Chief Distribution

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.

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In Singapore, FWD aims to change the way people feel about insurance by leveraging technology to deliver products and services that are relevant, easy to understand and always convenient for our customers. To this end, we have a direct-to-consumer (DTC) platform that allows customers to buy their preferred life and general insurance products directly from our website; as well as a network of preferred Financial Advisory (FA) firms for customers who want to speak with an advisor before committing to an insurance plan. Whatever their preference, we believe insurance should be simple, reliable and convenient.

If you are looking for a career where you can create a real impact and celebrate living, we invite you to join us on our exciting journey.

PURPOSE

This role is responsible for sales and revenue for all retail distribution channels including financial advisory, banca, digital commerce, O2O and partnerships, driving the company's brand health metrics, delivering new marketing initiatives and planning and executing annual product plan. He/she will ensure strong relationships with key senior stakeholders and directs revenue planning, marketing strategies, forecasting and performance analysis for all distribution channels. The role also oversees distribution support which covers sales quality management, training and competency of our advisory partners, distribution and customer events and end to end life cycle monitoring of all partners.

KEY ACCOUNTAIBILITIES

• Lead Retail Channel Growth: Drive sales success and assume full P&L accountability across all retail channels such as Financial Advisors (FA), Bancassurance, Direct-to-Consumer (DTC), and General Insurance (GI) to deliver sustainable profitability and market leadership.
• Shape Integrated Market Strategy: Develop and execute holistic strategies across all channels, aligning product portfolio profitability targets with financial milestones and overall company revenue objectives.
• Strengthen Partner Engagement: Manage strategic Customer Engagement agreements with FA partners within capital plans to optimize productivity and deepen relationships.
• Innovate Product Development: Provide strategic oversight to the product team, ensuring continuous market intelligence informs the creation of competitive, customer-centric solutions.

i. Manage the assessment of various product launches based on the

market insights from Distribution team.

ii. Ensure capital management for all product launches.

iii. Align the life product strategy across all channels in accordance to the

business and financial strategies.

iv. Review new product strategies for FWD SG, focusing on products that

are currently available in the Singapore market but not yet offered by

FWD SG.

• Maximize Incentive Impact: Design and govern financial advisor and customer incentive frameworks within approved loadings to drive performance and retention.
• Expand Strategic Partnerships: Identify, negotiate, and establish new partnerships to unlock growth opportunities across all retail distribution channels.
• Governance & Performance Management: Chair regular Steering Committee meetings with key FA partners to review performance, address challenges, and set forward-looking plans.
• Foster Channel Synergy: Build strong collaboration across retail channels and partner with the High Net Worth (HNW) team to capture and grow HNW opportunities within the retail ecosystem.
• Champion Omnichannel Transformation: Lead Online-to-Offline / Offline-to-Online (O2O) initiatives to create an integrated customer journey and enhance omnichannel engagement.
• Optimize Marketing Investments: Oversee and strategically manage the marketing budget across all channels to maximize brand visibility, customer acquisition, and sales performance.
• Shape DTC Leadership Position: Formulate and implement an annual DTC product and marketing roadmap, leveraging innovation and data-driven insights to position the organization as the leading DTC insurer.
• Drive Lead Generation & Cross-Selling: Build and scale GI initiatives to generate quality leads and unlock cross-selling opportunities across the portfolio.
• Brand & Marketing: Drive and manage FWD's brand, marketing and communications strategies across all media channels for all lines of distribution channels.

i. Ensure all campaigns, content and socials via offline and online chan

nels are aligned with FWD's brand preference to build strong customer

engagement.

ii. Plan and optimise all media efforts across all media channels to max

imise brand awareness and achieve business objectives.

iii. Ensure all marketing materials are reviewed and approved via all rele

vant internal stakeholders in accordance with necessary regulatory

guidelines.

iv. Manage all FWD's brand, CSR and ESG efforts are in alignment with

FWD's overall strategy.