Chief Client & Marketing Officer

About the job

Job purpose:

Sun Life Vietnam seeks a Chief Client & Marketing Officer (CCMO) to lead client-centric strategies. The ideal candidate will develop effective marketing plans, drive brand growth, improve client engagement, and implement best-in-class CX practices. They will collaborate with Vietnam leaders and the Asia Regional Office to align with business priorities and leverage existing resources. The CCMO will report to both the Chief Client & Distribution Officer for Asia and the CEO of Vietnam.

Major accountabilities:

This role will enhance our focus on being Client-led in our solutions, experiences and decision-making leading the Client and Marketing functions at the Executive Leadership level. The Chief Client and Marketing Officer is responsible for Brand & Marketing, Client Experience, Communications, and Data & Analytics.

Brand & Marketing

• Establish sound marketing leadership and practices in the areas of: integrated marketing planning, brand development, channel management, digital and social, advertising and agency management, sponsorships and philanthropy.
• Drive a holistic and effective marketing practice, aligned with BU, Corporate and Asia Regional Marketing priorities.
• Lead integrated marketing planning, brand development, channel management, digital and social, advertising and agency management, sponsorships and philanthropy.
• Drive efficiencies by leveraging existing enterprise marketing technology capabilities.
• Ensure alignment of activities with Sun Life’s Enterprise brand strategy.
• Maintain quality control of communication materials and ensure adherence to corporate communication governance.
• Advocate and establish standards for simple and clear communications

Data & Analytics

• Lead the data and analytics vision to move from descriptive & diagnostic to predictive & prescriptive capabilities.
• Establish and deliver data solutions to unlock the value in enterprise data assets, aligned to your BUs strategic priorities demonstrated through practical use cases with measurable economic and client impact value.
• Manage data as a strategic asset and operationalize data governance, data quality and other controls to sustain the integrity of the data.
• Foster innovation leveraging emerging big data and analytics technologies.
• Harness the power of analytics across Asia and create the right data knowledge to support the business objectives.
• Review, modernize and simplify data systems/ applications, coupled with deep-dive analytics.
• Build capabilities in reporting and business intelligence, capturing real-time data and make it available to our platforms and factories, enabling data usability, availability and efficiency.
• Advance analytics maturity – use analytics to spark innovations, cost reduction and revenue generation. Further build and optimize source wise digital performance modelling.
• Work to eliminate data silos and redundancies; accelerate the identification and remediation of data quality impairments.
• Define and drive all analytics and business intelligence initiatives, using existing available data as well as tapping into new and innovative sources of data.

People Leadership

• Demonstrate a natural and strong ability to lead and inspire the Client and Marketing teams and develop them to grow.
• Sustain a high-performing, collaborative and learning-hungry culture that values diversity.
• Develop a formal talent strategy to develop, attract and retain a strong roster of high-performing marketing professionals.
• Embed rigorous business discipline and performance management practices.
• Lead and advocate for Client and Marketing teams.
• Actively participate in cross-functional key initiatives, projects, steering committees, and working groups supporting the key elements of our Client and Marketing strategy.
• As the subject matter expert, provide guidance to business leaders on current marketing issues, brand strategies, philanthropic initiatives, etc., and communicate business feedback and insights to the Asia Region and Global Marketing teams.
• Develop a holistic view of marketing, looking for opportunities to optimize for overall efficiency and effectiveness by also leveraging our regional/global scale.
• As a subject matter expert, provide guidance to BU leaders on current marketing issues, SL brand strategies, philanthropic initiatives, etc., and communicate business feedback and insights to Global Marketing.
• Build and align capabilities across data & analytics, digital acquisition marketing, and distribution to build and deliver online to offline sales.

Client Experience

• Identify priority client segments, purpose-aligned outcomes and thematic pain points; developing market-leading research and insight generation capabilities.
• Engage with and leverage Asia Region and Global Marketing expertise to implement Sun Life’s CX Listening and Measurement architecture across Asia BUs to ensure strong and continuous Client feedback and performing reporting.
• In collaboration with RO, undertake brand and/or market research unique to the Asia businesses, providing relevant client insights to drive business results.
• Pilot new Client capabilities to advance growth plans and other business commitments.
• Provide direction and oversee the development of multi-year roadmap and end-to-end Client Experience programs to drive better Client and business outcomes.
• Lead the definition of requirements for our digital engagement and experience design (XD) work, ensuring strategic alignment to client experience and impact objectives.
• Drive Client Satisfaction (CSAT), working with BU CX, Distribution, Operations, and Digital / IT teams to deliver enhancements at key Client touchpoints.
• Establish and monitor KPIs related to CX based on Sun Life’s CX listening and measurement standards, key digital transformation metrics, as well as applying other industry best practices.
• Lead the development of both online and offline CX projects collaborating with cross-functional business teams to create frictionless experiences that ensure Clients stay longer and have more of their needs met.
• Leverage Sun Life’s existing technology, guidelines and capabilities and advocate for new solutions to enhance our end-to-end client value proposition.
• Leverage Sun Life’s proposition design framework discipline, to develop distinctive and relevant client solutions that contribute to a differentiated brand.
• Lead the definition of the Client Engagement strategy enabling a simple, relevant and reliable experience that increases client satisfaction and adoption of our solutions to achieve purpose and business-aligned outcomes across our key client segments across all channels.
• Deepen Client relationships to deliver ‘Client Impact’ and lifetime value.

Communications

• Define the PR strategy in alignment with enterprise and Asia objectives and execute, with predetermined measures of success.
• Provide strategic internal and external communications advice, plans and execution to leaders, including setting communication standards for the BU.
• Formulate reputation risk and crisis management controls and operating procedures to identify and mitigate issues as they arise.

Competencies:

• Strategic skills: capability to identify key issue, frame them, analyze them and use the results to shape a forward–looking strategy and set an impactful and pragmatic roadmap, aligned to overall Asia Business Group strategy, priorities and required outcomes.
• Results oriented with a proven ability to prioritize complex Client and business objectives leveraging a network of resources. Ability to put in place robust performance management systems, draw out insights from data and use agile continuous improvement approach to drive rapidly improving Client and business outcomes.
• Marketing and Client engagement experience with subject matter expertise in integrated marketing, brand, client acquisition and lifecycle management, digital sales management and agile marketing operations.
• Highly numerate.
• Digitally-savvy with good understanding of martech technology and how to use data to drive personalisation and engagement.
• Strong team leadership and change management capabilities, with ability to work with cross functional and/or matrix type structures, and to support or lead execution streams across cross functional teams and business areas.
• Strong oral and written communication skills and a proven track record of communicating a vision and roadmap along with the resourcing needs to achieve it.
• Thrives in a matrix environment with ability to drive changes at a rapid pace.
• Experience working in data organizations a plus.
• Experience having been a member of a regional Cross-functional Executive Team; able to lead and inspire and add value beyond their function.
• Demonstrated experience driving transformational change with respect to Client, Marketing, Communications, and Data & Analytics.

Education and experience:

• Bachelor's Degree in Marketing, Business or a related field
• A Master's Degree in a related field is highly desirable
• Demonstrated experience driving transformational change with respect to Client, Marketing, Communications, and Data & Analytics.
• 15 years + work experience
• Insurance or Financial Services Industry experience