As a member of the HK Leadership Team, the Chief Customer Officer (CCO) leads 4 sub-functions including Corporate Communications, Customer Propositions, Customer & Distribution Marketing, and Digital Marketing. The CCO is accountable for the development and execution of Cigna Healthcare Hong Kong’s integrated marketing and customer strategy to support delivery of key strategic priorities and drive business growth. The incumbent will have responsibility for the design and implementation of the customer and marketing growth plan based on customer insights and analytics, distribution channels insights, market intelligence and alignment with business priorities, to ensure all marketing initiatives are launched to drive desired business outcomes. The role also has accountability for the Cigna Healthcare Hong Kong health strategy.

Critical Tasks and Expected Contributions / Results:

Lead strategic marketing functions to establish a clear and differentiated brand promise and market position for the HK business that aligns with Cigna Healthcare Hong Kong’s business priorities and global marketing strategy, with particular focus on Digital channels

Set clear objectives for the Cigna Healthcare Brand in HK, develop and implement plans to uplift brand reputation and recognition  by leveraging global and regional resources, and through local market  opportunities

Develop and implement the integrated marketing strategy to strengthen Cigna Healthcare’s proposition as a trusted Health & Wellness partner, and to be recognized as the leader in premium health insurance & health services in Hong Kong

Improve the core customer experience by delivering key priorities identified in NPS surveys conducted for customers and business partners

Identify actions to deliver a superior customer experience to acquire & optimize customer relationships in line with the company’s strategy, integrating proposition and digital capabilities into the customer experience, meet growth targets in brand spend effectiveness, NPS, digital acquisition, persistency, cost per sale, cost per lead, and marketing efficiency (ROI)

Act as the go-to person with International Health counterparts for the Hong Kong business on all customer and marketing related initiatives

​Corporate Communications:

Lead the Communications function to promote Cigna Healthcare’s corporate mission, customer value propositions, thought leadership and other value such as ESG to maximize earned media value across multiple communication platforms

Be the Brand owner, a media spokesperson and to manage reputational risk to build Cigna Healthcare as the leading health insurer in the market

Oversee all internal communications initiatives and events such as internal business communications, Townhalls and collaborate closely with International Health communications counterpart to drive staff engagement

Customer Propositions:

Drive overall customer strategy that aligns with Cigna Healthcare’s business priorities with focus on customer segmentation, value propositions, engagement, insights, retention and customer experience

Strategize and oversee the wellness proposition to strengthen Cigna’s Global Health Benefits (GHB) proposition and as a differentiator to support business growth

Own and manage the development of strategic partnerships with key business partners, e.g. Cathay Pacific, to ensure a healthy growth of the partnership

Identify key drivers to uplift customer and business partner’s experience, and develop action plan through collaboration with Insights team and other key stakeholders on the annual Net Promoter Score (NPS) survey

Drive the implementation of the Cigna HK Health Strategy

Customer & Distribution Marketing:

Lead the function to strategize and drive the launch of all customer and distribution marketing initiatives, including customer and product marketing programs, social media campaigns, B2B and strategic partnership marketing activities to support channels in delivering business objectives

Drive new customer engagement initiatives such as customer promotions and retention program to support the growth of customer base

Collaborate with Distribution channels, including support to key strategic business partners such as Cathay Pacific, to develop year-round marketing and communications activities and events to achieve business objectives

Digital Marketing:

Lead the digital marketing team to develop the digital strategy and implement the plan, with a focus on new customer acquisition through cost-effective direct marketing campaigns

Drive the development of year-round marketing initiatives to achieve defined digital and marketing efficiency KPIs (Leads, cost-per-lead, cost-per-acquisition, conversion rate and sales target) for Direct-to-Consumer channel

Oversee digital engagement strategy for all digital channels, i.e.website, e-Sales platform, social media and MyCigna app (front-end) to uplift customer engagement and enhance brand loyalty

Experience / Knowledge, Education and Other Requirements

Minimum 15 years in marketing and communications, digital marketing, and customer management experience with Senior Leadership and team management experience;

Demonstration of growth mindset to embrace challenges;

Ability to create a vision and provide the required leadership for the development of new and unique marketing programs that will successfully grow;

Demonstration of a strong enterprise mindset and a leader role model;

Strong business and financial acumen and ability to link marketing strategy and results directly to overall business strategy and company financial goals;

Excellent interpersonal, influencing and people management skills;

Experience working in a large matrix – reporting structure

Distribution, Direct Marketing and Telemarketing experience would be an advantage.

About The Cigna Group

Cigna Healthcare, a division of The Cigna Group, is an advocate for better health through every stage of life. We guide our customers through the health care system, empowering them with the information and insight they need to make the best choices for improving their health and vitality. Join us in driving growth and improving lives.