Basic Details:Fill the required information about business, unit, location, position, reports to position and date of updation of JD

Business

Aditya Birla Capital

Unit

Aditya Birla Health Insurance

Location

One World Centre, Lower Parel, Mumbai

Poornata Position Number of the job

______

Reports to: Poornata Position Number

HI713628

Poornata Position Title of the job (30 characters max)

______

Reports to: Poornata Position Title

Head - Digital & Product Marketing

Function

Marketing

Reports to: Function

Marketing

Department

Product Marketing

Reports to: Department

Product Marketing + Digital Marketing

Designation of the Employee

Design Lead

Designation of the Manager

Assistant Vice President

Date of writing/updation of JD

18-02-2025

1) Job Purpose:

Asa Design Lead you will drive design thought leadership across the brand. This role goes beyond execution-requiring strategic visual thinking, strong brand sensibility, people management, and the ability to leverage AI-powered design tools and video storytelling to elevate the brand across digital and offline touchpoints.

You will lead a small in-house design team, collaborate closely with marketing and business stakeholders, and play a critical role in shaping how the brand visually shows up across platforms.

Prior experience: 10+ years of experience in graphic design

Strong portfolio demonstrating:

• Brand identity & logo design
• Integrated marketing campaigns
• Digital-first thinking

Expertise in Adobe Creative Suite (Photoshop, Illustrator, InDesign, After Effects preferred).

Working knowledge of video editing tools (Premiere Pro / After Effects / similar).

Hands-on experience with AI-powered creative tools.

Experience working with agencies and cross-functional teams.

Strong understanding of digital, social, and performance-led design.

Experience in BFSI / health / consumer brands is a plus (not mandatory).

2) Dimensions:Mention quantitative or qualitative parameters that are relevant for the job and provide a better understanding of the scope and scale of the job.

Business Workforce Number
(Max 254 Characters)

Unit Workforce Number
(Max 254 Characters)

Function Workforce Number
(Max 254 Characters)

Department Workforce Number
(Max 254 Characters)

Other Quantitative and Important Parameters for the job: Budgets/ Volumes/No. of Products/Geography/ Markets/ Customers or any other parameter

About the Health Insurance Industry -

While the current market sees more than 15 non-life players in the private space and 5 exclusive private players in the health insurance space trying to capture a sizable market share, the nationalized service provider (6) remains a strong competitor. In addition to this the business dynamics are such that the overall market on an annual basis which is to the tune of roughly 10,000 Crs sees close to 85 % of the business renewing with the existing service provider itself. This narrows down the opportunity of the fresh business actually being seriously fought in the market to approximately 1500 odd Crs. With the SME and the start-ups being the driving force of Indian economy, the opportunity to cater to these segments is immense and is increasing manifold year on year. The challenge here therefore remains as to how we capture a larger share of the opportunity by developing specific solutions to cater each segment of the business. Also by creating an inexpensive and standardized solution to increase the reach into the pockets of channel partners across the country to harness on their captive business and explore new opportunities with them.

Market Opportunities - With the advent of medical advancements, lifestyle changes, change in Indian socio-economic scenario and Indian healthcare space, and the insurers are facing challenges to cater to the needs of this diverse clientele. Increasingly Indian customers have started considering health insurance partners as extensions of health advisers. In this scenario it becomes extremely important to understand their psyche and then provide tailored solutions with wellness benefits which would help them meet their end objectives and bring in profitable revenue source for the company.

About the Aditya Birla Health Insurance -

Aditya Birla Health Insurance Co. Limited (ABHICL) was incorporated in 2015 as a 51:49 joint venture between Aditya Birla Capital Limited (ABCL) and MMI Strategic Investments (Pty) Ltd. ABHICL commenced its operations in October 2016.

ABHICL has entered the competitive health insurance market with an aim to expand the category to wider customer segments, beyond the ones that health insurance companies traditionally have marketed to.As the 6th entrant in a category with well-established players, ABHICL is creating differentiation and equity for itselfthough the unique business proposition of Health Insurance for All, a one ofakindpropositionin India at the moment. This is a philosophy that is being built through every single consumer touch point and into every single backend process of the company to ensure a customer's experience of our proposition is continuous and seamless.

