Brand Strategy, Experience, and Communications Director

Position Overview

• The Brand Strategy, Experience, and Communications Director leads the development and execution of AXA's brand strategy across both internal and external audiences. This role operates at a strategic level, focusing on harnessing the brand as a core asset to drive growth, inspire stakeholders, and create long-term value.

• As the steward of the AXA brand, he/she will shape and articulate compelling brand narratives and create meaningful brand experiences among all brand audiences and stakeholders, both externally and internally. These narratives and experiences should serve as a strategic foundation for others to execute, including providing high-level inputs to product propositions, marketing services, operations, HR, and distributor communications.

• He/she must have a deep understanding of brand equity, strategic alignment, and the ways in which brand identity can be leveraged to fuel organizational growth.

• He/she leads and oversees the development and execution of brand and corporate campaigns, communication plans, events, special projects, and other similar activities whether these are driven by Group/Region or purely local initiatives.

 Key Responsibilities 

1. Strategic Brand Leadership

a. Develop and refine the overarching brand strategy, ensuring alignment with AXA's organizational goals, market trends, and growth aspirations.

b. Lead efforts in brand positioning to achieve differentiation, relevance, and resonance with key audiences – both internally and externally.

c. Collaborate cross-functionally to integrate the brand seamlessly into corporate strategy, culture, and business operations.

2. Brand Experience and Communications

a. Shape and oversee a consistent, clear, and authentic brand narrative that engages various stakeholders, including customers, employees, distributors, shareholders, and partners.

b. Guide the development of internal and external communication strategies that reflect and reinforce the brand's purpose, vision, and values.

c. Support the design and delivery of a cohesive brand experience across all touchpoints, driving satisfaction, trust, loyalty, and recognition.

d. Integrated Marketing Communication 

- Lead in developing a comprehensive integrated marketing campaign plan with clear and impactful creative, media/channel strategies.

- Oversee the creation/design of multiple creative content across identified channels collaborating with creative teams to produce innovative and impactful content that engages audience and enhance brand awareness and ensuring consistency in brand messaging and visual identity.

- In collaboration with media team, oversee the delivery of an effective implementation of IMC plan that drives a cohesive brand experience across all touchpoints / multiple channels (utilizing mix of digital and traditional media) driving brand exposure and engagement.

3. Collaboration and Alignment

a. Partner with cross-functional teams, including HR, distribution, products & propositions, and operations to embed the brand ethos into all areas of the business.

b. Drive cultural alignment by integrating brand values into internal initiatives, CSR, employee engagement programs, and talent acquisition processes.

c. Champion and maintain relationships with IMa and Group, ensuring clear communication of local initiatives and securing their support for entity-specific campaigns and strategies.

d. Monitor industry trends, competitive dynamics, and consumer insights to identify opportunities to enhance the brand's position and relevance.

Profile and Qualifications:

Education\: Degree in Marketing, Communications, or Public Relations

Experience\: 10+ years in branding, corporate communications, or PR, preferably in leadership roles.

Skills\: Strong storytelling and communications skills, with strong strategic thinking and decision making skills, knowledge of digital marketing, SEO and content strategy.

Ideal candidate:

Proven track record in brand building and reputation management

Experience working in multi-national companies or highly regulated industries

Ability to handle high-pressure situations and manage crises

Strong executive presence and ability to influence senior leadership 

A global leader in insurance and investments, AXA takes care of 103 million lives in 64 countries worldwide. We actively invest in pioneering and personalized solutions to meet your ever-changing needs and exceed your expectations. In the Philippines, we are in partnership with Metrobank, one of the country's strongest banks.

Established in 1999, AXA Philippines is one of the largest and fastest growing life insurance companies in the country. It offers financial security to more than one million individuals through its group and individual life insurance as well as general insurance products through its subsidiary Charter Ping An.

AXA Philippines is one of the first to introduce bancassurance operations in the country, and is among the pioneers in the investment-linked insurance sector.

AXA now offers a complete range of products for all its customers' insurance and financial protection needs, including savings and investments, health plans, income protection, and health coverage; and through its general insurance subsidiary Charter Ping An Insurance Corporation\: fire, motor car, marine cargo, personal accident, bonds, casualty, and engineering insurance products.

AXA Philippines closed 2017 with P26.4 billion in total premium income and P5.7 billion in gross written premiums from Charter Ping An. Today, AXA has more than 4,000 financial advisers in 36 branches, and 700 financial executives in over 900 Metrobank and PSBank branches nationwide. Charter Ping An, on the other hand, has 22 branches nationwide and 2,007 agents.

AXA Philippines is a joint venture between the AXA Group, headquartered in France, and the Metrobank Group, one of the largest financial conglomerates in the Philippines.

The Metrobank Group is a conglomerate of industry-leading businesses that includes First Metro Investment Corporation, Metrobank Credit Cards, Federal Land, Toyota, and Manila Doctors Hospital. It was hailed Best Bank in the Philippines in 2010, 2011, and 2012 by Euromoney and recognized as the strongest bank in the Philippines by The Asian Banker in 2013. It is owned by the Ty Family whose major business interests include financial services, real estate development, power, and manufacturing.