Director, Digital Selling

About FWD Group

FWD Group (1828.HK) is a pan-Asian life and health insurance business that serves approximately 34 million customers across 10 markets, including BRI Life in Indonesia. FWD's customer-led and tech-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. FWD Group is listed on the main board of the Hong Kong Stock Exchange under the stock code 1828.

For more information, please visit

For more information about FWD Hong Kong, please visit.

Job Summary

The incumbent will lead the FWD's Digital Commerce team in Hong Kong evolves from eCommerce to DirecttoCustomer (DTC), OnlinetoOffline (OTO) including Telemarketing (TM ) and face to face Relationship Manager (RM). This role leads the commercial engine of digital commerce-owning online sales growth, platform operations, and innovative selling propositions-to position FWD as a leading digital life insurer and capture the market's exponential growth.

The Job

• Own the multi-channel selling strategy and execution across DTC, TM and RM, with clear sales targets accountability under the support of different sales channel team leads
• Create synergy across different closing channels. Optimize OTO funnels and cross sell opportunities via integrating the leads generated from top funnel and external partners
• Lead GI sales then convert to Life
• Build, upgrade, and operate eCommerce/selling platforms to improve conversion, reduce dropoff, and enable straightthrough journeys for priority products
• Define online product specs and launch cadence, partnering with Product and Compliance to ensure propositions are differentiated, compliant, and digitally ready
• Collaborate with local and group stakeholders, and Digital Marketing team to orchestrate leads flow efficiently from end to end
• Lead sales operations governance (forecasting, pipeline hygiene, incentive frameworks, and risk controls) to ensure reliable reporting and audit readiness
• Manage vendor/partner contracts and commercial terms, balancing speed-to-market with cost discipline and platform resilience
• Drive continuous improvement in conversion and customer experience
• Develop sales enablement assets and coach the team for consistent execution and performance uplift

The Person

• 10+ years of experience in eCommerce, online brokerage, or digital sales leadership
• Proven track record on driving sales output, with operating online/ offline selling platforms
• Demonstrated success in leading highperforming sales/ops teams and senior stakeholder management across local and group levels
• Conversion rate optimization, funnel design, and sales operations excellence
• MarTech/AdTech familiarity (tagging, tracking, attribution), digital risk & compliance guardrails
• Strong ownership and passion to drive commercial outcomes

Weoffer 5-day work, 20-22 days annual leaves, excellent learning & development opportunities and an attractive package to the right candidate.

Information collected will be treated in strict confidence and used solely for recruitment purpose. The company will retain all applications no longer than 24 months of which will be destroyed thereafter. When there are vacancies in any of our subsidiaries, holding companies, associated or affiliated companies of, or companies controlled by, or under common control with the Company during that period, we may transfer your application to them for consideration of employment. We are an equal opportunity employer. We do not discriminate on the basis of race, sex, disability or family status in employment process.