Squared Online Reviews

Corporate review: Sun Life Financial – Part 5

Radzif Nasri

Senior Digital Marketing Executive APAC

Larry Tin, Director of Agency Digital Transformation for Sun Life Hong Kong, shares with us how Squared Online has helped him to adopt a more customer-centric mindset and how this applies to his role

“The learnings from Squared Online have broadened my thinking and tactical approaches, such as how we can best attract, engage, acquire and convert. These are useful skills that help me with the design and development of the digital tools I manage.”

Why did you take part in Squared Online?

I was nominated by Sun Life to join the program. As the Director of Agency Digital Transformation, I help to digitalize the front end of our business at Sun Life.

I am responsible for the design, development and backend operations of digital sales tools and digital service tools, for both customers and agents. My team, together with our IT colleagues, collaborate closely with the marketing and sales functions to make available tools that offer a great, seamless experience.

When I heard about the course, I felt it was interesting and appropriate for me and it would help me to deepen my knowledge in marketing. Since a big part of my job is to support marketing and sales activities, I felt it was highly relevant.

How has the course changed your thinking when applying it to your role.

The course strengthened my understanding of the end-to-end customer journey. I apply the learnings and customer-centric lens in all that I do. I consider the steps, engagement approaches and user experience when I develop and enhance the backend operations of digital tools. These could range from web interfaces, customer portals, mobile apps to product platforms.

I had a fair degree of understanding in marketing prior to joining Squared Online, but my hands-on marketing experience was limited.

The learnings from Squared Online have broadened my thinking and tactical approaches, such as how we can best attract, engage, acquire and convert. These are useful skills that help me with the design and development of the digital tools I manage.

What have you learned that you will take back into your role to help Sun Life on its Digital Transformation journey?

As I look after a range of digital platforms for both external customers (potential and existing customers) and internal customers (sales agents and advisors), adopting a customer-centric mindset is crucial.

For our digital transformation journey at Sun Life, we strive to optimise experience, immediacy, efficiency each time our customers engage with us, regardless of device or touchpoint.

Which module did you like most and why?

I really enjoyed Modules 1, 2 and 3. It was interesting for me to dive deeper into customer journeys, examine different approaches and mix of touchpoints to attract new customers.

How has Squared Online helped accelerate Sun Life’s digital transformation journey?

This course is suitable for everyone. If we all embrace and understand the fast-changing needs of our customers, we can apply the learnings to deliver to these expectations.

My advice is to plan your time well. We are all busy, with a full-time job and family. You need to commit personal time to the course, setting aside weeknights, and / or weekends for the coursework and group activities. But it’s worth the time investment – the learnings stay with you and are valuable.

What advantages do you think the course gives your talent?

I honestly think everyone should go through the program. Regardless of the role or function you are in, digital is likely to be impacting your job scope already. Don’t get left behind.


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 could impact your career?

For individuals, you can contact us at the following:
info@wearesquared.com | +65 6876 7908

For companies based in Hong Kong, you can contact our Corporate Partnership Team at the following:
sonia.yao@avadolearning.com | +852 9383 5016 (APAC)

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