Head of Channel and Affinity Marketing

Head of Channel and Affinity Marketing

As a global health service company, Cigna Healthcare Hong Kong's mission is to improve the health and vitality of those we serve.

Reporting to the Chief Customer Officer, Marketing & Partnership, the incumbent will be responsible for the design and execution of channel marketing initiatives, affinity partnerships, and value-added programs. This role is pivotal in shaping Cigna Healthcare’s market positioning and delivering marketing initiatives that enhance engagement, conversion, and retention with our channel and affinity partners.

Job Responsibilities

·Strategic Planning: Build and manage strategic affinity partnerships to expand reach and deliver value-added services. Lead end-to-end efforts from contract negotiation, campaign design, and content creation to implementation and conversion optimization.

·Campaigns & Promotions: Develop and execute channel and affinity marketing strategies aligned with overall business growth objectives.

·Demand Generation: Drive demand and sales enablement through broker communications and channel promotions, including cross-sell and up-sell initiatives within partner ecosystems.

· Integrated Marketing: Lead B2B and B2C campaigns across digital and traditional channels to support acquisition, engagement, and retention. Collaborate with broader marketing teams for full-funnel tracking and performance optimization, ensuring alignment with shared metrics (SOV, CLTV, pipeline growth, revenue attribution).

·Performance & Insights: Monitor KPIs and deliver actionable insights to senior leadership for continuous improvement.

·Team Leadership: Coach and manage the team to achieve growth objectives while ensuring compliance with governance standards.

·Others: Support the wider marketing team on implementation of initiatives contributing to growth as needed.

Job Qualifications

·Bachelor’s degree, preferably in Marketing, Business, or related field; MBA preferred.

·Minimum 15 years of experience in channel marketing, affinity partnerships, or B2B/B2C marketing leadership roles.

·Proven track record in driving growth through channels and business partners.

·Strong leadership, communication, and stakeholder management skills.

·Resourceful, creative, and willing to go the extra miles to achieve positive outcomes.

·Demonstration of growth mindset to embrace challenge.

·Mature, collaborative, able to work independently.

·Experience in the health insurance industry is a plus.

About The Cigna Group