Associate Director - Bancassurance Digital Commerce

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

FWD Vietnam was established in 2016 and is a member of FWD Group. For more information, please visit www.fwd.com.vn

The Associate Director, Bancassurance Digital Commerce (DC) is responsible for shaping and delivering FWD Vietnam’s digital commerce, digitally enabled sales and distribution transformation agenda.

The role has end-to-end accountability for translating DC business and distribution strategy into commercially viable digital capabilities, customer journeys and sales solutions that drive sustainable growth, productivity, customer acquisition, conversion, and long-term customer value.

The role operates as a representative for FWD Vietnam DC in engagements with Group, senior country stakeholders, strategic partners and technology teams.

THE JOB:

Bancassurance Digital Commerce:

• Own the commercial performance of Digital Commerce (DC) and digitally enabled sales models across DTC, O2O, OF2O, DigiBanca, partnerships and existing distribution channels. Drive sales planning, funnel management, lead generation, lead allocation, conversion, productivity, cross-sell/upsell and customer value management.
• Connect Sales, Digital, Data and Technology: understanding how customers buy and sales sell insurance, identifying friction and commercial opportunities across the sales funnel, and translating these into scalable digital and technology solutions.
• Bring a strong mindset to digital transformation. Understand front-line sales processes and distributor/ customer behaviours and ensure digital solutions solve real commercial problem rather than simply delivering technology.
• Champion sales process innovation and transformation through data-driven, automated, and AI-enabled capabilities to improve sales effectiveness, distributor productivity, conversion and customer experience.

End-to-End Sales Journey & Platform Ownership

• Own and continuously optimize end-to-end digital and digitally assisted sales journeys—from acquisition and lead generation through engagement, needs analysis, quotation/application, conversion, fulfilment, servicing, retention and cross-sell.
• Use data and funnel analytics to identify leakage and systematically improve conversion, turnaround time, sales.

Partnership & Ecosystem Development

• Identify, evaluate, negotiate and develop digital partnerships and ecosystem opportunities that can generate scalable distribution, customer acquisition and revenue.
• Own the commercial case and performance of strategic digital partnerships, including bank and non-bank partners.

Strategic Planning

• Serve as the key liaison to Group and Country stakeholders, representing Vietnam’s commercial priorities and influencing strategic, investment, and implementation decisions across DC.
• Lead assessment of DC strategic and operational priorities, making decisions within delegated authority and providing well-founded recommendations to the CPDO on key business matters if needed.
• Proactively identify DC opportunities, risks, and issues, providing actionable recommendations to the CPDO to support effective decision-making and business outcomes.

Digital & Technology Enablement

• Partner closely with Technology/IT to translate commercial and sales requirements into technology strategy, architecture priorities, platforms, capabilities and delivery roadmaps.
• Evaluate and recommend new technologies — including AI, automation, analytics and digital platforms—based on measurable commercial value and strategic fit.

Budget and Governance

• Own business cases, investment prioritization, budgets and commercial outcomes for Digital Commerce and Sales Transformation initiatives.
• Balance speed, customer experience, commercial return, technology sustainability and regulatory requirements when making investment and prioritization decisions.
• Establish clear governance, KPIs and performance management across major initiatives and intervene decisively when delivery or commercial performance is off-track.

Build and lead a high-performing team.

Other ad-hoc tasks as assigned.

THE PERSON:

• Bachelor’s degree or higher in Digital Commerce, Business Administration, Technology, or a related field.
• 10+ years of relevant experience, with significant leadership experience across a combination of sales/distribution, digital commerce, digital transformation, technology-enabled business transformation and/or financial services.
• Demonstrate experience leading sales or distribution processes, with strong understanding of sales funnels, lead management, conversion, productivity, sales performance management and customer lifecycle economics.
• Strong commercial track record with accountability for revenue/sales targets, business cases, budgets and measurable business outcomes.
• Significant experience working with technology/IT teams, including digital platforms, systems integration, APIs, data, automation and technology delivery.
• Strong stakeholder management capability, with a proven track record of influencing senior leaders, negotiating across complex interests, and resolving competing priorities with limited oversight.
• Demonstrate ability to convert complex business, technology and data issues into clear executive recommendations and decisions.
• Experience in insurance, banking, fintech, e-commerce or other complex regulated/consumer financial-services environments strongly preferred.
• Commercial leadership skill, ability to craft and implement effective commercial campaigns via digital channels.
• Sales planning, forecasting and reporting
• The ability to understand the optimization of eCommerce business and metrics such as cost per acquisition, lead conversion, etc.
• Integrated Marketing Communications: ATL - Digital Marketing (Media, Influencers, Search, Mobile, Email), PR, Events
• Platform (Website) Development & Management with strong focus on user experiences.
• Demonstrate sufficient technology depth to challenge solution design, understand integration/API considerations, data flows, platform dependencies, scalability, security and operational implications, while remaining accountable for business outcomes.