Head of Consumer Brand Marketing and Operations, International Markets
Causeway Bay, Hong Kong Island, Hong Kong Singapore, Central Singapore, Singapore

Job Purpose / Description / Objective

Brand &Thought Leadership (B&TL) are critical enablers for Cigna International Markets in our mission to help improve the health, wellbeing and peace of mind of the people we serve by providing affordable, simple and predictable healthcare and services.

The Senior Brand Manager / Consultant role plays a critical role in helping us achieve this mission.

This position works closely with the Director, Head of B&TL IM, other key Cigna stakeholders from the Enterprise Brand COE, IM Marketing and local IM marketing teams, and agency partners in the development, management, implementation and optimization of B2C B&TL strateg(ies), campaign assets, marketing communications plans, tools and processes to support the building of the Cigna brand across International Markets.

This position is also responsible for managing and evolving the overall operations of the Cigna IM B&TL team including campaign processes and supporting toolkits, and budgets.

The Senior Brand Manager / Advisor will have significant engagement with senior local market, IM and Enterprise leaders.

Ultimately s / he will be responsible for partnering with key internal stakeholders and agency partners to lead the design, implementation, management and optimization of best-in-class, digital-first’ B&TL campaigns targeting B2C audience segments supported by consistent and clear campaign management tools / processes, and a strategic content marketing playbook.

Specifically, s / he will also be responsible for :

  • Overseeing and evolving the Cigna IM B&TL campaign process and supporting toolkit
  • Partnering closely with the Cigna IM Head of Marketing Strategy and Cigna IM Finance team on overseeing and managing B&TL budgets, and agency Statements of Work
  • Working with agency partners and internal stakeholders to design, develop, manage and optimize multi-channel earned, owned and paid B2C B&TL campaign strategies and platforms that effectively support business objectives over multiple campaign cycles
  • Developing audience journey maps and campaign briefs to guide the development of each B2C B&TL campaign
  • Partnering with the Enterprise and IM Digital earned, owned and paid media leads to brief, manage and help optimize IM paid brand advertising campaigns
  • Partner with the IM Digital team and key local B2C markets to ensure better connectivity of upper funnel’ brand marketing activities with mid / lower funnel Direct To Consumer (DTC) lead generation campaigns
  • Working closely with the IM B&TL team and the IM marketing team to establish benchmarks of success and consistently measure and assess the effectiveness of all external communication channels, and make appropriate changes to improve effectiveness and deliver outstanding results
  • Working closely with Enterprise Brand, IM Marketing and local marketing leads to ensure all IM B2C B&TL campaign assets directly support Cigna’s positioning and mission, and adhere to branding guidelines and best practices
  • Other responsibilities include :

  • Developing strong strategic partnerships with the key Enterprise, IM and local market stakeholders to advise on brand strategy and implementation of B2C campaigns;
  • and be recognized internally as a key go-to person to design and deliver complex B2C Branding assignments

  • Plan, schedule and track projects with related cost estimation and scope-control responsibilities from a resource perspective
  • Proactively identify and resolve project challenges and risks, and facilitate mitigation strategies
  • Coordinate with internal Cigna and agency teams to ensure project progress and successful delivery
  • Work with markets to educate them on the IM B&TL campaign processes and tools to ensure they are implemented locally where relevant, and being consistently utilized
  • Review and input into IM and local market Earned, Owned, Paid media plans supporting each B2C campaign
  • Voice concerns and share ideas for improvement that will translate into improved operational performance
  • Use leadership and project management skills, keeping management informed of project status, problems, plans, and meetings, etc.
  • Commit to continuous learning and improvement of leadership skills
  • Demonstrate behaviours consistent with Cigna values.
  • Key objectives of the role include :

  • Improving overall brand health across Cigna IM APAC markets as measured in our ongoing Brand Health tracker
  • Improving campaign results against agreed and benchmarked Earned / Owned / Paid media and ROI KPIs
  • Working with the IM B&TL team, other parts of the IM Marketing team and local market marketing teams to improve the efficiency, flexibility and quality of delivery of campaign assets across all relevant channels
  • Ensure the satisfaction of the Enterprise, IM and local market teams and key stakeholders with whom s / he works
  • Candidate Requirements

  • Bachelor’s degree in Marketing, Business or related field required. MBA in Marketing and Digital Marketing certifications preferred
  • Over 10 years of solid working experience delivering successful B2C and / or public relations campaigns preferably within Financial Services, Technology, Insurance, Healthcare, and / or FMCG settings at regional / global level
  • Comprehensive knowledge in global brand management, International advertising, digital-centric integrated campaigns, paid media, Thought Leadership and / or content marketing, and events marketing
  • Strong first-hand experience in Asian, European and UAE markets is essential. First-hand experience in the US is an advantage
  • Extensive knowledge of modern digital media and e-commerce platforms and channels, and strong experience in working with and managing Brand, Public Relations, Digital and / or Paid Media agencies
  • Proven ability to think and implement at an enterprise level
  • Proven ability to drive results, and collaborate and influence other countries in a heavily matrix environment
  • Strong collaboration skills. Proven ability to foster collaboration, value other perspectives and gain support and buy-in for organizational proposals
  • Strong analytical and problem solving skills. Ability to drive and analyze results, as well as to think strategically
  • Proven leader and Influencer. Ability to lead and manage others both directly and via influence
  • Strong oral and written communication and presentation skills
  • Fluency in English. Proficiency in Asian languages is an advantage
  • Enthusiastic to work with and collaborate with a diverse and geographically dispersed team
  • Personal attributes independent worker, passionate, strong inter-personal skills, diligent
  • Flexible working hours to engage and work with teams across multiple regions; and once travel corridors open ability to travel to and from United States as necessary, and throughout IM approximately 25-30% of the time
  • Qualifications and Requirements

  • Bachelor’s degree in Marketing, Business or related field required. MBA in Marketing and Digital Marketing certifications preferred
  • International advertising / B2C experience with a global brand
  • Strong project management, analytical, communication and organizational skills
  • Fluency in English. Proficiency in Asian languages is an advantage
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