About the Role
The Associate Director of Brand, Product & Partnership Marketing is accountable for setting and leading Sun Life Vietnam's brand strategy and product marketing agenda.
Responsibilities
Brand Strategy & Market Leadership
- Define and own Sun Life Vietnam's brand strategy, aligned with Sun Life Group and regional brand frameworks.
- Ensure the brand consistently signals trust, care, and long-term financial protection, strengthening Sun Life's reputation with customers, distributors, regulators, and partners.
- Lead integrated brand planning across functions.
- Act as brand steward, ensuring disciplined, compliant, and consistent brand expression across all touchpoints.
Product Marketing & Portfolio Leadership
- Own the product marketing strategy across life insurance, protection, retirement, and priority solutions.
- Translate complex products into clear customer value propositions (CVPs) and compelling narratives across segments and channels.
- Lead go-to-market strategy for new product launches, repricing, and portfolio shifts, in close partnership with Product, Sales, Distribution, and Finance.
- Ensure product marketing fully complies with regulatory, legal, and internal governance standards.
Partnership & Bancassurance Marketing
- Lead marketing strategy for strategic partnerships, with a strong focus on bancassurance and ecosystem partners.
- Build joint brand credibility through co-branding, in-branch experience, customer education, and partner-led campaigns.
- Shape long-term partnership marketing roadmaps that go beyond tactical campaigns to build shared trust and sustainable value.
- Serve as senior marketing counterpart to partner leadership teams.
Strategic Planning, Budget & Performance Management
- Set annual and multi-year brand, product, and partnership marketing strategies and priorities.
- Own budget planning, investment allocation, and ROI discipline across brand and partnership initiatives.
- Establish clear success metrics for brand health, campaign effectiveness, and commercial impact.
- Use insights and data to continuously refine strategy and resource allocation.
Leadership, Team & Capability Building
- Lead and develop a high-performing team covering brand, product marketing, and partnership marketing.
- Set clear ownership, standards, and accountability across teams and agency partners.
- Build marketing capabilities in storytelling, campaign planning, stakeholder management, and compliance-ready execution.
- Foster strong collaboration across Marketing, Communications, Digital, CX, Sales, Product, Legal, and Compliance.
Senior Stakeholder & Regional Engagement
- Act as a trusted marketing advisor to Vietnam leadership and regional stakeholders.
- Represent Vietnam in regional forums on brand, product marketing, and partnership initiatives.
- Influence decision-making with clear strategic thinking, data, and market insight.
Qualifications
- Bachelor's degree in Marketing, Business, Communications, or related fields; MBA preferred.
- 10+ years of marketing experience, with senior leadership exposure in financial services, insurance, banking, or similarly regulated industries.
- Proven leadership in brand strategy, product marketing, and partnership/co-branding initiatives.
- Strong experience managing senior stakeholders, cross-functional teams, and agency ecosystems.
- Track record of balancing long-term brand investment with short-term commercial outcomes.
Required Skills
- Strong leadership and strategic thinking abilities.
- Excellent communication and interpersonal skills.
- Ability to manage complex projects and cross-functional teams.
Preferred Skills
- Experience in the financial services sector.
- Familiarity with regulatory compliance in marketing.
