Corporate Case Study: Sun Life Financial – Part 3
We catch up with Mylene (Maria Lourdes) Lopa, CMO of Sun Life Philippines, as she shares with us why she took part in Squared Online.
“The course opened my mind and helped me to fully appreciate the opportunities that digital marketing and digital channels brought. I learned that there was much that we could tap into to connect with clients, beyond what we were working on at the time.”
Why did you take part in Squared Online?
As CMO of Sun Life Philippines, I head up the Marketing function, which includes PR, Corporate Communications, Brand, Research, Digital Marketing, Media Relations and Client Marketing.
The Regional Head of Digital for Asia, Gavin, convinced me that as the CMO, I would benefit from deepening my digital knowledge through Squared Online.
I come from a traditional marketing background, so when I learned about the course, I felt it presented a good opportunity for me to broaden my knowledge of digital. I already had a capable digital marketing team under me that was delivering great work, but I felt it would be beneficial if I had a better grasp of digital myself to help lead the team.
How has the course changed your thinking when applying it to your role?
The course opened my mind and helped me to fully appreciate the opportunities that digital marketing and digital channels brought. I learned that there was much that
we could tap into to connect with clients, beyond what we were working on at the time.
It also helped to reinforce the fact that we, collectively, must embrace digital and digital transformation. The impact and effects of digital are growing and far-reaching
and the course really brought this to life for me.
The course was also a good reminder that digital is a powerful force – if we are able to leverage it and maximise the opportunities it brings, and much can be achieved.
How has Squared Online helped to accelerate Sun Life’s digital transformation journey? What have you learned that you will take back into your role to help Sun Life on its Digital Transformation journey?
I focused very much on the strategic part of the programme, from Modules 1, 2 and 3. The tools and frameworks were interesting to me. An example would the ‘Hero Hub and Hygiene’ framework from the Content Marketing section. It was helpful to learn how to use and apply content marketing strategies and approaches more effectively.
The Digital Marketing Measurement Model (DMMM) was also something that was practical and useful. It offered a structured approach for us to be more conscious of setting and measuring performance metrics, to determine if a campaign or plan was working or not.
Which module did you like most and why?
I enjoyed the strategic part of the course and focused a bit less on the tactical due to the nature of my role as CMO.
The group projects gave us opportunities to work with marketing professionals in other countries. It was good for us to learn from each other. I enjoyed the M2 project the
most. For our Digital Business idea, we came up with a digital pocket travel guide.
What advice would you give to someone thinking of embarking on the course?
My advice would be to set aside time for the live classes. It is only once a week, for an hour. Try not to miss too many classes, as it is a bit tough when you try to catch up and have to watch all the class recordings in one go.
Also, keep an open mind – only then can you absorb and embrace.
Would you recommend the course?
I would recommend the course to those whose job or role has a digital piece to it. As this is a digital marketing program, the people who would get the most value out of it would be marketing, brand, PR, corporate communications etc.
Teams whose functions are closely related to digital, such as Sales and Digital Transformation teams, would also benefit.
Squared Online is the award-winning digital marketing leadership course developed with Google and powered by Avado. The programme is designed to build leadership and collaboration skills through an interactive and hands-on approach and helps marketers develop their knowledge and confidence in all things digital.
Want to hear more about how Squared Online can make an impact?
You can contact us at the following:
firstname.lastname@example.org | +65 6876 7908