Head of Brand

Established in Asia in 2013, FWD is the insurance business of investment group, Pacific Century Group, and spans Hong Kong & Macau, Thailand, Indonesia, the Philippines, Singapore, Vietnam, Japan and Malaysia, offering life and medical insurance, general insurance, employee benefits, Shariah and Family Takaful products across a number of its markets.

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.

Similarly, 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

At FWD, we believe that insurance is a power of good and it is our brand promise to help our customers feel confident and focus on living their lives without hesitation. The freedom to celebrate living is what we want to give every customer.

We are a different kind of insurance with a vision to change the way people feel about insurance with a trailblazer-brand mindset. We put people and technology & innovation at the heart of everything we do.

We are looking for a driven, passionate marketing and communications leader who is just as excited to be part of the journey of changing the way people about insurance. Always looking for new ways to break the clutter, we are looking someone who seeks solving brand & business challenges with creative solutions.

Leading a team of more than 10, you will drive FWD Singapore’s brand, marketing and communications strategy and efforts, playing an integral role in achieving FWD Singapore’s overall brand and business goals.

KEY ACCOUNTAIBILITIES

Brand, Advertising, Content
- Drive the overall FWD’s brand, marketing and communications strategy, and managing the entire spectrum of FWD Singapore brand and marketing activities - from integrated advertising campaigns, demand stimulation for online products, channel support for offline products to being the brand guardian for all FWD Singapore’s brand and marketing efforts.
- Plan and optimise all media efforts across channels (offline, digital, social) to achieve brand and business goals, and maximise ROI, in collaboration with media agencies.
- Drive overall FWD Singapore’s content and social strategy to build engagement, brand preference and ensure that all communications of FWD Singapore’s (from website, app, policy materials to documents) are clear, transparent and on-brand.
- Oversee customer experience and post-purchase touch points to deliver a seamless brand experience.
- Work with the DTC business team to drive awareness and quotes for our online product range with revenue metrics. Involve in new product launches and driving awareness for existing product range.
- Supporting the Financial Advisory channel for marketing collaterals, videos, comms for new product launches and ongoing campaign support.
- Lead the copywriting team for all internal and external communications including our website.

Communications, CSR/ESG
- Plan and manage overall FWD’s Singapore earned media efforts through public relations, sponsorships, speaking opportunities etc, including crisis management.
- Plan and manage FWD’s Singapore Brand, CSR and ESG efforts, in alignment overall FWD strategy

Overall
- Build collaborative relationships with external and internal stakeholders, including external agencies (creative, media, research, PR), group brand and communications team, and drive cross-functional projects to fruitful outcomes.
- Plan, manage and optimise overall marketing budget

Build a high-performing team to deliver brand and business outcomes

QUALIFICATIONS / EXPERIENCE
- Bachelor’s Degree
- At least 10 years of experience in Brand & Marketing roles
- At least 5-6 years of team management experience
- Strong understanding of the inter linkages between media planning, sales targets and creative strategy
- Strong portfolio of managing integrated campaigns, along with management of external agencies and partners
- Strong command in language

KNOWLEDGE, SKILLS & ABILITY
- Good analytical ability is a pre-requisite for the role.
- Highly numerate with close attention to detail.
- Strong interpersonal skills and the ability to communicate in different business situations
- Ability to handle multiple projects, prioritise work assignments and meet deadlines.
- Aptitude for strategic thinking and numerical analysis.
- A lateral and creative thinker.
- Ability to translate data & insight into practical action on a da