Assistant Vice President, Product Marketing

Sun Life; Hong Kong; On-site; HKD 1,200,000 - 1,800,000; Full time

Benefits offered by this job

5-day workweek

MPF

Group life insurance

Group medical insurance

Job summary

Sun Life in Hong Kong is seeking an AVP, Product Marketing to shape product positioning, go-to-market strategies and integrated launches. You will lead cross-functional teams across Product, Brand Marketing, Distribution and Training to deliver compelling propositions and compliant campaigns.

You will translate complex insurance features into customer value, develop master messaging, and oversee launch readiness, performance evaluation and optimization in a fast-paced market.

Qualifications

• Bachelor's degree in Marketing, Business Administration or related discipline.
• Minimum 10 years of progressive experience in product marketing, including at least 5 years in a managerial or leadership capacity.
• Strong knowledge of insurance products, industry trends and competitive dynamics.
• Proven ability to develop and execute integrated marketing strategies across multiple channels.

Responsibilities

• Translate product strategy and features into compelling value propositions and sales narratives.
• Establish overarching product positioning and master messaging framework for clear communication.
• Lead development of integrated ATL/BTL product marketing and campaigns.
• Define and coordinate complete launch materials aligned with regulatory requirements.
• Align cross-functional teams around a coordinated product launch strategy.
• Monitor market trends and competitive dynamics to optimize campaigns.
• Lead post-launch evaluation and identify optimization opportunities.
• Partner with senior leaders on campaign proposals and key marketing decisions.

Skills

Product marketing

Stakeholder management

Leadership

English and Chinese communication

Strategic thinking

Education

Bachelor's degree in Marketing or Business Administration

Tools

Microsoft PowerPoint

Microsoft Word

Microsoft Excel

Job description

You are as unique as your background, experience and point of view. Here, you’ll be encouraged, empowered and challenged to be your best self. You'll work with dynamic colleagues - experts in their fields - who are eager to share their knowledge with you. Your leaders will inspire and help you reach your potential and soar to new heights. Every day, you'll have new and exciting opportunities to make life brighter for our Clients - who are at the heart of everything we do. At Sun Life, we're driven by our Purpose: helping our Clients achieve lifetime financial security and live healthier lives. Our values shape how we work: caring, authentic, bold, inspiring, and impactful. When you join Sun Life, you'll work with passionate colleagues and empowering leaders who support your growth and celebrate your contributions, so you can make a meaningful difference in our Clients' lives. Discover how you can make a difference in the lives of individuals, families and communities around the world.

Job Description: Job Description The AVP, Product Marketing will play a pivotal role in shaping how our insurance products are positioned, communicated and brought to market. Acting as the commercial orchestration lead, the role will bring together Product, Brand Marketing, Distribution, Training and other key stakeholders to deliver compelling customer propositions and integrated product launches.

Key responsibilities include:

• Translate product strategy and complex product features into compelling customer value propositions, market positioning and sales narratives.
• Establish the overarching product positioning and master messaging framework to ensure clear and consistent communication across channels.
• Lead the development of integrated ATL and BTL product marketing and campaign strategies, taking into consideration customer needs, competitive dynamics and business objectives.
• Define and coordinate the complete suite of customer-facing launch materials, ensuring alignment with relevant regulatory and compliance requirements.
• Align Brand Marketing, Product, Training, Distribution and other cross-functional teams around a coordinated product launch strategy and execution plan.
• Consolidate overall launch readiness, identify dependencies and proactively escalated unresolved risks or issues.
• Ensure consistent product positioning and messaging across advertising, sales materials, digital content, videos, training materials and launch events.
• Monitor market trends, competitor activities and evolving customer needs, and recommend timely actions to strengthen product competitiveness.
• Lead post-launch performance evaluation, identify opportunities for improvement and optimize marketing strategies and campaigns based on market and business results.
• Partner with senior leaders and cross-functional stakeholders on campaign proposals, product value propositions and key marketing decisions.
• Manage external marketing vendors in the development and update of product and campaign materials, and support effective campaign communication to the agency force.

Job Requirements

• Bachelor's degree in Marketing, Business Administration or a related discipline.
• Minimum 10 years of progressive experience in product marketing, including at least 5 years in a managerial or leadership capacity.
• Strong knowledge of insurance products, industry trends and competitive dynamics.
• Demonstrated product marketing expertise, with the ability to translate complex product features into clear, differentiated and compelling customer propositions.
• Strong understanding of regulatory requirements relating to insurance marketing and customer communications.
• Proven ability to develop and execute integrated marketing strategies and work effectively across multiple channels and stakeholder groups.
• Experience in campaign management would be an advantage.
• Strong analytical, research and problem-solving capabilities, with the ability to synthesize information from multiple sources and make sound commercial decisions.
• Strategic and creative thinker who can balance customer needs, competitive considerations, financial constraints and broader business objectives.
• Strong stakeholder management and influencing skills, with proven experience aligning diverse cross-functional teams and senior stakeholders.
• Ability to operate effectively in a fast-changing market environment, manage competing priorities and respond quickly to emerging opportunities and challenges.
• Excellent presentation and communication skills, with strong written and verbal proficiency in English and Chinese.
• Excellent proficiency in Microsoft PowerPoint, Word and Excel.

We offer 5-day work, attractive salary, MPF, group life and group medical insurance; and excellent career development opportunities to the right candidate.

We are an equal opportunity employer and welcome applications from all qualified candidates.

Application forms and resume will be kept for a period of 24 months after completion of the recruitment process. (All information will be held in strict confidence and only be used for recruitment purpose).

Job Category: Marketing Posting End Date: 26/11/2026

Shine together At Sunlife, you can be your most brilliant self. Our supportive, flexible, and inclusive work environment is one where you – and your career – can thrive. Whatever your aspirations, collaborative leaders and colleagues are ready to help you learn, grow, and succeed. Make life brighter We’re a global company with a passion for people. Our purpose is to help Clients build lifetime financial security and lead healthier lives. As a team of 68,000 across 28 markets, our impact is far-reaching, and locally relevant. There’s power in numbers. As part of Sunlife’s growing team, you have an impact on people in your community and around the world. Shape the future With an optimistic eye on a brighter future, we drive to innovate. Be part of leading change, push boundaries and try new ways of working. Use data to drive bold actions. Be agile and pivot as we test and learn. At Sunlife, we’re driving transformation, sustainability and innovation for our Clients, employees, partners, and communities. Join us. Together, we can make the future brighter. Join a top employer for a brighter future.