Lead of Product Digital Marketing

2 months ago

กรงเทพมหานคร, Thailand FWD Insurance Full time

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

Job Purpose

The Lead of Digital Marketing will be a leader in driving the strategic direction of digital marketing, with a strong focus on product positioning and market impact. This role is crucial in ensuring that FWD’s products are not only effectively communicated through all digital channels but also resonate deeply with target audiences. As a key marketing leader, this individual will leverage advanced strategic communication and cutting-edge technology to drive product awareness, ultimately capturing a significant share of voice in the consumer's decision-making process when considering insurance products.

Key Responsibilities

Product Go-to-Market
- Consumer Insights: Understand consumer needs, market trends, and the competitive landscape, using these insights to define product positioning, marketing strategies, and messaging that differentiate the product in the market and resonate with target customers.
- GTM Strategy: Develop and execute comprehensive go-to-market (GTM) strategies for new product launches, focus on digital / social media channel.
- Campaign Performance: Monitor and analyze the performance of marketing campaigns and provide actionable insights to improve ROI.
- Innovation & Trend Monitoring: Regularly monitor emerging digital marketing trends, tools, and technologies to ensure the company’s strategies remain innovative and competitive. Evaluate and implement new technologies to enhance campaign performance and customer engagement.
- Data-Driven Decision Making: Utilize data and analytics to inform strategic decisions, optimize campaigns, and identify new opportunities for growth. Provide regular reports on digital marketing performance, including insights and recommendations for continuous improvement.

Digital Marketing
- Strategy Development: Lead the development and execution of digital marketing strategies to serve both product and brand objectives.
- Campaign Execution: Oversee the planning, execution, and optimization of digital marketing campaigns across various channels to drive traffic, engagement, and conversions.
- Brand Alignment: Ensure that all digital marketing efforts align with the overall brand strategy and consistently communicate the brand’s value proposition.

Resource and Stakeholder Management
- Budget Management: Manage the overall Product Digital Marketing budget to ensure optimal allocation of resources, maximizing the impact of campaigns and delivering business results.
- Stakeholder Collaboration: Work closely with cross-functional teams, including external vendors and the Group Office, to ensure a cohesive and integrated approach to digital marketing.
- Team Development: Provide mentorship and guidance to junior team members, fostering a culture of continuous learning and development. Identify and address skill gaps within the team, ensuring that all members are equipped to meet the evolving demands of digital marketing.

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