The Director, Advisor & Client Insight reports to the AVP, Marketing & Client Engagement, within the Individual Marketing team. The Individual Marketing team is accountable for defining marketing strategies based on client and advisor insights, ensuring we effectively and efficiently deliver content and tools to support advisors and customers. This includes traditional marketing tactics as well as our digital properties such as the Advisor Business Centre, the Sun Life Advisor site and Customer Access.
The Director, Advisor & Client Insight is a key contributor on this team, and is accountable to develop, keep updated and communicate the important insights regarding the client and advisor journeys and main characteristics regarding our target client segments including their lifetime value. The Director, Advisor & Client Insight works in collaboration with Individual Distribution teams, Product teams and Operations as well as with Global marketing to identify the most important levers to improve customer engagement and value. The Director contributes to the success of the Individual BU objectives by analyzing data and conducting market research to collaboratively facilitate the collection, analysis and reporting of market and audience insights for our client and advisor audiences.
The Director will work closely with internal business partners to understand their business drivers and emerging needs in order to develop and share qualitative and quantitative insights. The Director will bring to the business partnerships a continuously evolving understanding of our key audiences and will know how to communicate to internal partners actionable insights to inform marketing plans and help the business meet their objectives.
Main Accountabilities
Developing and refined the advisor and client journeys including the identification of the moments of truth (most important touch points) and the main pain points
Understand the different client target market by channel, their key characteristics (demographic, attitudinal, behavioral…)
Develop a methodology to evaluate client lifetime value and their relative importance to the Individual profitability, economic value and future growth
Accountable for the definition of an insightagenda for Individual Marketing, collecting research needs from business partners and developing a program to further advisor and customer insights
Leading a team with two supporting roles, the Director will lead the definition of an insight agenda and when necessary work with Global marketing to define the optimal research design to better understand our advisors and clients, including qualitative and quantitative surveys, focus groups, and interviews
The Director will continuously surface and keep a current perspective on the main drivers to improve advisor and client engagement and value, She/he will stay connected on the status and outcomes of the initiatives underway to achieve these objectives.
The Director will provide clear objectives and intended outcomes to inform our data mining efforts, with a focus on gaining a better understanding of advisor and customer behaviour
The Director will collaboratively develop a data roadmap to ensure we are well-positioned to benefit from insights arising from analysis of CRM data, web metrics, and digital tool usage
The Director will analyze reports and research outcomes, surfacing key points for relevant stakeholders
Foster relationships with internal business partners and seek knowledge to understand the business strategies, drivers, plans and issues
Maintain relationships with external marketing associations, agencies and vendors to stay current on marketing trends and to facilitate potential future engagements with external suppliers
Provide input into internal business partners' annual and quarterly marketing plans by providing audience insights to inform current marketing approaches based on client buying patterns and the advisor sales cycle
Oversee the development of a scalable a library of advisor and customer insights, and ensure a strong communication plan is developed to share this knowledge base with partners
Ensure adherence to budget and timelines for insight-focused initiatives
Contribute to marketing plans for centrally driven initiatives, looking for opportunities to influence direction based on insights on advisors and clients
Provide best practice advice and consulting to inform insight-focused efforts in other business area
Develop strong relationships with senior members of our corporate team, leveraging insight-driven activities within that group to get the most benefit as possible for the Individual business unit
Establish and maintain effective two-way communication with key stakeholders where appropriate including distribution partners, sales managers, advisors, sales directors, and back office staff
Competencies
Minimum of seven year's progressive experience in an insight-focused role that includes accountability for influencing marketing efforts
3-4 years of experience analyzing complex data sets in order to segment audience groups and define sales and marketing opportunities
Multiple experiences defining advisors and customer journey including the identification of MoT and pain points
Sound understanding of the client lifetime value and experience in evaluating and calculating it in the life insurance and wealth management industries
Solid understanding of marketing planning and tactics, including digital media
University or college degree
Experience leading insight-driven programs in order to support sales and marketing efforts
2-3 years management experience leading data and research-focused staff
Deep understanding of analytical tools
A flexible approach to reporting and sharing analytical results, modifiable to suit different types of audiences
Demonstrated business acumen and ability to translate knowledge of audience insights into marketing strategies
Solid understanding of brand strategy and its relationship to the overall customer experience
Proven track record of successfully operating in a matrix environment with cross-function team participation successes
Strong partnering approach with a commitment to meeting internal and external business partners' unique needs and expectations
The Successful Candidate Will Be
Customer focused
Marketing minded
Highly collaborative
Creative and analytical
Action oriented, hands-on and decisive
A strong communicator, consultant and influencer
Assets
Bilingual (English/French)
Understanding of Sun Life brand strategy and positioning
Sound knowledge of financial services industry, products, services, distribution channels
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