Head of Content and Thought Leadership Marketing, International Markets
Causeway Bay, Hong Kong Island, Hong Kong Singapore, Central Singapore, Singapore

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

The newly formed Head of Content & Thought Leadership Marketing role will play a critical role in helping us achieve this mission.

This role will have significant engagement with senior local market, IM and Enterprise leaders. Ultimately s / he will be responsible for partnering with key internal stakeholders at all levels of the company (Enterprise COE, IM, local) and agency partners to lead the design, implementation, management and optimization of best-in-class, digital-first’ content / thought leadership strategy(ies), assets, and activation activities / campaigns to support the building of the Cigna brand across International Markets.

This position is also responsible for overseeing the development and management of the frameworks, tools, and processes that will guide these activities.

Specifically, s / he will also be responsible for :

  • Developing and implementing the overall strategy and associated frameworks, calendars and tools to drive the Cigna IM content / thought leadership marketing programs and campaigns
  • Partnering closely with Cigna IM’s Heads of B&TL, Business Communications, Insights and Marketing Strategy to drive the development of new insights-driven thought leadership programs, and oversee the ongoing development of current programs
  • Partnering closely with the IM Insights team to identify trends and potential new thought leadership topics from the data collected from our various IM research projects
  • Partner closely with Cigna Enterprise Head of Thought Leadership to coordinate and align programs and activities globally
  • Partnering closely with the IM B&TL, Digital and Business Communications teams, and external agencies, to develop multi-channel earned, owned and paid content distribution strategies that align with key audience journeys to drive brand awareness, engagement and favourability
  • Developing and managing a master IM content / thought leadership marketing calendar that aligns with other IM brand and marketing initiatives
  • 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 our content marketing programs, and make appropriate changes to improve effectiveness and deliver outstanding results
  • Developing strong partnerships with IM, Enterprise and key IM market leads to help design and, where appropriate, align with other enterprise and local content / thought leadership marketing initiatives;
  • and be recognized internally as a key go-to person to design and deliver complex content marketing assignments

  • Partnering with local market marketing teams to adapt, where possible, content / thought leadership assets with local insights and design local multi-channel content marketing activation programs to support marketing and sales objectives
  • Developing new external content / thought leadership marketing partnerships targeting I / NGOs, relevant industry associations and media platforms, and universities
  • Working closely with Enterprise Brand, IM B&TL, IM Marketing and local marketing leads to ensure all content and thought leadership marketing assets directly support Cigna’s positioning and mission, and adhere to branding guidelines and best practices
  • Developing and managing content / thought leadership marketing budgets and associated agency Statements of Work
  • Proactively identify and resolve project challenges and risks, and facilitate mitigation strategies
  • Work with markets to educate them on the IM content marketing processes and tools to ensure they are implemented locally where relevant, and being consistently utilized
  • Using leadership and project management skills, keeping management informed of project status, problems, plans, and meetings, etc.
  • Committing to continuous learning and improvement of leadership skills
  • Demonstrating behaviours consistent with Cigna values.
  • Key objectives of the role include :

  • Developing clear and measurable content marketing KPIs that effectively and cost-efficiently contribute to Cigna IM’s brand and business objectives
  • 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 content marketing assets and activation programs 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 Communications, Marketing, Business or related field required. MBA in Communications, Marketing and Digital Marketing certifications preferred
  • 10+ years of solid working experience delivering successful communications and / or public relations campaigns preferably within Financial Services, Technology, Insurance, Healthcare, and / or FMCG settings at regional / global level
  • Comprehensive and demonstrable knowledge of global / regional brand campaign management, and 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
  • Demonstrable understanding of and experience in key paid digital media platforms
  • Strong analytical and problem solving skills. Proficient in data analysis techniques to drive and analyse results, as well as to think strategically to identify possible emerging trends from primary and secondary research data sets
  • 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
  • Proven leader and Influencer. Ability to lead and manage others both directly and via influence
  • Strong presence and ability to work with key senior / executive stakeholders within Cigna, strong written and verbal communication skills, a proactive mind-set, and proven leadership skills
  • Strong project management, organisational, oral and written communication and presentation skills
  • Fluency in English
  • Enthusiastic to work with and collaborate with a diverse and geographically dispersed team
  • Personal attributes independent worker, passionate, strong inter-personal skills, diligent
  • strong strategic business and marketing intellect, a keen eye for detail, a deep understanding of, and ability to, implement an effective and efficient digital first’ content marketing delivery process, strong commercial / budget management acumen, an ability to work effectively across teams, cultures, business groups, agency partners and geographies
  • 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
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