Head of Brand & Marketing - MCI

You are as unique as your background, experience and point of view. Here, you’ll be encouraged, empowered and challenged to be your best self. You'll work with dynamic colleagues - experts in their fields - who are eager to share their knowledge with you. Your leaders will inspire and help you reach your potential and soar to new heights. Every day, you'll have new and exciting opportunities to make life brighter for our Clients - who are at the heart of everything we do. Discover how you can make a difference in the lives of individuals, families and communities around the world.

Job Description:

Job description

• Define and deliver comprehensive and integrated Marketing and Client Insight (“MCI”) strategies for Sun Life that are well-aligned to key business priorities
• Develop and lead comprehensive marketing strategies across China, leveraging social media channels and network relationships to elevate MCI marketing and support business strategies
• Lead the team in the strategic and directional development of MCI marketing initiatives
• Lead the team in executing marketing strategies across China through social media channels, leveraging established market networks and relationships to elevate MCI marketing, outperform competitors, and align with business objectives in the coming years
• Stay informed of all Business Unit strategies to proactively identify the impact on MCI & Experience plans
• Working with business teams to identify key Client target segments and prioritize insights, strategies, and activities against these key Client segments to drive improved business outcomes and client experience
• Working with key Asia Regional Marketing and CX colleagues, implement Sun Life’s CX Listening and Measurement architecture and drive a ‘Client insights into action’ mindset across all country business teams
• Provide direction and oversee the development of multi-year roadmap and end-to-end Client Insight & Experience programs to drive better Client and business outcomes.
• Establish sound marketing leadership practices across the China Marketing and CX teams
• Build and maintain strong collaborative relationship with business teams across China, and Asia Regional Office partners
• Effectively manage and utilize budgets with ROI analysis. Manage key agency and vendor relationships

Preferred skills

• Seasoned marketing and branding experience
• Strong understanding of China insurance market
• Digital marketing especially on China social media marketing
• Good strategic thinking
• Understand the dynamic of China customers buying insurance in HK
• Strong people skill
• Understand the sales channel of HK insurance preferred

Qualifications

• Post-secondary degree in Business and/or Marketing
• Minimum of 10 years of experience integrated B2C and B2B marketing experience with a strong emphasis on digital marketing
• Proven capability in executing marketing strategies across China
• Able to demonstrate strong written communication skills, with the ability to craft compelling content
• Excel in strategic planning and brainstorming, with proven ability to drive strong stakeholder engagement
• Working experience with front-end CX and Design
• Minimum of 5 years in a senior Marketing leadership role
• Proven capability in Marketing, Client Insights, Client Engagement with experience in B2B/B2C and B2B2C environments
• Operated in a data intensive environment
• Strong strategic thinking and execution capabilities
• Strong team leadership and change management capabilities
• Strong oral and written communication skills

Responsibilities

Integrated Marketing & Brand Development

• Drive and execute a holistic and effective marketing practice across the China market, aligned with China and Asia Region Marketing priorities
• Communicate effectively for content marketing, ensuring clear and impactful messaging
• Direct integrated marketing planning, brand development, channel management, digital and social, advertising and agency management, sponsorships, and philanthropy
• Drive efficiencies by leveraging existing enterprise marketing technology capabilities
• In partnership with Asia Region Marketing, ensure alignment of activities with Sun Life’s Enterprise brand strategy
• As the subject matter expert, provide guidance to business leaders on current marketing issues, brand strategies, philanthropic initiatives, etc., and communicate business feedback and insights to the Asia Region and Global Marketing teams

Client Insights

• Possess a deep understanding of the market, with the expertise to lead innovative marketing initiatives and develop comprehensive marketing strategies
• Identify the target client segment and align the whole company understanding on the client segment and build sustainable and multi-year marketing and client strategies accordingly
• Regularly provide updates and insights on existing clients and on target client segment. Advise the company and management to build business capabilities and initiatives based on the insights
• Engage with and leverage Asia Region and Global Marketing expertise to implement Sun Life’s CX Listening and Measurement architecture in China, to ensure strong and continuous Client feedback and performing reporting
• In collaboration with the Asia Region CMO, undertake brand and/or market research unique to the Asia businesses, providing relevant client insights to drive business results

People Leadership

• Demonstrate a natural and strong ability to lead and inspire the Marketing team and develop them with a high-performing, collaborative and learning culture
• Demonstrate strong stakeholder engagement to build effective team dynamics
• Sustain a high-performing, collaborative, and learning-hungry culture that values diversity
• Develop a formal talent strategy to develop, attract and retain a strong roster of high-performing marketing professionals
• Embed rigorous business discipline and performance management practices
• Lead and advocate for Marketing team. Actively participate in cross-functional key initiatives, projects, steering committees, and working groups supporting the key elements of our Client strategy

Job Category:

Marketing

Posting End Date:

03/12/2025