultural sensitivity
Preferred Skills:
- Experience working in the insurance industry
- Fluency in additional Asian languages
ASSUMPTION: Candidates should have a strong background in content creation, leadership, and data-driven decision-making to excel in this role.
💰 Compensation & Benefits
Salary Range: HKD 1,200,000 - HKD 1,800,000 per annum (Estimated based on industry standards for a Director-level role in Hong Kong)
Benefits:
- Medical and dental insurance
- Life and disability insurance
- Retirement benefits
- Employee assistance program
- Learning and development opportunities
Working Hours: Full-time position, typically Monday to Friday, 9:00 AM to 5:30 PM, with flexibility for project demands
ASSUMPTION: The salary range is estimated based on market research and may vary depending on the candidate's experience and qualifications.
📌 Applicant Insights
🔍 Company Context
Industry: Insurance. AIA is the largest independent publicly listed pan-Asian life insurance group, with a presence in 18 markets and total assets of US$305 billion as of 31 December 2024.
Company Size: 10,001+ employees. AIA's large size offers extensive resources and growth opportunities for employees.
Founded: 1919 in Shanghai. AIA has a rich history and established reputation in the Asia-Pacific region.
Company Description:
- AIA meets the long-term savings and protection needs of individuals by offering a range of products and services
- The Group also provides employee benefits, credit life, and pension services to corporate clients
- AIA serves the holders of more than 43 million individual policies and 16 million participating members of group insurance schemes
Company Specialties:
- Life insurance
- Retirement planning
- Accident and health insurance
- Wealth management solutions
Company Website: www.aia.com
ASSUMPTION: AIA's extensive history and large size provide a stable and well-resourced environment for employees, with ample opportunities for career growth and development.
📊 Role Analysis
Career Level: Director-level role, reporting directly to the Director of Group Communications
Reporting Structure: This role is responsible for leading the content team and collaborating with other departments, such as brand and digital, to ensure consistent and effective content across all channels
Work Arrangement: On-site, full-time position with flexibility for project demands
Growth Opportunities:
- Potential to shape AIA's content strategy and thought leadership initiatives
- Opportunity to work with senior leaders and influence AIA's communication approach
- Possibility to develop and mentor team members, fostering a culture of excellence and innovation
ASSUMPTION: This role offers significant growth opportunities for the right candidate, with the potential to make a substantial impact on AIA's communication strategy and thought leadership efforts.
🌍 Location & Work Environment
Office Type: Modern, collaborative office space in the AIA Group Office in Central, Hong Kong
Office Location(s): AIA Central, 1 Connaught Road, Central, Hong Kong
Geographic Context:
- Hong Kong is a vibrant, multicultural city with a strong business environment
- The AIA Group Office is located in the heart of Central, Hong Kong's main business district
- Hong Kong offers a high standard of living, with excellent dining, shopping, and cultural attractions
Work Schedule: Monday to Friday, 9:00 AM to 5:30 PM, with flexibility for project demands
ASSUMPTION: The AIA Group Office provides a modern, collaborative work environment that fosters creativity and innovation, with easy access to Central's amenities and attractions.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screening with the HR department
- In-depth interviews with the hiring manager and other team members
- Final interview with the Director of Group Communications
Key Assessment Areas:
- Content creation and strategy development
- Leadership and team management skills
- Data-driven decision-making and analytics
- Cultural sensitivity and ethical judgment
Application Tips:
- Tailor your resume and cover letter to highlight your relevant experience and skills
- Prepare examples of your content creation and leadership achievements
- Research AIA's mission, values, and recent initiatives to demonstrate your understanding of the company
ATS Keywords: Content strategy, thought leadership, writing, editing, multimedia production, content analytics, leadership, collaboration, cross-promotion, data-driven decision-making, cultural sensitivity, business acumen, media dynamics
ASSUMPTION: AIA's application process is designed to assess candidates' skills, experience, and cultural fit, with a focus on their ability to drive AIA's content strategy and thought leadership initiatives.
🛠️ Tools & Technologies
- Content management systems (e.g., WordPress, Adobe Experience Manager)
- Multimedia production tools (e.g., Adobe Creative Suite, Final Cut Pro, Audacity)
- Data analysis and visualization tools (e.g., Google Analytics, Tableau, Power BI)
- Project management tools (e.g., Asana, Trello, Microsoft Project)
ASSUMPTION: Familiarity with industry-standard content management, multimedia production, data analysis, and project management tools is essential for success in this role.
👔 Cultural Fit Considerations
Company Values:
- Customer-centric
- Integrity
- Respect
- Excellence
- One AIA
Work Style:
- Collaborative
- Innovative
- Data-driven
- Adaptable
- Results-oriented
Self-Assessment Questions:
- How do you embody AIA's customer-centric value in your approach to content creation?
- Can you provide an example of a time when you used data to inform a content strategy or make a decision?
- How do you foster a collaborative and innovative work environment, and how have you done so in previous roles?
ASSUMPTION: AIA values candidates who align with their core values and work style, demonstrating a strong commitment to customer-centricity, integrity, and excellence in their approach to content creation and leadership.
⚠️ Potential Challenges
- Managing a diverse team with varying levels of experience and expertise
- Balancing multiple projects and deadlines while maintaining high-quality content standards
- Adapting to AIA's unique culture and work environment
- Navigating the complexities of the insurance industry and its regulatory requirements
ASSUMPTION: These challenges can be overcome with strong leadership, effective communication, and a commitment to continuous learning and improvement.
📈 Similar Roles Comparison
- Compared to other Director of Content roles, this position offers a unique opportunity to shape AIA's content strategy and thought leadership initiatives in the Asia-Pacific region
- Industry-specific context: The insurance industry has unique communication challenges and opportunities, requiring a nuanced understanding of financial and health-related topics
- Career path comparison: This role can serve as a stepping stone to senior leadership positions within AIA or other organizations in the insurance and financial services sectors
ASSUMPTION: This role offers a unique blend of strategic, creative, and analytical responsibilities, with the potential for significant impact on AIA's communication efforts and thought leadership initiatives.
📝 Sample Projects
- Developing a comprehensive content strategy for AIA's 18 markets, tailored to local audiences and business priorities
- Creating a thought leadership program that positions AIA as a trusted expert in health, wellness, and financial well-being
- Producing a multimedia campaign that showcases AIA's commitment to helping customers live healthier, longer, better lives
ASSUMPTION: These sample projects illustrate the strategic, creative, and analytical nature of the Director of Content role at AIA.
❓ Key Questions to Ask During Interview
- How does this role fit into AIA's broader communication and marketing strategy?
- What are the key priorities for the content team in the first 90 days?
- How does AIA support the professional development and growth of its content team members?
- What are the most significant content challenges facing AIA in the Asia-Pacific region, and how can this role address them?
- How does AIA measure the success of its content initiatives, and what key performance indicators (KPIs) are used to track progress?
ASSUMPTION: These interview questions help candidates better understand the role's context, priorities, and expectations, as well as AIA's approach to content strategy and measurement.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your relevant experience and skills, with a focus on content strategy, thought leadership, and leadership achievements
- Prepare examples of your content creation and leadership accomplishments to discuss during the interview
- Research AIA's mission, values, and recent initiatives to demonstrate your understanding of the company and its commitment to helping customers live healthier, longer, better lives
- Follow up with the HR department one week after submitting your application to confirm receipt and inquire about next steps
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
