Director - Brand and Marketing Communications
Location: Hong Kong-Hong Kong Island-Causeway Bay
Are you passionate about brand strategy, advertising and communications and building a brand? Have you spent time honing your skills at an ad agency or as a brand consultant? Are you looking to join a fast growing entrepreneurial culture within a quickly growing global health services company? If so joining the Cigna Brand team in our quick growing International Markets division might be the perfect fit for you.
Cigna's Brand Center of Excellence is a group of marketing professionals responsible for building our global brand by increasing brand health, and making meaningful progress on the strategy and execution of key strategic marketing communications initiatives as outlined in the International Markets Strategy in conjunction with Global Marketing efforts; with brand as a critical enabler for Cigna everywhere where we operate.
This role will be based in Hong Kong and will work directly with both the Global Brand Officer and the Chief Marketing Officer for Cigna's International Markets. The individual will share in the responsibility for the leadership and execution of the corporation’s brand strategy; working closely with International and Center of Excellence teams in the development and management of brand assets, marketing communications plans and process, and tools and processes to support the building of the Cigna brand in the International Markets.
These responsibilities include strategic guidance of brand positioning, brand architecture and naming development process in each market, working with the Global COE to ensure corporate consistency and in policy branding as well as leading the charge to build the brand within the organization through stewardship, training and advocacy initiatives from start to finish. At the same time this individual will work closely with local teams within our global business to help develop the process and holistic marketing communications plans with each local market and the International Markets team based in Hong Kong as well as other Center of Excellence teams based across the Cigna global footprint.
This individual will have primary focus for developing and implementing brand and marketing communications fundamentals for the International Markets in which Cigna operates: focusing primarily on our Global Individual and Global Employer business segments.
This individual will also help operationalize key ongoing enterprise-wide efforts, including:
- International Market Brand Strategy & Advertising Campaigns to play the lead role in coordinating cross-market, International campaigns as required serving as the central agency (McCann and OMD) contact and working with the broader IM local contacts, Brand team and global agencies to execute.
- Brand Health to help identify current situational assessments, address gaps and opportunities, develop short-term and long-term solutions to help improve state of the brand across International markets and business segments.
- Brand Governance to help create upcoming solutions to address and systemize brand standards, consistency and guidelines adopted, engrained and sought-after in our international markets by all key stakeholders (marketing, business leaders, HR, operations, external agencies, etc).
This individual will be based in Hong Kong at the HQ of Cigna's International Markets operations and will report to the Global Branding Officer and to the Chief Marketing Officer for our International Markets division. The position will have one direct report based in Europe that supports our Global Employer business.
Desired Skills & Experience
This position requires brand strategy and advertising experience (governance, training, stewardship), strong project management, analytical, communication and organizational skills. Past or current experience with a global brand (financial services, insurance, CPG or other relevant brand building B2B and direct-to-consumer organizations and implementation, especially within a traditional B2B environment that is transitioning to a B2C) would be of great relevance.
Demonstrated ability to manage a brand through various touchpoints: from strategy development, advertising to digital to social and customer experience as well as experience developing the process and plans related to the holistic marketing communications plans at the business unit level in conjunction with local markets.
The successful candidate will also help to develop and drive understanding of the Brand Roadmap and governance process as well as assist with implementation of key initiatives across relevant audiences (eg individual consumers, employers, affinity partners, brokers/agents, influencers, etc) while optimizing team dynamics in a highly matrixed organization. This includes working in the matrix and influencing outcomes versus having direct responsibility.
Key to success will be the ability to navigate in a complex environment with a matrix structure by working closely with all relevant internal partners, including markets (countries)/business segments, external/internal communications, operations, HR, and other relevant functional partners along with US domestic business units and externally with advertising agencies, marcomm firms, and other service providers.
DUTIES AND RESPONSIBILITIES
Assist with the development and local implementation of Cigna’s global brand platform in the International Markets where Cigna operates. This includes directing the Global Agency through the Brand advertising and media plan development process in each local market.
Assist with the development and implementation of the Brand Governance process and new measures to ensure effectiveness of brand, training and communication efforts. This includes operationalizing such processes as naming, product registration in each local market or helping to clarify the local process.
Lead the development of International Brand Campaigns as well as marketing communications plans and processes within the local market (if not existing) and coordinate with the IM staff to ensure timelines and holistic marketing communications plans.
Lead internal initiatives to drive internal brand education and activation among Cigna employees
Develop plans to ensure local markets take a holistic view of incorporating the brand throughout all customer touchpoints
Support local markets with Global Agency management including yearly SOW development, onboarding, and performance review process
Develop and implement a centralized process for name development for products and services that ensure naming is aligned with the Global guidance and standards
Manage and promote the Brand Portal and Digital Asset Management tool within the local markets to ensure that it is properly and fully used in the development of campaigns and communications.
Support the process of developing Cigna internal agency capabilities for collateral and Below-the-line work and promote agency usage with individual markets.
Manage resolution of issues and incorporates relevant changes into division initiatives.
Work closely with the Sponsorships COE and as necessary assist with signature events and other B2B related events/forums.
Ensure appropriate use of tools to track and monitor the performance of assigned projects.
Provide constant, ongoing communication with brand team and key partners including line operations and management as appropriate to ensure barriers/obstacles are addressed and removed and to offer continuous process improvement necessary support are always provided.
- Brand Management
- Corporate Communications
- Project Management