About FWD Group

FWD Group is a pan-Asian life and health insurance business that serves approximately 30 million customers across 10 markets, including BRI Life in Indonesia. FWD's customer-led and digitally enabled approach aims to deliver innovative propositions, easy-to-understand products and a simpler insurance experience. Established in 2013, the company operates in some of the fastest-growing insurance markets in the world with a vision of changing the way people feel about insurance.

For more information, please visit

PURPOSE

The AVP, Brand Experience & Marketing is strategic leader within FWD's Group Brand & Marketing team responsible for shaping and overseeing FWD's differentiated brand experience, and orchestrating FWD's customer-led marketing communication strategies.

This role is responsible for:

• Lead the digital brand & marketing strategy, this includes in depth appreciation of the digital landscape brand and marketing, review marketing performance to optimise strategy, provide guidelines on social media and how to increase engagement / reach.
• The role holder will be leading Clarity Project, a significant part of the brand & marketing strategy. The mission to make the FWD's brand clear at all customer touch points such as websites, policy, claims, etc. translating FWD's brand DNA and powerful vision into a compelling experience for customers and distribution partners.
• Lead/ guide country to align their digital brand & marketing strategy with Group.
• Design and deliver (working with key functional leaders at Group and market levels where needed) a consistent and compelling brand experience in all key touchpoints, from advertising campaigns and digital platforms to product brochures, contracts, and customer service communications.
• Champion FWD's customer-led simplified language customer communications mantra (FWD Clear for Me) in all touchpoints-designed to make everything we do easy to understand.
• Oversee the regional marketing budget to meet key business objectives efficiently and support overall increased brand awareness and consideration for FWD in all its operating markets.
• Work with legal counterparts to manage and the protect FWD's significant portfolio of brand assets and intellectual property across Asia.

KEY RESPONSIBILITIES & INDICATORS OF SUCCESS

• Brand building: Support the brand's evolution from challenger status to market prominence.
• Performance orientation: Embrace a results and metrics-driven approach, tracking and transforming data into action driving engagement and sales.
• Insurance expertise: Apply deep understanding of insurance products, segments, local regulatory and sales channels, to deploy initiatives to achieve FWD's brand vision of chang
• Innovative drive: Scout and adopt global and regional industry (and outside industry) trends, ensuring FWD brand relevance and prominence.

QUALIFICATIONS / EXPERIENCE

Qualifications:

• Bachelor's or Master's degree in Marketing, Business Administration, or a related field.
• Or Actuary - Insurance strong knowledge and understanding
• Insurance marketing (product proposition, distribution, local CMO) experience is a must: At least 15 years experience in insurance, ideally including branding and/or marketing and/or communications roles, with a considerable portion in those roles requiring hands-on execution.
  

Specific experience:

• Customer marketing communications drafting.
• Design-thinking.
• Managing innovative, large scale, and multi-faceted campaigns and initiatives.
• Transformation and change management including change culture.
• Management of budgets.
• Working across-cultures and Asian markets
• Working in life insurance industry.

KNOWLEDGE & TECHNICAL SKILLS

• Deep understanding of insurance products, services, and industry.
• Highly knowledgeable of marketing and branding principles and practices.
• Strong analytical capabilities.
• Solid understanding of market research and data analysis.
• Fluent spoken and written English.
• Highly organised and meticulous individual.
• Agile and highly adaptable to different environments and situations.