Job Purpose

The role will be responsible for developing the strategy and managing the implementation of such to grow the Single Premium product line/category by working with and influencing different business units including Distribution and Operations.

Successfully execute and implement the strategic plans for the segment within the agreed timelines.  

Key Responsibilities are as follows:

• Formulate propositions and implement programs targeting Mature Affluent customers that attract new customers and generate revenue. 
• Maximize internal and external resources to deliver compelling marketing programs that could include offline and online collaterals, advertising, PR, sales toolkits and training. 
• Understand the customers via formal and informal research and develop offers and recommend relevant marketing mix
• Define product roadmap based on identified customer needs and work closely with internal stakeholders to see through launch
• Closely monitors market developments to identify opportunities and threats and device courses of action
• Develop strong partnerships with key stakeholders (ex. distribution, operations, etc.)  to drive strategy buy-in that will lead to successful implementation of programs
• Put in place the metrics needed to ensure that performance of programs are closely monitored.  Must have the discipline and rigor to understand and use the data for program analysis and “next steps” planning.
• Work with various groups (advertising agencies, PR agency, outsourced vendors, etc) and marketing colleagues to execute marketing plans

• Segment Proposition

• Initiate customer/ distributor insighting
• Gather and analyze industry data/ trends
• Review AXA business and identify issues and opportunities

• Approved full year roll-out plan for target market
• Implementation/ post-activity evaluation

• Data availability
• Stakeholder support

• Launch new products  

• Initiate researches that will uncover customers’ needs and wants
• Identify best practices within and outside the insurance industry
• Collaborate with Products and Pricing team to finalize design
• Coordinate with various internal and external stakeholders to implement launch programs

• Research design and analysis
• Product design
• Marketing Launch Plan
• Training materials for Distribution
• Promotions collaterals

• Availability of data
• Resources/budget
• System requirements

• New customer acquisition

• Identify and establish external partnerships
• Define relevant offers for target customers

• New customer acquisition plan

• Channel support
• Budget

• Cross-sell/ customer stickiness

• Define and implement targeted loyalty program for existing customers

• Roll-out plan, monitoring, evaluation

• Budget
• System requirements

Key Decisions/Dimensions

Decisions

Quantifiable Data Related to Job

• Key strategies based on comprehensive review of business/ market
• Resource allocation

• Targets : New Customer Count, APE

Skills and Knowledge

Educational Qualifications

Relevant Experience

• Graduate of any business course

• Minimum 3-5 years’ experience specializing in marketing, brand management, customer segment development or related Insurance exposure / experience an advantage
• Preferred from financial/insurance industry (example, Manulife, Sunlife, Philam life marketing)
• Other options: brand managers/marketing managers from Telco, FMCG, other industries
• With understanding of Investment and Life Insurance products in the market
• Proven experience in brand development and/or business development  an advantage
• Background in financial planning and/or wealth management an advantage

Personal Characteristics/Behaviors

Other Requirements

• Results-oriented and with strong analytical skills
• With strong program management orientation and problem solving skills
• With great sense of urgency and orientation for deadlines
• Ability to successfully manage multiple tasks
• Demonstrates attention to details
• Strong interpersonal skills and good communication skills
• Team player
• Good financial acumen

• Excellent Communication Skills (oral/written)
• Negotiation Skills
• Leadership Skills