Assistant Vice President, Group Digital Commerce
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About FWD Group
FWD Group is a pan-Asian life and health insurance business with more than 12 million customers across 10 markets, including some of the fastest-growing insurance markets in the world. The company was established in 2013 and is focused on changing the way people feel about insurance. FWD’s customer-led and digitally enabled approach aims to deliver innovative propositions, easy-to-understand products and a simpler insurance experience.
For more information, please visit
www.fwd.com
PURPOSE
FWD Group Digital Commerce team is responsible for Digital Sales (DS) and Digitally Assisted Sales (DAS).
This role is responsible for developing and driving the company's digital sales strategy through the corporate website. Additionally, this role provides strategic oversight and ensure alignment of SEO/SEM efforts with overall digital sales objective. This senior leadership role is crucial in maximising online sales, enhancing user experience and implementing effective content marketing strategies to support both direct sales and digitally assisted sales channel. The role will lead the website digital sales team while collaborating closely with the SEO/SEM team to ensure cohesive and effective digital strategies.
KEY ACCOUNTABILITIES
- Provide oversight to both the SEO/performance marketing team and the DTC/content marketing team
- Develop and execute the overall new innovation strategy for digital sales through the corporate website, aligning with the company's broader digital commerce goals:
(1) Key champion in digital sales via website and support lead generations and DAS initiatives, the role will also be an important enabler of DAS via content marketing. This is relevant for agency, banca, IFA channel across all markets;
(2) Responsible for market content strategy and nurture prospect with engagement to intent to increase conversion across agency, banca, IFA channel across all markets
- Ensure alignment with SEO/SEM efforts to increase website visibility, traffic, and lead generation
- Oversee the development and implementation of content marketing strategies for both the website and digitally assisted sales support
- Manage the end-to-end online sales process, including funnel optimization and conversion rate improvement
- Direct the creation and optimization of online products and packages to drive sales growth
- Collaborate with IT, product teams, and other departments to ensure seamless integration of digital sales initiatives
- Manage relationships with key vendors and partners as well as industry peers related to website technologies and digital marketing tools
- Oversee and own the annual budget for digital sales and website optimization initiatives
- Provide regular reports and insights to senior leadership on digital sales performance and website metrics
- Key leader in leading and driving change management and innovation ways with business focus and industry trends to maximum the digital sales and digitally assisted sales and to make sure these’re adopted by all channels effectively
QUALIFICATIONS / EXPERIENCE
- Bachelor's degree in Marketing, Business, or related field; MBA preferred
- 15+ years of experience in digital marketing, e-commerce, or related fields
- 5+ years in a senior leadership role, preferably in the insurance or financial services industry
- Proven track record of driving significant growth in digital sales
- Experience managing large-scale websites and digital marketing campaigns
KNOWLEDGE & TECHNICAL SKILLS
- In-depth understanding of SEO/SEM best practices and latest trends
- Strong knowledge of content marketing strategies and their application in financial services
- Proficiency in web analytics tools (e.g., Google Analytics) and CRM systems
- Understanding of UX/UI principles and their impact on conversion rates
- Familiarity with e-commerce platforms and digital sales processes
- Knowledge of regulatory requirements in the insurance industry related to digital sales and marketing
COMPETENCIES
- Strategic Thinking: Ability to develop and implement long-term digital strategies
- Leadership: Skill in motivating and directing diverse teams towards common goals
- Analytical Skills: Capacity to interpret complex data and derive actionable insights
- Innovation: Aptitude for identifying and implementing cutting-edge digital solutions
- Communication: Excellence in articulating complex digital concepts to various stakeholders
- Adaptability: Flexibility to adjust strategies in a rapidly evolving digital landscape
- Collaboration: Ability to work effectively across departments and with external partners
- Customer-Centric: Focus on enhancing customer experience throughout the digital journey
- Results-Oriented: Strong drive to achieve and exceed performance targets
- Change Management: Skill in leading digital transformation initiatives and managing resistance to change
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