Vice President, Group Digital Marketing

About FWD Group FWD Group is a pan-Asian life insurance business with more than 11 million customers across 10 markets, including some of the fastest-growing insurance markets in the world. FWD reached its 10-year anniversary in 2023. The company is focused on making the insurance journey simpler, faster and smoother, with innovative propositions and easy-to-understand products, supported by digital technology. Through this customer-led approach, FWD is committed to changing the way people feel about insurance. Visit www.fwd.com PURPOSE Build strategic, unified, and effective connected brand experience for all FWD owned digital channels and deliver an aligned one-brand digital experience Lead and champion FWD’s owned Social Media Strategy incorporating standards, success measures, and integration across the Group Lead the strategy to elevate our digital brand presence and reputation management that is aligned to the FWD brand strategy and overall business objectives Create potential succession planning options for GVP, Group Brand & Marketing Partner with Group Chief Digital Officer, VP Group Data, Group Chief Officer of New Business Models and others to exploit data analytics capability and support overallbusiness expansion KEY ACCOUNTABILITIES Digital Marketing Lead best-in-class CX and BX across all owned platforms and all markets and implement standardised metrics to track customer response and satisfaction Lead results-based team to drive acquisition, retention, and user behavior conversions in support of the growth of FWD Moments Develop the engagement strategy to create meaningful and sustainable customer engagement aligned to our brand and business ambitions. Key contributor to FWDs digital transformation by providing strategic solutions, collaborating across functions to deliver optimal outcomes and results for the brand. Build out Data Intelligence to assess optimal solutions offered to FWD customers and target audience groups through our digital touchpoints. Develop, implement and maintain digital brand assets, tools, processes, and training to enable and drive cross-function and market integration/collaboration. Direct 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 data analysis and reporting, email marketing, lead generation, design best practice. Social Media Develop and communicate comprehensive owned Social Media account strategy including principles and standards consistent with Brand guidelines and governance on procedures and set best practices for all FWD BUs Implement framework and strategies to optimize the use of owned social media platforms that support the growth of the various products and sales channels leveraging the exposure to maximize relevance and distinctiveness of our brand. Governance Contribute to the development of comprehensive Digital Brand guidelines including principles and assets to provide Brand governance on procedures and set best practices for all FWD BUs Contribute to Digital Marketing COE to build standards for digital marketing including click funnels, targeted EDM campaigns, running SEM/SEO campaigns, targeted social campaigns, display, re-marketing, analytics and optimization as well as content strategy. Provide leadership and guidance to ensure our practices within our Digital Marketing activities follow regulatory and all specific requirements across our markets. Engagement Optimize digital customer engagement. Develop FWD digital engagement strategy and oversee execution across all markets by setting social media and new media direction to optimise use of all digital channels Digital Partner Oversee core FWD digital touchpoints and work with cross functional leaders to deliver the ideal brand experience e.g. NextGen, other portals/digital-related touchpoints Support and develop the Group’s CRM data architecture and optimise for improvements /enhancement solutions in data validity, process and synchronisation Partner and collaborate with cross-functional teams, businesses, and markets to deliver digital marketing learnings and initiatives that support our business objectives Commercial Opportunities Develop commercial opportunities and identify marketing partnerships to enhance the FWD brand credibility and market reach Proactively create a consistent digital FWD customer journey and ensure optimal and fluent experience is achieved across all FWD digital assets (corporate site, apps, portals, e-commerce) Leadership and influential Engage, influence, and lead decisions for Digital Marketing including senior functional/cross functional stakeholders and drive uptake and buy-in across the business by demonstrating the overall value, ROI and business impact Establish and lead the regional FWD digital marketing professionals to share best practice, build jointly agreed strategies and objectives, and support to foster marketing innovation Be FWD BU/Functions’ go-to as a thought leader for guidance and solutions partner for key challenges in marketing, and customer engagement across our Digital touchpoints QUALIFICATIONS / EXPERIENCE At least [15] years’ broad experience across digital channels and strategies Proficient to advanced data analytics skills including experience in e.g., Google Analytics, Search Console and Google My Business Proficient experience in commissioning and deploying innovative digital technologies Experienced in Performance Marketing such as SEO/SEM and ability to create and produce Website/SEO content Experienced in Digital marketing and development strategies and execution of moment marketing through test, release, iterate, and continue to improve cycle, in an agile manner Strong awareness of Marketing Automation, Content & Brand Marketing, SEO, Performance Media, Strategy, Web Development & Design Proven experience in applying data and analytics to track performance and refine strategy Excellent communication, project management and relationship building skills Exceptional eye for detail strong eye for creative and strategical thinker Leadership experience – managing professional marketing 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. Design-thinking practitioner KNOWLEDGE & TECHNICAL SKILLS In-depth understanding of the macro trends in the marketplace to remain competitive and fuel innovation for FWD 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 brand experience. Robust knowledge of brand disciplines and principles to continue to strategically add value to the entire FWD ecosystem. Intricately understand characteristics of different social media platforms and know how to effectively leverage on them to build customer engagement. Knowledge of digital technologies especially how enterprises globally are leveraging them to transform brand experiences and engagement. Demonstrated experience in leading of impactful and effective sponsorship strategies. Agile and highly adaptable to different environments and situations Extensive experience partnering and working with key partners (internally and externally) Highly analytical with an innate ability to assess data, market, trends, audience attitude, behavior, response, and manifest these into tangible business opportunities. Highly experienced in project management Strong communication skills and strength in negotiation to influence change/movement and deliver collaborated results. Agile and highly adaptable to different environments and situations Who we are Established in 2013, FWD is the insurance business of investment group, Pacific Century Group. We currently serve over 5 million customers across pan Asia. In fact we’re now one of the fastest-growing companies in one of the fastest-growing markets in the most dynamic region in the world. Find out more at www.fwd.com Our vision FWD is a different kind of insurance company. Led by our customers. Driven by technology. And our vision is simple: to change the way people feel about insurance. So we offer a new kind of insurance. It’s easier to understand, easier to buy, and easier to claim. This isn't the way insurance usually feels. But we’re not your usual insurance company. Life at FWD We want you and your career to thrive with us. That’s why we offer competitive benefits in a dynamic, fun and pro-active environment that nurtures fearless innovation. Our people Our teams come from a surprisingly wide variety of industries and backgrounds, because we place a high value on the different perspectives which having a truly diverse pool of talent and experience brings to the party. Our values – committed, innovative, proactive, open and caring – define who we are and what we do as we work together to bring our vision to life, every single day. We’re always excited to hear from potential new colleagues who share our passion and vision, so if any of these descriptions sound like you then we’d love to talk to you. Challenger. Help us throw out the rule book and look at our industry through a different lens. Join us in our bold vision as we build a new kind of company for a new kind of customer. Champion. Be part of an organisation that believes in the value of trust. Because we know that each promise we keep turns into something far more powerful. Innovator. Here's to those who love to solve a problem – who see them as challenges rather than roadblocks. We guarantee that each and every new idea will not only stretch you but will also truly make a difference - to our customers as well as our industry. Caring for our communities At FWD we have a strong sense of responsibility and care for the communities in which we work. So we encourage our employees to be part of something bigger by giving back to their communities through our Community Care work – our corporate social responsibility programme. If you want to hear about other roles within FWD, follow us on LinkedIn