AVP, Group Brand & Marketing
FWD Life Insurance Corporation
Hong Kong

FWD Group spans Hong Kong & Macau, Thailand, Indonesia, the Philippines, Singapore, Malaysia, Vietnam, and Japan, offering life and medical insurance, general insurance and employee benefits across a number of its markets.

FWD is focused on creating fresh customer experiences, with easy-to-understand products, supported by digital technology.

Through this customer-led approach, FWD aims to become a leading pan-Asian insurer that changes the way people feel about insurance.

Established in Asia in 2013, FWD is the insurance business of investment group, Pacific Century Group. For more information please visit WWW.

FWD.COM PURPOSE Lead and drive our goal to deliver excellence in insurance marketing and customer communications - strengthening the positioning of FWD brand across Asia Build strategic, unified, and impactful customer communications approach for all markets emphasizing simplicity, ease-of-understanding, and customer empathy.

Lead and champion FWD’s marketing strategy, incorporating marketing systems, standards, success measures, and overall business objectives Partner with, influence, and support market leadership, including CMOs, Heads of Marketing, and Heads of Branding, and their team members.

Work with Group stakeholders including Group Communications, Group Product Propositions, Group CTI, Group ESG, and Group HR to develop and deliver effective marketing communications and training for local capabilities.

KEY ACCOUNTABILITIES Marketing strategy Lead best-in-class marketing across all channels and all markets and implement standardised metrics to track customer response and satisfaction Lead multi-market, multi-disciplinary team to develop an effective regional marketing framework (covering competencies, systems, processes and tools) to drive engagement, acquisition, retention, and positive customer word-of-mouth in support of the growth of the FWD brand Develop a differentiated strategy to create an efficient and effective regional marketing approach for all FWD markets.

Develop, implement and maintain marketing principles, systems, assets, tools, and training to enable and drive cross-functional and market adoption Lead market research and customer data analysis, interpret for short- and long-term market forecasts and make informed decisions and share insights into industry trends and standards around marketing, lead generation, and customer storytelling best practice Customer communications Lead the development and implementation of FWD’s industry-leading approach to simplified customer communication.

Develop and communicate comprehensive customer communication strategy, including principles and standards consistent with FWD Brand guidelines, Communications guidelines, and regulatory and legal requirements Work with the ESG team to develop a robust communications reporting process and system to track the completion of FWD’s simplified customer communications performance objectives Performance management Develop best-practice guidelines and standards to set, and measure, effective marketing performance objectives across all channels Work with market marketing leads to assemble and assess marketing and campaign plans for their business with the aim of ensuring effective and efficient marketing, and being able to have a regional overview of marketing across the FWD group.

Provide leadership and guidance to ensure our Marketing practices across the group are efficient and effective in triggering interest and leading to customer leads, and ultimately, purchase Campaign development Establish processes and tools to support our markets to ensure that the message in our product and marketing campaigns resonate strongly with customers.

Partner and collaborate with cross-functional teams, businesses, and markets to review and advise on product and marketing campaigns Research opportunities Identify and develop opportunities to validate the benefits of the FWD simplified communications approach facilitating continuous improvement, and enhancing internal and external awareness and support for the industry-leading work Leadership and influence Engage, influence, and lead decisions for Marketing and Customer Communications including senior functional / cross functional stakeholders and drive uptake and buy-in across the business by achieving ambitious Marketing business objectives and communication transformation objectives Establish and lead the regional Marketing, Operations, Digital, and Product professionals to share Marketing and Communications best practice, build jointly agreed strategies and objectives, and provide support to foster marketing innovation Be FWD BU / Functions’ go-to as a thought leader for guidance and solutions partner for key opportunities and challenges in marketing and customer communications across all touchpoints.

Define and support market research and customer data analysis at the regional and local level, and interpret for short- and long-term market forecasts and make informed decisions Seek innovative and impactful brand and marketing modelling / frameworks to help in our success to realise our vision QUALIFICATIONS / EXPERIENCE At least 15 years’ experience in Brand, Marketing, and / or Communications strategy, management Strong Brand, Marketing, and Communications discipline Experience in marketing and development strategies and execution Experienced in Customer Communications development, and / or Customer and Product Storytelling Proven experience in leading organisational communications / marketing change management Excellent communication, project management and relationship building skills Exceptional eye for detail strong eye for creative and strategical thinker Leadership experience managing teams, and management of senior stakeholders Strong written and verbal communications skills, as well as an entrepreneurial spirit, the ability to influence others and earn trust, and strong cross-functional leadership KNOWLEDGE & TECHNICAL SKILLS Have a complete understanding of the macro trends related to marketing and communications development Strong understanding of customer-first and CX principles / foundations that will help with our mission to continuously seek new ways to provide customers with the best possible service Understanding of transformation plans to improve and enhance value propositions Understand characteristics of effective visual and information design Knowledge and experience of leading and execution of marketing strategies Understanding of cross-cultures and markets Agile and highly adaptable to different environments and situations


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