About FWD Group

FWD Group (1828.HK) is a pan-Asian life and health insurance business that serves more than 38 million customers across 10 markets, including BRI Life in Indonesia. FWD’s customer-led and tech-enabled approach aims to deliver innovative propositions, easy-to-understand products and a simpler insurance experience. Established in 2013, the company operates in some of the fastest-growing insurance markets in the world with a vision of changing the way people feel about insurance. FWD Group is listed on the main board of the Hong Kong Stock Exchange under the stock code 1828.

For more information, please visit www.fwd.com

PURPOSE

• Lead and drive the end-to-end customer strategy, roadmap, experience, and value management across the insurance value chain—from acquisition and onboarding to servicing, retention, and advocacy.

• Collaborate across Group and Markets to drive customer-centric growth, improving persistency and lifetime value, and embed a consistent, high-quality experience across channels and markets.

• Lead, manage, coach and develop a team of high performing individuals who are viewed as strong customer advocates in Group and Markets who can competently lead, execute and deliver the customer strategy roadmap and drive a culture of continuous learning and development through new ways of working and ideation of solutions leveraging new and emerging technologies.

KEY ACCOUNTAIBILITIES

Enterprise Customer Strategy & Governance:

• Lead the execution of the Group Customer strategy, principles, and ambition across Life, Health, and General Insurance businesses.

• Establish enterprise-wide customer segmentation, service models, and experience standards, with clear guardrails for local adaptation.

• Act as Group owner for customer-related policies, frameworks, and governance, ensuring alignment with brand and conduct commitments.

End-to-End Value Chain Oversight:

• Provide enterprise oversight of customer experience across the full insurance value chain:

  • Acquisition & onboarding

  • Policy servicing & payments

  • Claims & recovery

  • Renewals, retention, and advocacy

• Identify systemic pain points and prioritise cross-business, cross-market fixes with the highest customer and commercial impact.

Customer Value & Performance Management:

• Own enterprise targets and reporting for:

  • NPS / CSAT / CES

  • Retention, persistency, and churn

  • Complaints and root-cause closure

  • Customer lifetime value and penetration

• Build a consistent enterprise performance view, enabling ExCom and markets to act on customer insights.

Data, Insights & Platform Enablement:

• Sponsor enterprise capabilities for CRM, Voice of Customer, complaints analytics, and CX measurement.

• Translate customer insights into actionable priorities, investment cases, and regulatory improvements.

• Partner with Operations, Technology and Digital to enable personalisation, proactive service, and predictive customer management.

Enterprise Transformation & Simplification:

• Sponsor enterprise-wide initiatives to:

  • Simplify customer journeys and communications

  • Reduce friction, rework, and complaint drivers

  • Improve straight-through processing and self-service

• Ensure customer outcomes are embedded into core transformation, product, and process redesign initiatives.

Governance, Risk & Compliance:

• Act as senior owner for customer conduct outcomes at Group level.

• Ensure consistent standards for fair treatment, transparency, complaints handling, and vulnerable customer management.

• Partner with Risk, Compliance, and Legal to pre-empt conduct risk and regulatory issues.

Market Enablement & Influence:

• Enable markets with clear frameworks, playbooks, tools, and benchmarks.

• Chair or sponsor enterprise customer forums to share best practices and scale successes.

• Act as the enterprise customer advocate in ExCom, investment committees, and regulatory discussions.

Leadership & Stakeholder Management:

• Lead and develop high-performing customer management team.

• Act as senior customer advocate with ExCom, Markets, Distribution, and Partners.

• Influence without authority across a complex, multi-market insurance organization.

• Recognised as an expert leader in customer management for the Group demonstrated by strong and competent leadership in areas of expertise with a high performing team of individuals who achieve and deliver results consistently for group and markets with a proactive and can-do attitude, building trust, respect and credibility.

• Provide valued thought leadership and insight on how to seize market opportunity and be successful in solution delivery that fosters a common language, set of best practices and cross functional capabilities to deliver results.

• Foster a culture of learning, sharing, commitment, collaboration and continuous improvement and delivery of customer value aligned with FWDs overall brand Vision and Strategy.

QUALIFICATIONS / EXPERIENCE

• Bachelor’s or master’s degree in business or related.

• 15+ years in insurance, financial services, or customer-led transformation, with senior leadership exposure.

• Proven leadership in executing customer strategy, CX, or customer value management at enterprise level.

• Strong understanding of the insurance value chain, purchasing, servicing and claims operations.

• Track record of delivering measurable customer and commercial outcomes.

• Executive-level stakeholder management and change leadership skills.

• Regional or multi-market experience.

KNOWLEDGE & TECHNICAL SKILLS

• Experience with CRM platforms, CX analytics, and digital service transformation.

• Customer-obsessed, commercially astute, and data-driven

• Strategic thinker with hands-on execution bias

• Influential, resilient, and comfortable leading cross-functional change

• Strong people developer and culture builder

• Able to translate strategy into simple, scalable frameworks

• Strong knowledge of insurance customer economics, including persistency, churn, customer lifetime value (CLV), cost‑to‑serve, and cross‑sell/upsell dynamics

• Strong awareness of distribution models (agency, bancassurance, digital, intermediaries) and their customer experience implications

• Proven expertise in enterprise customer experience (CX) strategy, journey design, and experience standard setting

• Strong capability in customer segmentation, differentiated service models, and proposition design

• In‑depth knowledge of complaints management, root cause analysis, remediation, and continuous improvement frameworks

• Strong familiarity with CRM platforms, omnichannel servicing tools, and customer data platforms

• Ability to interpret and act on customer analytics, including NPS, CSAT, CES, VOC, and churn insights

• Experience partnering with Digital, Data, and IT teams to define and deliver customer capability roadmaps

• Understanding of automation and AI applications in customer management (e.g. predictive retention, proactive servicing)

• Strong understanding of conduct risk, customer‑related regulation, and compliance requirements within insurance

• Ability to balance customer outcomes, regulatory obligations, and commercial objectives

• Proven ability to lead through influence rather than direct control, at ExCom and senior leadership levels

• Strong executive communication skills, translating customer insights into clear strategic and investment decisions