ABHI's unique offering to market includes propositionincludes -

• A Comprehensive Incentivized Wellness Program that will attract the young and health conscious and will motivate, guide and reward them to stay healthy
• A Chronic Care Management Program to cater to the unmet needs of a growing Indian population of those suffering from chronic lifestyle conditions like Diabetes, Asthma, High Cholesterol and Hypertension from Day 1
• ABHICL serves as an enabler and influencer of health and healthcare choices that customers make, in addition to being a payer of healthcare expenses. Thus, ABHICL would act like a much needed catalyst to grow the prevalent health insurance landscape in India through product innovations and a wider choice of consumer relevant products.
• ABHICL's vision has always been digital. The company has been successful in adopting paper-less approach right from identifying to on-boarding to delivering seamless experience of its customers & employees.

Key Challenges for the role

1. The health insurance industry is highly cluttered. In such a scenario, it is important to make ABHI stand out with our differentiated communication design and be recognized as a brand that engages meaningfully with its customers.
2. The Design Lead for a dynamic brand such as ABHI, will need to keep track and stay ahead of competing brands in health and health insurance with impactful communication designs, trends and innovative creative articulation is key.
3. The health insurance industry including its Marketing activities is governed by a regulatory. Understanding the nuances of the regulations and complying with them is critical when creating designs.
4. Proactively liasoning on a regular basis with all members of the larger Marketing team and other cross-functional teams to develop healthy interpersonal relationships and keep the flow of communication ongoing with respect to all activities of the team.

4) Key Result Areas:Writethe key results expected from the job and the supporting actions for each of these key result areas (For a majority of jobs typically there could be 4- 7 key result areas)-Maximum 10 KRAs can be updated

Design Leadership & Brand Stewardship

• Own and evolve the visual identity of the brand across campaigns, platforms, and products.
• Lead logo creation, sub-branding, campaign identities, and brand systems.
• Act as a design thought partner to marketing, digital, and business teams.
• Ensure brand consistency while pushing creative boundaries in a regulated category.

Marketing & Communication Design

• Conceptualise and create marketing collateral including:
  1. Digital campaigns, social media creatives, performance ads
  2. Website, app, CRM, and product communication assets
  3. Print, OOH, sales & partner collaterals
• Translate complex health insurance concepts into clear, engaging visual stories.

AI-Led Design Innovation

• Use AI design tools (e.g. Midjourney, Firefly, Runway, DALL.E, Adobe AI tools) to:
  1. Speed up ideation and prototyping
  2. Enhance visual storytelling and experimentation
  3. Create scalable design systems and assets
• Stay ahead of global design and AI trends introduce best practices to the team.

Video & Motion Capabilities

• Bring basic to intermediate video editing and motion graphics skills:
  1. Short-form videos, reels, explainer videos, campaign edits
  2. Collaborate with agencies for larger productions
• Ensure design continuity across static and motion formats.

Team Management

• Lead, mentor, and manage a team of 2 graphic designers.
• Set creative direction, review outputs, and ensure timely delivery.
• Build a culture of creativity, learning, and accountability.

5) Job Purpose of Direct Reports:Describe the job purpose of the direct report/s to the job (in 2-3 lines for each report)

Relationship Type (Max 80 Characters)

Frequency

Nature (Max 1325 Characters)

Internal

Operations / Claims / Servicing

IT team

Product team

Sales / Direct Marketing

Digital team

Finance/Accounts

Legal

Internal Marketing teams - PR, Channel (Agency and Banca), Customer Engagement, Digital Marketing

Procurement

Design team

Irregular

Irregular

Bi-Weekly

Daily

Fortnightly

Irregular

Monthly

Daily

Yearly

Daily

External

Creative, social, content, brand track etc

Creative Agency + Digital Marketing Agency

Regular co-ordination and execution

7) Organizational Relationships:Provide the structure for a level above and below the position for which this job description is written. Use position titles in the structured and indicate all the reports of the position.

SIGN-OFF:Provide the name of the Manager and the jobholder. Signature needed for the hard copy of the JD. Hard copy to be maintained in the organizational record.

Job Holder

Reports to - Manager

Name

Signature(needed for the hard copy)