Director, HNW Product Value Proposition

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. Discover how you can make a difference in the lives of individuals, families and communities around the world.

Job Description:

JOB PURPOSE

The Director, HNW Product Value Proposition is responsible for defining, 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

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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. CrossMarket 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 brokerready pitch decks, onepagers, 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.

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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, NonPar, 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 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, solutions-oriented mindset.
• Independent, self-driven, and able to take endtoend ownership of proposition deliverables.

Job Category:

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