Techcombank ★ 3.9

Job Purpose

The Product Marketing Lead owns how the market understands, values, and chooses every Techcom Life insurance product. Operating as a horizontal function across the full portfolio (ILP, Universal Life, Endowment, Medical Reimbursement, CI/HI, and future products), the role translates each product’s technical design into a compelling customer value proposition, market positioning, and a coherent commercial narrative. The role serves as the bridge between Product, which defines what the product is, and the market, which determines why a customer buys it and how the story is told. The objective is to close the gap between a product that is built and a product that sells.

Key Accountabilities

Customer value proposition and positioning

• Own the customer value proposition (CVP) for each product from end to end, progressing from customer insight through to a market-ready proposition approved by leadership. The role works alongside the Head of Product and is accountable for the proposition itself rather than the product design.

• Define positioning and differentiation for each product against other Techcom Life products, external competitors, and adjacent ecosystem offerings, ensuring that no two products compete for the same position in the customer’s mind.

• Translate actuarial and feature detail into customer-facing language, a clear benefit hierarchy, and supporting reasons to believe.

Messaging and commercial narrative

• Build the master messaging framework for each product, comprising the value story, proof points, and objection handling, from which all downstream channels and campaigns draw.

• Ensure that product-level messaging aligns with and supports the company brand story owned by Brand and Communications, without duplicating it.

Sales enablement and content

• Develop the sales tools, talk tracks, training content, and customer-facing collateral that bancassurance, agency, and digital channels require to sell with confidence.

• Enable channel activation by providing the narrative and supporting assets, while channel marketing retains ownership of campaign execution and channel cadence.

Launch and market feedback

• Lead the go-to-market proposition for each product launch, partnering with Product on readiness and with Channel Marketing on activation.

• Monitor how each proposition performs in market, gather frontline and customer feedback, and refine positioning and messaging across the product lifecycle.

• Report market reception and proposition effectiveness to management, and recommend timely repositioning where required.

• Bachelor’s degree in Marketing, Business, Economics or a related discipline.

• Approximately seven or more years of experience in product marketing, proposition, or brand-to-product roles, preferably within insurance, banking, or consumer financial services.

• A proven track record of building customer value propositions and taking a product’s positioning from concept to market.

• Strong ability to translate complex technical products into clear customer narratives and to influence across functions without direct authority.

• A customer-centric, data-informed approach grounded in research, segmentation, and market feedback.