Czarina Sunga

STRATEGY

• Provide strategic direction, counsel, and hands-on support for all relevant content and communications planning and execution relating to the AIA Group, AIA Group Technology, and Group Operations.
• Develop and maintain AIA’s corporate narrative and strategic messaging around Technology, Integrated Health Strategy, and Customer-Driven Service, ensuring all spokespeople are updated on critical talking points. This includes executive briefing documents and speeches for the Executive Committee, including the Group CEO, clearly focusing on audience impact and reach.
• Confidently manage and build relationships with senior leadership stakeholders, external partners, and media with exceptional interpersonal skills.
• Work closely with Group and 18 countries in APAC, external agency partners, and third parties (Microsoft, Kyndryl, ServiceNow, McKinsey) to support the delivery of the communications programme across mainstream and trade media and AIA’s owned channels (LinkedIn, intranet, social media).
• Oversee internal and external communications programme strategy and execution of AIA Group’s technology functions AIA Digital+ Malaysia, China, and The Philippines.
• Ensure content is on-brand, consistent in style, quality, and tone of voice in all communications.

MEDIA, EVENTS and THOUGHT LEADERSHIP

• Support spokespeople media training and panel preparation to ensure polished communications in all related activities.
• Select and execute event sponsorships (e.g. Hong Kong Fintech Week and InsureTech Insights), interviews and speaking engagements (e.g. The Economist, SCMP, HK Economic Journal) that demonstrate and build thought leadership and expertise.
• Oversee media monitoring to track AIA’s reputation and other KPIs.
• Identify and support award submissions to garner industry recognition that reinforces AIA’s reputation as an industry leader in technology. Won 15 awards in 2022 and 22 in 2023.
• Creative direction and management of social media content for AIA Group Technology, including paid campaigns.
• Develop, execute, and measure the highest level of consistent, accurate, and proactive coverage across traditional and digital platforms in joint-partner communications.

EMPLOYEE ENGAGEMENT

• Support internal communications and initiatives that build and strengthen AIA’s profile with innovative, accessible, and stimulating content (video production, internal talk shows, panel discussions) and inspiring ideas.
• Management of employee (and media) communications during crisis and disruptive events.

Supported the Manulife MOVE team for all communications requirements, including, but not limited to the tone of voice guidelines and implementation, development of Health Score copy, eCoach script development, press releases, award submissions, and content plan for social media and customer communications.

Conveyed the messages of the largest and longest-running hotel art fair in Asia. Provided direction for exhibitor communications, PR, advertising and social media, visitor marketing, and sponsorships through high-quality and impactful materials, including artist content and biographies, exhibitor materials, and all other communications, while also supporting Fabrik Gallery’s exhibitions.

Supported clients with timely preparation of flawless and effective marketing materials, sales presentations, EDMs, press releases, and social media strategy and content. Clients include Harvey Nichols, Marriott International, and Colliers International Hong Kong.

Brand account management covering sales and marketing. Duties include Marketing, PR, promotions, celebrity endorsements management for fashion (e.g. Chalayan, Ellery, Camilla and Marc, Paper London, Alice McCall), footwear, and retail (e.g. Havaianas, Superga, Hunter Boots).

Maintained websites and all social media platform content. Created online presence and wrote content, collaborated with key online influencers to create brand awareness by organising and art-directing photo shoots, and constantly working with the brands' central offices.

Owned and managed a franchising business for an all-women's gym offering a complete fitness and nutrition solution. Focused on marketing the business via ad placements and digital, working with the online, TV, and print media to promote women's health.