Associate Director, Product Marketing

Sun Life Financial; Hong Kong; On-site; HKD 1,200,000 - 2,000,000; Full time

Benefits offered by this job

MPF

Group life insurance

Group medical insurance

Career development opportunities

5-day work week

Job summary

Sun Life Financial in Hong Kong is seeking an Associate Director, Product Marketing to shape compelling product value propositions and lead the end-to-end product marketing and go-to-market strategy for new and existing products.

The role translates product features and client insights into differentiated sales stories, drives launch execution across distribution channels and ensures impactful product communications to support growth.

Qualifications

• Bachelor’s degree in Business, Marketing, Finance or related discipline.
• 10+ years of relevant life insurance experience with product marketing or distribution marketing or related fields.
• Strong understanding of life insurance products, client needs, distribution dynamics and HK market.
• Proven experience developing product positioning, value propositions, sales stories and go-to-market strategies.
• Excellent stakeholder management and influencing skills with senior management and cross-functional teams.
• Excellent presentation, written and verbal communication skills in English and Chinese; Mandarin proficiency is required.

Responsibilities

• Develop product value propositions and align with product features and target audiences.
• Lead integrated go-to-market strategies for new launches and major initiatives across channels.
• Create product marketing content across client, distributor and digital touchpoints.
• Monitor client needs, market trends and distribution feedback to identify opportunities.
• Collaborate with distribution leaders to gain buy-in on positioning and go-to-market approaches.
• Coach and develop team members to advance capabilities.

Skills

Product marketing

Go-to-Market

Stakeholder management

Leadership

Communication skills

Education

Bachelor’s degree in Business/Marketing/Finance or related

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:

Role Summary

The Associate Director, Product Marketing is responsible for shaping compelling product value propositions and leading the end-to-end product marketing and go-to-market strategy for new and existing products. The role translates product features and client insights into differentiated sales stories, drives integrated launch execution across distribution channels, and ensures consistent and impactful product communications to support product adoption and business growth.

Job Responsibilities

• Product Value Proposition Development: Collaborate with the product development team to create compelling value propositions that align with the product's features, benefits, and target audience. Ensure that the product launch strategy effectively communicates the product's unique selling points.
• Go-to-Market & Product Launch Strategy: Develop and lead integrated go-to-market strategies for new product launches and major product initiatives, covering target segments, key messages, channel engagement, communication approach and launch activation. Coordinate cross-functional stakeholders to ensure cohesive and effective execution across channels.
• Product Marketing Content & Communications: Support the development of product marketing content across client, distributor and digital touchpoints, including brochures, leaflets, presentations, website content and other sales-support materials. Ensure communications are client-centric, differentiated, consistent and aligned with the overall product value proposition.
• Market & Client Insights: Monitor client needs, market trends, competitor propositions and distribution feedback to identify opportunities to strengthen product positioning and marketing effectiveness. Translate insights into actionable recommendations for product proposition, sales messaging and future product initiatives.
• Channel & Stakeholder Management: Partner with distribution leaders and key stakeholders to build buy-in on product positioning, value propositions and go-to-market approaches. Influence senior management, channel representatives and functional leaders to achieve alignment and drive effective execution across multiple distribution channels.
• People Management: Coach and develop team members to advance their knowledge and improve the overall capabilities and core competence of the team.

Job Requirements

• Bachelor's degree in Business, Marketing, Finance or a related discipline.
• Minimum 10 years of relevant experience in life insurance, with strong experience in product marketing, product proposition, distribution marketing or related fields.
• Strong understanding of life insurance products, client needs, distribution dynamics, sales processes and the competitive landscape in Hong Kong.
• Proven experience in developing product positioning, value propositions, sales stories and go-to-market strategies.
• Strong commercial acumen and ability to translate complex product features into simple and compelling client and distributor propositions.
• Excellent stakeholder management and influencing skills, with proven ability to work effectively with senior management, distribution teams and cross-functional stakeholders.
• Strong project leadership with the ability to manage multiple product launches and initiatives concurrently, prioritize resources and deliver under tight timelines.
• Excellent presentation, written and verbal communication skills in English and Chinese; proficiency in Mandarin is required.

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: Product Posting End Date: 30/12/2026

Shine together

At Sun Life, 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 achieve lifetime financial security and live healthier lives. As a team of 30,000 across 26 countries, our impact is far-reaching, and locally relevant. There’s power in numbers. As part of Sun Life’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 Sun Life, 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. Visit Sun Life Careers