Content Strategy Lead- Youth Segment

3 days ago

Taguig, National Capital Region, Philippines FWD Insurance Full time ₱1,200,000 - ₱2,400,000 per year

About FWD Group

FWD Group (1828.HK) is a pan-Asian life and health insurance business that serves approximately 34 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

About FWD Life Philippines 

FWD Life Insurance Corporation (FWD Life Philippines) launched its commercial operations in September 2014. As of end-2022, FWD Life Philippines ranks 3rd and 6th in terms of Paid-up Capital(1) and New Business Annual Premium Equivalent(2), respectively.

For more information, please visit  

1 > Statistics > Life > 2022 > Based on Paid-Up Capital

2 > Statistics > Life > 2022 > Based on New Business Annual Premium Equivalent

As part of the Content Strategy Team, the Content Strategy Lead – Youth Segment (CSL-YS) plays a pivotal role in culling insightful research and producing strategic content. This role requires a deep understanding and lived experience as part of the youth segment, especially Gen Z (born , and ability, resourcefulness and innovativeness to translate such into strategic content in the context of financial literacy.
While individual contribution is key, the CSL-YS must also have the ability to work with members of the Content Strategy Team and the rest of Marketing, in coming up with relevant ideas, concepts, campaigns and initiatives, that help connect FWD with the youth segment.
This role will work closely together with the Marketing Strategy, Comms, and Product Marketing Team (MSCPM), and the rest of marketing.

Content Strategy & Creation

  • Research Gen Z trends, behaviors, and preferences across digital platforms.

  • Develop and execute content plans tailored to youth segments, including social media, blogs, video, and interactive formats.

  • Collaborate with internal teams and external vendors to ensure content aligns with brand voice and campaign goals.

  • Contribute and lead ideation and production of original content series, influencer collaborations, and youth-focused campaigns.

Audience Engagement

  • Monitor youth audience feedback and engagement metrics and prepare responses if needed.

  • Build and nurture online communities through authentic and relatable content.

  • Identify and engage with youth influencers and creators for possible co-branded content.

Performance, Optimization and Reporting

  • Analyze content performance using analytics tools and adjust strategies accordingly.

  • Conduct split or A/B testing on content formats and messaging.

Stay updated on platform algorithms and best practices to maximize reach and engagement.

Stakeholder Engagement

  • Present content strategies to MSCPM leadership.

  • Align external partners and stakeholders with brand goals and strategic direction.

  • Champion the brand's purpose and ensure consistency across all touchpoints.

Cross-Functional Collaboration

  • Work closely with MSCPM team to integrate youth content into broader customer journeys.

  • Provide insights and recommendations to Content Strategy Team and MSCPM on youth engagement strategies.

Privacy Notice

Your privacy is a priority for FWD.  The Company keeps your personal information with us in confidence. To know more about how we process your information, kindly refer to our FWD Recruitment Privacy Notice.

FWD has partnered with Talocity Instasolutions Private Limited ("Talocity") to manage the initial filtering of candidate's profiles through video interviews, social profile mapping, and video analytics using artificial intelligence engine that is offered within the Talocity platform.  The platform evaluates the candidate on the five well-known dimensions as per OCEAN Personality Model that influence occupational success and help understand workplace behavior. For more information, please refer to Talocity Privacy Policy.

When you apply, FWD will share your name, phone number and email address to Talocity to contact you and conduct the initial screening and profiling process.  Shortlisted candidates will then be contacted by FWD for the face-to-face interview. 

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