Senior Manager

About FWD Group

FWD Group is a pan-Asian life insurance business with more than 13 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

Develop, plan and execute the lead generation strategy for Omne by FWD to transform general app users into dedicated insurance customers for insurance activation and customer growth ambitions to enable large-scale successful transformation and the creation of customer and business value across markets to achieve sustainable business growth with a market leading proposition.

• Design, optimise and evolve the lead generation roadmap in close collaboration across Omne product management and with markets to deliver consumer facing solutions that offer innovative experiences, customer engagement and build strong capability in customer acquisition strategies for insurance customer conversion and create revenue generation.
• Coach, collaborate and guide Group and Market teams to solve customer and business problems and adopt new innovative experiences delivered in new ways of working.

KEY ACCOUNTABILITIES

• Implement lead generation strategy and roadmap by working with all product owners of various features in Omne as well as market stakeholders for full alignment and prioritization.
• Lead multiple workstreams across non-insurance and insurance product features to create opportunities and synergies to generate leads to convert general app users to insurance customers.
• Work with Group and Market stakeholders cross-functionally to create and deliver market compelling insurance lead generation strategies for successful implementation to increase customer engagement, increase number of customer leads for conversion to insurance paying customers to drive revenue generation in Omne and contribute to overall customer growth.
• Partner with distribution and product teams in Group and markets to develop effective insurance lead generation strategies.
• Collaborate and lead to execute with wider cross-functional product management, technical development and local market teams to ensure timely and effective delivery of product goals.
• Develop clearly articulated product specs/user stories for major platform to deliver with high quality and within timeliness to achieve successful business metrics as per business plans.
• Accountable to gather and document complex user and technical requirements, translating these to multiple business rules and logic specifications, organised within the scrum framework.
• Collaborate with UW/UI design to build prototypes using data driven approach using analytics
• Responsible to develop strong knowledge and understanding of insurance products, services and channels of distribution in all markets for successful outcomes.
• Partner and collaborate with customer engagement and customer retention specialists in group and markets using data to ensure customer needs and behaviors are fully understood and connect this knowledge to customer acquisition strategies.
• Collaborate with senior stakeholders in Group to define lead generation performance metrics and align these with markets for consistency and transparency.
• Lead the design and implementation of lead generation KPI's and monitor, measure, track and report on performance for pro-active management and optimisation of business outcomes.
• Conduct research and stay up to date with emerging technologies, techniques and industry trends and best practices for lead generation to identify opportunities to optimise business benefits and improve lead generation solutions and outcomes.
• Foster team culture and champion best practices through mentoring and training of others including peers in markets. Continuously develop new skills relating to innovation and collaboration for continuous improvement.

QUALIFICATIONS / EXPERIENCE

• Bachelor or master’s degree in Business or related.
• Minimum 8 years' working experience in Financial Services / Insurance industry, specifically in successful lead generation and customer acquisition across multiple channels of distribution.
• Proven experience working on a digital platform and converting website/app visitors to Insurance customers is essential.

KNOWLEDGE AND TECHNICAL SKILLS

• Broad understanding of the insurance industry, products, services and the distribution channels available.
• Broad understanding of the Mobile app and digital technology landscape relating to engagement, lifestyle, insurance services, digital and technology trends.
• Understand and appreciate the business applications of emerging technologies and practices with applicable knowledge of Mobile development to ensure feasibility and relevant conversations during solution planning.
• Skilled in Agile Software delivery (Scrum or similar) and strong foundation in product backlog management (using JIRA or something similar) including creating user stories.
• Strong verbal and non-verbal communication skills and organisation skills with ability to work cross-functionally with other teams.
• Stakeholder management and influencing skills and the ability to earn trust with across functional leadership and within working teams across markets.
• Strong relationship management skills, particularly in building and managing activities with markets and partners.
• Self-motivated, energetic and enthusiastic to engage stakeholders for buy-in and through people/customer centric design thinking with relevance to digital platform requirements
• Commercially Savvy to ensure identification and development of digital platform improvements to meet the business and users’ needs.
• Strong analytical skills to understand drivers of product performance outcomes and identify strategies to influence customer consideration and engagement and business decisions.
• Ability to work independently, self-organise, meet timelines and adapt in a dynamic environment, recognising priority issues and escalating quickly where relevant.
• Strong collaborator and problem-solving skills with ability to use design think strategies to source appropriate solutions to close gaps and achieve business performance outcomes.