Manager, Portfolio Optimization

About the role

To drive growth and optimize the value of Sun Life Malaysia's existing customer portfolio through data-led segmentation, cross-sell and upsell strategies, targeted campaign development and disciplined execution across distribution channels. The role identifies customer needs and protection gaps, develops relevant value propositions, and oversees the end-to-end cross-sell campaign portfolio in partnership with Distribution, Product, Data Analytics, Underwriting, Marketing, Operations, Client Engagement, Digital, Finance and other key stakeholders.

Key responsibilities

• Develop and execute strategies to optimize the value of the existing customer portfolio, analyzing customer demographics, product holdings, policy tenure, life stage, financial behavior and engagement patterns to identify protection and financial planning gaps.
• Partner with Data Analytics to seize opportunities, define actionable segments and establish campaign eligibility criteria.
• Develop structured cross-sell, upsell and next-best-offer strategies based on customer needs, existing holdings, life stage, financial profile and prior underwriting outcomes.
• Work with Product, Underwriting, Distribution and Marketing to create differentiated, customer-relevant offers and sales narratives.
• Own and maintain the organization's cross-sell campaign pipeline and annual or quarterly roadmap.
• Evaluate and prioritize opportunities based on customer value, revenue or annualized first-year premium potential, strategic importance, conversion potential, cost, return on investment, complexity and resource needs.
• Oversee campaigns from ideation through implementation, monitoring and closure, with clear objectives, ownership, milestones, risks and success measures.
• Coordinate cross-functional workstreams covering data and leads, product, underwriting, operations, finance, legal, compliance, marketing, client engagement, sales enablement, reporting and digital support.
• Design customer engagement and re-engagement journeys across advisor, partner and digital touchpoints.
• Identify and profile priority client segments using demographic, life-stage, financial, behavioural, product-holding and channel data to define target needs, eligibility and commercial potential.

About you

• Bachelor's degree in marketing, Business Administration, Economics, Finance, or a related field.
• Approximately 5 years of relevant experience in insurance, banking, financial services, customer portfolio management, bancassurance, customer relationship management, marketing strategy or campaign management.
• Experience in customer segmentation, cross-selling, portfolio analytics or campaign management is strongly preferred.
• Good understanding of insurance products, customer lifecycle and distribution channels.
• Proven experience managing cross-functional projects and stakeholders from strategy through implementation.
• Ability to translate customer and portfolio data into actionable commercial strategies.
• Strong analytical, problem-solving, management communication and presentation capabilities.
• Customer portfolio analysis, segmentation and opportunity sizing.
• Cross-sell, campaign and client value proposition development.
• Microsoft Excel and PowerPoint; Power BI, customer relationship management or data visualization tools are advantageous.