VMAil Profile Aafke van Daelen
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Aafke van Daelen is the Senior Marketing and Communications Manager at Sun Life Financial Asia, where she is responsible for marketing and communications activities across seven Asian markets. In her role, she develops strategies and executes campaigns to build and protect Sun Life's brand and reputation internally and externally. Some of her recent projects include supporting Sun Life's sponsorship of the 2015 Asia Pacific Life Insurance Conference in Bali and preparing for the upcoming Asia Management Meeting in Manila. One of her main challenges is balancing advising internal stakeholders with promoting creativity at the local level, while ensuring brand consistency. She believes the role of communications will continue growing in influence in Asia and advocates for its integration with sustainability.
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VMAil Profile Aafke van Daelen
- 1. PROFILE: Aafke van Daelen Senior Marketing and Communications Manager at Sun Life Financial Asia Tell us about your role at Sun Life Im responsible for the day-to-day management of all marketing and communications activities for the Asia region covering seven markers, including strategy development and full execution. The overall aim of the job is to build and protect Sun Lifes brand and reputation, both internally and externally. I report into the Head of Marketing & Communications. We work closely with our corporate headquarters in Canada as well as creative vendors and a PR agency. What were your first 100-days like? Any advice? The first weeks were a deep dive into the world of a Canadian Insurance company growing in Asia. I had to get up to speed on several international and region wide programs, such as our global 150th anniversary, internal CEO Awards of Excellence and Most Respected Agency initiative in Asia. I soon discovered our function has a long list of internal and external stakeholders. This meant I had to carefully prioritize work from day one, but more importantly it showed our role in the company is well-established. I see it as one of my main responsibilities to remain a go-to team. What are you currently working on? And main challenges? I just finished working for our title sponsorship of the 2015 Asia Pacific Life Insurance Conference (APLIC) in Bali. We supported our Agency Distribution Team with our branding at the event. We advised on the design of a fantastic booth, prepared our Indonesia CEO for his forum participation and coordinated media interviews for our Regional President. Next up are the launch of the 2015 Sun Life Asia Health Index and preparing for our annual Asia Management Meeting in Manila. The main challenge I have experienced thus far is finding the right balance between advising and influencing internal stakeholders. We aim to promote creativity and entrepreneurship at the local marketing communication level and not be too prescriptive. Yet there are situations that require discipline, for example when it comes to brand reviews and approvals. How influential do you perceive Communications to be in Asia now and in the future? The role of communication shouldnt be underestimated in closing deals or influencing agendas whether in business, politics or society in general. Its up to communications professionals to make sure we are influential all the way up to the C-suite. Im optimistic our profession can achieve this with the majority of CCOs already reporting to the top. Whats the biggest communication lesson youve learnt during your career? Corporate transparency is great, but the flip side of under-sharing is over-sharing. Its important to be strategic about how the information is shared in order to maximize the positive impact of the communication. Carefully select your platforms - whether a blog, media interview or a panel discussion - and determine up front what information is appropriate to share with the audience. The opposite is also true; dont participate in public speaking if you dont have a point of view or lack understanding of the issue (sounds clich辿, but it happens all too often). Do you have a guiding principle for communicators? Watch the sustainability space and make it part of your remit, because Im convinced sooner or later it will make or break your license to operate as a company (i.e. the level of acceptance or approval by stakeholders). I am a keen advocate of sustainability and its integration into the corporate domain. I encourage all communications professionals to explore this important field if you havent done so already. At Sun Life we are now looking into new ways of making our events in Asia more sustainable. I believe there is a lot to be gained, especially on the environmental level from waste reduction - we all know the amount of paper and plastic often wasted at events - to recycling. Sustainability is much more than having a green office certification. Aafke van Daelen Senior Marketing and Communications Manager at Sun Life Financial Asia www.vmagroup.comEurope | Asia-Pacific | Africa | North America