Director, Product Proposition and Innovation

Sun Life Assurance Company of Canada; Singapore; On-site; SGD 250,000 - 350,000; Full time

Job summary

Sun Life Assurance Company of Canada in Singapore seeks a Director to articulate and elevate the HNW CVP across SG, HK and International markets. Translate strategy into clear narratives for distributors and clients.

You will lead CVP frameworks, align messaging, develop broker-ready materials, and guide product development to reflect the value story. Strong collaboration with international teams and product marketing is essential.

Qualifications

• Ability to translate product strategy into compelling CVP narratives for distributors and clients.
• Experience shaping value propositions for life insurance across multiple markets.
• Proven track record supporting distribution teams with proposition narratives and training materials.

Responsibilities

• Lead creation of HNW CVP frameworks for all product lines.
• Align CVP language and market positioning across SG, HK, and International markets.
• Develop broker-ready pitches, one-pagers, CVP summaries, and training narratives.
• Guide product development to ensure CVP is reflected in features and campaigns.
• Benchmark CVP positioning against competitors and regional players.

Skills

CVP storytelling

Stakeholder management

Cross-market collab

Communication

Education

Bachelor's degree in Business, Finance, Marketing, Actuarial Science, or related field

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 PURPOSE

The Director, Product Proposition and Innovation articulating, and elevating Sun Life's HNW Client Value Proposition (CVP) across Singapore, Hong Kong, and International markets. This role translates product strategy into a clear, compelling, and differentiated narrative that supports consistent broker understanding, drives sales momentum, and ensures Sun Life's HNW solutions stand out in an increasingly competitive environment.

The role is core to advancing our strategic objectives of:

• Developing strong CVP enhancements across product lines
• Achieving clear product differentiation across HNW geographies
• Strengthening our market presence and clarity of messaging to distributors and clients

MAJOR ACCOUNTABILITIES

• A. Client Value Proposition (CVP) Leadership
  • Lead creation of HNW CVP frameworks for all product.
  • Translate product strategy and enhancements into simple, compelling narratives for distributors and clients.
  • Ensure proposition clarity across markets by reinforcing "One HNW" messaging.
• B. Cross‑Market Proposition Alignment (SG, HK, BMD)
  • Align proposition language, product naming, market positioning, and differentiators across geographies.
  • Ensure product narratives remain aligned with Sun Life's responsibilities to clients, distributors, and shareholders.
  • Partner with International, SG, and HK teams to embed consistent external narratives.
  • Partner with Product Marketing to ensure CVP aligns with brand expression and media strategy.
• C. Sales Enablement & Distributor Narrative Development
  • Develop broker‑ready pitch decks, one‑pagers, CVP summaries, FAQs, and training narratives for all product activities, including new product launches, feature enhancements to the existing products and product campaigns.
  • Support Distribution partners by explaining differentiators, especially against the key HNW competitors across geographies .
• D. Strategic Guidance to Product Development
  • Integrate CVP thinking into product enhancements and feature prioritization.
  • Ensure product changes (features, enhancements & campaigns) reinforce the desired CVP.
  • Provide CVP guidance to the team involving the pricing and product development process to align product performance with the value story.
• E. Competitive Proposition Benchmarking
  • Work with the market insights to translate competitive data into value propositions, not just price comparisons.
  • Benchmark CVP positioning against the key competitors and regional players.

ROLE REQUIREMENTS

Education

• Bachelor's degree in Business, Finance, Marketing, Actuarial Science, or related field.
• Professional designations (FSA, CFA, CPM, etc.) are advantageous but not required.

Experience

• Required Minimum 7-10 years of experience in Product Proposition, CVP development, Product Strategy, or HNW insurance across Singapore, Hong Kong, or International markets.
• Proven track record developing or shaping value propositions for life insurance (e.g., IUL, UL, WL, Non‑Par, estate/legacy planning solutions).
• Experience supporting distribution teams with proposition narratives, broker training materials, or market messaging
• Demonstrated experience working directly with external partners and managing stakeholder expectations.

Preferred Experience

• Preferred Experience in multinational or regional HNW insurance organizations.
• Experience participating in PDP stage-gates and product lifecycle development.
• Familiarity with competitive benchmarking frameworks and intelligence tools used by HNW teams.
• Strong understanding of HNW life insurance products across SG/HK/BMD to ensure accurate and compliant product narratives with internal standards and regulatory requirements.

Skills & Competencies

• Ability to synthesize complex product features, pricing, and market intelligence into clear CVP stories
• Strong interpersonal skills with an ability to build rapport across all levels and functions.
• Confident, diplomatic, and credible when engaging stakeholders at all levels.
• Naturally collaborative with a positive,