Prudential's purpose is to be partners for every life and protectors for every future. Our purpose encourages everything we do by creating a culture in which diversity is celebrated and inclusion assured, for our people, customers, and partners. We provide a platform for our people to do their best work and make an impact to the business, and we support our people's career ambitions. We pledge to make Prudential a place where you can Connect, Grow, and Succeed.
The Head of Corporate Affairs & Brand is responsible for shaping, protecting, and promoting the company's corporate reputation and brand image across all stakeholders. This role leads corporate communications, media relations, branding governance, Corporate Social Responsibility and thought leadership programs, ensuring alignment with Group and regional strategies. The leader will be the brand custodian, ensuring consistency of tone, voice, and visual identity across all touchpoints, and will drive initiatives that enhance trust, advocacy, and brand equity among customers, distributors, regulators, media, and the public.
Key Responsibilities
Corporate Communications
- Lead external communications, including media engagement, press releases, spokesperson preparation, and CEO positioning.
- Oversee internal communications to ensure alignment, engagement, and inspiration across employees.
- Manage corporate events, sponsorships, and CSR programs (e.g. child protection, community partnerships, thought leadership).
- Act as company's media contact, ensuring timely, accurate, and aligned responses.
- Manage crisis communication protocols, supported by agency partners, to protect brand and reputation.
Brand Strategy & Governance
- Define and execute corporate brand positioning and messaging framework consistent with Group and local priorities.
- Oversee brand governance, ensuring consistent application of corporate identity across all business units and channels.
- Manage paid media planning, content alignment, and brand storytelling through integrated campaigns by collaborating with other marketing teams.
- Lead brand premium, merchandise, and sponsorship programs that reinforce brand affinity.
- Partner with internal stakeholders and agencies to measure and improve brand health and earned media value.
Leadership & Collaboration
- Work closely with senior management to align communication strategies with business priorities.
- Partner with Group/Regional Corporate Affairs, Legal, Compliance, and Risk to ensure message accuracy and regulatory alignment.
- Provide communication counsel to the CEO and ExCo on reputation and stakeholder engagement.
- Lead and mentor the Corporate Affairs and Branding team to deliver high-quality, consistent outputs with agility and creativity.
Corporate Social Responsibility (CSR) & Sustainability Communications
- Lead the corporate social responsibility (CSR) agenda and align with Group sustainability priorities to strengthen the company's role as a responsible corporate citizen.
- Partner with HR, Sustainability, and Community Marketing teams to design and promote initiatives focused on employee volunteering, child protection, financial literacy, health and wellness, and environmental sustainability.
- Develop and communicate impact stories internally and externally to highlight the company's purpose-driven contributions to society.
- Manage strategic partnerships with NGOs, community organizations, and government agencies to support long-term social impact programs.
- Track and report CSR outcomes and impact metrics to management and Group Corporate Affairs.
Key Performance Indicators (OKRs)
- Brand Health KPIs (awareness, trust, favorability)
- Earned media value and positive media sentiment
- Reputational risk monitoring and mitigation
- Qualitative feedback from key stakeholders (Group, media, government, customers)
- Internal engagement scores related to communication effectiveness
Qualifications & Experience
- Bachelor's degree in Communications, Public Relations, Marketing, or related field Master's preferred.
- 15+ years of experience in corporate communications, PR, or brand leadership, preferably within insurance, banking, or financial services.
- Strong experience managing media, agencies, and internal communication programs.
- Proven track record in crisis management, executive communication, and brand governance.
- Bilingual proficiency in English and Mandarin Chinese required.
Core Competencies
- Strategic storytelling and stakeholder management
- Excellent interpersonal and influencing skills
- Crisis management and media handling
- Collaborative leadership and team development
- Strong understanding of digital and social media communications
- High integrity, discretion, and judgment in managing sensitive issues
Prudential is an equal opportunity employer. We provide equality of opportunity of benefits for all who apply and who perform work for our organisation irrespective of sex, race, age, ethnic origin, educational, social and cultural background, marital status, pregnancy and maternity, religion or belief, disability or part-time / fixed-term work, or any other status protected by applicable law. We encourage the same standards from our recruitment and third-party suppliers taking into account the context of grade, job and location. We also allow for reasonable adjustments to support people with individual physical or mental health requirements.
