Head of Brand & Marketing Operations

About FWD Group

FWD Group (1828.HK) is a pan-Asian life and health insurance business that serves over 40 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 Hong Kong Stock Exchange under the stock code 1828. For more information, please visit www.fwd.com

About FWD Life Philippines 

FWD Life Insurance Corporation (FWD Life Philippines) launched its commercial operations in September 2014. As of end-2022, FWD Life Philippines ranks 3rd and 6th in terms of Paid-up Capital(1) and New Business Annual Premium Equivalent(2), respectively.

For more information, please visit fwd.com.ph. 

1 www.insurance.gov.ph > Statistics > Life > 2022 > Based on Paid-Up Capital

2 www.insurance.gov.ph > Statistics > Life > 2022 > Based on New Business Annual Premium Equivalent

Responsible for shaping and driving a brand-led growth strategy that positions the company as the trusted, customer-led insurer in the market. The role combines strategic brand
leadership, data-driven marketing excellence, and operational transformation to deliver measurable business outcomes across acquisition, engagement, and retention.
Member of the Marketing Leadership Team reports the Chief Marketing Officer and Digital Commerce Officer and collaborating with other leaders across Distribution, Product
Marketing, and Customer Experience to ensure the brand and marketing function directly contribute to business growth, customer value, and long-term brand equity.
Connect brand purpose with commercial performance—building a high-impact, integrated marketing ecosystem that delivers both emotional resonance and measurable business
value.

Strategic Brand Leadership & Governance

• Oversee and execute a brand vision that differentiates the company in the insurance market and drives emotional connection highlighting on brand relevance and trust with customers.
• Safeguard and elevate brand integrity across all customer and partner touchpoints, ensuring alignment with corporate purpose, values, and regulatory standards.
• Adapt and enforce organization-wide brand governance frameworks that empower local market nuisances’ creativity while maintaining consistent brand equity.
• Monitor, process and understand brand health, awareness, and perception metrics to guide strategic and investment decisions.
• Serve as a strategic advisor to stakeholders on brand positioning and business impact.

Integrated Campaigns & Full-Funnel Marketing

• Lead the development of integrated, insight-led brand and product campaigns that span awareness to conversion, driving both emotionalengagement and business results.
• Align marketing initiatives with customer needs, distribution priorities, and strategic growth segments covering investment, Protection, Health and Retirement.
• Champion innovation in storytelling, content, and media formats to humanize insurance and make it more accessible and engaging.
• Ensure all campaigns are data-informed, ROI-accountable, and compliant with industry and brand standards.

Media, Channel & Ecosystem Strategy

• Oversee strategic media planning and optimization across paid, owned, and earned channels, balancing short-term performance with long term brand health.
• Lead collaboration with Agency, Bancassurance, and Digital Commerce channels to develop tailored marketing programs that support business acquisition and customer conversion.
• Leverage data and behavioral insights to develop segment-based marketing strategies that personalize engagement for different life stages and financial goals.
• Partner with Group Marketing and regional teams to align local execution with global brand direction and best practices.

Marketing Operations & Performance Excellence

• Drive marketing transformation and operational excellence—establishing governance, workflows, and performance frameworks that enhanceagility and effectiveness.
• Lead integrated planning, budgeting, and measurement processes to ensure marketing investments deliver clear business outcomes.
• Partner cross-functionally with Finance, Data, Product, and Distribution to link marketing performance to financial and customer metrics.
• Champion a culture of innovation, efficiency, and accountability within the marketing organization.

Job Requirements

• Bachelor’s degree in Marketing, Business Administration, Communications, or a related discipline; MBA is an advantage.
• At least 10 years of related marketing experience, including 5 years in a people-management or senior leadership role.
• Experience in life insurance, banking, financial services, fintech, or another highly regulated industry is preferred.
• Strong background in brand strategy, integrated marketing, media, digital marketing, customer engagement, and marketing operations.
• Experience developing full-funnel campaigns that support awareness, acquisition, conversion, retention, cross-sell, and upsell.
• Knowledge of customer segmentation, marketing technology, and analytics.
• Proven ability to manage teams, marketing budgets, agencies, governance frameworks, and performance metrics.
• Excellent strategic thinking, commercial judgment, executive communication, and cross-functional leadership skills.

Privacy Notice

Your privacy is a priority for FWD.  The Company keeps your personal information with us in confidence. To know more about how we process your information, kindly refer to our FWD Recruitment Privacy Notice.

FWD has partnered with Talocity Instasolutions Private Limited (“Talocity”) to manage the initial filtering of candidate’s profiles through video interviews, social profile mapping, and video analytics using artificial intelligence engine that is offered within the Talocity platform.  The platform evaluates the candidate on the five well-known dimensions as per OCEAN Personality Model that influence occupational success and help understand workplace behavior. For more information, please refer to Talocity Privacy Policy.

When you apply, FWD will share your name, phone number and email address to Talocity to contact you and conduct the initial screening and profiling process.  Shortlisted candidates will then be contacted by FWD for the face-to-face interview.